Online Marketing Tools

Online Marketing Tools

The tools available to online marketers are far too varied to cover in detail in just a few paragraphs so this article will just help individuals intending to use electronic media for marketing identify what tools might be best suited to their needs.

After identifying the message, the purpose, the audience and the actions the marketer wants the audience to take then the marketing entity can start to narrow down the tools that will assist the advertisement in succeeding.

Marketing is a process of evolving the relationship between the audience and the marketing entity. Marketing is often incorrectly identified as only the first step of attracting a customer, however, marketing continues through the entirety of the customer transaction and relationship.

Marketing may be more subtle once the attracting of the customer has been accomplished but it will remain present and always in effect by diligent advertisers who desire to spur the customer to repeat transactions. This can be as subtle as helping the customer identify what further needs they have and suggesting solutions or by introducing the customer to a new concept that might fulfill an unrecognized need.

Since the process of marketing is divergent and constantly evolving it is entirely reasonable that an online marketer could look for and find a wide variety marketing tools suitable for electronic media. This does not mean a marketer needs to use all the tools available. In fact, a thoughtful examination of the tools and their functions is necessary. The examination of tools needs to consider the following questions:

  • Does this tool provide the business the functionality that it needs?
  • Does this tool have appropriate security measures built into it or will the business need to find additional security after implementation?
  • Is this nifty tool in a finished format or is it still in the process of being tested?

Tools can be broken down into many categories. There are tools for testing, research and development. There are advanced tools that function using an individual's eyesight or voice, another consideration for a marketer is that the target audience might have limited ability to function and interact electronically.

One only need to consider is the message being marketed supposed to appeal to someone who is challenged by a disability, blind or lacking limbs? There are many varied situations a customer can be defined by and the success of marketing depends heavily on being able to communicate a transaction with a consumer at the level that they can function.

Other tool functionalities include dashboards, databases, forum tools, profile definers, payment options, campaign contributions, mobile device applications, website creations, blog customizations, tools for enterprises, call tracking and competitive analysis. Messages and objectives an advertiser needs to present are as varied as the owners of the messages and might not be focused on purely profit.

Most tools are either to provide analysis to better define advertising to be more successful or to provide a method for the audience to interact with the advertiser or the advertiser's client.

Cost is also a consideration. There are many free tools available on the web. Not all free tools are secure. All tools should have a source or a creator that can be investigated. Free and easy methods to market are no excuse for declining to research and protect the entity requesting the advertising.

Free tools are often free software packages or add-ons customized and developed by people to meet a need. These individuals who develop software know intimately what they need the tool to do to meet their business need. These same individuals often do not possess the same expertise with regard to security and privacy. The software tool developer's interest often ends once the tool does what they want it to do; their interest is not shared with the objective of the person downloading the tool to use in market advertising.

The best person to protect the interests of an organization is the person who belongs to or operates the organization wishing to implement the tool. Laying the groundwork for the electronic advertising online should carry with it the onus of forethought, analysis of problem solving, concerns like security and customer vulnerability, cost consideration and implementation.

For a really in-depth look at a variety of marketing tools, websites like are capable of providing an extensive library with summaries and reviews of existing tools. The author is Bryan Eisenberg, who prides himself on testing as many tools as possible and providing a forum for users to add or detract from his own results.