Emily Phillips is a digital marketer with ‘Curator’ and ‘Reviewer’ roles. She needs to add a landing page and market it.
We can use Drupal’s metadata functionality to tag our content for our marketing automation or CRM systems.
We can add our new landing page to a menu without intervention from a designer or developer.
We can create a custom URL alias - we’re not beholden to a specific site structure, and no workarounds are necessary to craft optimal SEO or SEM URLs.
We can add meta tag information directly within the editorial interface, to ensure SEO performance.
We can schedule the publication and retirement of our section, page or site.
We now have a blank canvas to fill with our content for this campaign site.
We can assemble our page from a variety of components. We can create new content directly, like we’ll do here by uploading an image directly. We can also choose to reuse content from anywhere else in Drupal, or pull data dynamically from other systems.
Dynamic content blocks can be provided by views we’ve assembled with the Drupal UI, or from external systems.
Drupal also allows content owners to change the presentation of content, not just the content composition. We can easily switch between other responsive layouts that are available out of the box, or have been provided by our design team.
We’ve put managing content experiences directly in the hands of the editor, but we’re still ensuring brand continuity with consistent overall visual design. But content creation is only part of the equation. How do we measure performance, and trigger new experiences?
Drupal’s rules system allows you to react to events within the system and trigger actions.
We mentioned earlier than when Jennifer, our end-user, joined the vacation giveaway contest, we were triggering a variety of actions. One of those actions was to send that interaction data to our marketing automation system, in this case Marketo. Drupal rules let business users watch for events, filter them with conditional logic, and react to them by manipulating data, communicating with external systems or changing the user’s experience. In this case, we’re watching for users to join groups. When they do, we’re collecting some information from Drupal about the user and the content they’re interacting with, then transmitting that data to Marketo as an interesting moment in a multi-touch campaign. For the sake of this demo, we’re also popping up a message on the site to let you know made that data transmission. In this demo, we already knew a lot about Jennifer. Drupal’s CRM and marketing automation integration can be used to capture data about anonymous users as well, or be linked to Drupal’s webform management modules to transmit form data directly without programming.