Is Drupal 8 the Right Choice for Digital Marketing?

In today’s digital world, one size fits all marketing is no longer relevant, instead, the focus is on contextual marketing and personalized customer experience across the entire sales funnel through digital platforms. Many businesses are working hard trying to build their customer engagement, but often fail because they are focused on any and all kind of interactions without considering the value that is added through the relationship. When a business uses Drupal 8 as its platform of choice, it takes ownership of the experience that is being delivered to customers.

Drupal is in the forefront of digital platforms that foster deeper ties with the customer through the buyer journey. Drupal empowers you to create content to delight visitors, and capture their experiences and insights. The features of Drupal 8 platform that significantly improves customer relationship experience are

• Responsive design
• Easy content workflow management
• SEO friendly
• Ease to develop and manage microsites
• Multilingual
• Multi-sites customized delivery
• Cloud ready
• Omnichannel experience
• Google Analytics

It is also possible to automate your Drupal site experience, dynamically render special offers displayed through the web and mobile channels, and provide closed-loop marketing by gathering and measuring interactions on the web.

By listening, measuring, and analyzing customers across channels and even siloed marketing and relationship systems, these customer insights drive not only the content presented, but offer digital marketers an opportunity to drive business strategies across organizational boundaries.

Here is a good representation of the various digital marketing aspects like a tube map.

Source

To accelerate the solution process, Drupal offers deep integrations with leading web analytics platforms as well as CRM, email campaign, and marketing automation systems to ensure customer insights are captured, measured, tested and optimized for the next interaction.

Integrations with Drupal based website

Drupal offers many systems of engagement to deliver captivating front end experiences across sites, channels and devices.

• Marketing automation tools: Act-on, Marketo & HubSpot
• Marketing Hubs
• Social media channels: Facebook, YouTube, Twitter, Google+ & others
• Web Analytics: Google Analytics, Omniture & PPC
• Email marketing tools: YMLP & Chimp
• Content Syndication: RSS
• CRM Integration: Salesforce, SugarCRM
• ERP & ECM: SAP

Drupal offers a single, easy to use system for marketers to deliver content, community, and commerce seamlessly to customers. Drupal offers backend integration to leading systems such as CRM, ERP, marketing automation and other systems of record.

For a detailed cheat sheet on the various capabilities of Drupal, check this infographic on Drupal Capabilities.

By leveraging these digital solutions on the Drupal platform, you create rich experiences, connect more deeply with customers and convert more prospects into buyers. These digital experiences are delivered seamlessly across web, mobile, and social channels, all while layering in and integrating with existing systems of record that are already working well in your environment.

Here are a few case studies of how clients are using the Drupal platform in their digital marketing initiatives:

Translation helps in attracting foreign visitors: The case study is an example of how multilingual capability of Drupal helped in bringing in more footprints in the awareness stage of their digital marketing endeavor.

62% boost in coversion through performance optimization: This case study is a good example of how Search Engine Optimization(SEO) helped in conversion.

Improving the speed of processing and sending personalized emails: Even while this client wanted to send personalized emails, speed was equally crucial.

Handling traffic spikes: This case study is a prime example of how we helped a client cope with traffic that their site’s architecture was not designed for.

The success of digital marketing is when you stand apart from the crowd by delivering personalized, tailored campaigns and content. And finally, it requires increasing your digital footprint by offering fulfilling experiences across all digital channels and devices that the customers want to use to consume content and interact with the brand.

Are you still not sure? Get in touch with our solutions expert!