The digital revolution has completely shifted the landscape of modern business, but it is through apps that professionals have been able to navigate the new terrain by exploiting sophisticated technologies with ease at the touch of a button.
The field of marketing is no exception, with a host of digital applications paving the way for a radical transformation in the way that companies interact with the market. Here are six indispensable apps that every top marketing executive has on their desktop.
HubSpot is built around the premise that traditional, disruptive marketing methods are obsolete, and instead embraces a new inbound marketing model that seeks to incentivise and attract the audience to come to you, not the other way around. Based upon a simple three step process of drawing people in with engaging content, converting traffic into leads, and finally maintaining close contact to ensure a happy customer experience, HubSpot calls this model “Inbound Marketing”. Their platform puts all the tools to effectively put Inbound into practice in one place, which is why it’s used by over 15,000 companies all around the globe.
When it comes to the “dark art” of in-depth competitor analysis, SEO Spyglass is the go-to app, hailed as the industry’s most powerful tool for finding and evaluating website back-links, interpreting complex data, and discerning intricate patterns in the blink of an eye. This may all sound a bit technical, and it is, but the great advantage that SEO Spyglass brings to the table is that its functions are easy to use via a simple user interface, and the output data is presented in a way that can be comprehended and acted upon instantly, allowing you to outrank your competitors when it comes to online visibility.
Dropbox has become almost synonymous with the more efficient working practises and paperless-offices that have emerged from the digital revolution. In essence a file hosting service which offers cloud storage, and file synchronisation, Dropbox is a valuable asset to marketing teams which invariably need to make sure they’re not only in sync with one another when it comes to departmental administration and creating marketing collateral, but also the other teams within the wider company. Such is the current reliance on Dropbox that most marketing professionals could hardly imagine how anything ever got done sharing, storing, and amending public digital documents on a manual basis, let-alone in hard copy.
In recent years, companies have begun to really exploit the enormous potential of social media as a new space for customer engagement and interaction. But this has also made marketers’ jobs more complicated too, especially as the number of popular channels have grown. Fortunately, Hootsuite helps you keep track and manage several social network streams. Not only can you view feeds from multiple channels such as Facebook, Twitter and Google+ and post updates all from one app, but you can even reply directly, making the social media side of marketing much more efficient, straight-forward, and unlocking more time for the things that really matter.
As with many marketing apps, the efficiency of centralisation combined with the power of sophisticated digital tools lies at the heart of Nimble, which is designed to combine all your contacts, email, social signals, activities, and follow-ups in one place. Not only that but Nimble adds extra insights to each record and updates them daily to help you better understand and connect with customers. In fact there’s very little that Nimble can’t help you take care of, so it’s unsurprising that many users report that the app have developed into an integral part of their daily professional life.
The sheer volume of data that Google has access to is an absolute gold-mine from a marketing point-of-view, and with Google Analytics you too can open this treasure trove of information. Primarily, this allows you to find out what key words people are searching for, and also compare different phrases for SEO purposes. But it also gives you a more nuanced insight into other aspects such as regional trends, and change over time. This is a peerless resource that allows you to cut through the noise of a crowded market place, and get the right message across to every corner of the world – a powerful tool that marketers of the past could only dream of.
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