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

Chapter 1: Fundamentals of Digital Marketing

Today, most of our lives are lived online, and most of our purchasing and buying decisions are made online. We shop online (even when it comes to supermarket purchases), learn and study online, work remotely, work out online, make friends, find entertainment, and even date online. As you have probably noticed, there's not much that isn't done online nowadays.

If you own a business, I'm sure you know that most of your customers have found you online, and if you are in the services industry, you already know how important this is. Even when a customer has met you offline, they have chosen you by word of mouth, which probably started online as well.

Have you thought about how you find out about all those services and products? How and what you find out about them is somehow related to marketing. Marketing is one of the key functions that all organizations must undertake—all organizations require effective marketing and advertising to succeed.

According to the American Marketing Association (AMA), "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

In general, marketing is responsible for the following:

  • Providing customer satisfaction
  • Increasing demand
  • Providing better quality products to customers
  • Building a good reputation for the organization
  • Generating profitable sales

However, marketing has evolved and has become digital as well. Digital marketing is an all-embracing term that encompasses all marketing activities done through digital channels. It includes all the tasks that are done online, ranging from social media to affiliate marketing.

This chapter will provide you with a comprehensive list of the most common digital marketing techniques and their core areas.

Here are the main topics we will be covering in this chapter:

  • An overview of digital marketing and content marketing
  • Digital marketing tactics
  • Measuring your digital marketing success
  • Digital marketing strategy

At the conclusion of this chapter, you will have learned how digital marketing can help raise brand awareness online, build relationships with potential and existing customers through valuable content and promotional messages, and increase customer retention and acquisition.