By 2020, customer experience is expected to surpass product and pricing as the key differentiator for businesses. Getting information consistent with the brand guidelines across all channels contributes greatly to the customer experience, as it makes it easy to find and interact with that brand. To make your information available in a brand loyal look and feel, you not only need some colors and a slick logo, you also need design elements that reflect your brand.
Not so long ago, I attended a marketing event in which one of the speakers stated that although organizations are advised to communicate in a brand loyal way, there are no marketing automation solutions that can make that happen without HTML and CSS scripting. Those solutions provide WYSIWYG editors to design HTML pages and emails but at the end of the day, you need HTML and CSS knowledge to create stunning communications.
The problem is that those editors only support basic design objects, such as buttons, spacers, lines, text blocks, tables and images. Who can create stunning brand-loyal communications with those kind of limitations? As a result, these editors are hardly used and a lot of the HTML and CSS crafting is outsourced to design firms.
So what if you want to do better? What is necessary to create “on-brand” communications with an editor? Access to brand-loyal design elements that can be configured to the needs of the moment. Who should be able to contribute such elements? The more technical boys or girls in the marketing department that understand HTML and CSS. Who should be capable of using the contributed elements? Everybody, without the need to know anything about HTML or CSS. It is that simple!
Getting business users in control of the communications is a key strategic objective of Scriptura Engage Web Designer. That’s way we’ve put a lot of effort in the Pluggable Objects capability. Technically skilled employees can contribute data driven HTML and CSS snippets as Pluggable Objects. After registration, those objects become available for non-technical template designers in the same way as default native objects. It is really that simple!
Marketing automation solutions often include editors to create email communications or even forms and landing pages, but they don’t always support the business empowerment objectives of organisations. At Inventive Designers, business empowerment is the major driver, resulting in solutions that truly shift control to the business users. Pluggable objects is one of those capabilities in the Scriptura Engage Web Designer.
Want to know more? Contact us!