Enhancing Marketing Efficiency with a Drupal-Based Campaign Landing Page System
Introduction
- Brief overview of the client: Manappuram Finance Ltd. is one of India's leading non-banking financial companies (NBFC), offering financial services such as gold loans, SME financing, and insurance. To improve digital marketing effectiveness, the company sought a solution for faster campaign execution and data-driven decision-making.
- Project scope: Implement a Drupal-based campaign landing page system to enable Manappuram's marketing team to create, manage, and optimize landing pages independently, speeding up campaign launch and improving data-driven decision-making.
- Use Case and Problem Statement Description: Manappuram Finance required a flexible and efficient campaign landing page management system that would empower their marketing team to independently create, modify, and optimize campaign pages without relying on developers. The goal was to streamline the digital marketing process, reduce time-to-market for campaigns, and enable data-driven decision-making through centralized insights.
Problem Statement:
Manappuram Finance's marketing operations was looking to accelerate their sales via digital channels and compete with new age digital first lenders. That required faster campaign launches and quit turnaround for refinements of campaign landing pages based on response from the market. Their current system required a developer intervention for launches and refinements and therefore, could not meet the expectations of the marketing team.
Challenges
- Manappuram's marketing team faced several challenges in launching and managing campaign landing pages:
- Dependency on Developers: Every new campaign page required developer assistance, causing delays.
- Slow Turnaround Time: Campaigns often took longer to go live, reducing marketing agility.
- Lack of Centralized Data: Insights from previous campaigns were not easily accessible, making it difficult to refine future strategies.
Our Approach
Our approach to addressing these challenges including the following decision criteria and technical strategy.
The decision criteria were:
1. Enabled marketing teams to create and update campaign landing pages without developer intervention.
2. Allow marketing teams to do comparison website data across different timeframes.
With these as the criteria, we chose to build a landing page builder on Drupal using the below modules:
- https://www.drupal.org/project/bootstrap_layout_builder
- https://www.drupal.org/project/bootstrap_styles
- https://www.drupal.org/project/layout_builder_component_attributes
- https://www.drupal.org/project/layout_builder_modal
- https://www.drupal.org/project/layout_builder_restrictions
Some of the key highlights of the system we designed are as below.
3. A library of reusable templates and content blocks for consistent branding.
4. Stored campaign performance data within the system
Result
- Faster Campaign Launch and Improved Efficiency
- Reduced campaign launch time from an average of 3 days to 3 hours, enabling quicker market response.
- Enabled real-time modifications, optimizing campaign performance dynamically.
- Enabling data driven decision making
- Consolidated campaign data into a single repository for improved tracking and analysis.
- Provided actionable insights to enhance engagement and boost conversion rates.
- Improved decision-making through easy access to historical campaign data and trends.
Enhanced Operational Efficiency
- Reduced dependency on IT teams, freeing up development resources for high-priority initiatives.
- Enabled marketing teams to manage campaigns more independently and efficiently.
CONCLUSION
With the Drupal-based campaign landing page system, Manappuram Finance significantly improved its marketing agility and efficiency. The ability to launch pages quickly and analyze past performance data empowered the team to optimize campaigns proactively, leading to better outcomes without increasing IT workload.
