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How To Recommend Content and Offers the Right Way

Your customers not only understand that you collect information about them, but they expect a customized experience based on that data. You, the digital marketer, have tested your website, adjusted based on the results and segmented your audience accordingly. But what's the most effective way to use this information? As Tony Haile, CEO of Chartbeat told Time, you only have about 15... More

Pinterest To Add Buy Button and Win Commerce Forever?

The Verge reported yesterday that Pinterest is soon adding a “buy” button. Users will be able to purchase products directly from pinned items, without leaving the Pinterest site. I’ll readily admit that I’ve never used Pinterest. But what makes Pinterest great, so I hear, is that it’s really fun to use and it hasn’t lost its focus on delivering a beautiful visual experience. Let’s face it, even on a good day using Facebook is a chore, and on a bad day, Facebook can be downright... More

Acquia’s Momentum: An Ex-Analyst Reviews The 2015 Forrester WCM Wave

Forrester just published “The Forrester Wave: Web Content Management Systems, Q1 2015,” by Ted Schadler, who calls WCM “the backbone of digital experiences.” Here at Acquia we don’t think that’s an overstatement. The report also states that WCM has become “a multifaceted toolkit for building, managing, delivering, and optimizing digital experiences, the bedrock of your business technology agenda.” We’re on board with that, too. Today’s WCM decision makers discover a crowded vendor market trying to deliver all this digital capability. The 2015 Forrester Wave analyzes the top 10 WCM vendors and... More

Redefining Commerce, February 2015: Suitsupply

To usher in the new year in online commerce, we came up with a list of The Best and Worst Websites of 2014. While sifting through hundreds of sites in pursuit of those featured, we racked up quite a list of favorites which we’ll share in the coming months. This new series - Redefining Commerce - highlights retail brands that are elevating traditional online commerce experiences, pushing the boundaries of what it means to be... More

Finding – and Fixing – the ‘Gotchas’ that Inhibit the Customer Journey

This is the sixth post in an 8-part series called “Building a Content-First Organization." See posts one, two, three, four, and... More

New Media Brands on Facebook and Mobile

When Facebook released its third quarter results for 2012, it derived 14% of all its revenues from mobile. Its stock price then was around $19 per share - half the original offer price of $38.23. Two years later, when Facebook released its third quarter results for 2014, mobile made up 66% of its revenues. The stock hit a high of $80.67 - up 110% from the IPO price. Coincidence? Not really. Facebook saw its core audience shift to smaller screens and made a concentrated effort to redefine itself as a mobile company. This effort is the reason Facebook is valued at over $200B today. Facebook's... More

Banana Republic didn't get personal. And I'm taking it personally.

This morning I received an email promotion from Banana Republic. Headline: Dress like a boss - it’s simple. Hook, line, and sinker, I was opening it. I’m a female executive, and I love a good power suit. I also love Banana Republic clothing. Becoming an executive is largely about confidence in addition to overall competence. I think their style perfectly aligns with what I need to feel confident in the way I present myself. Clean, simple lines, professional cuts, but no sacrifice on style. I love it. The bad news: I opened up the email to find two images of men in suits, and both links took... More

The Web Content Management Marketing Myth

Three years ago, Gartner predicted that by 2017 CMOs will spend more money on IT than CIOs. According to Gartner, this shift was being driven by the emergence of cloud computing and software-as-a-service delivery models. In the old days, tech purchases used to go through a lengthy approval process driven by the CIO, who owned the infrastructure. But now cloud services allow CMOs to deploy new technologies in a matter of days. Certainly there are... More

Brands Go Instagram - The Allure of Social Shopping

Window shopping for the tech savvy, a hint at the future, or both? Both. Old fashioned window shopping, a pastime for many, usually means a casual stroll down Main Street, checking out what the shops have on display, but with no real plan to buy. While some serial shoppers still prefer to keep window shopping an in-person experience, the younger generations are turning to online channels like Instagram to engage with their favorite brands. Instagram, the social photo sharing service owned by Facebook, has truly resonated with Millennials. It gives brands a platform to build a visual... More

Integrating CMS and Commerce Platforms: A Catalyst for Change?

This is the fifth post in an 8-part series called “Building a Content-First Organization." See posts one, two, three, and four. Most business leaders will tell you that technology should never... More

A Partner's Perspective on Certification: Part 3

Having worked with Drupal now in almost every capacity; as a developer, recruiter, and an executive in a company selling Drupal services I find that the Acquia Certified Developer program helps everyone involved in the Drupal project life-cycle. As a builder (developer, designer, site builder) you get to validate your knowledge in an industry that’s typically lacked benchmarks and higher levels of education. The certification is difficult enough that it’s meaningful but not onerous to the extent that it lacks practicality and convenience. If you’ve been building Drupal sites with diverse sets... More

Behavioral Targeting: The Key to True Personalization

So you have your first few rounds of testing done and your digital experience has been tweaked based on the results. You have a pretty good digital experience lined up for your visitors. Now what? The next step is to analyze what your visitors are doing on your site, what they are clicking on, what they’re viewing, and what they are interested in without them having to provide any personally identifiable information (PII). This is all part of behavioral targeting. However, before you can start targeting, you need to... More

Digital Marketing and Drupal Take Shape in Japan

Acquia CEO Tom Erickson has shared his passion for Japan, along with his view of Drupal expansion in the country (in Japanese, by the way!). Two years have passed since that time and things have dramatically changed. Now, at the start of 2015 as the challenge of taking on “Digital Transformation” weighs on everyone's mind, it is a great time for some updates on the current state of Drupal in Japan. For the... More

日本のデジタルマーケティングと Drupal について

編集者より: 本日のゲスト投稿では、CI&T ASPAC ビジネスディレクターの上田善行氏より、日本における Drupal の現状をお伝えします。CI&T はグローバルソフトウェア企業であり、Acquia の戦略パートナーとして、企業のデジタル変革を支援しています。同社の Drupal サービスについてはウェブサイトをご覧ください。 この投稿で僕は、日本における Drupal の現状について書いてみたいと思っている。2015年を迎えて、誰もが、デジタル変革について考え始めていること、そして、Acquia CEO の Tom Erickson がこのブログ上で、日本についての情熱を表明(しかも、日本語で!)してから、すでに2年が経過し、ちょうど良いタイミングでのアップデートだと思ったからだ。 僕は過去15年間、主にマーケティングに関わる情報技術の仕事をしており、IT 部門やマーケティング部門の方々を支援してきた。それを踏まえて、Drupal には、並ならぬ期待を寄せている一人であり、2010年からは、日本での企業向け導入プロジェクトに関わっている。 Drupal は早い段階で日本に上陸し、コアなファンやリーダーシップのあるコミュニティが存在する。一方で、企業向けユースの観点では、ここ最近まで、外資系企業と一部の国内企業以外では利用されておらず、... More

The Price of Increasing Page Weights

Last November at Acquia’s inaugural Engage customer conference, web design pioneer Ethan Marcotte gave a 30-minute talk on responsive design -- the influential design concept he pioneers in his 2011 book ‘Responsive Web Design’ -- and the consequences of ever-increasing page weights: the size of a page as measured in... More

Looking for a Lift: Why Clark University Chose the Acquia Platform

Looking for a Lift: Why Clark University Chose Drupal and the Acquia Platform A Q&A with Matt Cyr, Director of Content Marketing I recently had the opportunity to talk to Matt Cyr, Director of Content Marketing at Clark University in Worcester, MA. Clark is one of the most recent higher education institutions to adopt Drupal and leverage the Acquia Platform to deliver on its digital and institutional goals. Matt’s insight into the power of Drupal and the benefit of the Acquia Platform is a must-read for any organization that is looking... More

Dogs and Cats Living Together? Why It's Time to Merge Content and Commerce

This is the fourth post in an 8-part series called “Building a Content-First Organization.” See posts one, two, and three. Putting marketing and commerce teams in the same room isn’t exactly the equivalent of dogs and cats living together, but it’s close. While co-existing under the guise of... More

Getting Started with Multivariate Testing for Marketing

We’ve walked you through the basics of A/B testing and stressed its importance when it comes to maximizing conversion on your website. While A/B testing usually focuses on testing two or more variations of a single element against a Control, you can test more than two elements of a website at the same time to find the right combination to hit your goals; whether that’s engagement, revenue, etc. This is called multivariate testing. What is multivariate testing? In the simplest terms, multivariate testing tests website... More

How Headline Testing Can Drive More Engagement

Whether it’s a novel or a news article, every great story needs something that grabs you and makes you want to read it. When it comes to the web, your content needs a great headline. But what does that mean? That it’s optimized for SEO? Does it mean it most accurately describes the adjoining content? While both are important, the real test for a headline is: Did it make you read the article? Most bloggers, journalists and copywriters are used to the practice of submitting multiple headlines for a single piece of content. But how do you determine which one to use? This is where testing comes... More

Virtual Commerce Upstarts Hit the Bricks

Digital-first commerce pioneers make the move to the storefronts they were supposed to demolish. In 2007 a new outdoor brand burst onto the scene ready to disrupt the retail world forever. An experienced management team comprised of former Patagonia and Nike executives “...set out to reinvent the way people shop, reshape the outdoor category, redesign the corporation—and inspire the wider business community to do the same”, according to FastCompany. They were going to save the world while reinventing retail as we know... More

Unlocking Business Growth Through a Unified Content and Commerce Strategy

This is the third post in an 8-part series called “Building a Content-First Organization." See posts one and two. Developing a unified online experience is an important step for any company trying to hit what Kleiner Perkins’ Mary Meeker termed the Internet Trifecta (content+community+commerce) to differentiate its brand in an increasingly digitally dominated economy. That’s why creating a shared vision... More

A/B Testing: What It Is and How to Do It Right

No one likes to waste time or money on a web experience that doesn’t perform and convert. As marketers, it’s our job to determine what our audience wants to see and how they want to engage with us online. That’s where A/B testing comes in. What is A/B testing? A/B testing (often called split testing or A/B/n testing because you can have “n” variations as opposed to just two) allows you to compare different website experiences to see which one is resonating better with your visitors and will help you achieve the ultimate goal for your site, whether it’s revenue, email signups, ad clicks, etc... More

6 Steps Toward a Unified Content and Commerce Organization

This is the second post in an 8-part series called "Building a Content-First Organization." See post one here. More retailers and branded manufacturers are acknowledging the importance of integrating digital content and commerce operations. They realize they need to move away from the classic “two-site syndrome” -- where the brand site and the online store are separated by different technology... More

Acquia retrospective 2014

As is now a tradition for me, here is my annual Acquia retrospective, where I look back at 2014 and share what is on my mind as we start the new year. I take the time to write these retrospectives not only for you dear reader, but also for myself, because I want to keep a record of the changes we've gone through as a company and how my personal thinking is evolving from year to year. But I also write them for you, because you might be able to learn from my experiences or from analyzing the information provided. If you would like to, you can read my previous retrospectives:... More

Full Circle: A Field Marketer’s Perspective on Digital Transformation

Last night, I was sitting on my couch checking up on email and saw this: Helping organizations to be successful with digital transformation is the core of what I work on everyday. Last night, I was able to experience the full lifecycle of an Acquia site-deployment with a customer. I remember hearing when the opportunity was discovered; progress as our sales organization worked to identify what Intuit wanted to achieve; and reading the win report; and it all came full circle when a personal site-launch notification to help “take control of your money and get more out of life” came across my... More

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