What Are The Types Of Marketing Tools

Guide To Understanding Types of Marketing Tools

Businesses and professionals working in the marketing industry have a wide range of marketing tools available to them. Marketing tools can help a business or marketing professional accomplish several things, including increasing brand awareness, driving lead generation and sales, and gathering valuable customer and market information and data. Knowing the different types of marketing tools available to you can help you build a strong marketing strategy that contributes to your company’s success.

In this article, we discuss what marketing tools are and provide a list explaining different types of marketing tools.

What are marketing tools?

Marketing tools are the systems, techniques, strategies, resources, technology and materials used by companies or marketing professionals to create and implement marketing campaigns that successfully promote their products and services. Your company’s marketing campaign is the direct link between the company and its customers, so it is important to choose the marketing tools that are most effective for your customers. There are several types of marketing tools available, and each type of marketing tool serves a unique purpose. It is common for businesses and marketing professionals to use a combination of marketing tools in their overall marketing strategy.

Types of marketing tools (list of at least 10)

There are several types of marketing tools companies and organizations can choose from. A few of the most common marketing tools include:

  1. Print advertising

  2. Digital marketing

  3. Search engine optimization (SEO)

  4. Social media marketing (SMM)

  5. Press releases (PR)

  6. Commercial advertising

  7. Customer loyalty programs

  8. Brand reputation management

  9. Event marketing

  10. Information gathering

Print advertising

Print advertising is a marketing tool that uses physically printed materials to raise brand awareness and generate customer interest. Print advertising includes materials such as classified ads, billboards, business cards, brochures, direct mail campaigns, catalogs, sales letters, order forms and more. These are some of the most traditional types of marketing tools, however, many of them are still effective. You can even use your print advertising to drive your customers to your digital marketing campaigns by directing them to your website or social media pages.

Digital marketing

The increased use of the Internet by consumers has made it necessary for companies to have a website. There are several roles your company’s website will have as a marketing tool. You can use your company’s website to build brand awareness, educate and inform potential customers, advertise your products and services, communicate with customers, generate leads and make sales. It is also important to make sure your website is optimized for speed, design, function and various platforms such as computers, cellphones and tablets.

Search engine optimization (SEO)

Another marketing tool closely related to your website marketing is search engine optimization, also commonly referred to as SEO. Search engine optimization involves optimizing both the on-site and behind-the-scenes content of your website to rank higher in major search engine results pages (SERPs). Search engine optimization refers only to natural search results rankings, not paid links at the top of the SERP. Effective search engine optimization involves the creation of high-quality content that consumers will find relevant to their search.

The higher your website ranks in the search engine results page algorithms, the more likely your website is to show up on the first couple pages of a keyword search related to your business. Because most consumers only look at the first page of search results, the higher your SEO ranking is, the more effective your website marketing will probably be.

Social media marketing (SMM)

Another type of marketing tool that has become increasingly important is social media marketing. Social media marketing involves using company profiles on social media websites to raise brand awareness, engage with customers and advertise products or services. Social media marketing tools include things such as blogging, micro-blogging, posting, sharing, commenting and bookmarking.

Read more: Creating a Successful Social Media Marketing Strategy

Press releases (PR)

Press releases are advertisements that take the form of a news article or story in a newspaper, magazine or online publication. Many consumers may not realize that these newspaper and magazine articles are often written by businesses or marketing teams and then distributed to several publications for printing.

Commercial advertising

Commercial advertising traditionally refers to paid advertisements that are played on television or over the radio. However, the widespread use of the Internet for marketing has led to paid commercials being played at the beginning of videos posted online and throughout video streaming services.

Customer loyalty programs

Customer loyalty programs are used as a marketing tool to generate customer interest and encourage customer retention. Customer loyalty programs involve providing rewards to customers who can use those rewards to earn discounts or free products or services from your business in the future. Customer loyalty programs are available in several forms, ranging from a program as simple as offering customers a card that can be stamped on each visit to using customized mobile applications and other digital systems to manage your loyalty program.

Brand reputation management

It is very important for companies to protect their brand’s reputation. Media monitoring tools are marketing tools that help your company search the internet for any mention of your company to ensure you can engage and respond to comments and reviews being made about your business. This helps you build your brand awareness and also ensure you are protecting your business from negative reviews or remarks.

Event marketing

Event marketing is a promotional marketing tool that involves the engagement of a brand’s representatives with potential and existing customers and the community at promotional events. Common types of promotional events you can use for event marketing include networking events, conferences, seminars, speaker presentations, workshops, trade shows and expos, parties, competitions and awards.

Information gathering

Information gathering is the process of reviewing and analyzing data and information about customers, the market and your industry. Information gathering is a very important marketing tool because it gives your company insight into how well your other marketing techniques are working. Information gathering can include things such as customer surveys and web analytics. Many marketing tools will provide you with data that you can use to analyze how well that specific marketing tool is performing.

Types of Marketing Tools

Marketing creates an avenue of exchange between you and your customers. Sometimes that exchange prompts an immediate sale, and at other times it builds awareness of the brand for when future purchases are made. Businesses use various marketing tools to communicate company information, stimulate customer interest and motivate action. An integrated marketing approach applies several tactics to engage customers and build business.

Traditional Marketing Media

Traditional media – such as billboards, banners, newspapers, magazines, television, radio and telephone directories – involve marketing tools such as paid print advertisements, commercials and news releases. This approach focuses on a one-way sales push and relies on reaching high numbers of people to ensure success. Advertising with publications and networks is a costly marketing tool which makes analyzing the return on your investment extremely important.

Digital Marketing Media

Computer software technology can reach potential customers with targeted, measurable communications. Specific digital media marketing tools include search engine optimization, mobile marketing, interactive online advertisements, opt-in email and online partnerships such as affiliate marketing and sponsorships.

A key component of digital marketing tools is web analytics, which provide information on an internet user’s online activities, IP address and search keywords. This information can then be used to craft a targeted advertising campaign to reach your business’s core audience. To get started in digital media marketing, you may want to hire a digital media marketing agency skilled at bringing a brand to the web’s ad networks.

Social Media Marketing

Social media marketing is a subset of digital media marketing. However, the goal of social media marketing tools is to develop an interactive, online relationship with the customer rather than to mine covertly for customer data. Specific examples of social media marketing tools include blogging, tweeting, posting, sharing, networking, pinning, bookmarking, media sharing and commenting on social media websites such as Twitter, Facebook, LinkedIn, Pinterest, Reddit and YouTube. Social media marketing level the playing field for small companies and individual entrepreneurs by offering low-cost tools with potentially high returns.

Promotional Marketing Tools

Promotional items, such as brochures, business cards, press kits, websites, informational videos and merchandise, are tangible marketing tools. Some of these items include large amounts of detailed information and highlight attributes of your products or services; business cards and trade show giveaways may display only a company logo and provide contact information. In addition to increasing sales, promotional items contribute to building brand awareness, but cost is a factor when selecting these items.

What are marketing tools? Definition and examples

Marketing tools are tools that companies use to develop and promote their products and services. In this context, the word ‘tools‘ refers to techniquesstrategies, and materials.

The vast majority of businesses use several different marketing tools, such as advertising, direct mail, and market research to boost their sales.

Companies have a range of marketing tools at their disposal. Some of them are specifically for boosting sales, while others focus on gathering consumer data.

It is important to know which tools are best for your business. In other words, which tools you need to achieve your primary goals and objectives. In most cases, people use multiple marketing tools at the same time.

SmallBusiness.chron.com says the following regarding marketing tools:

“Businesses use various marketing tools to communicate company information, stimulate customer interest and motivate action. An integrated marketing approach applies several tactics to engage customers and build business.”

Marketing Tools
You need to determine which marketing tools you need. They should help boost sales.

Types of marketing tools

Below are some marketing tools with an explanation of what they are and why businesses use them.

Classified adverts

Classified adverts or classified ads are useful for generating leads. In this context, the word ‘leads‘ means potential customers.

Classified ads can direct people to a specific website or webpage (the word exists as one or two words, i.e., ‘web page’). They can also attract people who seek further information.

Social media

In the world of Internet marketing, social media is a marketing tool where you try to develop an interactive online relationship with consumers. Your aim is not, for example, to surreptitiously mine customer data.

Blogging, posting, sharing and tweeting are popular social media marketing tools. Media sharing, pinning, bookmarking, and commenting on social media websites are also popular.

Internet marketing refers to marketing that only occurs online. Search engine optimization (SEO) and online advertising are examples of Internet marketing. There are several ways to increase your SEO. One of the first steps is to secure a reliable and simple domain name that is relevant to your site, industry, or keywords you want to match for.

Search engine optimization refers to techniques to increase one’s website’s appearance on search engines.


Surveys are useful for determining which products to create and also for improving or upgrading existing goods. The word ‘goods‘ in this context means ‘products.’

Surveys are also useful if you want to rate your and your rivals’ products. A survey can ask a representative sample of consumers what they like about your and your competitors’ products.

You can carry out a survey face-to-face, on the telephone, by normal post, or online.

Most marketing professionals will mention surveys when you ask them to list their most important marketing tools.

Google Analytics

If you have an online business or your company has a website, Google Analytics is extremely useful. It gives you an overview of where your visitors are coming from. It also tells you what type of people are visiting, and which content on your website performs best.

You can also use Google Analytics to work out visitor conversions. This data will help you set up conversion goals.

Organic CTR (organic click-through rate) is a way you can utilize Google Analytics to improve your website traffic. You can optimize page titles and descriptions and see how they perform by implementing A/B testing.

Direct mail

Direct mail or direct mail marketing specifically targets potential customers. Traditionally, we have referred to the letters as ‘mailshots.’ Ever since the advent of the Internet and emails, we also have ’emailshots.’

Regarding emailshots, MediaTraining.Ltd.uk says:

“Designing an emailshot differs from creating a webpage or designing for print as you have to consider the specific needs of your target audience and the technical requirements of different email applications.”

This brings us to modern-day email marketing tools which many marketers still consider to be more effective than other types of digital marketing.

Media monitoring tools

These marketing tools scan the web and inform you of conversations that are relevant to your company, product, or brand. These tools scan, for example, social media sites, forums, blogs, and videos.

In a Huffington Post article, Matthew Collis, a marketing and communications professional, makes the following comment:

“Media monitoring lets you discover what people are saying about you online so you can jump in and respond or react to conversations, decrease the spread of negative PR, and even help increase awareness of your product, service, or organization.”

Customer loyalty programs

Customer loyalty refers to the likelihood that existing customers keep coming back. In other words, how frequently customers come back for more again and again. It differs from brand loyalty.

Among marketing tools that many small businesses overlook, customer loyalty programs are one of the most common. This is a pity.

It is much cheaper and requires less time to get an existing customer to buy your products than new ones. Some studies suggest that it costs seven times more to get a new customer to buy from you than an existing one.


Automation tools are marketing tools that save a lot of time. Marketers can save time wasted doing those daily tasks like saving files and emails to spreadsheets.

Some tools allow you to create chains of applets. In other words, simple conditional statements or ‘if this then that’ statements. IFTTT (IF This Then That) is one of those services. It works with Facebook, Twitter, Fitbit, Google Drive, and Gmail.

There are hundreds of marketing tools out there. They all sound fantastic when you read about them. Many of them are fantastic! However, be careful. You will only need a few of them. Be selective.

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