How Enterprises Can Build Integrated Digital Marketing Experiences Using Drupal

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1 How Enterprie Can Build Integrated Digital Marketing Experience Uing Drupal acquia.com Corporate Drive, Burlington, MA 01803

2 How Enterprie Can Build Integrated Digital Marketing Experience Uing Drupal Table of Content Introduction PAGE 3 Anwering The Need Of Digital Marketer PAGE 4 Delivering Rich, Integrated Experience PAGE 5 Cae tudy: How Dell Built A WEM Solution On Drupal PAGE 6 About Acquia PAGE

3 Introduction The interactive marketing indutry i contantly expanding. Companie have moved beyond imply developing webite into upporting many innovative digital marketing approache, uch a microite, intranet, community ite, mobile ite, and mobile app. Forreter report that by 2016, advertier will pend $77 billion on interactive marketing annually the ame amount that i currently pent on televiion advertiing. For enterprie organization, thee innovation in interactive marketing mean that the old model of creating multiple webite with eparate marketing initiative i no longer effective. Such tactic can reult in content duplication and diconnected reporting, with no way to enure conitency in branding or performance. Thi method alo make it difficult to collect and analyze cutomer data acro a wide range of platform, limiting the digital marketing department ability to accurately egment and target conumer. By 2016, advertier will pend $77 billion on interactive marketing annually the ame amount that i currently pent on televiion advertiing. Now, it become neceary to adopt flexible web experience management (WEM) olution that can enable digital marketer to create fully integrated cutomer experience acro a wide range of digital platform. The open-ource Drupal platform i an ideal tool for executing uch marketing initiative

4 Anwering The Need Of Digital Marketer For the majority of enterprie, a company web preence and related online initiative have moved from the purview of the IT department to that of the digital marketing department. Digital marketer have a variety of goal that may be unmet by current olution, including: Expanding the company digital footprint - Marketer want to grow the company online preence to reach a wider audience. To accomplih thi, they mut create integrated brand experience acro new egment, channel, and device. Building brand loyalty - Loyal brand advocate are more likely to buy and to help convert other cutomer. To increae loyalty, marketer mut be able to connect with audience through compelling multi-channel campaign. Generating demand - Marketer mut develop peronalized and highly targeted content in order to generate more propect and converion. Meauring and refining program- Marketer want acce to detailed web, mobile, and ocial analytic to refocu and improve marketing program. They need the ability to capture rich cutomer information that can diplay the hitory and context of cutomer interaction. Marketer need acce to an open, flexible development platform that allow them to build and expand brand experience eaily acro multiple platform. Marketer need acce to an open, flexible development platform that allow them to build and expand brand experience eaily acro multiple platform. Drupal can provide that olution. 1http://pewreearch.org/pub/2054/martphone-ownerhip-demographic-iphone-blackberry-android 2http://

5 Delivering Rich, Integrated Experience A an open-ource content management ytem, Drupal provide it uer with virtually unlimited option for building integrated digital experience. Benefit include: A trong market preence- More than 1.5 million ite in 228 countrie have been built on the Drupal CMS. Extenive capabilitie - More than 16,000 open-ource module are available for Drupalbaed ite, including module for ocial haring through Facebook, Twitter, or Pinteret; rich media gallerie; uer-generated content module; and thouand of other cutom option. An active community of developer and member- There are more than 800,000 member in the Drupal community, and 17,000 active developer. New module are developed and releaed at no cot on a regular bai, and the active community provide opportunitie to gain valuable feedback on ite function from other uer. With Drupal, you never have to fear a lack of intitutional knowledge regarding the platform. The ability to build rich, integrated experience- Drupal flexibility allow developer to create branded experience acro a wide range of platform, including product ite, intranet, microite, and mobile ite. The flexibility to cutomize component for variou device- On Drupal, developer can chooe from different content component, uch a RSS feed and ocial haring tool, and chooe where to diplay each component on the page baed on whether the uer i on a dektop computer, tablet, or martphone, optimizing the uer experience. Developer who work with Drupal are contantly working to improve upon exiting technology while imultaneouly developing new product and tool

6 A pattern of continuou innovation-unlike commercial content management ytem, which undergo a traditional five-tep development cycle, developer who work with Drupal are contantly working to improve upon exiting technology while imultaneouly developing new product and tool. Drupal deliver the fatet time to market for web project and integrate eamlely with all the ale and marketing tool you have in place. Drupal innovative technology i the way of the future for enterprie companie: Lat year, Gartner elected Drupal and the Drupal olution provider Acquia a Viionary oftware, tating that they demontrate trong undertanding of current and future market trend, uch a the importance of a flexible, tranparent uer experience, a well a the value of mutual reinforcement between tool that encourage uer contribution and tool that facilitate bottom-up formation of group and organizational tructure. Cae Study: How Dell Built A WEM Solution On Drupal Two year ago, Dell launched the Dell Cloud Buine Application Project. The ite i geared at mall- and medium-ized buinee, and provide them with acce to cloudbaed application with turnkey ervice that can meet their buine need. The ite offer reource and upport including white paper, webinar, and article about available cloudbaed olution

7 The ite early goal were focued on broadcating content about it cloud-baed application to a wide online audience, with no cutomer egmenting trategy involved. A the ite evolved, Dell wanted to refine it viion to focu on creating pecific content for different perona, baed on each cutomer egment unique need. Dell contracted with VML to gain more direction and build a plan to move to a WEM-baed Drupal olution. Dell opted for a Drupal-baed ite for a number of reaon. Dell team liked the flexibility that Drupal offered, a team member wanted the ability to eaily cutomize module and implement new feature without paying ubtantial fee for cutom coding. VML worked with Dell to plan the new ite feature, focuing on uer experience, effective content management, and perona-centric information, with the goal of improving ite traffic, increaing the capture of data, and increaing overall ite uage. VML adjuted the ite layout and deign to focu on creating a uer-centric experience, and created a content trategy to improve the organization of reource and convert viewer to cutomer. The ite full WEM integration enabled Dell to diplay relevant content to uer baed on available analytic data, including the type of brower platform they are uing. For intance, viewer uing mobile device will be hown content that i optimized for their platform. Uing the Drupal content-management ytem ha enabled Dell to build a flexible ite that can be eaily optimized baed on cutomer egment and numerou other factor. A a reult, the company ha increaed it ability to capture new lead and convert viitor into cutomer

8 About Acquia Acquia empower enterprie with the open ource ocial publihing ytem Drupal. Co-founded by Drupal creator in 2007, Acquia help cutomer manage their growth and cale their online propertie with confidence. Acquia product, cloud infratructure, and upport enable companie to realize the full power of Drupal while minimizing rik, a it done for nearly 2,000 enterprie cutomer including Twitter, Al Jazeera, Turner, World Economic Forum, Stanford Univerity, New York Senate and NPR. See who uing Drupal at For more information, pleae viit com or call ACQUIA. l 7 8 SKU MAR2012

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