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Attaining Lifecycle Marketing Success with Drupal

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The ultimate digital experience is that one that begins anywhere, from any device, and continues constantly, making every single person the protagonist of your story and engaging them in a way that generates not only revenue for your business, but also new opportunities to learn about your customers.

Around 10 years ago, marketing technology implementations and purchase decisions were “an IT thing.” Today, with the introduction of great innovations in technology, the panorama has expanded to start becoming more of a “business thing.”  And that shift has affected the way marketers think about Lifecycle Marketing and how to leverage the power of these technologies to improve the way they do business.

 

What is Lifecycle Marketing?

Lifecycle Marketing (or Customer Lifecycle Marketing) refers to any type of marketing effort that addresses your customer’s needs as they change over time.

There are 4 main phases to conduct a successful Lifecycle Marketing experience:

  • Attract: Make your customers aware and interested in your brand
  • Onboard: Your customer evaluates and purchases your product
  • Engage: Using personalized communication, customers feel part of your brand
  • Retain: Your customer is now a loyal customer and will pass the word about your brand (This is where social media shines!)

In order to ensure that you are fulfilling these phases correctly, you need to make sure that all the channels that are part of your strategy stay consistent throughout the customer journey. Make sure that not only your content and your branding are consistent, but that the steps in your campaign are followed in the right order by the different communication channels.

Attaining Lifecycle Marketing success in a world with many communication channels can be challenging. When the time comes for you to decide what technologies will be part of your strategy, it will be crucial to find a platform that is flexible, scalable and easy to integrate with other marketing tools. This is where Drupal fits perfectly.

What’s Drupal?

drupal_logo-blueDrupal (/ˈdruːpəl/) is an Open Source Web Content Management System (CMS) created in 2001 by Dries Buytaert as a message board, but gained popularity in 2004 with enhancements by its community until today where approximately more than 1.5 million sites are managed by Drupal including The White House, Harvard University, Beyoncé, ExactTarget and others.

Why Drupal?

  • Open Source: It’s free to download and start working with.
  • Highly Customizable: The open module architecture that supports Drupal, allows you include any type of integration or functionality into your website. There are more than 15,000 community free modules available for Drupal so if you needed something, someone probably built it for you.
  • Easy to Use: There’s no programming language knowledge needed to setup and maintain a Drupal site.
  • Flexible Framework: Drupal is agnostic to the way your website looks. I mean, take a look at the examples I gave above: Beyoncé, The White House…
  • Community: Drupal is supported by a community of more than 30,000 members making it easy to get an answer when you are looking for issue resolutions or recommendations.

 

Drupal in Lifecycle Marketing

As I mentioned, Drupal is a great solution for your Lifecycle Marketing strategy due to its flexibility and ability to adapt to your customer needs. Here are some tools and features that can be included in a Drupal website to reach success:

Acquia Lift

Acquia Lift simplifies personalization, empowering marketers and site builders to build immersive and automated personalized digital experiences. With Lift, you can setup multiple personalization rules for logged in and not logged in website visitors and track conversions based on these rules. Lift is a product offered by our technology partner Acquia and is getting a lot of traction in the Web Content Management world.

CRM and Social Media Integrations

Drupal has backend integration with most popular CRM and social media platforms such as Salesforce, Sugar CRM, Facebook or LinkedIn. This will allow you to capture and understand your customer insights and generate loyalty through social media. You can find and integrate these modules in the Drupal.org website to get started.

Capture Insights

Drupal’s core functionality will allow you to review how your customers behave in your website. You can extend that functionality by leveraging website analytics inside the tool such as the Google Analytics module. If you are hosting your site with Acquia, you will also get access to extended site analytics to understand your customers’ behavior.

 

Conclusion

Marketing Technologies selection and implementation has become a key responsibility in the role of a marketer and a success factor to a Lifecycle Marketing campaign. Thanks to the flexibility and scalability of Drupal, businesses can now create unique multi-channel experiences to attain Lifecycle Marketing success.

Precision Dialogue has comprehensive expertise in developing and implementing marketing strategies for clients in a variety of industries. From ExactTarget, to Adobe Campaign, to Drupal, our technology background is continues to grow as we work hard to support marketing solutions that drive ROI. Contact us today to learn how we can help increase your bottom line: info@precisiondialogue.com or call 877-332-9222.

wearegoingLastly, Precision Dialogue will be sponsoring DrupalCon 2014 in Austin next month where we will be showcasing our user experience testing devices (eye tracking and wireless EEG) and Research and Customer experience processes, so swing by our booth (#923) if you are there too!

The post Attaining Lifecycle Marketing Success with Drupal appeared first on Precision Dialogue Blog.


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