[2023] What are the essential tools for digital marketing?

The term “digital marketing” covers a wide range of areas. Listing advertisements, banner advertisements, marketing measures on SNS platforms, advertising on digital signage, etc., the list goes on and on. The more you research, the more you don’t know which measures to implement and what tools to use when implementing them.

This time, digital marketing is roughly classified into 9 categories, and an overview, characteristics, and specific tool examples of each are introduced. We will also explain tips for selecting tools and points for successful introduction.

Table of Contents

Let’s review the definition of digital marketing

Let's review the definition of digital marketing

Digital marketing is a collective term for “marketing activities that utilize all digital technologies.”

When understanding digital marketing, it is helpful to compare it with web marketing. Web marketing literally means marketing on the web, which means website SEO measures, listing advertisements, and marketing using SNS.

On the other hand, digital marketing is a broader concept that includes the following activities besides website marketing.

  • Measures utilizing IoT such as O2O and OMO measures
  • Marketing measures using a dedicated app
  • Fan marketing measures such as e-mail magazines and LINE official accounts etc…

The first step of digital marketing is “maintenance of customer data”

Customer data is the foundation of all digital marketing activities.

Now that digital technology has developed, you can target the users you want to approach with pinpoint accuracy.

In addition, it is possible to provide content that matches the interests of the target at the right time, and to purchase products and services smoothly without intervening troublesome input work. In other words, if you successfully incorporate digital technology into your marketing activities, there is a high possibility that you will be able to provide a pleasant customer experience for your target users.

In order to practice digital marketing that can provide a better customer experience, it is necessary to first prepare customer data, regardless of which measure you choose. Build an environment that allows you to centrally manage user information (behavior on your site, purchase history, inquiry content, etc.) and analyze what kind of needs you have.

An essential tool for maintaining customer data

An essential tool for maintaining customer data

So what do you need to do to organize your customer data?

Again, it is important to centrally manage various customer data such as access status to the company’s website, number of event participation, inquiry content, and sales data as much as possible. If you want to centrally manage customer data, it would be best to introduce a CRM tool.

Deepen your customer understanding with CRM

CRM is an abbreviation of “Customer Relationship Management”, which translates directly into “customer relationship management”. It is used when referring to mechanisms and tools for managing relationships with customers and increasing engagement.

Efficient customer management. For example, when managing with Excel, etc., it is inevitable that the person in charge will be assigned to update and manage, but with CRM, even if multiple people are using it, customer information can be centrally managed efficiently and without stress. Is possible.

This allows the company as a whole to serve its customers with less individuality in its work, improving the quality of its response to customers and prospects.

Also, if you want to integrate and manage data from other companies that you cannot acquire on your own, it would be a good idea to use a DMP. DMP is an abbreviation of “Data Management Platform”, and is a tool for centrally managing various data existing on the Internet and making it possible to utilize more data in various marketing activities.

9 main categories of digital marketing

Once you have created a system to centrally manage customer data using CRM and DMP, the next phase will be the development of your own tools. There are various types of digital marketing tools, and they have different purposes and functions. Let’s take a closer look at each.

Automate digital marketing with MA tools

1. Automate digital marketing with MA tools
MA (Marketing Automation) is a tool for automating marketing activities. After accumulating customer information, we automate marketing according to the attributes of prospective customers, analyze the results, and use them for further marketing measures.

For example, it is possible to automate actions such as “assign attributes as prospective customers with high probability when requesting materials” and “distribute e-mail news according to attributes”.

Let’s take a look at specific MA tools.

Marketo Engage

Marketo Engage has been introduced by more than 5,000 companies around the world, and it is a tool that enables approaches that meet user needs based on purchasing behavior and customer information.


Pardot provided by salesforce.com is an MA tool that can be seamlessly linked with the company’s CRM system “Salesforce”. From extracting sales leads to calculating ROI, you can manage sales and marketing activities in an integrated manner.


SATORI is an MA tool that can approach anonymous customers and strengthen lead generation, so-called unknown marketing, even if there are few real-name leads, as well as general MA functions.

Leverage social media management tools to increase engagement with your followers

2. Leverage social media management tools to increase engagement with your followers
“SNS management tools” are tools for consolidating overall management such as posting on SNS such as Facebook, Twitter, Instagram, and interacting with followers.

Let’s take a look at some specific tools.


HootSuite is a tool that allows you to manage social media such as Twitter and Instagram.

comnico Marketing Suite

The comnico Marketing Suite has functions such as basic posting, posting reservations, and communication management with followers, as well as an analysis function and a unique function called “this day’s day calendar” that is convenient for coming up with ideas for posting content. increase.

Social Insight

Social Insight is also compatible with the major SNS mentioned above, and has functions such as basic posting, posting reservations, interaction management with followers, and analysis.

3. Batch management of website content with CMS

3. Batch management of website content with CMS
CMS is an abbreviation for Contents Management System, which is a system that can centrally store and manage the text, images, layout and design information that make up the content of a website.

In general, coding knowledge such as HTML and CSS is required to create and update websites, but with CMS, you can enter only information such as text and images as if you were using Microsoft Word. You can easily update your website.

Let’s take a look at the actual CMS tools below.


WordPress is an open source blog posting system, and it is said that 1/4 of the world’s sites are actually created with WordPress. Not only people who have technical knowledge such as HTML and CSS, but also those who do not have such technical knowledge can easily post articles.


Jimdo is a tool that allows you to create a website without any technical knowledge. It can be created with an intuitive operation that feels like building blocks, but on the other hand, when it comes to large-scale sites or sites that require complex processing, Jimdo will be difficult.

Ameba Owned

Ameba Ownd is a website creation tool that allows you to publish your website in at least 3 steps using stylish and stylish templates. As a CMS originating in Japan, it is built on a Japanese basis, so it has specifications that are easy for Japanese people to operate.

4. Achieve high search rankings with SEO tools

4. Achieve high search rankings with SEO tools

Tools used for SEO of web content are mainly used for site analysis purposes, and can efficiently and quantitatively check and consider measures for attracting customers and improving search result rankings. increase.

Let’s take a look at some SEO tools in action.

google search console

Google Search Console is a tool that allows you to measure the search traffic and position of your site. In addition, you can also check the inflow route, such as what keywords the people who visited your site searched for specifically.

Another great advantage is that it is free to use.

5. Optimize ad delivery with digital ad management tools

5. Optimize ad delivery with digital ad management tools

When placing advertisements for multiple advertisements, not only is the management complicated, but it also takes a lot of man-hours to create reports. However, if you use a digital advertising management tool, you can centrally manage these and greatly reduce the work time.

Let’s take a look at the digital ad management tools in action below.


ATOM is a tool that can automatically create reports for programmatic ads such as Google Ads and Yahoo! Promotional Ads.


sirofune is the only tool in Japan that can automate advertising operations for major advertising media. Everything from budget management to report creation can be automated.


Similar to the above two tools, Lisket is different in that you can learn what actions to take after creating a report as you operate it.

6. Leverage LP Creation Tools to Improve Conversion Rates

6. Leverage LP Creation Tools to Improve Conversion Rates

LP (landing page) creation tends to be thought of as requiring specialized knowledge. However, with the “LP creation tool”, even people without specialized knowledge can easily create LPs, and the subsequent analysis and operation are all possible on a one-stop basis.

Let’s take a look at the actual tool below.


Peraichi is an LP creation tool from Japan. You can create an LP in 3 steps: choose from a wide variety of templates, create content, and publish.


Strikingly not only makes it easy to create LPs, but it also has a wealth of functions necessary for site creation.

7.Introduce web service tools to speed up inquiry response

7.Introduce web service tools to speed up inquiry response

Web customer service tools aim to provide an experience as if you were being served at a store at a corporate inquiry desk or EC site.

There are various types, such as analyzing various attribute information of the user who is browsing in real time and displaying the optimal pop-up, or optimizing individual correspondence with chatbots.


AiDeal, a pop-up display-type web service tool, analyzes customer behavior on both web and mobile sites and displays discount information and other information at the appropriate time. For example, users who are considering purchasing or applying for a product can be provided with information that encourages them based on their behavior history up to that point.


Chamo is a rule-based (dictionary) chatbot suitable for responding to inquiries. The initial settings have been made in advance, and the management screen is designed to be simple and intuitive, so it is possible to start immediately after installation. It is also possible to link with CRM and SFA tools such as Salesforce, and even anonymous customers can be tagged, so user behavior can be tracked.


KARTE is a CX (customer experience) platform that analyzes the behavior of website and app visitors in real time and automatically responds to individualized pop-ups, chats, questionnaires, AB tests, etc. A web service tool that combines pop-up and chat types.

8. Turn the digital marketing PDCA cycle with access analysis tools

8. Turn the digital marketing PDCA cycle with access analysis tools

It is a tool that allows you to manage the sales and inflow of your website. It is also possible to check customer attributes by media such as PC, smartphone, and tablet.

Google Analytics

Google Analytics is a tool that allows you to aggregate and analyze the inflow status and behavior data of websites managed by your company, and it can be said that it is an essential tool for digital marketers. It is a free tool provided by Google, and there is a paid Google Analytics 360 as a higher version.

Similar Web

Similar Web is a tool that shows the access status of competitors. It is also possible to see the ranking for each genre and each application.

User Local

User Local is a tool that allows you to check access from tablets and smartphones in real time.

9. Lower the hurdles for video-related measures with video marketing support tools

9. Lower the hurdles for video-related measures with video marketing support tools

In recent years, the digital marketing market is said to be the “age of video”, and video marketing that conveys the appeal of products through video is active. You will be able to see a lot of content such as video advertisements on SNS and websites that you check daily.


RICHIKA is a video creation support tool that allows anyone to easily create professional-quality video content, even if they do not have video production know-how. More than 1,400 video formats are provided by default, and there is also a production support function using AI, so it promotes in-house video production.


As a cloud-based video distribution system used by more than 700 companies, Milby can manage and operate everything from video content management to viewing analysis on a one-stop basis. Extensive APIs are also available for external system linkage.

kamui tracker

kamui tracker is the largest YouTube database and analysis tool in Japan. For YouTubers, it is possible to analyze channels and manage corporate offers, and for advertisers and agencies, it is possible to support casting and use it as a tie-up video database.

Points to note when selecting digital marketing tools

Points to note when selecting digital marketing tools

There are three things to keep in mind when choosing a digital marketing tool.

1. Clarify your policy

The first is to clarify your company’s digital marketing policy.

Even if there are many measures that they want to implement, few companies will have the resources to implement them all.

First, you need to decide which measures to focus on and which measures to avoid. Also, when making a selection, it is necessary to hypothesize who the target is and how to reach that target through which channel.

At the same time, consider how you can provide a better customer experience.

2. Check if centralized management is possible

The second is to make it possible to centrally manage as much information as possible. Even if digital marketing tools are introduced, if multiple tools with different UIs are introduced separately, the operational burden on the person in charge will increase and the introduction effect will be reduced.

In order to reduce operational failures and increase ROI, centralize marketing tools as much as possible.

3. Examine the scalability of cooperation with other systems

The third is to consider whether it is easy to link with other tools.

Leads acquired through marketing are passed on to sales, and after orders are passed to customer support. Therefore, it is necessary to consider whether it is easy to integrate with the tools that each team uses.

Essential digital marketing that can provide customers with a better experience

As we have seen so far, there are many tools for implementing digital marketing, but the important thing is to select one based on your target customer base and your company’s resources.

All tools are basically aimed at improving the customer experience, and if you can increase the customer’s interest and build relationships, the closing rate will also improve as a result.


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