Uniform blog/The importance of speed when building omnichannel experiences
Lars Birkholm Petersen
Lars Birkholm Petersen
Posted on May 7, 2024

4 min read

The importance of speed when building omnichannel experiences

It’s been said that if a company reduces the time it needs to design and develop a product by 25 percent, it will achieve faster launch times, grow engineering capability, and cut development costs. Similarly, teams, processes, and technologies that work together to deliver timely omnichannel experiences can be powerful differentiators in a business environment that rewards speed and efficiency.
In this post, learn why speed is vital in omnichannel experience management and how the right tools help marketers and digital teams keep audiences engaged and elevate brands’ digital competitiveness.

Better response times to customer demands

It’s common knowledge that seamless processes and workflows boost the effectiveness of digital teams, from improving collaboration to increasing productivity. However, it can be tough to clear the path to market if digital production processes are slowed by development intervention and content silos that slow marketers from launching campaigns at speed. 
Highly-technical systems and platforms heavy with custom code can also impede speedy content delivery. Marketers are vexed by tools that aren’t visual or need code to change, and developers find themselves pulled away from strategic projects to support marketing tasks.    
Unlike a traditional content management system (CMS) or headless technology, the right front-end presentation solution minimizes the need for code-heavy development and engineering support. It’s an ideal setup to allow digital teams to work with visual tools designed for speed and ease, such as: 
  • Flexible templates and components. By freeing marketing creativity and development resources from code complexity, digital teams can edit and display web pages quickly and independently.  
  • More resources for innovation and automation. In reducing the budget invested in development support for duplicative marketing tasks, brands can focus resources on initiatives that speed up the experience delivery process. 
  • Pre-built connectors for lightning-quick integrations. An experience management solution eliminates the need for expensive development sprints, reducing implementation time from months to minutes. 
Having a technological foundation that easily moves experiences from creation to publication enables marketers to deliver the right offers to the right customers at the right time, at top speed, and with minimal developer involvement.  

Streamlined access to quality content and data

Studies show professionals spend nearly 29 percent of their time searching for the information they need to do their jobs. Likewise, digital teams can spend hours or days tracking down and assembling the content and data that fuels customer experiences.  
Brands capture plenty of data but can lack the technology to integrate it with proper tools and adjacent systems. In addition, organizations may be leveraging low-quality or outdated information which can lead to poor decision-making. 
The problem worsens over time as companies add more platforms to their technology stack. This further slows the digital experience production process and marketing’s ability to use cutting-edge tools to enhance their campaigns. 
In the digital era where speed to market is critical, a multisource solution such as a visual workspace gives marketers quick, centralized access to the content and data they need in one secure environment. For example, digital teams can:
  • Provide marketers an integrated workspace to target and personalize experiences accurately.
  • Update content once, while minimizing replication and duplication across your brand’s sites and web pages.
  • Reduce errors by connecting related components such as a hero image or product description to a single content record.
  • Build trust by increasing visitor page update speed exponentially.
Traditional CMSs and digital experience platforms or DXPs lock brands into a rigid set of rules and integrations users must conform to. By contrast, the visual workspace can seamlessly unite content, data, and technology from any source, to provide quick, streamlined access to your assets and preferred services, regardless of vendor. 

Leading-edge capabilities on the fly

Must-have features like personalization are limited by the amount of content digital teams can create and the speed at which they can deliver. Blogs, landing pages, newsletters, and other digital assets might go through multiple drafts and review cycles before being published—time that marketers usually don’t have. Data quality and monitoring can also stall personalization and testing efforts if protocols and systems aren’t put in place for proper storage, collection, and analysis. 
Squeezed by limited time and resources, marketers need capabilities that enable them to produce personalized, data-driven experiences quickly. Rather than switching from one system to another to build the ideal it, the right solution is a single, unified platform containing everything you need—generative AI, A/B testing, personalization, localization, etc.—in one place.
In addition to vendor agnosticism, the visual workspace contains powerful edge-side technology to ensure site visitors get the fastest version of your content regardless of geolocation. Engineers can also leverage current integrations or build new ones, which speeds up the software development process and user adoption. 
By integrating AI, personalization, and A/B testing into the experience creation process, the visual workspace grants you controlled access to innovative capabilities and the ability to swiftly launch campaigns that build long-term customer loyalty. 

Get ahead without sacrificing speed at any level 

In the modern era, brands must be able to respond rapidly to customers’ dynamic needs. Therefore, they need speed at every level, from their marketers to their go-to-market technology to their website performance. The visual workspace not only empowers digital teams with the autonomy to control their own omnichannel experiences; it also enables them to quickly generate and meet demand when and where it has the most impact. 
Request a demo to explore how Uniform can help your brand create digital experiences that accelerate your speed to market.