When companies use the latest technologies, they can provide their customers with consistent, engaging, and immersive digital experiences across borders and devices. By comparison, websites and digital assets created with older technologies feel impersonal and inanimate. There is also a cost advantage to using the newest tools, as they significantly reduce design, development, and administrative expenses, while speeding up time to market. As a result, many companies are transitioning their digital marketing infrastructure to the latest, most advanced systems.
Adobe Marketing Cloud’s Adobe Experience Manager and Acquia’s Drupal are among the most powerful CMS solutions available today, but there are a few points to consider when deciding which one is best for your company:
1. The company’s vision for its digital transformation
2. The technical architecture and strategy of the corporation
3. The company’s budget
The Company’s Vision for its Digital Transformation
A company’s vision for the type of digital experience it wants to provide is the most important factor in selecting a platform. Depending on its goals, companies may need any of the following:
– Digital Asset Management
– Web analytics
– Campaign management (Email, social media, etc.)
– Media spend management
AEM vs. Drupal
For companies that only require a website built on a robust CMS, Drupal is the simplest choice. Companies with more complex digital needs may find AEM to be the better option, since Adobe Marketing Cloud offers a complete platform that can perform all of the marketing tasks listed above.
Another consideration is whether the company has a local or global reach. Drupal is a solid choice for companies whose customers are primarily local. AEM is best for managing the digital experience across different countries, making it ideal for global corporations.
The Technical Architecture and Strategy of the Corporation
Some organizations have a decentralized structure, allowing marketing teams to harness the most powerful digital solutions independent of the broader company’s resources and strategy. But as digital transformation becomes a truly strategic corporate initiative across industries, the technology teams will have a much stronger voice in decision-making.
The two key priorities for the technical leadership are ensuring system interoperability and minimizing the cost of integrating multiple systems. Systems built on different platforms and/or technologies are more difficult to integrate and manage. It is therefore unlikely that a marketing team will move to a different platform unless the legacy product is no longer supported, users are extremely unhappy, or there is a significant shift in the corporate product strategy.
As decision-making around technology becomes more centralized, legacy technology decisions will become significant considerations, such as whether a firm is:
– Java- or .NET-centric
– an Oracle/IBM/Microsoft shop
– willing to consider Open Source products, specifically those built on the PHP language
AEM vs. Drupal
A Java-heavy shop with an extensive Java-based internal development team will be more likely to choose AEM for a “new build.” A firm that is comfortable with Open Source, and that has an internal team as well as vendors that are well-versed in PHP-based development, is also more likely to choose Drupal. An extremely strong .NET shop will probably choose a third option — Sitecore — over AEM or Drupal.
The Company’s Budget
Each company will have a different cost-benefit calculus for various functionalities and features. When considering costs, companies should be aware of the different options and the services each includes.
AEM vs. Drupal
Drupal is free, but it needs to be complemented by ancillary services such as hosting and upgrading. Companies considering Drupal should factor the costs of those additional services into their calculations. Acquia, the professional firm behind Drupal, offers, at a cost, a bundled solution with all of these services.
AEM offers two licensing tiers: its high-end enterprise option and its recently released mid-market option.
In terms of the cost hierarchy, AEM Enterprise is highest, AEM Midmarket and Acquia are fairly comparable, and Drupal is the lowest.
Have a Question?
While this note summarizes key factors you should consider, each company has its own unique needs, characteristics, and underlying considerations. We at Inkriti would love to discuss your specific situation and help you make the best decision for your company. You may contact us at firstname.lastname@example.org, (617) 233-7510, or visit us online at www.inkriti.com.