What Is a Digital Marketing Tool? (List of Useful Tools)
By Indeed Editorial Team
Published 17 October 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Digital marketing tools are instruments marketers use to help them sell products and services online. These tools involve the usage of digital channels to gain insights into how to market goods and services to customers. If you're pursuing a career in online marketing, learning about these instruments may boost your job performance. In this article, we explain what a digital marketing tool is, outline some categories of instruments marketers use and provide a list of digital marketing platforms that may help companies achieve business success.
What is a digital marketing tool?
A digital marketing tool is a platform or channel that helps companies promote and sell their products or services to customers. These tools usually work on mobile devices and websites. Companies using these instruments may find it easier to execute their marketing activities, such as conducting email campaigns or searching for ranking opportunities. Organisations may use these technology platforms to accomplish business objectives, such as increasing sales and revenues.
As technology developed, digital trends allowed companies to adopt new ways of marketing themselves. Some companies stopped using traditional media, such as print, television and radio, to execute their advertising. Instead, they decided to focus on using search engines, applications or social media sites to promote two-way interactions between them and their customers. The proliferation of digital devices also made it easier for companies to reach their target audience.
Types of digital marketing tools
To achieve business objectives, many professionals who promote and sell products and services online usually use a toolkit to manage their marketing data. The toolkit may provide these professionals with important information that can help them devise strategies to reach their target audience and gain insights about their customers' journeys. Gaining an understanding of digital metrics may help a company distinguish itself from its competitors. The following outlines the various categories of instruments that marketers may have in their toolkit:
Social media marketing tools: Using social media may allow marketers to gather valuable data about customer preferences. This may enable them to publish more targeted content that's useful for accomplishing their marketing goals.
Email marketing tools: Many businesses use email marketing to communicate with their target audience. For example, emails may offer a simple way of conducting offer campaigns to drive sales.
Search engine optimisation tools: Companies that increase their search presence on the Internet may find themselves more successful when implementing their marketing efforts. These instruments may help businesses optimise search engine results and uncover search opportunities.
Conversion optimisation tools: There are different types of software that companies can use to optimise their website to achieve specific goals, such as increasing subscribers. For instance, businesses may get more customers by reducing the number of fields on online forms or changing the position of call-to-action buttons.
Lead enrichment tools: Lead enrichment allows organisations to find and add information to existing leads so that they can target prospective customers more effectively. These tools may help to enhance the information accuracy of the leads in a company's database.
Landing page and lead capture tools: As digital users may have short attention spans, it's important for marketers to capture their audiences' attention quickly to generate more leads and conversions. Effective landing pages may encourage website visitors to share their information.
Graphic creation tools: Visuals are important components of successful marketing efforts. There are online platforms that marketers can use to produce high-quality infographics or diagrams.
14 useful digital marketing tools
The following is a list of 14 digital channels and platforms that may help companies achieve their marketing goals:
Loomly offers a platform that allows businesses to manage content on their social media platforms. Its key features include post scheduling, keyword filtering, automated publishing, account management and marketing analytics. The platform also suggests content ideas for users based on trending topics and conversations. Social media teams can use this service to organise their content to enhance their digital presence.
2. Sprout Social
Sprout Social enables marketers to organise their content calendar and resources across multiple social media. The application also provides a range of social analytics to users so that they can improve their marketing efforts. By identifying the top-performing posts and measuring the success of social campaigns, this tool may enable companies to discover trends and pursue opportunities to engage their audience.
Social listening means tracking online conversations about your brand or products and analysing these conversations so that you can make adjustments to your marketing efforts. Using listening tools, such as Audiense, may help businesses segment their potential customers and discover useful information that makes it easier to implement targeted campaigns. For example, uncovering keywords that people use when discussing a brand may help companies execute more effective marketing plans.
Hubspot offers an email marketing service that supports businesses in communicating with their customers and leads. Companies can use a wide range of features to create and design emails, perform testing and optimisation of bulk emails and automate email deliveries. Using an instrument like this may provide opportunities for companies to connect with their customers and generate brand awareness.
Focusing on deliverability, lemlist provides a service that may help companies optimise their email campaigns. For instance, finding out the best times to send email messages may lead to more recipients opening them and clicking on the links. There are also personalisation tools that can improve the effectiveness of email outreach, such as using follow-up email sequences to generate more responses from prospective customers.
Ahrefs is a platform that enables users to check a URL's top organic keywords for search engine optimisation. This information may be beneficial to marketers when they try to think of keyword ideas and search for ranking opportunities. Other than identifying the most attractive content for a particular website, it can also estimate the amount of web traffic a competitor receives for specific search terms.
SEMrush is an online instrument that provides data useful for keyword research and online ranking. Users can receive a variety of metrics, such as search volume and cost per click, that offer insights on how to improve their online visibility. The information from this visibility management platform may help companies structure their marketing plans and identify content strategies.
Optimizely provides a software that enables companies to enhance their digital experience platform for different segments of audiences. It's an experimentation platform that allows developers to build and run A/B tests on websites so that they can validate their conversion rate optimisation efforts. Its other services include website personalisation, digital commerce and web content management.
A landing page is a specific page on a company's website that captures potential customers' information when they click on a search result or respond to an online advertisement. Unbounce is a platform that allows marketers to build, adjust and publish new landing pages for testing. It provides analytics that can inform marketers about the most effective page elements and calls to action.
Aimed at helping businesses improve their prospecting efforts, Datanyze enables marketers to access business-to-business (B2B) contact information, such as phone numbers, email addresses and company details from various social media sites. The software uses search technology to scan the web and gather information that's publicly available. Companies may use this information to strengthen their B2B marketing efforts.
Companies may rely on platforms such as Clearbit to gather marketing intelligence about their customers and leads. By using an extensive range of sources, this software can create updated profiles of a company's leads so that marketers can sharpen their focus when they search for new customers. Knowing important information about prospects may also help businesses improve their sales and customer interactions.
OptiMonk delivers personalised pop-up messages to turn web traffic into sales. It provides a platform for users to create, personalise and launch pop-ups that gain customers' attention. With an emphasis on behaviour-based targeting, marketers may use this tool to increase sales and drive conversions without disrupting their target audience.
Businesses seeking a tool to create online forms for contests, questionnaires or surveys may use Typeform to engage with their audience. By creating visually pleasing forms that are easy to fill in, this software offers a variety of features that make it easy for companies to collect data from their audience. For instance, surveys that use interfaces where it's easy for people to provide their responses may achieve greater success.
Creatopy is an advertisement design platform that helps businesses create visuals for their marketing campaigns. Other than creating custom banner ads for websites and social media sites, this graphic creation tool may also help marketers organise their brand creatives. The platform offers a library of templates and visual elements that users can use to generate effective advertisements for their target audience.
Please note that none of the companies, institutions or organisations mentioned in this article are affiliated with Indeed.
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