Marketing Software Categories
Ad serving describes the technology and service that places advertisements on web sites.
All-in-One marketing platforms typically offer different combinations of marketing functions is an integrated package and are aimed at SMB customers who do not want to purchase several different point systems to handle, for example: marketing automation, contact management/CRM, content management (including blogging), SEO, social media marketing, and eCommerce.
Customer Appointment Management scheduling software allows businesses and professionals to manage scheduling appointments. This type of software is also known as appointment booking software and online booking software.
Blogging platforms are a subset of content management systems and are designed designed to simplify creating and maintaining weblogs.
Software for managing third-party channel distribution marketing activities. This is a system of methodologies, strategies, software, and web-based capabilities that help a vendor to manage partner relationships. Systems typically include a Content Management System, a partner and customer contact database, and the notion of a partner portal which allows partners to login and interact with a vendor's sales opportunity database and obtain product, pricing, and training information.
Online community platforms are enterprise platforms designed to foster collaboration between employees and with customers. Typical functionality includes social networking, blogs, wikis, discussion boards, polls, ratings and reviews, support, private messaging, etc.
Community platforms differ from social networks in that they are usually much more specific, i.e. users of a specific product.
Contact center automation (or automatic call distribution) software manages incoming calls and handles them based on the number called and an associated database of handling instructions. Many companies offering sales and service support use ACDs to validate callers, make outgoing responses or calls, forward calls to the right party, allow callers to record messages, gather usage statistics, balance the use of phone lines, and provide other services.
Contact Management Software is often one component of Customer Relationship Management (CRM) software. In its simplest form Contact Management Software is used to manage your Contacts (or customers) contact details including name, address, email, telephone number, and social handles.
A content management system (CMS, or alternately WCMS for "web content management system") is a system used to manage the content of a Web site. Typically, a CMS consists of two elements: the content management application (CMA) and the content delivery application (CDA). The CMA element allows the content manager or author, who may not know Hypertext Markup Language (HTML), to manage the creation, modification, and removal of content from a Web site without needing the expertise of a Webmaster. The CDA element uses and compiles that information to update the Web site.
Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Content Marketing’s basic premise is to provide some valuable information that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way. This information can be presented in a variety of media, including news, video, white papers, ebooks, infographics, case studies, how-to's, Q&A’s, photos, etc. Content marketing software is designed to assist in building this content by scouring the web for relevant articles and managing and organizing marketing assets.
Software that supports highly personalized and relevant communications delivered across a variety of interactive channels and that enable optimization, channel integration, and institutional memory of the customer.
Customer reference management software is typically used to identify good match references during a sales cycle, build a pool of qualified references and reward reference program participants.
Customer Success Management is concerned with proactively making sure that SaaS customers get value from their relationship with the vendor. CSM platforms typically give early warning of potential customer churn based on disparate data elements, giving the vendor time to take early action to keep the relationship on track.
Software for eliminating redundant data in databases and file servers.
The data management platform, or DMP, is at bottom a repository for data apropos to marketing; data that comes from many disparate sources that carries information about site visitors and potential customers useful for segmentation and targeting messages towards groups of those customers.
Digital Asset Management applications enables users to store, share, and control access to digital assets such as images and documents. Some products also enable image manipulation.
Email Marketing Software (101)
Software for bulk creation, sending and tracking of Emails for marketing purposes.
Enterprise marketing management (EMM) software is used to provide, monitor and maintain a promotional structure across a large organization. It includes campaign management, customer experience management and management of marketing resources.
Video platform vendors provide YouTube-like video sharing platforms designed for the enterprise.
Event Registration tools are designed to make it easy to register for events online, and process credit card payments. Some tools also include email campaign management capabilities to increase participation.
Gamification is the use of game thinking and game mechanics in a non-game context in order to engage users and solve problems. Gamification is used in applications and processes to improve user engagement, Return on Investment, data quality, timeliness, and learning.
Grant management software helps manage the grant application systems for fund-seeking organizations.Grant management software has a broad range of functionality including peer collaboration, compliance, proposal submission, and project tracking.
Software for illustration and image editing.
Geo IP address stands for a geographic Internet Protocol (IP) address and identifies the geographic location of the device which is connected to the Internet. It reveals the approximate geographic location of the device which is connected to the Internet.
Geo IP address location is used by marketing services to help advertisers target their market according to location. For example, advertisements appear in a browser that mention the hometown or city in which the web browser is located.
In-page web analytics is the analysis of visitor behavior within a particular webpage. It differs from traditional web analytics, which focuses on visitor movement between pages rather than on one particular page. In-page web analytics software includes click-tracking, mouse-tracking, eye-tracking and session replay tools, many of which produce heatmaps to show an aggregate view of which areas of a webpage receive the most visitor attention. These tools are generally used to understand visitor behavior for the purposes of optimizing a website's usability and conversion rate.
The impetus for "influencer marketing" is the inertia of newly begun content marketing efforts. It may take many months, even years, before new publishers of content are discovered and followed by an engaged audience, irrespective of the content's quality. Therefore, a smarter approach may sometimes be to locate "influencers," or content publishers who already have a respectable following, and connect one's brand to their (already avidly followed and trusted) publications in some fashion. Influencer marketing platforms and tools attempt to help you do this for your brand.
Software for creating web pages that are optimized to capture lead information and improve conversion.
Link or URL shortening tools are used to create shorter and easier-to-read URLs that redirect to a webpage. The shortened link is useful for social media networks where the number of characters is limited, such as Twitter. Link shortening tools also provide analytics and click tracking on the shortened links. Many social media management software products provide link shortening functionality natively and/or integrate with standalone link shortening tools.
Local Marketing (5)
Local marketing refers to marketing activities by small brick and mortar businesses like stores, restaurants and outlets, and individual franchise businesses.
Local marketing providers handle marketing activities like email marketing campaigns, social marketing and review curation on behalf of these small businesses to build reputation, buzz and increase foot traffic to these businesses.
Loyalty Program Management platforms help companies manage complex incentive programs in real time. They typically provide a way of identifying loyal customers, understanding their behaviors, and then rewarding them to return to your store or online location.
Software for measuring the effectiveness of marketing campaigns.
Marketing Automation is a subset of Enterprise Marketing Management. Marketing automation software nurtures leads with relevant content, and then routes prospects to a sales rep at the optimal point in the buying process. Key functionality includes:
- Automated marketing campaigns & click tracking
- Email, landing pages and online registration pages
- Lead scoring, lead nurturing & lead management
- Analytics and reporting
Marketing intelligence software determines what intelligence is needed, collects it by searching its environment and delivers it to marketing managers who need it. Marketing intelligence software can be deployed using an on-premises or software as a service (SaaS, or cloud-based) model. These systems take data from disparate data sources, such as web analytics, business intelligence, call center and sales data - which often comes in separate reports - and puts them into a single environment.
Marketing resource management is software assisting with marketing operations or the more internal aspects of marketing management. It consists of five main disciplines: strategic planning and financial management; creative production management; marketing fulfillment; marketing performance management; and knowledge management.
Mobile Analytics spans both mobile web and app analytics. Mobile web analytics is when use their smartphones or tablets to view online content via a mobile browser. App analytics are analytics for native smartphone apps allowing app makers to understand performance and user interaction.
Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
Tools to help nonprofits create advocacy campaigns online
Tools used by nonprofits to manage relationships with constituents.
Online software to help nonprofits raise funds online
Predictive Analytics are used to analyze current data and historical facts in order to better understand customers, products and partners and to identify potential risks and opportunities.
Public Relations software is used to manage the public relations process. It usually encompasses things like a PR contact database, a news monitoring service, automated press release distribution, and results measurement.
Customer ratings and reviews influence purchase decisions. Ratings & Reviews Software typically helps businesses:
- Monitor and respond to ratings and reviews across the Web for the purpose of reputation management
- Collect ratings and reviews from customers to create valuable user-generated content
- Syndicate that content or moderate and display it on their website to improve conversion
Customer advocacy marketing is marketing that harnesses the voice of happy customers to market to prospects.
Search engine marketing (SEM) encompasses marketing efforts to improve a website's placement in search engine results. This may be accomplished in two general ways: via improvements in a website's content and structure to improve relevance, searchability, and popularity (this is search engine optimization, or SEO), or via paid digital advertising (usually pay-per-click, or PPC) to vault ahead of competition in search results.
SEM platforms help marketers launch and run successful search engine PPC advertisement campaigns at a set budget, and at least include features that in some way facilitate running a paid advertising campaign, including intelligent bidding recommendations and/or automation of bidding and ad copy generation, and plenty of analytics for reviewing past campaigns and forecasting optimal new ones.
Some SEM tools and platforms emphasize competitive analysis, so advertisers can see what competitors in the same ad space are doing and how you or your agency's clients stack up against them, and protect the brand against (often unlawful) use of one's name by competitors seeking to ride a better known brand's coattails, as well as identify gaps or missed opportunities to increase visibility in searches.
Social Login (7)
Most social media tools provide some level of analytics, and basic integrated reporting is a must. There are some specialty tools specifically designed to track and analyze social data. Some like SocialBro are focused on a single platform like Twitter. Others like Simply Measured are capable of providing a complete snapshot of social data from a variety of different platforms.
Social customer care has emerged as one of the most important ways in which social technology is used by companies. Clearly, this has been driven by consumers who quickly discovered that the quickest route to a customer service response was not to call the company and open a support ticket, but to tweet an issue to the world. The very public nature of the grievance is almost certain to to elicit a very rapid response - certainly more rapid than more traditional channels. Some social vendors like Conversocial and Lithium Social Web specialize in this specific use case. In response, some platform vendors have started to add support functionality, including things like ticket routing, to their platforms.
Social media management applications are software tools that allow organizations to manage social media-related activities across the enterprise. Although several of these tools attempt to handle the full range of social-related activity, many have particular strengths in one or more areas and companies often use more than one product to manage their social media presence. Typical areas of focus include:
- Social Listening/Monitoring
- Sentiment Analysis
- Social customer support
- Social publishing / engagement
- Social Campaigns/Content
- Social Promotions (sweepstakes/contests)
- Social Curation
Social media marketing tools help companies engage their customers and reach new audiences through social media. Most social media marketing tools do one or more of the following:
- Social media advertising tools help marketers manage and measure ad campaigns on social media networks. The tools often help companies target a certain audience, as well as test and optimize ads.
- Social media advocacy tools help companies encourage and enable employees, customers and partners to share their social media content. These tools might also identify key influencers that can help amplify a brand's message.
- Social media promotion tools are use to create contents, sweepstakes, polls and other methods of engaging fans and followers on social channels.
- Social media curation tools help marketers find and re-use social media content for content marketing. This covers capabilities like browser plug-ins that allow users to immediately share web pages to social networks at the touch of a button. Twitter is a key channel for social curation, and some vendors allow filtered content from Twitter to be displayed, for example on television or Jumbotrons.
At the most basic level, social monitoring incorporates scanning the web for potential PR crises, identifying industry trends, gathering intelligence on competitors and identifying sales opportunities. But the quantity of data these tools return can be overwhelming. Many tools have filters to help remove noise, and some include sentiment analysis which helps to categorize comments into positive or negative categories, but this is still a somewhat inexact science.
Tools are distinguished by the social channels covered and number of languages supported.
Social Media Publishing tools allow users to schedule posts for publication to social media channels in advance. Publishing functionality is designed to simplify drafting and publishing posts to multiple social channels according to a pre-defined schedule. When multiple people are promoting different products or services across many different channels, this becomes a broad necessity. Most tools include a publishing calendar for staggering messages and ensuring that they are congruent with one another before publishing. Some tools also feature content libraries where users can re-use pre-approved content for their own campaigns.
An online survey is a questionnaire that the target audience can complete over the Internet. Online surveys are usually created as Web forms with a database to store the answers and statistical software to provide analytics.
A tag management system houses all the tags from marketing campaigns inside a single container tag, and allows you to manage and maintain them from within a single application without any help from IT.
Usability testing tools are used in user-centered interaction design to evaluate a product by testing it on users. This gives direct input on how real users use the system.
Web Analytics Tools (53)
Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics enables a business to attract more visitors, retain or attract new customers for goods or services, or increase the dollar volume each customer spends.
Website optimization is the process of analyzing, testing, and implementing changes to a website in order to turn more visitors into buyers.