Omnichannel marketing “is as relevant as it’s ever been” but it’s evolving into a more customer-centric experience, said Dan Drapeau, head of technology for marketing agency Blue Fountain Media. Designers are breaking solutions out of the constraints of any particular website or platform to reach the consumer in a more personalized manner.
With the growth of the Internet of Things and personalization, it will keep expanding into emerging technologies, Drapeau told Velocitize Talks. One promising emerging technology is headless solutions for digital channels. Headless architecture liberates the user experience for many constraints and allows for a really personalized user experience. “Sometimes you need to build your own front-end solution, and that helps you deliver that actual experience,” Drapeau said.
The practice of “bricks and clicks” e-commerce remains strong, especially among younger demographics. Some companies are leaning into that by adding new technologies such as augmented and virtual reality, said Drapeau.
Looking ahead, microservices are going to be a big trend among digital platforms in the next few years. They offer marketers a new way to approach functionality and flexibility to build a user experience. “It’s kind of an interesting way of approaching the solution,” he said.
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