Book Image

Digital Marketing with Drupal

By : José Fernandes
Book Image

Digital Marketing with Drupal

By: José Fernandes

Overview of this book

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.
Table of Contents (15 chapters)
Section 1: Getting Started with Digital Marketing
Section 2: Market Your Drupal Website
Section 3: Boost Drupal's Digital Marketing to New Heights

Customer data platforms and the personalization of the customer journey

A CDP is a system that collects customer data from many sources and centralizes it, making it available to other systems for marketing campaigns, customer support, and other customer experience activities. An important factor to consider is that a CDP tracks the behavior of the anonymous user, also creating a persistent customer profile for those users. A CDP's primary goal is to tackle the data fragmentation problem that many organizations face in the market today, creating a single view of the customer across several devices and channels. A CDP can help personalize a customer's website experience but should be used for more than just that.

Next, we'll focus on two alternatives that are currently available in Drupal, one third-party solution and one native to Drupal.

Apache Unomi™

There are commercial offers on the market, but, as we should expect, there's also an open source...