Selecting The Right Tools to Manage Digital Marketing

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Dr. Dave Chaffey categorises what he sees as the essential digital marketing tools for today's marketer - how many of these are you using?

As marketers today, we’re fortunate to have a huge number of free and low-cost online services to give us insight about our customers, competitors and market. They also help fuel our marketing by delivering automated relevant, real-time communications integrated across desktop and mobile and digital plus traditional marketing channels.

I find when training or consulting, that's there's always great interest from marketers and business owners in the tools available. But with so many tools out there and little time, people are often unaware of some of the great tools - many of them free or low-cost - that are available, which we may take for granted.

So, to shed light on the awesome range of marketing services available, I've taken on the challenge of categorising all the different types of tool and relating them to the customer lifecycle, so they cover building reach, managing on-site interactions and journeys, conversion and customer communications.

Working with the team at Smart Insights, we've created this infographic that summarises what we see as the 5 tools in each of 30 categories. Take a look:

Martech 2016 infographic

You can see we have tried to keep it practical by highlighting management tools for the main inbound marketing tools like SEO, AdWords, Conversion Rate Optimisation and Email marketing. But have also included some enterprise marketing management services suitable for larger organisations like Marketing Cloud and Marketing Automation services.

And we have included ClickThrough Marketing's own awesome Bidcops tool.

We were inspired by Scott Brinker’s Marketing Technology landscape, which does an excellent job of defining ‘enterprise’ tools for managing digital marketing, but can be difficult to read because of the sheer number of tools.

We also wanted to include more low-cost and free ‘hands-on’ insight tools which are important for managing activities like search, social media and conversion rate optimisation. These don’t tend to be included on Scott’s landscape. We also wanted to highlight the most popular, well-regarded services, particularly those which can be used across all sizes of business rather than being affordable only by the biggest brands.

If you want more details on why we chose the tools and some of their benefits, you can download our free guide here.

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