Whether you’re a skilled marketing professional or just starting out, you know one thing: the tools that all digital marketers use, regardless of their speciality, are incredibly important to their work and end up considerably impacting the results that marketers can yield. But as you know, digital marketing is quite a wild field–from content marketing to paid advertising, the tools that you use may differ from your teammates. Or, if you wear multiple hats, you may have a few across different areas that are of use to you.
Luckily for you, this article will break down all of the major tools used by digital marketers in 2024, helping showcase some of the most common ones and some new ones that maybe are just what you need to bring your game to the next level.
Ready? Let’s dive right in.
Photo by Campaign Creators on Unsplash
Digital Marketing Tools
As we touched on above, there are quite a few tools that can help your digital marketing strategies and most are specifically applicable to a certain area of focus; that’s why we’ve separated these tools into different categories based on their main function.
SEO tools for digital marketing
SEO, or search engine optimization, is one of the most important elements of digital marketing. After all, if your website isn’t ranking on the major search engines, how will potential customers find you? That’s why all digital marketing professionals, regardless of their day-to-day roles, focus on improving their SEO ranking with the following tools:
Google Analytics: Google Analytics tracks website traffic, user behavior, and conversion data, helping you see exactly where you’re falling short in ranking.
SEMrush: to know exactly what words to include to rank well in search results, you must know the main keywords to include in your content, and this is where SEMrush comes into play.
Google Search Console: Google Search Console allows you to evaluate your website’s overall performance and better understand search traffic.
Content marketing tools
More focused on creating content for your website? Within digital marketing, content marketing is all about finding the right balance between good keywords and quality content that actually provides value to users. With these tools, however, content marketers will set themselves up for success:
BuzzSumo: not sure what to write about? With the help of tools like BuzzSumo, content marketers can research trending topics, understand the most high-performing content of the moment, and find those influencing the moment’s biggest trends.
Surfer SEO: looking to rework the content you already have instead of starting from scratch? Surfer SEO provides optimization suggestions for your content.
Social media management tools
One of the most underestimated elements of a digital marketing team is the social media marketer–social media has the potential to be an incredible tool for marketing teams, but as different channels can differ significantly depending on their audience, style, and formatting requirements, social media marketers can use these tools to get one step ahead:
Hootsuite: say goodbye to setting alarms to publish content with Hootsuite, an incredibly helpful tool that can schedule and manage content, in addition to collecting valuable information about engagement and traffic.
Sprout Social: looking to understand even more about your social media performance? With Sprout Social, you can benefit from CRM, analytics, and insights all in one place.
Later: for those who are looking for deeper insights into the visual aspects of their content and scheduling out lots of different items across time, Later can helpfully visualize content schedules to help you make the right decisions.
Email marketing tools
Although other fields of digital marketing are more frequently talked about, email marketing is an absolutely essential part of the marketing sphere and one that shouldn’t be overlooked. And to help email marketers get the job done, these tools are helpful:
HubSpot: want all your inbound marketing campaigns in the same place? HubSpot centralizes your email marketing, automation, CRM, and content management, allowing you to focus on the good stuff.
Mailchimp: organizing mailing lists can be incredibly time consuming, but Mailchimp allows you to not only manage your email blasts, but also evaluate their performance.
Klaviyo: for e-commerce businesses, Klaviyo can help segment and automate your audiences, in addition to providing helpful analytics.
Source: OmniCoreAgency
PPC and advertising tools
When used correctly, paid advertising can be quite effective in reaching new audiences and sharing new products or trends with existing clients. But knowing where to post, for how long, and what to include in these ads can be a challenge without the help of tools such as these:
Google Ads: one of the most popular choices, Google Ads is the main platform for both creating and managing PPC campaigns for Google’s search engine.
Facebook Ads Manager: for ads on Facebook and Instagram, Facebook Ads Manager helps manage and analyze campaigns.
AdEspresso: AdEspresso simplifies the creation, management, and optimization of Instagram and Google Ads campaigns.
SpyFu: looking to know what your competitors are doing that’s working? With the help of SpyFu, you can do just that, better understanding your next move.
Conversion rate optimization tools (CRO)
Looking for more conversion on your website but don’t know where to start? You’re in good company: there are quite a few CRO tools out there that can help you not only better understand your campaigns, but figure out exactly what your audience is looking for:
Google Optimize: integrated with Google Analytics, Google Optimize offers free A/B testing and a personalization tool to provide specific optimization suggestions.
Unbounce: also able to integrate with other tools, Unbounce can take on A/B testing and conversion tracking.
Crazy Egg: to better understand your users and exactly how to reach them, Crazy Egg offers heat maps, scroll maps, and user session recordings.
VWO: looking to optimize website performance? Try out Visual Website Optimizer, or VWO, and enjoy multivariate testing and user feedback tools.
Influencer marketing tools
Influencers have recently become an increasingly popular way to reach new audiences and improve brand loyalty and confidence, meaning digital marketing teams all around are taking advantage of influencer marketing to promote their products and services. And to do so, they use:
Buzzstream: not sure where to start looking for an influencer that meets your needs? Buzzstream helps kickstart your influencer outreach.
Refersion: tracking progress and stats with influencers is a bit complicated, but tools like Refersion track sales and process payments for you.
Influencity: this comprehensive platform tracks the influencer journey from start to finish, helping you get a global perspective on your performance.
Graphic design marketing tools
Don’t forget about this important aspect of marketing: graphic design and video creation. Creating images and videos that properly reflect your brand’s values and image is just as important as everything else we’ve talked about in the post. And luckily for you, these tools can help you do just that:
Canva: you’ve probably already worked with Canva and that’s no surprise to us: Canva is an easy-to-use tool that creates practically any visual you could imagine.
Adobe Creative Suite: if you’re looking to go a bit more in depth in your content creation and dive into video editing, Adobe Creative Suite uses professional design software to bring your visual content to life.
Figma: for teams in need of a tool that allows them to work in real time, Figma is the perfect solution, especially for design prototypes.
Wow, what a list, right? This non-exhaustive list of digital marketing tools is just a peek into all that digital marketers can achieve with the help of these great tools. Did we miss any? Let us know and don’t wait another moment to get started on your digital marketing journey.
Further Resources
📰 Tools Marketers are Obsessed With Today
📰 5 Tips for Building a Successful Digital Marketing Career
📰 Advice for Marketers of the Future
📰 How AI is Transforming Local Marketing for Retailers in 2024
📰 Learn Digital Marketing with Ironhack’s new Bootcamp
About the Author:
Juliette Carreiro is a tech writer, with two years of experience writing in-depth articles for Ironhack. Covering everything from career advice and navigating the job ladder, to the future impact of AI in the global tech space, Juliette is the go-to for Ironhack’s community of aspiring tech professionals.
