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Why Website Personalization Is Harder Than You Think

Over the past 3-5 years I’ve been hearing a lot about website personalization. I have battled a lot with personalization over the years, and to be honest, good personalization can be difficult to execute. I’ve taken some time to reflect on the difficulties of personalization, and have uncovered three main factors that make personalization challenging: Resources/Time Reporting Expectations from management Resources and Time Properly executing personalization on your website is hard and takes a lot of time. For example, let’s say we want to personalize a section of our homepage by audience.... Mehr

Sneak Peek: A Look at Our Upcoming Blog Refresh

In last week’s blog I talked about our iterative design and development approach, so this week I wanted to show this method in practice and share a recent project that I’ve been working on: refreshing the blog section of our website. Why are we redesigning our blog? A lot has happened in our blog strategy since the last time we updated the design. The current blog design was done about 2 years ago with a very different plan and target... Mehr

JIRA for Marketers: How It Works and Why We Picked It

What’s your plan for managing your enterprise content creation strategy? If it’s “attempt to keep track of everything in a spreadsheet,” you’re going to have some problems — trust me, I’ve tried! It’s a given that large enterprise organizations produce and maintain a large library of assets, but implementing and maintaining a system to keep the process of creating and managing it can be a major challenge. About a year ago, we determined we needed to better handle our content management woes. With an expanding marketing team and an even faster growing global company, we were really struggling... Mehr

Iterative Design and Development: Update Your Site Without Doing a Redesign

Amazon’s website looks completely different than it did a few years ago, but did you ever notice it changing? I think they do the best job at making small adjustments over a long period of time. This means they avoid killing user experience and make site adjustments manageable for their business. Not only does completing a full site redesign kills your web team’s velocity, but it can also be very intimidating and costly for large enterprises. At Acquia, we implement a similar approach but we also mold it to fit our business. We call it Iterative Design and Development. Our approach is simple... Mehr

The Time is Now

As I near the one year anniversary of my arrival at our regional headquarters in Sydney, I had a moment last week where, despite 3.5 years at Acquia HQ, l was reminded about the journey Drupal (and Acquia) has had around the world. It’s easy to think that a certain technology reaches a critical mass at a certain point everywhere, especially when it’s used by some of the world’s globally leading organisations, especially in your own country. However, I found myself again on a learning curve about the kind of help, questions, and objectives that organisations in Australia need and have as they... Mehr

What a digital marketer needs to know about website performance

Website performance is one of those things that keeps me up at night. How do we improve our performance? When is our performance bad? Does it affect our user experience? These are all questions that run through my head in regards to our website, and I’m here to help you get answers for your site. Performance discussions can get very technical very fast, so my goal in this post is to maintain a balance between high level and informative so you can go to your dev team and ask the right questions. Do you know what cache is?... Mehr

When to consider the move to Drupal 8

Question: “When should I move to Drupal 8?” Answer: “It all depends.” You thought you were going to get an easy answer? I wish! Even with my own sites I’ve had to evaluate and spend time determining the best plans for migration. But when it’s time to figure out what to do with your site, here are my suggestions. If you are building a website for a new project or idea, I would create it using Drupal 8. In my opinion, Drupal 8 has progressed enough that building a site with Drupal 7 will cost you more money, because you will need to rebuild it on Drupal 8 within the next year. But if your... Mehr

Announcing the Acquia Engage Awards

Acquia partners are pushing the boundaries of what’s possible with digital. They’re helping their clients achieve their great ambitions, and creating digital experiences that inspire, entertain, and inform. Experiences that extend from mobile to a rapidly growing ecosystem of Internet-connected objects that are located just about everywhere we go. Experiences that through context cut away the clutter and give the user a clear path forward. Nowhere is their innovation more evident than at ... Mehr

Seeing Screens? Welcome to the Digital Signage Revolution

Pop quiz: If you walk into a store today, will you be greeted first by a salesperson, or big screens running video loops showing beautiful product images and happy people loving that brand? Probably the latter. Video screens are engaging, inviting, eye-catching, and inspirational - they help shake money out of your pockets. Digital signage, screens, and billboards have become part of the customer experience journey. They exist in the moment as one part inspiration, one part explanation, but are 100% designed to drive a purchase. About five years ago everyone said it was the Year of Mobile.... Mehr

Getting started with website accessibility

Many people care about ensuring website accessibility, but don’t know where to start and also don’t understand the legal ramifications. Government and public sector sites, or those organizations who receive federal or state funds, are held to strict requirements when it comes to ensuring full access to visitors with disabilities such as impaired eyesight. Nearly 1 in 5 people in the US have some form of disability, which means that there’s a significant portion of the population needs... Mehr

Increase your conversion rates with form optimization

Does your business rely on form fills (leads) to keep sales teams employed? Is your marketing team tracked on the number of MQLs (marketing qualified leads) they pass over to sales? This is the nature of the B2B beast in most cases. There is, however, some conversation happening around the idea of removing forms and not gating any content, and instead delivering a product experience that will push better qualified leads to your sales team. My friend, Tom Wentworth, has a good... Mehr

How to Effectively Incorporate Images Into Your Web Content

Are you more likely to click into a blog post that has images or no images? The use of images -- photos, diagrams, drawings, gifs, Vines, etc, -- has really grown over the past few years with enhancements to social media such as Facebook’s timeline update to incorporate more images and Pinterest being one of the top 3 social media sites. We are very visually motivated and cliches about pictures being worth a thousand words now being out of the way, there’s research proving the right image can make a piece of content... Mehr

Acquia Engage 2016 — What to Expect

You may have heard rumblings before now, or excited, anticipatory mentions of Acquia Engage 2016, but I’m super excited to officially introduce you to this year’s event, and invite you to join us in November for what promises to be the best Engage ever. Now in it’s third year, Engage 2016 will bring more of what you’ve come to expect in the past two years — outstanding speakers, engaging sessions, a product roadmap, ample networking opportunities — but we’ll also be introducing two new talk tracks that we think you’ll love. Those... Mehr

The Global Campaign Challenge for Digital Marketers

How should digital marketers approach the creation and management of an international portfolio of digital assets and campaigns? It’s a question that we’re increasingly asked here at Acquia. I have previously written about this from a multi-deployment standpoint, but I thought it would be interesting to ask Ian Truscott, Channel Director at MRM Meteorite, for some advice as to how digital agencies and their clients can ensure consistent brand control and... Mehr

What are ad blockers, and why are they hurting your business?

Everyday I see the impact ad blockers have on our business, because they are blocking more than just ads. Ad blockers are one of the most downloaded browser utilities and smartphone applications, and the source of great debate among privacy advocates, publishers, and consumers. For a site builder or manager like myself, the more important and less-talked about issue of ad blockers is they can block non-advertising related content. The fact this is even happening might go unnoticed, which could be why it isn’t talked about very much. While doing my research for this post, all I could find... Mehr

How to integrate Drupal & Marketo

At some point in a B2B company’s digital marketing strategy, they will need to consider a Marketing Automation Platform, of which there are several top players — such as Marketo, Oracle Eloqua, Pardot,... Mehr

Best practices for a demand gen focused website

Do you manage a B2B website like I do? Is the primary goal of your website to generate leads? If your answer is yes to both of those questions then this blog is for you. Generating demand on your website is about creating enough interest in your products or services so visitors will reach out to you for more information. The user fills out a form to give you a lead that your sales team will follow up on. There is a fine balancing act to maintain between generating leads and focusing on the quality of the lead which I will discuss as well. I’ve been managing B2B websites for over eight years... Mehr

Building a content maintenance strategy: Don’t be a Hoarder

Having a content management system (CMS) in place for my website means that I don't have to worry about maintaining my content right? Not exactly... and when you get down to it, content maintenance is something that you need to actively plan for. The CMS that you have in place is just a tool that allows you to input, create, format, and collaborate on content, and then delivers that to your website’s visitors with varying degrees of targeting and personalization. If Content Management is about developing and delivering content, then Content Maintenance begs the question: who manages and... Mehr

Ask an expert: Top SEO Questions Answered

Search Engine Optimization (SEO) is an essential part of any digital strategy, so I decided to ask an expert — Keith Vera from DeltaV Digital — some direct questions that may help you with your own SEO plans and strategy. Kate: Hi Keith. Tell us who you are please. Keith: I have been in the digital marketing space for over twelve years. I’m based in the Washington, DC area, and have spent most of those years working for, and with, smaller digital agencies. I’ve been lucky enough to have had the opportunity... Mehr

How to build a developer audience and why it matters

We ran into an interesting problem on the web team here at Acquia because we have two very distinct audiences that don’t overlap. This split audience of visitors to acquia.com caused us a bit of an identity crisis conflict for our main marketing website. If we tried to create content for one audience we started to dilute the other and visa versa. It was also hard for the users in either audience to easily find the content that mattered to them because their user paths and goals were very different. Our two audiences are (1) business users looking for a CMS platform and (2) web developers who... Mehr

Web Metrics a Digital Marketer Should Care About

To be successful in digital marketing -- heck, all marketing -- you need to be data driven. I look at different types of metrics on a daily basis, but I have a core set of metrics I look at weekly, monthly, and quarterly, and wanted to dive into why I look at these and how these same metrics might help you and your strategy. Let’s dig in. Tools I Use The key tools I use are Google Analytics, Google Tag Manager... Mehr

The Secret to Successful Digital Transformation? Let Your Customers Lead

I know, I know, you’ve heard this all before: Every enterprise needs to undergo a digital transformation. Great digital experiences are necessary to win, serve, and retain customers. Personalized omnichannel experiences are the new table stakes in a highly competitive, digital-first world. My Twitter feed is jammed every day with a stream of eternal truths like this. You get it. Everyone gets it. But here’s what too many enterprises don’t get: Shifting from current digital state to future digital state is hard. It requires a balance of expertise, culture, and technology. And, it requires a... Mehr

4 Steps to Optimize Your Drupal Site and Increase Traffic

Every site manager, marketer, or website owner should care a lot about SEO (Search Engine Optimization). SEO is a huge and constant focus for me on acquia.com, and thankfully there are some great tools in Drupal to help me manage it. The more organic traffic you build the more qualified it will be, traffic which you can then convert into an actual audience and not a bunch of anonymous IP addresses leaving a mark on your traffic logs. (To learn more about turning traffic already on your site into an audience read... Mehr

State of Drupal presentation (May 2016)

DrupalCon New Orleans comes at an important time in the history of Drupal. Now that Drupal 8 has launched, we have a lot of work to do to accelerate Drupal 8's adoption as well as plan what is next. In my keynote presentation, I shared my thoughts on where we should focus our efforts in order for Drupal to continue its path to become the leading platform for assembling the world's best digital experiences. Based on recent survey data, I proposed key initiatives for Drupal, as well as shared my vision for building cross-channel customer... Mehr

5 Steps to Keep Traffic on Your Website

Most articles about audience development and search engine optimization will offer advice on how to find, attract, or drive traffic to a website, but how many talk about how to hang onto that new traffic? Not many that I’ve found, and I’ve been looking. So here are some things I’ve learned over the course of my career in web marketing. Yes, retaining new traffic means first finding and enticing it, but once you’ve got it, the metrics to watch are bounces, time on site and exit rates. These metrics are rough indicators about the quality of the site’s content and if the site satisfies the needs... Mehr

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