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Essential Digital Marketing tools [Infographic]

By Dave Chaffey 29 Oct, 2018
Essential
Digital marketing platforms

Use our updated digital marketing tools infographic to manage how you use marketing technology

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

To help highlight the range of great options available, our updated infographic and free Digital Marketing Tools and Services download recommends 30 categories of marketing technology and our pick of the most popular 5 in each category. We’ve 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. Click on the infographic below to see a larger version.

Digital-Marketing-Tools-2018

What inspired us to create this infographic and guide?

We use many types of digital marketing services and insights tools to run and improve SmartInsights.com and because of this we love to try out new tools when they are suggested to us.

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. Also, we 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 businesses rather than being affordable only by the biggest brands.

If you were doubting the number of tools available and how it can be a problem to select and manage them, just look at the growth in the number of marketing technology applications over the last few years. For Scott Brinker's Marketing Technology landscape -it's tripled since 2014, and grown tenfold since 2012! In the current 2018 version it now has over 5,000 entries.

Scott Brinker marketing technology tools growth

Clearly a huge challenge is the sheer number of tools which vary enormously in cost and quality. To further complicate the landscape. New challenger tools can often do a better job than the established tools.

The infographic helps to break down the tools into different categories of use and shows you which products you should be considering for different marketing activities. If you're interested in learning more about the differences between individual tools then you'll want to download our free digital tools guide, which contains reviews and information on key features for all of the tools on the infographic, that's 150 tools in total!

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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