Marketing Application Tools


Making the decision to launch an online campaign requires an understanding of the characteristics of digital media beforehand. The same campaign cannot always be rolled-out in the same way as each channel is unique. The online marketing space is changing rapidly. Such as the move to native advertising where content is created to appear ‘native’ so that is has less branding and more of an authentic feel. Other changes include sponsored content and the automation of banner advertising using programmatic ad technology.

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The company website is central to any digital marketing strategy. With 60% of the internet’s websites being powered by WordPress, it is important as a digital marketer that you learn more about this open-source software package. In this module we provide you with an overview of WordPress and the steps you can take to building your own WordPress site.

The next tool we cover in this module is Google’s G-Suite – a collection of cloud computing, productivity and collaboration tools, software and products developed by Google Cloud. G-Suite has two billion monthly active users and includes Gmail, Calendar, Docs and Sheets, Drive, Hangouts, Slides and Forms is commonly used by Digital Marketers to share and collaborate.

Digital marketers often use a project approach to managing teams of people and resources. Two tools available to help with this are Team Gantt and Trello. Team Gantt is a cloud-based project management software that offers project collaboration tools such as collaborative Gantt charts, time tracking, file sharing and task-level communication features. Trello is similar to an online pinboard. With Trello, managers have a birds-eye view of what’s being worked on, who’s working on what, and where something is in a process.

A digital marketing strategy without well-executed email campaigns would not be complete. For this reason, we have included an introduction to Mailchimp in this module – a very popular tool that is used by 12 million customers worldwide. Mailchimp is a software which gives you the ability to create and manage mailing lists, newsletters, automated campaigns and more.

As you move your organisation into a digital space, you will need a sales tool to manage activities and relationships with your customers. HubSpot is a popular inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers. You can use their tools to make a difference in every part of the buyer’s journey.

In a digital marketing strategy, content needs to be created and shared across various channels and often at different times. Hootsuite is a social media management platform whereby users are able to curate content and schedule posts.