Strategy

Sharing our thoughts on the evolving landscape of content strategy in 2023, where quality takes precedence over quantity and personalisation becomes the key differentiator. How content is part of building a smarter website strategy.

The Google DataLayer is a data conduit connecting websites with analytics tools like Google Analytics. It enables user behaviour tracking and real-time data access for informed marketing decisions and delivering personalised content. Let's look under the hood at this tool and why marketers and website owners should know its basic features.

From the importance of a diverse internal group to the value of active customer feedback channels, uncover the strategies to create a harmonious and effective team. As a website manager, your leadership shapes the trajectory; dive in to learn how to maximize your impact.

As governmental bodies adapt to the changing landscape, agility remains vital in embracing technologies. Let's explore the next wave of innovation and how agile agencies make the best choices.

Google aims to keep users in their ever-growing ecosystem. Website owners have to be clever to overcome this strategy. By embracing creativity, modern personalisation techniques, nurturing human connections, and leveraging social media, you can establish an online presence that escapes the AI matrix.

Murray Woodman, our co-founder, explores the integration of AI services, such as Chat GPT and NLP Cloud, into Drupal using modules like Augmenta and ECA. He showcases the configuration and use of these modules for content augmentation, summarization, and classification while discussing AI-generated content's potential benefits and challenges.

What are the implications of a cookieless future and its impact on personalization strategies in marketing? With the shift away from third-party cookies, marketers must navigate the challenges of privacy, consent, and data collection to deliver tailored experiences while respecting user privacy and complying with regulations. AND generate more MQLs...

Personalisation is a complex and evolving field that requires understanding clients' audiences and goals before implementation. We aim to deliver dynamic and tailored content without compromising user privacy. With your knowledge of your users and their needs and by designing solutions based on personas and user journeys, websites can improve user experiences.

Objective feedback is hard to hear but crucial if we want to improve. This is true in our life and in our work. Websites provide an excellent conduit for support and feedback at scale, especially with the addition of modern tools such as Quickchat, an AI-powered chatbot we integrate with Drupal and Convivial, our Content Experience Platform.

An AI-based political candidate whose campaign states "all decisions will be based on AI, thereby ensuring objectivity" has announced his candidacy. We discuss the implications and alternative uses for AI.

Balanced scorecards are a great way to evaluate website performance holistically. Here is a primer on their use, based on real use cases.

We highlight key developments in how consumers access and engage with news and information. We also discuss how News and Media companies can make use of AI, Personalisation, Cognitive Computing and other technology to create better content, stronger connections, and more resilient revenue models.

The Future of Life Institute's letter calling for a pause on AI model training is the latest to emerge in AI news. Here is our take on what this means.

Morpht's co-founder, Murray Woodman, answers questions about AI and Drupal.

A privacy-friendly, open-source approach to personalisation is available with our Drupal-based technology. You can be creative, while taking advantage of modern technology without the risk of breaking data privacy laws.

Trends alone can't predict the future. But different perspectives on where technology is moving can help us make informed decisions. Content marketing is one area where the future looks like an amazing journey.

Good marketers succeed by knowing the fundamental answers to who the customers are and what problems their product is solving. The right tools make creating touchpoints on the journey easy and effective.

Quickchat makes websites smarter without a lot of extra effort.

A review of the recent myGov audit and how the approach to personalisation may be expanded to work across government websites and services to better serve Australian citizens.

Why websites aren't getting smarter, and how to provide a better experience for your website's visitors.

A UX playbook for how to implement personalisation into a Drupal considering user research, discovery of user goals and the definition of user pathways and journeys through the site.