How Marketers can Benefit from Drupal 8

We’ve been seeing interest in Drupal 8 increase in the last few months, and it’s with good reason. The platform has so much flexibility and the power to streamline work for any number of industries.

One area where I’ve seen a substantial rise in the desire to learn more about or adopt Drupal 8 is in the world of marketing — specifically from marketing departments. And it makes sense.

In many businesses, it is the marketing department that owns and operates the business website. So they should have interest. And with everything that Drupal 8 has to offer, their interest should only continue to rise. What makes Drupal 8 so valuable to marketers? Let me tell you just a few ways.

The benefit of flex pages

I’ve written about flex pages in the past, but the reality is they are one of the biggest advantages for a marketer. Why? Because a marketer can create a webpage with whatever look or feel they like, and they can do it without having to rely on the IT team or a dedicated web developer.

Whether a marketing team is looking to build out a landing page for a specific campaign or working to redesign their entire website, flex pages give them the creative freedom to design in a way that best meets their needs.

The emphasis on integrations

Drupal is a dynamic content management system (CMS), but in my eyes, what makes it stand out is its ability to easily integrate with third-party applications. Drupal 8 is set up so that site administrators can easily use APIs to connect their website with any number of digital tools. Beyond that, Drupal makes it possible for admins to work with the technology that works best for them.

We’ve done work with the Chicago Botanic Garden (CBG), for example, and specifically we’ve helped with their ticketing system. Now, for those who don’t know, CBG has 50,000 members and more than 1 million guests visit the grounds each year. Those types of numbers making ticketing complex, and so CBG requires a system that fits their specific needs.

The marketing team at CBG had a specific platform that they wanted to use for ticketing, and so we worked with them to help integrate that system with their Drupal website. Now, the marketing team is able to learn all types of new information about their visitors — from purchase habits to web pages they visit — and track that data all in one place. As a result, the marketing team can now tailor specific content or opportunities to those visitors based on their previous actions.

The ability to leverage best-of-breed tools

I mentioned above how Drupal makes it possible to seamlessly integrate with third-party applications. Truly, though, Drupal’s biggest asset is that it makes it possible for complex systems to smoothly communicate with one another.

As a marketer, you may want to use a tool that allows you to retarget content to site visitors once they leave your website. Perhaps you have a marketing automation tool like Marketo and you want to be able to connect what users do on your website with the communications you share with them. Or maybe you want to implement a drip campaign that reminds site users that they left your website without purchasing items in their shopping cart, and as an incentive you are now offering an additional 10% off.

Those opportunities and countless more are possible with Drupal. Are you a marketer who wants to know more about the benefits of Drupal 8? Please give me a call and I’d be more than happy to answer any questions you may have.

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