Digital Marketing with Drupal: The ultimate guide to build and deploy a complete digital marketing platform on top of Drupal

Length: 316 pages
Edition: 1
Language: English
Publisher: Packt Publishing
Publication Date: 2022-03-09
ISBN-10: 1801071896
ISBN-13: 9781801071895
Sales Rank: #2546935 (See Top 100 Books)

Supercharge your digital marketing services by building your knowledge to become a skilled digital marketer with the power of Drupal

Key Features

Apply proven marketing techniques using real-world examples of a Drupal development agency and an e-commerce store
Discover a checklist of nearly 300 must-do activities to ensure that no task is overlooked
Integrate Drupal with other third-party marketing applications and systems

Book Description

Drupal is an open-source platform for building ambitious digital experiences. With this practical guide to digital marketing, developers working with Drupal will be able to put their knowledge to work and boost the performance of their online marketing campaigns.

Complete with step-by-step explanations of essential concepts, practical examples, and self-assessment questions, this book will take you through the most popular digital marketing techniques and how to apply them, including content marketing, email marketing, social media marketing, SEO, SEM, CRM, and marketing automation, and the latest developments in website personalization and AI marketing. Once you’ve learned the fundamentals of digital marketing, you’ll see how to apply them to your Drupal website or online store. In addition, you’ll discover how Drupal can help you better manage your tasks and automate some of them. The book will help you discover the free modules available, how to use them, and how to integrate Drupal with external marketing-related platforms and services.

By the end of this Drupal digital marketing book, you’ll be able to build and deploy a complete digital marketing platform on top of Drupal to reach a greater audience and achieve online success.

What you will learn

Explore the most successful digital marketing techniques
Create your digital marketing plan with the help of Drupal’s digital marketing checklist
Set up, manage, and administer all the marketing components of a Drupal website
Discover how to increase the traffic to your Drupal website
Develop and implement an e-commerce marketing strategy for your Drupal Commerce store
Manage your daily marketing activities using Drupal
Get started with customizing your consumers’ digital experience
Find out what’s next for Drupal and digital marketing

Who this book is for

This book is for Drupal site builders, digital marketers managing Drupal websites marketing and communication, digital or Drupal agency owners, marketing consultants, and anyone managing a Drupal website or e-commerce store. Basic knowledge of Drupal architecture and marketing concepts and related techniques is necessary.

Digital Marketing with Drupal
Foreword
Contributors
About the author
About the reviewers
Preface
    Who this book is for
    What this book covers
    To get the most out of this book
    Download the example code files
    Download the color images
    Conventions used
    Get in touch
    Share Your Thoughts
Section 1: Getting Started with Digital Marketing
Chapter 1: Fundamentals of Digital Marketing
    An overview of digital marketing and content marketing
        Brand building
        Main types of media
        Who is your customer?
        Customer journey
    Digital marketing tactics
        What is content marketing?
        What is social media marketing?
        What is SEM?
        What is display advertising?
        What is email marketing?
        What is affiliate marketing?
        What is digital PR and influencer marketing?
        What is CRM marketing?
    Measuring your digital marketing success
        Measuring website performance through web analytics
    Digital marketing strategy
        Defining the objectives
        Defining the target audience
        Assessing the competition
        Defining tactics and media
        Developing an effective message
        Reviewing the budget
        Evaluating the campaign's results
    Summary
Chapter 2: Building Your Own Digital Marketing Plan
    A step-by-step guide to building your digital marketing plan
        Brand positioning
        Customer journey and personas
        Situational analysis
        Defining your objectives
        Defining your strategy
        Defining your tactics 
        Defining your action plan
        KPIs and metrics
    Example of a digital marketing plan for a Drupal agency
        Brand positioning
        Buyer persona
        Customer's journey
        Situational analysis
        Budget
        Objectives
        Strategies
        Tactics
        KPIs and metrics
        Action plan 
    Example of a digital marketing plan for an e-commerce store
        Brand positioning
        Buyer persona
        Customer's journey
        Situational analysis
        Budget
        Objectives
        Strategies
        Tactics
        Action plan 
    Summary
Section 2: Market Your Drupal Website
Chapter 3: Setting up Your Drupal Playground
    Installing a Drupal website on your machine 
        Another way to install Drupal locally
    Setting up a demo Drupal Commerce website
    Your own Drupal Digital Marketing Checklist
        Digital marketing plan
        Drupal system
        Website's user experience
        Content marketing
        Social media marketing
        Search engine marketing – SEO
        Search engine marketing – PPC
        Affiliate marketing
        Display advertising
        Email marketing
        Digital Public Relations (PR)
        Influencer marketing
        CRM marketing
        E-commerce marketing
        Measuring and analyzing
    Summary
Chapter 4: Content Is King
    Managing and organizing your marketing content
    How to create a digital marketing landing page
        Layout Builder
        Paragraphs
    How to do automatic content translation
    Summary
Chapter 5: Generating Website Traffic
    Search engine optimization
        How to implement on-page SEO in Drupal
    How to safely move your old website to Drupal
    How to implement Rich Snippets
    Pay-per-click
    Social media
        Installing social media tracking pixels
        Sharing your content on social networks
        Add a "Follow us" functionality
        Adding other social media components
    Implementing an affiliate program
    Summary
Chapter 6: Communicating with Your Customers
    Email marketing with Drupal
        Installing and configuring Swift Mailer
        Sending custom emails with Easy Email
    Managing an email newsletter
        Managing your newsletter with Drupal's Simplenews
        Integrating with third-party services like MailChimp
    Sending SMS and push notifications using Drupal
        Sending SMS through Drupal
        Sending app push notifications on your Drupal-powered app
    Summary
Chapter 7: Measuring Success Through Web Analytics
    A Drupal simple web analytics solution
    Implementing Google Analytics
        Adding Google Analytics using the contributed module with the same name
        Adding Google Analytics using Google Tag Manager (GTM)
    Implementing an open source web analytics solution
        Adding Matomo Analytics to Drupal
    Summary
Chapter 8: Marketing Your Drupal Commerce Store
    Creating promotions and coupons in Drupal Commerce
    Expanding your reach with product feeds
        Adding support for the "Google product category" field
        Creating a Facebook and Instagram product catalog for your store
    Connecting Drupal Commerce to Google Shopping
    Implementing a cart abandonment recovery email
    Adding Google Analytics Enhanced Ecommerce integration to Drupal Commerce
    Live chat for sales and support
        Adding tawk.to live chat to Drupal
    Summary
Section 3: Boost Drupal's Digital Marketing to New Heights
Chapter 9: Tools to Help You Be More Efficient and Productive
    Planning your work, keeping your pace
    Team management with Drupal 
    Summary
Chapter 10: Taking Drupal's Digital Marketing to the Next Level
    CRM and marketing automation
        Mautic
        Salesforce
        HubSpot 
        Zoho CRM
        Mailchimp
        Odoo CRM
        CiviCRM
        RedHen CRM
    Customer data platforms and the personalization of the customer journey
        Apache Unomi™
        Smart Content
    The future of Drupal and digital marketing
        What can we expect in the realm of digital marketing in the coming years?
    Summary
    Why subscribe?
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