Digital Marketing Tools & Software List

Welcome to the ever-growing list of digital marketing software and tools!

If you know of a super handy tool or sweet software program that should be on this list drop a line in the comments section and I’ll get it added sometime in between writing blog posts & drinking gin and tonics.

Table of Contents

Analytics CRO Social Media Paid Advertising
Webmaster Tools User Engagement Screen Recording User Feedback
Competitive Research Keyword Research Email Marketing Surveys
Outreach & PR Project Management To-dos Digital Marketing Toolsets
Local Reporting Link Building Link Audit Research


Tool Pricing Description
Google Analytics Free & Paid Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.
Omniture (Adobe) Paid Adobe Marketing Cloud gives you a complete set of analytics, social, advertising, targeting, and web experience management solutions.
Localytics Free & Paid Localytics is a closed-loop app analytics and marketing platform that helps brands acquire, engage, and retain users.
KISSmetrics Paid KISSmetrics is a revolutionary person-based analytics platform for your whole team. Get product, sales, marketing, customer support working together to improve the metrics that matter.

Conversion Rate Optimization

Tool Pricing Description
Optimizely Paid Improve conversions through A/B Testing, Split Testing and Multivariate Testing.
Google Content Experiments Free With Content Experiments, you can test which version of a landing page results in the greatest improvement in conversions.
Visual Website Optimizer Paid AB testing software for data-driven marketers. Improve conversion rate and sales from your website.
Unbounce Paid Unbounce lets marketers build high-converting landing pages without I.T. 1-click publishing, A/B testing and a suite of best-practice landing page templates.

Social Media

Tool Pricing Description
Sendible Paid Sendible is a platform for engaging with customers, measuring results and monitoring your brand across multiple social media channels at once.
Followerwonk Paid Twitter analytics, follower segmentation, social graph tracking, and more. Followerwonk helps you explore and grow your social graph.
Addvocate Paid Enable all coworkers to create, curate and share content for your company.
Hootesuite Free & Paid One platform to manage your social networks, drive leads, and measure the real impact of campaigns.

Paid Advertising

Tool Pricing Description
WordStream Paid WordStream provides Internet marketing software and tools which are designed to make your search marketing campaigns more organized and more profitable.
Split Tester Free Split tester tells you the confidence level that one ad will outperform another ad.
SpyFu Paid Competitive research for paid advertising. Search for any domain and see every place they’ve shown up.
Compete Paid Optimize your digital marketing, business development, media planning and competitive strategy with Compete s online consumer behavior insights.
Keyword Machine Free & Paid Keyword Machine combines your lists of products, services, or locations, and uses them to build large, scalable Google AdWords campaigns.
Marin Software Paid Manage your Paid Search, Display Advertising, Social Media and Mobile Advertising in one easy to use platform.
Adobe Media Optimizer Paid The Adobe Media Optimizer ad management platform gives a consolidated view of media performance, along with tools to accurately forecast and continually optimize media mix.

Webmaster Tools

Tool Pricing Description
Google Webmaster Tools Free Google Webmaster Tools provides you with detailed reports about your pages’ visibility on Google.
Bing Webmaster Tools Free Improve your site’s performance in search. Get access to free reports, tools and resources.

User Engagement

Tool Pricing Description
Crazy Egg Paid Through Crazy Egg’s heat map and scroll map reports you can get an understanding of how your visitors engage with your website so you can boost your conversion rates.
Mouseflow Paid Mouseflow lets you record website visitors and generate instant heatmaps showing where they click, scroll and even pay attention.
Click Tale Paid Clicktale, a SaaS leader in Digital Customer Experience, helps over 100,000 businesses create revenue-winning customer experience for web and mobile.
Convert Paid A/B and multivariate testing software starting at only $9 per month./td>

Screen Recording

Tool Pricing Description
Camtasia Paid Camtasia gives you the tools you need to record on-screen activity, edit and enhance your content, and share in high-quality to viewers anywhere.
Telestream Paid Put our video transcoding expertise to work for you, from live stream & desktop video encoding to enterprise-class video workflow automation systems.
CamStudio Free CamStudio is able to record all screen and audio activity on your computer and create industry-standard AVI video files.

Usability Testing

Tool Pricing Description Paid Usability testing has never been easier. UserTesting’s online usability testing tool is the fastest, cheapest way to find out why visitors leave your website. Paid Verify is the easiest way to collect data and analyze user feedback with design surveys. Verify lets you quickly upload any screenshot or image to father user feedback on your designs. Paid Web usability testing with GhostRec. Increase your website usability. Watch recordings of your visitors surfing your website.

Competitive Research

Tool Pricing Description
Rival IQ Paid Rival IQ provides useful intelligence about the digital activities and successes of your competitors, delivered quick, easy and smart.
Rivalfox Paid Rivalfox is a competitor analysis and competitive intelligence software for SEO, social and content monitoring.
Hitwise Paid Experian Hitwise measures website traffic by collecting data directly from ISP networks and provides data on trends in visitor behavior and measures website market share.
SEMrush Paid SEMrush shows organic and ads keywords for any site or domain along with a wealth of other information.
Majestic SEO Paid Link intelligence tools for SEO and Internet PR and Marketing. Site Explorer shows inbound link and site summary data.
Moz Free & Paid Track SEO, social, brand, and content marketing. See what to do next – and learn how to do it!
SimilarWeb Free & Paid See any website’s traffic sources & uncover their online marketing strategies.
SpyFu Paid In depth SEO and PPC competitor analysis reports.
WhatRunsWhere Paid Monitor competitors and gain actionable insights into their online advertising campaigns.
Quick Sprout Free & Paid Quick Sprout displays competitive research in a terrific format for presenting information to clients.
iSpionage Paid iSpionage provides accurate, up-to-date competitive intelligence information and is a great way to size up competing websites.

Keyword Research

Tool Pricing Description
Wordtracker Paid Reveal high performing keywords in minutes with the keyword research tool from Wordtracker.
Google Keyword Tool Free Keyword Planner is a free AdWords tool that helps you build Search Network campaigns by finding keyword ideas and estimating how they may perform.
WordStream Keyword Tools Free Enter a keyword to get profitable keyword suggestions from our Free Keyword Tool.
Soovle Free Search suggestions and completions from the top providers on the internet.
Ubersuggest Free SERPs Suggest is a free keyword suggestion tool similar to Ubersuggest to research keywords to target for SEO, PPC and more. Free 750 Google keyword Suggestions for Free. Use 192 Google domains & 83 languages.

Email Marketing

Tool Pricing Description
MailChimp Free & Paid Online email marketing solution to manage contacts, send emails and track results. Offers plug-ins for other programs.
Constant Contact Paid Constant Contact’s Small Business Marketing suite of tools help you reach, engage, and acquire new customers through email, events, and social media.
ExactTarget Paid The ExactTarget Marketing Cloud helps you make the most of every customer interaction.
Emma Paid Email marketing software to create, send and track email campaigns — and get the results that matter.
VerticalResponse Free & Paid Email Marketing by VerticalResponse makes it easy to create and send emails that get great results to grow your business.
Bronto Paid Bronto Software provides a cloud-based marketing platform for retailers to drive revenue through their email, mobile and social campaigns.
Campaign Monitor Paid Campaign Monitor makes it easy to attract new subscribers, send them beautiful email newsletters and see stunning reports on the results.


Tool Pricing Description
Google Consumer Surveys Free & Paid To find out what people really think, just ask the Internet. When you want answers to your business questions, you need to reach everyday people.
SurveyMonkey Free & Paid Looking for the right people to fill out your survey Meet SurveyMonkey Audience, home to millions of qualified respondents ready to take your surveys.
Qualaroo Paid Behavior insight surveys for better a/b testing.
SurveyGizmo Free & Paid SurveyGizmo is an advanced online survey software tool that comes with amazing customer service.
PollDaddy Free & Paid Create stunning surveys, polls, and quizzes in minutes. Collect responses via your website, e-mail, iPad, Facebook, and Twitter. Free A free survey option from Qualaroo.

Outreach & PR

Tool Pricing Description
Vocus PR Paid Frequently used by PR pros, Vocus helps you connect with the influencers and magazines.
BuzzStream Paid BuzzStream allows you to collaborate with others on outreach campaigns and is easy to use.

Project Management

Note: I hesitated to add Basecamp here because it does not include a Gantt chart with dependencies, critical path, and other items necessary to be a true project management software.

Tool Pricing Description
Basecamp Paid Basecamp has become one of the most used project management tools. Although calling it a true project management tool is misleading.
Tom’s Planner Paid Tom’s Planner allows you to create and share project plans online with “drag and drop” simplicity.
TeamGantt Paid TeamGantt is the fresh new easy way to use gantt chart software online. You can now manage your projects with this super easy to use gantt software.
Smartsheet Paid Smartsheet is an intuitive online project management tool enabling teams to increase productivity using cloud, collaboration, & mobile technologies.
Maven Link Paid Mavenlink is advanced online project management software with resource planning and financials. Manage your projects, people, and profits – all in one place.


Tool Pricing Description
Trello Free Infinitely flexible. Incredibly easy to use. Great mobile apps. It’s free. Trello keeps track of everything, from the big picture to the minute details.
Todoist Free & Paid Todoist is an online task management app and to-do list. For Web, iPhone, iPad, Android, Chrome, Outlook and many more!
AnyDo Free & Paid Make things happen. makes it simple & fun to get things done.
Todo.txt Free Track your tasks and projects in a plain text file, todo.txt. A todo.txt is software and operating system agnostic.

Digital Marketing Toolsets

Tool Pricing Description
Moz Analytics Paid Perhaps the best set of digital marketing tools all in one place.
SEMRush Paid Provides AdWords ad copies and positions, organic positions for domains and landing URLs, search volumes, CPC, competition, number of results, and so much more.
Majestic SEO Free & Paid Link intelligence tools for SEO and Internet PR and Marketing. Site Explorer shows inbound link and site summary data.
Raven Tools Paid Manage and report all your Internet marketing with one software app. Raven features 30+ online tools for efficient management & comprehensive reporting.
Ahrefs Free & Paid The largest and the freshest index of live links. Index is updated every 15 min. Ahrefs Site Explorer is free to try.
SEO Tools for Excel Free SeoTools is an Excel add-in that adds a bunch of useful functions for working with SEO and other web metrics directly in Excel.
HubSpot Paid HubSpot is an inbound marketing software platform that helps companies attract visitors, convert leads, and close customers.
Searchmetrics Paid Searchmetrics provides a platform for search analytics and data in SEO, social media, content marketing and mobile for search engine optimization.


Tool Pricing Description
Whitespark Paid Whitespark’s tools and services help you manage and optimize your local search presence and reach.
Universal Business Listing Paid List your business, manage your presence, and enhance your brand on local search sites with UBL.
Get Found Paid Promote your Business online with Get Found. GoDaddy can help your local businesses grow by listing your company on top sites, like Google, Facebook and Yelp.
Local Site Submit Paid Local Site Submit is an all-in-one local SEO business solution. Citation building, citation monitoring and reporting, directory submissions, and local search visibility checks.
Moz Local Paid In one easy step, Moz Local ensures your business listings are correct, consistent, and visible across the web.
SinglePlatform Paid Manage your local business listings online and create a digital menu of your products and services with SinglePlatform.
SyCara Local Paid Manage your local presence online. Manage & fix citations & business listings & track search rankings on our Local SEO software platform.
Bright Local Paid BrightLocal offer local SEO tools and local search engine marketing services for local businesses.


Tool Pricing Description
My SEO Tool Paid Clean and easy to use reporting software.
Moz Analytics Paid Perhaps the best set of digital marketing tools all in one place.
Raven Tools Paid Manage and report all your Internet marketing with one software app. Raven features 30+ online tools for efficient management & comprehensive reporting.
Authority Labs Paid Track website rankings in Google, Yahoo!, and Bing daily. Our automated SERP tracking saves you time and helps you respond quickly to ranking changes.
Analytics SEO Free & Paid Analytics SEO Software & Online Marketing tools will help you measure any SEO and Social Marketing campaign.
SEO Rank Monitor Paid Boost Your Rankings, Track Your Competitors, and Monitor SEO Performance With The Most Comprehensive Rank Tracking In The Industry.

Link Building

Tool Pricing Description
Citation Labs Paid Only chase the best opportunities. Connect your business with niche publishers that influence your target market.
Ontolo Paid Quickly identify link building opportunities to round out your backlink profile or promote specific pieces of content.
Word Tracker Paid A powerful link-building tool from Citation Labs.

Link Auditing

Tool Pricing Description
Screaming Frog Free & Paid The Screaming Frog SEO Spider allows you to quickly analyse, audit and review a site from an onsite SEO perspective.
Xenu’s Link Sleuth Free A free multi-threaded link checking software to analyze web sites to find broken links. Runs on Windows.
URL Profiler Paid Powerful content and back link auditor software.
Strucr Free & Paid This analysis tool can test and monitor 90+ seo and onpage factors on up to 12 million pages. Check and analyze the structure and performance of your website.
  • Joe Putnam

    Have you checked out iSpionage yet for competitive PPC intelligence? There’s a free version you can take for a test drive, and you can also sign up for free PPC & SEO alerts here:

    • Ryan Markham

      Hi Joe, No I hadn’t tried iSpy or iSpionage before your suggestion. iSpionage looks terrific and I will be testing out iSpy as well. I’ll add them to the list in the next update.

  • Dawid Sakowski

    HI Ryan, I would also suggest a tool for you to try (reporting):

  • Ross Marchant

    Thanks for the BrightLocal inclusion in the Local SEO section. Would just like to reaffirm that if anyone wants to try us out then please take advantage of our 30 day free trial. No contract or payment details required! Thanks, Ross

  • OCP

    Hi Ryan, I would also suggest our behavioral analytics tool “Decibel Insight” which is one of only three enterprise led User Engagement tools of it’s kind, along with IBM Tealeaf and ClickTale