Developing A Web-based Marketing Platform As SaaS To Handle Marketing Activities, Campaigns, And Reporting For FlyonIT And Its Clients

SaaS as a Cloud-based Delivery Model for Software Solutions

Discuss about the Web-based Marketing Platform SaaS.

FlyonIT is an IT solutions and company that provides innovative IT services and solutions to its clients. The employees engaged with the company are skilled and trained on the latest IT tools and platforms. The company has an all-inclusive computer and IT support. The company takes care of all the IT issues and risks that come up so that the innovation and creativity of the solutions is always maintained. The range of clients associated with the company includes start-ups to large business organizations.

SaaS Platform

Software as a Service (SaaS) is one the most commonly used and applied cloud delivery models that allow the users from all across the globe to connect and utilize cloud-based applications. SaaS provides a complete software solution for the desired service and there are numerous web-based market platforms that are offered as SaaS [1]. The service provider manages and stores all of the underlying infrastructure, middleware, and data sets in this case. There are various advantages that are offered by SaaS, such as pay-per-use model that allows the users to make use of cost effective solutions, utilization of free client software, easier mobilisation of the workforce, accessing of application data from any location, and access to sophisticated applications. 

The company is now looking forward to develop an integrated web-based marketing platform for its clients so that it may provide it as a SaaS to handle their marketing activities, campaigns and reporting.

The report covers the list of web-based marketing platforms provided as SaaS that are available in the market and includes details of these applications in terms of design, coding, layout, interface, hosting platforms, security, user management, and plug-ins.

Similar Platforms & Portals in the Market

There are a number of similar platforms and portals that are already available in the market and are being utilized by the users from all across the globe.

Some of these platforms and portals are listed and described below.

• HubSpot: It is a SaaS tool that is all-in-one marketing software. The tool comes with an extensive marketing features and options, such as social media management, email integration, SEO, customer segmentation, automated analytics, customer management, business blogging, sales notification, predictive lead scoring, landing page templates, email templates, traffic reporting, CRM integration, market channel analytics, conversion rate optimization, keyword tracking, and a lot more.
• Google Analytics: It is an amazing tool that allows the business units to develop marketing plans and strategies on the basis of traffic metrics and analysis that it performs. The tool presents the in-depth information of the users, their choices and preferences, and can be easily used and integrated with other marketing tools and platforms being used [19].
• HootSuite: Social media marketing is one of the marketing channels that are on a rise and the business organizations need to have a strong social media presence for marketing campaigns. The tool allows creation and maintenance of social media platforms for free of cost and provides the ability to automatically post on all the accounts without logging in to each social media account individually. A track of all the replies and comments is also kept and maintained [2].
• Salesforce: Sales is one of the inter-linked marketing activities and any of the marketing campaigns or reporting cannot be done effectively if there are poor sales processes involved. The tool keeps a track of and manages all of the sales processes with features as automated monitoring, tracking of insights for newer business opportunities, improvement of productivity, collaboration and engagement with the other departments [20].
• Wistia: It is a web-based video marketing platform that is offered as SaaS to the clients. It keeps a track of the people watching the video marketing posts and also provides a richer user-experience as compared to YouTube. Some of the interesting features include video SEO, email opt-ins, analytics with heatmaps, high resolution video player that may be customized, and team collaboration [3].
• BuzzSumo: It is required for the business organizations to have an idea of how the content is performing from all the units and the tool allows an understanding of the same. The analysis can be done on the basis of the topic that is selected to gain an insight to the performance in each area. Key influencers, promotional strategy, and major competitors can be easily figured out with the aid of the tool [21].
• Hotjar: It is an all-in-one analytics and feedback tool that is used for the purpose of conversion rate optimization in marketing. It provides the users with a lot of interesting features, such as form analytics, feedback polls, heatmaps, user testing recruitments, and conversion funnel tracking [22].
• Qualaroo: It is an on-page survey tool that can allow the business units to gain customer feedback and response using attractive forms. There is a feature of skip logic that comes along with the tool which allows presentation of a follow-up question on the basis of the response of the previous question[ 23].

Plug-ins/APIs/Integrations with Major Platforms

Some of the major platforms include HubSpot, Salesforce, and Google Analytics.

There are numerous APIs that are provided and included with Salesforce, such as REST API that allows the users to access objects using RESTful web services. Similarly, SOAP API is included so that the objects can be accessed using SOAP services. Bulk API allows the users to modify or delete a large number of records that leads to time-savings. Metadata API allows managing customizations and metadata models in the organizations. There are a lot many other APIs involved like Streaming API, tooling API, etc. [4].

Existing SaaS Marketing Platforms in the Market

HubSpot provides integration with marketing apps and web services that are commonly used. No technical set-up is required for integration with Salesforce and the users can easily utilize the two databases. Zendesk activity integration is provided to keep a track of customer experience and processes. Integration with Unbounce is included to design responsive web pages optimally with automated feature for A/B testing. There are also integration provided with popular platforms like SurveyMonkey, Aircall, Zapier, Wistia, Databox, and many others [5].

Blogging is one of the most significant marketing activities and WordPress is the most advanced and commonly used platform for the same. Google Analytics includes multiple WordPress plug-ins for enhanced marketing campaigns and reporting. Some of these include Google Analytics+, Google Analytics Dashboard, Enhanced E-commerce plugin, MonsterInsights Plugin, WD Premium plugin, and many more [6].

Suitable Hosting Platforms

There are a number of hosting companies that can be used for web-based marketing SaaS hosting. Liquid Web is one such host that provides easier hosting options for SaaS. It will provide FlyonIT and its clients with enhanced scalability and resources as per the requirement. Also, real-time monitoring and 100% uptime guarantee will be provided so that the marketing activities run on a 24×7 basis. The subscription options are also provided in abundance with monthly rentals as $29.50, $39.50, $59.50, and $84.50. The disk space offered will increase with increase in the rental. Some of the features that will be included with every hosting solution provider by the vendor will cover built-in data backups, integrated firewall, root access, DDoS protection, enhanced scalability, dedicated IP address, Gigabit transfer [7].

Another managed cloud hosting platform that may be used is Beyond Hosting. It is a hosting platform that provides managed hosting with 24×7 availability and regular updates. There is an integrated firewall provided by the vendor for improved security of the applications and data. Daily server backups, non-stop monitoring, and free consulting are some of the other features provided by the host [8]. Digital Ocean is another cloud hosting platform that may be considered for low pricing models with flat pricing structure. The host promises and guarantees 99.9% uptime and non-stop support services in case of any query. The host also provided an abundant set of features for every phase as deployment, management, security, scalability, and monitoring. Multiple droplets can be provided in an instance of time through the APIs or control panel. There are pre-build apps provided for configuration and installation that bring down the error rate and also provide with the ease of operations. Cloud firewalls, private networking, block storage, load balancers, real-time alerts, object storage, summary dashboards, backups and snapshots, and team management are the other features provided by the host [9].

Hosting Solutions for SaaS-based Marketing Platforms

Recommendations to Software Developer

The web-based marketing platform that will be developed for FlyonIT shall be developed using agile as the development model. It is because the every client will require certain modifications in the platform as per their needs and requirements. The product developed using agile methodology will allow it to be scalable, flexible, adaptable, and ready for adopting and implementing the changes necessary. There will be lesser development and deployment time required by the resources which will enhance the client satisfaction levels [10].

The front-end and the back-end of the application shall be completely in-sync and therefore, the coding language that is selected to develop the codes must be robust, interoperable, scalable, and adaptable. The security options and tools must also be integrated in the codes and a compatibility analysis shall be carried out in advance. There are SaaS-based platforms that provide customizable codes and solutions that must be explored to save the development time [24].

All the codes and modules that are developed shall be unit tested to ensure that there are no defects or bugs present in the codes. Once the unit test cases pass then only the build shall be released for testing and deployment. The UI/UX designers shall be contacted and there must be discussions carried out with them on the latest trends and patterns in the market to get an overview of the customer expectations.

The client feedback will be very important and is also supported by agile methodologies. Every sprint must have a feedback procedure integrated with it so that the client is aware of the progress at all times.

Back-end Databases to Produce Reports

Microsoft Azure SQL database may be used with the web-based market platform offered as SaaS. The database provides comprehensive reporting functionalities using a wide range of data sources. It does not demand a separate infrastructure to be integrated for carrying out the reporting functionalities and can be easily integrated with the marketing platform. It also has integrated set of Business Intelligence tools for enhanced data analytics and management [11].

IBM Cloudant is a back-end NoSQL database that is cloud-based and has the ability to produce reports. It has been designed with the features that ensure that the flow of data between back-end and front-end does not get interrupted. It can handle and manage huge clusters of data and provides flexible data storage properties. Apart from the ability to produce reports, it provides features as APIs, external integrations, file transfer, and multi-user access [25].

Agile Development Model for Web-based Marketing Platform

Amazon RedShift is another back-end database that may be used as it comes with report generation and extraction abilities along with an abundant feature set. Some of the features that come along with the database include SQL interoperability, enhanced security and scalability, automated backups, fault tolerance, optimization of data warehousing and analytics, and petabyte scale [26].

Security Options

Some of the security options that shall be integrated with the web-based marketing platform are listed below.

• Single sign-on: It shall be enabled for the SaaS platform designed for marketing campaigns and reporting. If every application and components will have different user identities and passwords, then there will be issues of compromised passwords and security incidents that may appear. Single Sign-on will allow enhanced identity and access management [28].
• Comprehensive audit logs: There are a large number of SaaS applications that do not maintain audit logs. However, audit logging is a necessary security activity that shall be carried out to keep a track of the user activity. Access events shall be monitored and tracked at page level with the aid of this option [12].
• Authorization Management: It shall be ensured that the user roles, permissions, and access rights are defined as per the user type and are regularly monitored and maintained. These roles shall be mapped with the SaaS marketing platform to manage authorization and authentication of the users [27].

The above SaaS security options for security control must be integrated across the following five areas of security.

• Application & Data Security: The marketing data and information comprising of the customer information, organization details, competitor details, etc. shall be secured as the top priority and the platform shall be integrated with the security tools, such as anti-malware tools, anti-denial tools, intrusion detection tools, etc.
• Device Security: The clients that will be provided with the web-based marketing platform through SaaS will utilize the same on either web or mobile platforms. There will be varied devices that will be used for accessing the platform and it would be essential to include security options for the devices, such as device trackers and logs. In case of misplacing or loss of the device, these features will keep the application data protected [13].
• Security Business Intelligence (SBI) platforms and integration: The SaaS application shall be integrated with the Business Intelligence tools and platforms, such as data analytics, data warehousing, etc. These would allow an easier management and maintenance of the data sets for enhanced security and the attacking patterns and trends will also be identified to avoid similar occurrences in the future.

One of the other most important security options that shall be included is the encryption of the application data and information sets using advanced encryption algorithms. This will ensure that the data at rest and in transition is secured under any circumstance and data breaches and exposure to the unauthorized entities is avoided. 

Off-the-Shelf Software

HubSpot is a SaaS platform that is an integrated tool for carrying out all the marketing activities and can be customized as per the requirements. The tool accompanies a broad set of options and choices, for example, web-based social networking administration, email incorporation, SEO, client divisions, data analytics, client administration, business blogging, sales notifications, prescient lead scoring, presentation page layouts, email formats, CRM components, marketing channel analytics, etc. [14]. Social networking & advertising is one of the showcasing channels that are on an ascent and the business associations need strong web-based social networking capabilities for promoting the same. Hootsuite permits creation and up-keeping of online networking platforms without any additional cost and gives the capacity to consequently post on every account without signing in to every individual account independently. A track of the considerable number of answers and remarks is additionally kept and stored in the logs for future analysis. Sales are one of the promoting exercises and any of the advertising efforts or tasks is impossible to be completed successfully if there are poor sales forms included. Salesforce monitors and deals with the greater part of the sales forms and processes with highlights as automated checking, following of specific data and information sets for more up to date business openings, change of profitability, cooperation and engagement with alternate divisions. It is required for the business associations to have a thought of how the content is performing from every one of the units and BuzzSumo permits a comprehension of the same. The analysis procedures should be based on the calculation of results and inferences from every data and content source. Key influencers, limited time procedure, and significant contenders can be effectively analysed with the guide of the platform. Google Analytics is an astounding platform that enables the organizational units to create marketing & advertising plans and systems based on activity measurements and investigation that it performs. The device introduces the top to bottom data of the end-users and customers, their decisions and inclinations, and can be effortlessly utilized and coordinated with other advertising devices and stages.

Front-end and Back-end Coding of the Application

Coding Languages

Every coding language comes with a specific set of features, benefits, and disadvantages. The decision on the coding language that shall be selected for developing an integrated web-based marketing platform shall be based on the factors as scalability, interoperability, security, performance, and adaptability. It is because the platform will be offered to different clients that may use varied devices, networks, and platforms to utilize the application. The technical and functional requirements shall also be considered. The code and programs shall also allow easier integration.

PHP is a coding language that is recommended as it comes with enhanced robustness and will also meet the requirements as specified above. It will provide easier integration with WordPress and social media channels that play a significant role in the world of marketing. Its usability in the field of web has been proven with many successful application build on the same [15].

Java is another coding language that may be used for the marketing SaaS platform as it is interoperable and the developers engaged with FlyonIT must have required proficiency on the language since it is in use since longer periods of time. It will be provide the ability to design the functional components without any compromise on security aspects [29].

Python is a coding language that is high-on demand in the present scenario. There are newer technologies that are being developed, such as machine learning, Business Intelligence, and others. Python will allow the web-based marketing platform to be in-sync with such latest technologies and will make the code scalable to integrate the same in the future [30].

User Management

The user management options and features for the web-based marketing platform shall make use of SaaS-based cloud directories for enhanced user access and control. The existing directory shall be extended to the cloud. These directories will be synced with the SaaS platform to manage on premise users utilizing varied operating systems. FlyonIT may also import and move its existing directory intro the SaaS-based directory using Active Directory or Google applications. There are also a number of virtual identity providers that may be used by the organization to give shape to this task. If these options are not available with the organization, FlyonIT shall come up with the establishment of a new directory for easier user control and management. This will provide the enhanced options for security, scalability, and manageability. Directory-as-a-Service must be utilized to distribute the user roles, permissions, and accesses [16]. There shall be role-based or user attribute-based access control measures included from the security point of view.

Unit Testing of the Developed Codes

Design Layout & Interface

There are a number of design principles, layouts, and interfaces that shall be considered and followed while designing and developing web-based marketing platform provided using SaaS.

Responsive Web Design (RWD) principles shall be used to make sure that the user experience is rich and fulfils the user expectations. These principles defined certain best practices that must be followed for the application design. These RWD principles will enhance the responsiveness of the application. The user may want to utilize the platform on web-based devices or mobile devices in different modes, such as portrait mode or landscape mode [17]. The design using the RWD principles will adjust the screen elements as per user action and will allow consistency, error resolution, and smooth navigation.

Some other design layout and interface considerations are:

• Dynamic sorting options and global navigation
• Most of the SaaS applications are now shifting from tabbed navigation to left-hand navigation. The same shall be followed in this case as it will offer better usability, enhanced horizontal and vertical screen space, and more menu options.
• Three-column layout must be included so that the visual appeal is enhanced [18].
• Custom forms with drop-down lists, hiding of optional fields in the form, enhanced readability and focus shall be included.
• Right sidebar must be included in the platform.

The above features will provide a rich design and user interface for better user experience.

Conclusion

FlyonIT has decided to develop an integrated web-based marketing platform for its clients so that it may provide it as a SaaS to handle their marketing activities, campaigns and reporting. There are a number of off-the-shelf and similar platforms that are available in the market, such as HubSpot, Salesforce, Google Analytics, HootSuite, BuzzSumo, Wistia, etc. The platform shall offer and include APIs as REST API, SOAP API, Streaming API, Bulk API, Tooling API, and likewise. There shall also be integration provided with the third-party applications, social media accounts, WordPress, and other blogging sites. Liquid Web, Beyond Hosting, and Digital Ocean are some of the hosting platforms that may be considered. The back-end database included in the platform shall allow enhanced data storage and management functions with reporting features. Some of these include Microsoft Azure Cloud Service, Amazon RedShift, and IBM Cloudant. One of the other most important security options that shall be included is the encryption of the application data and information sets using advanced encryption algorithms. The SaaS application shall be integrated with the Business Intelligence tools and platforms, such as data analytics, data warehousing, etc. There shall be application data and device security features integrated with the platform. PHP, Java, and Python are the coding languages that may be used due to their features as scalability, interoperability, security, performance, and adaptability. Directory-as-a-Service must be utilized to distribute the user roles, permissions, and accesses. There shall be role-based or user attribute-based access control measures included from the security point of view. The design shall follow RWD principles so as to adjust the screen elements as per user action and allow consistency, error resolution, and smooth navigation for rich user experience.

Client Feedback and Agile Methodologies

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