Listening to your own marketing or your vendor’s?
by Frederik Demets
Let's look at the hot topic of personalization. I get enquiries about this, almost on a daily basis. And I fully agree that it can be a powerful tool to engage customers and increase your conversion rate. But before you go into the perilous journey of personalization you need to get all of the other things right. Why would you personalize content when your content sucks? Bad content is bad content, personalized or not! Why would you personalize content when your team cannot deal with the overhead of managing this? It will end up annoying your customers and have an adverse effect on conversion rates.
This is a prime example of your vendor’s marketing machine. They do a hell of a job, right?
So how to avoid this buzzword pitfall?
Marketeers should be technology agnostic. You shouldn't adapt your marketing strategy to a particular vendor’s roadmap. Marketing is a typical case of one size does not fit all!
So, build your marketing strategy without thinking of any technology. You do, of course need to know about what is possible to a certain degree. Not too much, not too little, a certain confidence level your strategy can be built with a certain technology, or a combination of. This is what I call the CDO confidence coefficient, or CCC.
You need to educate yourself and be aware of tendencies in the market. Let's take the example of personalization. It is, for sure, a direction the market is headed, but you need to ask yourself the question if you truly need it (yet). Are there other key points where you should focus your attention on first? What do you need to increase conversion rates? Is it better content? Is it a better UX so users can order faster?
All of these questions need to be answered by marketing, and also by the technology supporting them. So you need a flexible technology that can support your marketing strategy during the whole lifecycle and not be limiting at any point in time.
Why is CCC important in the CMS selection process?
The higher your CCC, the more likely your marketing project is to succeed. IT and marketing alignment will be much higher because of it.
Drupal increases CCC.
If you read my previous blogpost about Drolutions, you might remember the flexibility Drupal offers. This flexibility increases CCC dramatically.
Because of its unique open source nature, Drupal can already do 80% of what you want, so you can invest in the remaining 20% that will attract, convert and retain your customers. And this 20% is unique for every organization.
So go ahead and make some crazy marketing plans. Technology will surely follow! (And Acquia will gently nudge it there!)