The multiple layers of digital experience

Growth is essential to a thriving business. Whether that’s growing your operations, growing your audience or growing your overall value proposition, successful companies rarely stay stagnant. The technology space is always expanding, adding new channels, devices and ways of connecting with others every day.

Working in partnership with Acquia, Wunderman Thomspon has helped clients to reinvent themselves in a new world and given them the tools to scale without slowing down. In the run up to our presenting sponsorship of this year’s Acquia Engage conference, Managing Director of Wunderman Thomspon Technology, South Africa Niel Mouton shares his insights on the many layers that go into building truly monumental digital experiences.

Adapting to new customer expectations with agile technology

The last few years have forced many people to alter their daily routines and reset their expectations for technology. For brands that relied heavily on in-person experiences, the pressure to adapt to change quickly led them to a total digital transformation. We worked with Acquia to rapidly set up new methods of digital communication and quickly went into action to consult with each client on how we could pivot their strategies and maintain relationships with their core audiences.

For instance, when a pharmaceutical company struggled to engage with health care professionals (HCPs) during the start of the pandemic, we created a new digital strategy for them that focused on educational content and relationship building.

Pharmaceutical reps weren’t just able to walk into a doctor’s office and speak with them. So they needed a new way to communicate product knowledge.

Acquia’s Open Digital Experience Platform (DXP) was leveraged to create a learning experience platform that allowed pharma companies to engage with HCPs with the product information they needed. In only six months, the client onboarded nearly 12,000 health care professionals and generated over 25,000 hours of engagement on their digital channels.

The freedom to build new capabilities without starting over

Agility is critical to staying competitive in any industry; however, as companies expand to new markets and their needs change, it's challenging to continue to work at a fast pace.

International clients need to roll out global campaigns in multiple languages, across multiple markets and still adhere to all the specific requirements of each country. So you need to balance meeting specific needs while maintaining some standardisation across the enterprise.

An integrated DXP built with open technology has allowed us to reduce the complexity of such a large scale implementation process and begin engaging with customers immediately.

We ultimately believe that complexity is the enemy of transformation.

Rather than try to navigate every need at once with a single monolithic solution, Wunderman Thompson breaks clients' needs down into distinct services and capabilities, whether that’s adding an e-commerce engine or adopting a customer data platform (CDP).

The customer journey is an ongoing wave of composable experiences and instead of a monolithic platform that claims to have all the bells and whistles from day one, an open platform allows a company’s technical architecture to scale as their needs do.

Allowing for continuous improvement means that clients can maximize their future value proposition. They aren’t stuck with a certain set of features or capabilities.

Through our long-term partnership with Acquia, Wunderman Thompson has helped clients evolve their approaches to digital experience . Whether implementing a new strategy, going headless or investing in new channels, every request is always an achievable possibility.

To hear more about the amazing ways Wunderman Thompson and Acquia are helping companies digitally transform, check out our session at Acquia Engage on October 26 or get in touch.