A free download giving our recommendations on tools for audience insight and managing digital marketing

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Marketing Technology and Innovation Toolkit
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Essential Digital Marketing Tools 2017

 Look Inside

This guide presents the tools we recommend you use, it contains our updated Essential Tools wheel.

This is a sample of our Marketing Technology Selection Guide which contains hundreds of recommendations across more than 30 categories, with full breakdowns on cost, features and much more.

Rather than simply categorising tools, we have also grouped them across the Smart Insights RACE Planning framework for managing digital marketing so you can review where you could make better use of the tools across the customer lifecycle.

Business members of Smart Insights can view the full 200+ page guide here.  The full guide:

  • Explains the 30 categories
  • Gives recommendations on the top 5 tools in each category
  • Provides a separate tool for auditing your martech stack
  • Recommends a process of martech selection

About the Essential Digital Marketing Tools 2017

About the author

The Smart Insights Marketing team have produced this guide. Thanks to Dave Chaffey, Pat Kelly, Robert Jones, Robert Allen, Kim Greenop-Gadsby and Jessica Wade.

What’s inside?

The guide offers a snapshot of the services and tools across various categories. We have grouped the tools in our Essential Tools wheel.

This guide gives Basic members a preview of the 30 categories of digital marketing tools you should be using for your marketing. We offer a full (200+ page) Marketing Technology Selection Tools Guide for Business members, however, this free guide will give you a taster of the 30 categories and 150 tools which are most popular.

Look Inside the Essential Digital Marketing Tools 2017

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Essential Digital Marketing Tools 2017 includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Marketing Technology and Innovation Toolkit

The Essential Digital Marketing Tools 2017 is part of Smart Insights Marketing Technology and Innovation Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.

..but that’s not all. With Business Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Marketing Technology and Innovation Toolkit


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