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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

How a Marketer Built a Drupal 8 site in 1 Day

When I decided I was going to start my own blog of course I wanted to build the site myself. I used to be a pretty technical person previously in my career, but the last time I built a Drupal website from start to finish was with Drupal 5 way back in 2009 for my accountant’s website. Today I manage eight corporate websites built by an engineering team, focused on their performance, optimization and design to support the goals of the business; all of which is very different from building new ones from the ground up. Going into this project I had a general idea of which files belonged where in... Mehr

Acquia’s FedRAMP ATO: What Does it Mean for You?

On February 19, 2016, Acquia received an Authority To Operate (ATO) from the U.S. Department of the Treasury, and is now a FedRAMPSM Compliant Cloud Service Provider (CSP). For many individuals and organizations operating in the public sector, FedRAMP is a well-known program, but what does FedRAMP compliance really mean? FedRAMP: What is it? With a rise in the adoption and proliferation of cloud solutions, finding a way to secure the use of cloud-based IT systems has proven challenging. Historically, the governmental process for risk management was redundant, inconsistent, time consuming,... Mehr

The Evolution of Media Company CMS Platforms: Big Bets on Custom CMS

In our series on media company CMS platforms, we’ve looked at the landscape evolution over the last 5-6 years, from how companies make CMS decisions, to the types of CMSs that companies are using, to the overall industry consolidation. Today we’ll wrap up this series with a greater focus on custom CMSs, and a look towards the future, and burgeoning open source adoption. Due to escalating costs and scaling development issues, it’s my belief that custom CMS platforms only last a handful of years before they become obsolete, and the efforts to maintain them are terminated. We can see an example... Mehr

Choosing the Right Framework for Your Personalization Ideas

This is part four of a five-part blog series on personalization. If you’ve made it this far in the series, you should now have a personalization team, alignment on high level business goals and strategic initiatives, and a project that your team is planning to work on. On top of that, you’ve aligned on an approach to personalization that involves quick iteration and small, manageable tasks, which you may or may not refer to as “stories.”... Mehr

SDL Abandons "All-In-One" Customer Experience Cloud Strategy

UK customer experience company SDL, in a preliminary filing of its 2015 financial results, attributed recent losses to bad strategy; trying to sell an integrated cloud to marketers who preferred to pick and choose their own solutions rather than an “all-in-one” suite. In the Executive Chairman’s review of the results, the company stated: “Whilst considerable progress has been made we have been... Mehr

The State of Multi-site: A High Level View of CMS Multi-site Capabilities

Enterprise organizations maintain an average of 268 web domains. Entities allocate time and money to ensure these websites remain up-to-date from a technology and content standpoint - resources that otherwise would have been utilized elsewhere in the organization. Multi-site alleviates these inefficiencies by providing a web-platform in which a central team can manage remote sites - eliminating redundant systems, unifying appearance, and streamlining content and software updates. Multi-site accelerates management processes and cuts costs. Users’ demand for multi-site capabilities, regardless... Mehr

Elevated Third: How to Make Content Personalization a Dream

It’s been said over and over; both content and personalization are critical to digital success. So it stands to reason that content personalization is super important. For businesses struggling to meet the demands of their audience, this can be a scary time. Part of the fear comes from not knowing where to start. Should you just start creating various forms of content and see what resonates with your audience, or do you start with audience segments and personalization and then produce content to support them? There’s no definitive answer, no one step solution to solve all your content... Mehr

Drupal 8 Module of the Week Recap: Admin Toolbar, Devel and Metatag

The Drupal community is still working fast and furiously to improve module availability for Drupal 8. We continue to see their brilliant work with each Drupal 7 module successfully migrated over to Drupal 8. We’re back with three more freshly-migrated D8 modules that we’ve profiled over on the Acquia Developer Center: Admin Toolbar, Devel, and Metatag. Admin Toolbar Maintainers: Mohamed Anis (matio89 on Drupal.org) and Wilfrid Roze (... Mehr

10 Important Business Benefits of Drupal 8

There’s an abundance of information out there for technical folks on the benefits of Drupal 8, but less material on the business benefits of Drupal’s latest version. In addition to carrying on Drupal’s core functionality and open source roots, it offers many additions and upgrades that will help to bring your digital business boldly forwards into today’s age of the customer. According to Forrester, there is a... Mehr

The Evolution of Media Company CMS Platforms: The Radio Industry

In previous posts in this series on media CMS platforms, I’ve looked at the current media and entertainment industry landscape, and how media companies are making CMS decisions. I’ve discussed the constant motion from one CMS to the next, and general industry consolidation across many media industries, with a specific focus on television markets. Today, we’ll look... Mehr

Mitigate Risks with Drupal 8: Proven Strategies

At Phase2, we help organizations assess the suitability of Drupal 8 in the context of their unique digital strategies. We’ve implemented enterprise platforms on early versions of Drupal 6, 7, and 8, refining our insight into the risks and rewards of early adoption. The following is excerpted from our white paper, “Drupal 8 for Enterprise: Drupal 8 in a Changing Digital Landscape.” Download the full white paper from here. The Strategic Value of... Mehr

Getting Started with Digital Content Strategy

“I hate the word “content,” which has infiltrated our profession. You have people who are called chief content officers and things like that. I don’t like the word content. To me, it’s like saying the word “stuff.” It has no meaning, whereas journalism actually does have meaning.” Marty Baron, editor in chief of the Washington Post in Newsonomics “Content” is all the rage in digital marketing and has been ever... Mehr

The Evolution of Media Company CMS Platforms: TV Market Consolidation

So far in this series, I’ve given an overview of the media and entertainment industry and why companies have selected different CMS platforms, as well as taken a deep dive into the world of third-party integrations that many media businesses utilize. What has become clear is that there is an established group of CMS platforms designed to address the specific... Mehr

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