What do you think about when you hear the term marketing tools? Do you picture a big billboard along the side of the highway? Or maybe you think of Instagram posts from your favourite brand?
No matter what comes to mind, marketing tools are any instruments used by marketers to communicate and promote a product or service.
In this article, we will explore the different types of marketing tools available and provide examples of each type. We’ll also provide you with a list of questions to ask yourself when selecting the right marketing tools.
Let’s start with the basics:
Marketing Tools Definition
Marketing tools refer to tools, strategies, and techniques that help marketers or business owners to develop a marketing strategy, and promote their products or services. It is an approach used to increase visibility, brand recognition, sales, and conversions.
Marketing tools are split between two main types: traditional and digital marketing. Traditional marketing dates back to before the internet, and digital marketing has become available since the mid-1990s with the emergence of Web 1.0.
Now that you have a definition let’s explore the types of marketing tools available.
Types of Marketing Tools
The two types of marketing tools are digital marketing tools and traditional marketing tools. If you want to learn more about them, read on for an overview and examples of each one!
Traditional Marketing Tools
Imagine the 1980s, a family is watching television and the classic advertisement of Cremora’s; “It’s not inside, it’s on top!” pops up on the screen.
This is an example of traditional marketing, also known as outbound marketing. It involves communication aimed at the masses through channels like television or radio. Here are more examples of traditional marketing tools:
Many of you might have seen this “we are looking for a graphic designer” billboard meme doing the rounds on social media. This is an excellent example of billboard advertising. Marketers or business owners utilise billboards to gain the attention of people driving by or sitting in traffic.
This type of traditional marketing involves placing ads in newspapers, magazines, or other print publications such as flyers. Interestingly, the first newsletter ad was actually published in 1704, on the 1st of May, by Boston Newsletter. What a long way print ads have come!
Events are occasions that require planning, such as conferences, exhibitions and tradeshows. Marketers use events to reach out to people, give merchandise and swag away, demonstrate their product or service, network with other businesses and gain brand visibility.
This is where the famous mailman, Mr Postman, comes into play. The mail that he drops off at your front door or in your post box is an example of direct mail. Businesses use this as a way to communicate directly with customers by sending them their promotional material like flyers, coupons and brochures.
Digital Marketing Tools
Now let’s look at digital marketing tools, which are also known as inbound marketing. Many of us are guilty of scrolling through our phones and laptops for hours. And in that moment of weakness, we fill our carts and buy those “must-have” items.
That’s why marketers have decided to tap into these platforms to reach their target customers.
Here are examples of popular digital marketing tools:
Forbes states that 4.9 billion users (in 2023) use social media across the world, and the number is expected to rise to approximately 5.85 billion (by 2027). Marketers or business owners use social media marketing tools such as Instagram, TikTok, LinkedIn, and Facebook to reach out and engage with their target market.
This will include creating a social media campaign to create brand awareness and engaging with followers through comments, likes, or emojis. Have a look at these social media campaign examples to get an idea of how marketers or business owners use social media to promote their products and services.
SEO (Search Engine Optimisation)
Search engine optimisation (SEO) is an example of an online marketing tool. It is when SEO strategists and copywriters come up with important keywords related to a product or service that a business offers. The keywords are then used in digital content like website pages, for example.
This will help the business rank higher in search engine results pages (SERPs) when someone searches for these keywords online.
If you want to learn more about SEO and how it forms part of digital marketing, read our blog post about "What Is SEO."
Content writing can be seen as one of the best marketing communication tools, as content is what communicates to website visitors.
Put yourself in a website visitor’s shoes for a moment... If you click on a roof maintenance website, for example, you would expect to find interesting, relevant, and informative content that answers your questions about roof maintenance.
In short, content writing is writing services used to create content that engages with potential customers. The writers need to have a knack for writing interesting, high-quality content that is SEO-friendly and relevant to the company’s brand.
Google ads, or paid search advertising, is one of the most popular digital marketing tools used by businesses today. This type of marketing requires business owners to pay for their ads to be listed on search engine results pages (SERPs).
Google Ads campaigns are managed on Google AdWords, where marketers or business owners can set a budget, choose which keywords they want to target and keep track of how the ads are performing.
If you’re interested in Google Ads as a marketing tool, here are a few steps on how to set up a Google Ads campaign:
1. Set a budget: you need to decide how much money you’re willing to spend on your ads each month.
2. Choose keywords: this step involves researching and establishing the best keywords for your target market.
3. Set up targeting: set up who can see your ad based on location, language, age group, gender etc.
4. Optimise: monitor your campaign regularly and optimise it to get the best results.
If you’re not knowledgeable in setting up ads, it’s best to seek help from a Google Ads agency. Professional agencies have the expertise and experience necessary to create an effective Google Ads campaign that will maximise your ROI.
Before you read this paragraph further - open your email and scan through the emails that are currently waiting for you. Chances are, you’ll find at least one email from a company. This is email marketing - one of the oldest yet most effective digital marketing tools.
Email marketing is where marketers or business owners use email marketing tools such as Mailchimp to create and send targeted emails. It’s intended to reach the right people at the right time with content that’s tailored to their interests.
Take, for instance, an e-commerce store like Takealot, their ecommerce email marketing examples involve sending a newsletter of their latest products, discounts and promotions to their subscribers. This way, they can increase their sales and establish themselves as an authority in the industry.
There you have it - traditional and digital marketing tools that can help you get your business off the ground and gain more exposure! The question now is, which of these marketing tools are you going to use?
Which Marketing Tools Should I Use?
Remember that no one tool can do everything - it’s best to have a mixture of both traditional and digital tools. A combination like this will give you the highest chance of success.
To help you decide, here is a list of questions to ask yourself:
- What are my primary marketing goals? Do I want to drive more traffic and increase sales or brand awareness?
- What is my target audience, and what channels do they use most often? Children, for example, are more likely to use a platform like YouTube than Email.
- What kind of content do I want to create? Can I write it, or do I need to hire copywriting services? Am I looking for web pages, blogs, a newspaper article, or a video?
- What budget do I have to work with? Do I need to use free marketing tools, or can I invest in paid ones that will get me better results?
- How much time and resources will be required for each tool? Can I do it myself, or will I need to hire a digital marketing agency like Starbright?
Once you’ve answered these questions, you can begin to narrow down your list of possible marketing tools and implement them. But remember, these are not the only marketing tools out there - do your research and try new things!
How To Get Started With Digital Marketing Tools
Out of all the marketing tools examples, most of them that you want to use are probably digital. To get started with these marketing tools and techniques, you’ll need to pick up your socks and learn the basics! For example, if social media is a tool you’re interested in, you’ll need to undergo social media training to learn the ins and outs of each digital platform.
If time is not on your side, then you can resort to hiring a digital marketing agency to do the job for you. In an agency, you’ll find professionals who can do the job for you with more efficiency and precision.
Contact Starbright today to get started with your digital marketing journey! We’ve got you covered with the right tools and techniques to make sure your business reaches its full potential. We offer a range of services that include website development and web design, content creation, SEO optimisation, social media management, Google Ads, email marketing, and so much more!
Frequently Asked Questions (FAQs)
1. What tools do marketing people use?
The marketing department uses a wide range of digital tools and techniques, including content creation, SEO optimisation, social media management, PPC campaigns, email marketing and more. It ultimately depends on the nature of your business and the goals you wish to achieve.
2. Why are tools important in marketing?
Tools are important in marketing as they help businesses to streamline their processes, measure performance and make data-driven decisions. By using the right tools, you can ensure that your business is targeting the right people.
3. What is the best tool to advertise your business?
There is no one-size-fits-all answer to this – the best tool for your business depends on a few factors. But social media is certainly one of the best tools to advertise your business, as it allows you to reach a wide audience. It is also important to note that investing in SEO optimisation can help your website rank higher on search engine results pages (SERPs). This way, more people will be able to find your business online.