Feeds

Author

Feb 11 2020
Feb 11

1) Built-in support for multi-language sites and admin portals

Let's jump right in! For business owners, ecommerce eliminates many restrictions of traditional business practices. One opportunity is the ability to sell your product to overseas consumers, expanding your possible market to contain, well virtually, the whole world. Of course, one of the barriers to entry into certain markets may be the language.

Imagine this: You are a Brazilian business owner who just invented chewing gum that never loses its flavour. Obviously, the demand for this product is worldwide. The only problem is that you do not feel comfortable writing the script for your new online product page in English or any language other than Portuguese for that matter. In a perfect world, the ideal solution might be to hire translators for every language of each country that you want to sell this amazing gum in. However, the costs of such an endeavour are enough to make even those with even the deepest of pockets think twice.

In my opinion, the next best and completely viable option is to choose to develop your chewing gum site using Drupal then make use of the many multilingual modules to automatically translate your content (just Google “Drupal automatic translate” for a list of options). The advantage of these Drupal translation modules is that, first, it can appear as an option at the top of the page and is therefore easily accessible to the customer. Second, additional modules can allow you to automatically show the users local language based on their browser’s set language. Third, you can choose which blocks of text you want to translate and which you do not; so let us say for aesthetic reasons or brand awareness you do not want a certain block of the site to be translated, you simply do not enable the translation for that block in the admin portal. Additionally, while your site frontend is being translated for your visitors, as an admin you can maintain Portuguese as the primary language to run your backend admin portal.

Read the full Gartner reportSpeaking from my own experience, I shop online for bicycle components quite often. The problem is many of the unique manufacturers I am looking to buy from are based out of Italy and Germany. Google translate can do an adequate job of helping you navigate the site, but when it comes to the finer details like product specifications or return policies I quickly find myself out of my depth. The great thing about using Drupal Translate is that you can manually enter the translation for each language of every block on your website. So for example, instead of paying for a full site translation in each language, you could hire professionals to translate the important areas like the fine print and leave the less critical areas up to Drupal.

2) Features on features

Okay, Drupal is not exactly an episode of Pimp My Ride, but it can pretty much do anything you can dream of. If, for some reason, you want to design a site that sources all of the types of chicken wings sold in restaurants across your city. Then create a catalogue that breaks down the various chicken wings by texture, flavour, price, size, messiness, etc. Now you want to integrate a system that uses logic and intelligence to recommend the best beer your company sells to accompany any wing selection made. This is all possible with Drupal.

The cost to develop such a unique site with these custom modules on Drupal would not be cheap. However, the point remains that a feature such as the one mentioned above is quite crazy, but completely possible. If there is functionality that you need, it can be built on Drupal. The other big takeaway is that once you have paid for the development of the module you are now the owner and do not have to worry about any ongoing licensing costs. For reasons like these, it is my opinion that Drupal is the best CMS for such robust and custom site requirements.

3) Security

Of course, nothing can ever be fully secure especially without regular upkeep, but Drupal does a few things differently that should help you sleep better at night. Unlike the many popular SaaS platforms, Drupal is open source and non-proprietary. This means that you are the owner of your data and you are the one who decides how it is managed, meaning you can fine tune every aspect of your Drupal site from the site itself to your hosting environment. If you have a security team or security-focused partner that you work with, Drupal provides the flexibility they need to keep your data safe.

The official Drupal Security Team is also thoroughly on top of the security of the core Drupal software’s code and helps module developers keep their modules secure. This team frequently releases security patches that address any vulnerabilities that come up. In addition to the official Drupal team, the large Drupal community of developers donate their time to develop and monitor Drupal’s code. Drupal and all of it’s modules are built using a core set of coding standards, so the many thousands of developers working with Drupal’s code ensures security issues are found and addressed quickly.

Lastly, one of the features of Drupal that is best known is its ability to integrate into third-party applications. As such, Drupal is also capable of easily integrating into other security systems and platforms on the market. You’re not restricted to Drupal alone.

4) Open source community

In my mind, there are two main reasons that the open-source nature of Drupal and the community that surrounds it are such an advantage.

First, because of the large community of developers and its open-sourced nature, there are countless plug-and-play ready modules available free of licensing fees just waiting to be added to your website. This means, in addition, you are the owner of your own code and data. Furthermore, you never have to worry about losing development support for your website. There will always be another Drupal agency out there waiting to pick up the pieces if something were to go wrong.

Second, because there is such a large community of developers behind the expansion of Drupal, you have a veritable fusion of diverse ideas and designs. Instead of a single organization pushing code in a certain direction, you can find incredibly creative and unique libraries of code. This means a deeper pool of free talent to pull from. Even with the creative minds driving the development of Drupal, there is still consistency in the underlying code. This enables easier upkeep of the code itself and allows a lower barrier of entry when onboarding new developers. The advantage to the end-user is that, when compared to a fully custom build, using Drupal means that should your partner agency ever go out of business or the relationship deteriorates, you will have other experts in Drupal to turn to.

5) Future-proof

I keep bringing this up, but it really enables so many possibilities; because Drupal is so open to API integrations, you can design Drupal to work as a modular middleware behind the scenes. This means as you acquire new technology and software, it really is as simple as plugging it in and configuring an API hook.

Furthermore, as long as Drupal is paired with the right server, it can handle endless amounts of traffic and scale from small business to enterprise. This is a reason why Drupal is such a popular CMS of choice for medium-sized to enterprise-level organizations.

Finally, Drupal as a CMS is kind of like Play-Doh. You can build out your frontend experience for the market you are presently targeting using Drupal’s built-in theming layer or by using one of the many other frontend frameworks. Drupal’s APIs allow it to run headless, so it can hold your backend data but you’re not tied down to any specific way of building your frontend. Ten years down the road, though, you may have a completely different set of needs for your frontend framework. No problem, you can rest assured that Drupal won't get in your way.

Are you considering options for your digital experience platform?

Choosing the right DXP now is important to your business now and in the future. Protect your tech investment by assessing the trade-offs of buy or build deployment options and how they relate to your digital experience goals and business outcomes. This Gartner report has been made available to our readers for a limited time and will help you get started. Check it out.

Click to access the Gartner report today

Jan 28 2020
Jan 28

Due to the nature of B2B sales, one of my roles is cold outreach. Most of the time my first method of outreach garners no replies. However, every so often I will receive a prompt email message or reply over the phone. It usually goes something along the lines of: “We already have a web development agency.” or “We are not interested.” I often wish I was at a sit-down meeting when these situations arise. This is because I simply cannot describe the multi-faceted solutions Drupal can provide, far and above a typical web development agency. “You should absolutely stay with them” is my typical response to prospects that have an agency they are happy with. I say this because there is so much more Drupal, as a business solution, can provide without even interacting with the frontend of their website. What we often promote with Drupal is its capability to create a more complete digital experience platform (DXP), not just a website.

What Gartner has to say about the DXP

In a 2019 report, Gartner has this analysis about DXPs:

“Driven by digital transformation efforts, organizations are moving beyond the traditional audience engagement resources of websites and mobile apps. There is a growing acceptance of the idea of digital experience platforms as vital to these efforts. DXPs provide a scalable foundation for creating, optimizing, integrating, delivering and managing a range of digital experiences for different audiences, both internal and external.1”

So let me unpack that a little bit in my own words. Essentially, your website and mobile apps are still very much at the forefront of digital marketing. Moving forward, though, more organizations have and will continue to create a more cohesive, single platform (DXP) in order to cater to all stakeholders of the company. This not only includes said organizations’ customers but also their teams and employees, allowing for a more comprehensive snapshot of the company from the outside and inside. In the same report, Gartner estimates that:

“Through 2021, 85% of the effort and cost involved in a digital experience platform (DXP) program will be spent on integrations with internal and external systems, including the DXP’s own, built-in capabilities.1”

In my opinion, this assumption by Gartner indicates that organizations are already well aware of the advantages a DXP can provide. If you're interested, click on the banner below to read the report.

Click to access the Gartner report today

An imaginary business case for a DXP

Imagine you started a business selling gadgets. Your gadgets were better for target market X because they were less complicated than the gadgets that were available on the market at the time. So first off, you rented a storefront and sold the gadgets in your store, but you also realized you could scale your business by selling the same gadgets online. So in addition to your point of sale system (POS), you now had to adopt an appropriate ecommerce platform and build a website to sell the gadgets online.

Now that you were selling gadgets online you also had to have a shipping channel and a returns channel for replacing defective gadgets. As demand for your product began to grow you needed more gadgets on hand at any given time. The obvious solution was a warehouse, but you also needed a product information management (PIM) system to keep on top of your inventory and distribution channels.

As your product created a name for itself you opened a few more gadget stores and to satisfy demand across the globe you began selling your product through Amazon. With increased demand came competition, so in response, you invested in marketing software to stay on top of the industry trends. You began to diversify in order to make your business more resilient to market volatility. The diversification led to custom gadgets in addition to a gadget service and repair business.

In order to keep track of what your customers had purchased and to identify opportunities for cross-selling and up-selling, you invested in a customer relationship management (CRM) system. Finally, just under a year ago you invested in a new enterprise resource planning (ERP) system. This way all of your new departments had the information they needed to operate efficiently.

So we are now in the present day. Like many other businesses that grew at a rapid pace, you find yourself in a situation where all of your technology has become siloed. In this analogy, your data and information all exist, but it is locked away in separate silos. Each silo represents a piece of software, a distribution channel, a legacy POS system, or that missing Amazon integration that can only be accessed from one place. You can run a business this way, and many organizations do just that, without realizing that there is actually a more efficient way to do things. This is where the DXP comes into play. What you would prefer rather than individual silos would be a horizontal technology architecture with open lines of communication between everything. This, as one could imagine, can save a tremendous amount of time and manual workflows, eliminating what we call swivel-chair processes. Simply stated it is a more efficient way of doing business. The problem is many business owners and decision makers may not even realize this is happening because they live in their own silos and no one has pointed it out to them.

How does Drupal come into play?

Drupal is a content management system (CMS), but at the same time, Drupal can do so much more than a traditional CMS. Through API integrations, also known as API hooks, Drupal has the ability to be used as middleware. As middleware, Drupal can act as a modular engine that connects all the data from the aforementioned gadget business’ technology. Data can flow forwards and backward between the various pieces of technology and even integrate into legacy systems like the POS in the gadget example. Furthermore, the modular nature of Drupal middleware essentially future proofs your business allowing for business scalability.

Drupal as middleware example

To give an analogy, you can think of Drupal middleware as a computer with unlimited USB ports. The computer acts as the brain passing information back and forth between systems and the USB ports are the API hooks. USB ports are non-proprietary and you can, therefore, unplug cables you no longer need and replace them with new cables. You can also add or remove cables as necessary and the computer keeps on functioning as long as you configure the drivers. So as you outgrow software systems or you decide to replace that legacy POS, no problem because you can just plug in the new software, install the drivers, and you are back up and running again.

Connecting it all together

Read the full Gartner reportSo to return to my statement at the beginning of this blog post, the reason I wish I could sit down with those who respond so quickly to my first cold outreach is that I do not want to be typecast as just another web development agency. In actual fact, because our expertise lies in Drupal we are far better positioned to provide solutions that lay beyond the scope of the traditional idea of a website. Sure we can develop an incredibly robust frontend experience and, likewise, a flexible scalable ecommerce engine. But, we can also use Drupal as middleware that allows for seamless flow of information between systems.

If you've read this and would like to have a quick chat, let us know! We're happy to help. I also mentioned a Gartner report from 2019 that is a great introduction for anyone trying to nail down their digital experience platform. Gartner has made this report available to us to share with our readers for a limited time, so check it out now while you still can.

1 - Gartner, "Don’t Wreck Digital Engagement With Bad Deployment Decisions for Your Digital Experience Platform,” 31 July 2019, Gene Phifer.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About Drupal Sun

Drupal Sun is an Evolving Web project. It allows you to:

  • Do full-text search on all the articles in Drupal Planet (thanks to Apache Solr)
  • Facet based on tags, author, or feed
  • Flip through articles quickly (with j/k or arrow keys) to find what you're interested in
  • View the entire article text inline, or in the context of the site where it was created

See the blog post at Evolving Web

Evolving Web