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“I want to bring new products and campaigns to market faster.” Simple, right? Yet how many of us digital marketers have this dream, but don’t actually get to turn it into a reality? For some, you may find yourself spending more time negotiating or revising project timelines with IT than launching killer digital marketing campaigns. Or, maybe you’ve just become painfully accustomed to having your marketing website requests postponed or delayed because of higher priority IT projects. It’s time to shake up your digital strategy. Join us for a webinar to learn about Acquia Cloud Site Factory—the digital experience platform that gives your marketing team the agility and freedom to connect with digital consumers AND scales to meet the needs of your IT organization. We’ll review how you can: • Give marketing a toolkit for self-service site creation • Launch websites by the hundreds, with minimal effort • Create websites that adhere to brand standards (and still maintain creative freedom!) • Build mobile-ready, responsive sites • Integrate with your existing digital marketing tools and 3rd party platforms to drive results
Citation preview
You Can Have It All: Build Creative Brand Sites Faster
06.26.14
TODAY EVOLVING ECOSYSTEM + SPEED
!
SOLUTIONS + BEST PRACTICES
!
Q+A | DISCUSSION
!
!
VML + ACQUIA | FASTER
PAID - OWNED - EARNED
VML + ACQUIA | FASTER
ALL TAKE TIME + MONEY
PAID - OWNED - EARNEDMYTH
VML + ACQUIA | FASTER
INSERT FIELD OF DREAMS
VML + ACQUIA | EVOLVING ECOSYSTEM “IF YOU BUILD IT…” VML + ACQUIA | FASTER
VML + ACQUIA | FASTER
VML’S FIRST WEBSITE (circa 1994)
DOMAINS GROWING EXPONENTIALLY
VML + ACQUIA | FASTER
20,000,000
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
2004 2005 2006 2007 2008 2009 2010 2011 2013E 2014E 2015E 2016E 2017E 2018E
TABLETS
WEARABLES
INTERNETOF THINGS
SMART TVs
SMARTPHONES
PERSONAL COMPUTERS (Desktop & Notebook)
VML + ACQUIA | FASTER
DEVICE GROWTH EXPONENTIAL AS WELL
FASTER
VML + ACQUIA | FASTER
VML + ACQUIA | FASTER
YOU WILL NEVER EXPERIENCE A SLOWER RATE OF CHANGE
THAN RIGHT NOW
VML + ACQUIA | FASTER
THIS ALSO AFFECTS YOUR TARGET AUDIENCE
VML + ACQUIA | FASTER
NOT JUST AFFECTING MARKETERS…
CUSTOMER JOURNEY USED TO BE SIMPLE
VML + ACQUIA | FASTER
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
EYEBALLS
BUYERS
TODAY’S JOURNEY IS MUCH MORE COMPLEX
VML + ACQUIA | FASTER
PEER REVIEWS
COMPETITIVE ALTERNATIVES
USER-GENERATED CONTENT
RECOMMENDATIONS FROM FRIENDS
EYEBALLS
BUYERS
CONTRIBUTORS
AWARENESS
LEARNING
CONSIDERING
PURCHASING
EXPERIENCING
ADVOCATING
IDEA TACTIC
IDEA TACTIC
IDEA TACTIC
IDEA TACTIC
IDEA TACTIC
IDEA TACTIC
DIGITAL ECOSYSTEM
CON
SUM
ER JOU
RNEY
IDEA PLATFORM
D I G I TA L E C O S Y S T E M
D I G I TA L E C O S Y S T E M
D I G I TA L E C O S Y S T E M
D I G I TA L E C O S Y S T E M
D I G I TA L E C O S Y S T E MLEARNING
DREAMING
CONSIDER ING
PLANNING
PURCHASING
EXPER IENCING
REFERR ING
REMEMBER ING
D I G I TA L E C O S Y S T E M
CONSIDER ING
PLANNING
PURCHASING
EXPER IENCING
REFERR ING
REMEMBER ING
LEARNING
DREAMING
D I G I TA L E C O S Y S T E M
CONSIDER ING
PLANNING
PURCHASING
EXPER IENCING
REFERR ING
REMEMBER ING
LEARNING
DREAMING
D I G I TA L E C O S Y S T E M
CONSIDER ING
PLANNING
PURCHASING
EXPER IENCING
REFERR ING
REMEMBER ING
LEARNING
DREAMING
VML + ACQUIA | EVOLVING ECOSYSTEM
VML + ACQUIA | EVOLVING ECOSYSTEM
INSERT TDTD VIDEO !
VML + ACQUIA | FASTER
VML + ACQUIA | FASTER
ENGAGEMENT VS
INFRASTRUCTURE
WHERE DO YOU SPEND TIME + MONEY?
SOLUTIONS + BEST PRACTICES
VML + ACQUIA | SOLUTIONS + BEST PRACTICES
ENGAGEMENT vs INFRASTRUCTURE !
CAN WE HAVE OUR CAKE AND EAT IT TOO?
VML + ACQUIA | SOLUTIONS + BEST PRACTICES
CAN WE HAVE OUR CAKE AND EAT IT TOO?
What’s Required • Can scale affordably from a cost and
performance perspective • Push towards configuration rather than coding • Intelligent Re-use • Time to market advantage • Provides data to drive insights� • Supports mobile and other displays through
approaches like responsive and adaptive • Sites can be extended expanded if needed�
Nice to Have • Support for custom mobile web experiences
and mobile apps • Integration with other tools • Provides mechanism to use that data to tailor
experiences for individuals
VML + ACQUIA | SOLUTIONS + BEST PRACTICES
TWO PARADIGMS
Programmatic-Based Solution • Proven approach • Works best in organizations requiring top
down approval for all content creation and site functionality
• Requires advanced developer resources ongoing
Replication-Based Solution • Up & Coming • Works best in organizations requiring
distributed control around content creation and site functionality
• Limits need for developers
IS CLOUD SITE FACTORY AN ACCEPTABLE REPLICATION-BASED SOLUTION?
We have been working with Acquia on this model for years since they first launched Drupal gardens that has now evolved into Cloud Site Factory. The sites created with Drupal Gardens were very fast to spin up but lacked the rich theming and integrations which the new Acquia Cloud Site Factory solution addresses !We are in the middle of several projects utilizing the solution and have validated the key requirements we outlined before.
VML + ACQUIA | SOLUTIONS + BEST PRACTICES
BEST PRACTICES• Driving adoption through training is essential for all stakeholders on the core solution
including tools for both global site management as well as individual site management !• But even more important is communicating the strategy for how to get the most out of this
approach for�individual sites and how to help others as well !
• Work out a plan for re-use of functionality and content up front and implement a process for revising as the solution is adopted !
• Leverage Acquia’s experience and expertise to find solutions to problems that use the existing modules and functionality. Lots of good, creative solutions have been found on other client work !
• Ensure that the template sites that are created have good, clear examples of solutions to common site functionality
VML + ACQUIA | SOLUTIONS + BEST PRACTICES
Q+A
THANK YOU
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