The best web system for Digital Marketing?
digital marketing

The best web system for Digital Marketing?

One of the most important decisions every Digital Marketing Manager has to take is about the technical foundations of the corporate website: will it be a Javascript-based website, a Ruby on Rails website, a PHP website, or any of the other alternatives?

Since the Digital Marketing Manager does not use to have a technical background, this is a very difficult decision for him. Apart from the lack of technical knowledge, four huge temptations appear on his way:

  1. The “nice / trendy” web systems.
  2. The “application” web systems.
  3. The “simple / cheap” web systems.
  4. The “light” Content Management Systems.

 

Let’s explain this a little bit. Since we have had personal experience with all these four temptations, we are able to help:

  • The “nice / trendy” web systems are mostly the ones based on the new Javascript platforms (Angular, Backbone, etc). Yes, they all have very impressive visual displays and every politically-correct geek must tell you he prefers to spend a night with one of them than with his girlfriend. But be very careful: choosing a Javascript-based web system may be your worst decision ever since these systems are not designed primarily as Content Management Systems and do not have a portfolio of modules /plugins ready to re-use by you. You will end up with a “beautiful” car that is not able to carry your suitcases and requires an expensive mechanic every month.
  • The “application” web systems are mostly the ones based on Ruby on Rails. Yes, every politically-correct geek will tell you they are light, fast and powerful. What he may not tell you is that Ruby on Rails is not designed primarily as Content Management System and do not have a portfolio of modules /plugins ready to re-use easily by you. This time you will end up with a “very fast” car that, again, is not able to carry your suitcases and requires an expensive mechanic every month.
  • The “simple / cheap” web systems are these new “get your website ready in one hour” ones like Weebly and similar. The risk is much more obvious here: you will get what you pay for. A cheap solution that may work on day one when your company is a Mom & Pop startup, but definitively a terrible option for a serious Digital Marketing department with the goal to scale. Simply put, you will have to throw your cheap website away the moment you start doing serious Digital Marketing.
  • The “light” Content Management Systems are mostly the ones based on WordPress and Joomla. Yes, it is easy to find a college student that can develop a simple website for you. The problem appears on Day Two. Think about scaling. About security. New Features. Integration with the thousand Digital Marketing external APIs. Multi-server issues. And think about software upgrades. We will say it again: think about software security upgrades. Think how are you going to feel when you see that your “light” WordPress or Joomla website crashes because there is nobody in the developers community with enough Enterprise-level experience or dedication to fix the bugs of your plugins. Trust us, that is one of the most painful scenarios for a Digital Marketing Manager.

 

So what is the right way to take? Again, hitting the wall teaches you a lot of lessons. We learnt ours a few years ago: if you want to build a great Digital Marketing System “just go Drupal”. We’ll explain why in the next post of this series. Stay tuned!

 

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July 19, 2016

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