Marketers have spoken: they’re using more marketing technologies and increasing their technology budgets. With many marketers using multiple technologies within the same function (as evident in the data below), technology is increasingly becoming a necessity to drive results.
So what are the tools and platforms they’re including in their tech stacks?
We surveyed 171 marketers to find out what they use within 3 areas: search marketing, social and content management, and collaboration and reporting.
- Backlink Management
- PPC Management
- Site Speed
- Content Management System
- Content Syndication
- Social Management
- Cross-Team Communication
- Business Intelligence
- Task/Project Management Tools
- Marketing Automation
1. 2 out of 3 Marketers Use Google Search Console for Backlink Management
When it comes to backlink management, 66.7% of marketers picked Google Search Console as their number one choice.
34.5% of marketers reported using Open Site Explorer, while 19.9% don’t manage their backlinks at all.
2. 90% of Marketers Rely on Google Adwords For PPC Management
This wasn’t even a contest: by an overwhelming ratio of 9:1, 87.1% of marketer chose Google Adwords as their go-to technology for paid search.
42.1% pay big money for major platforms like Marin, Kenshoo, or “other,” while 8.8% do not do paid search at all.
3. More Than Half of Marketers Don’t Monitor Site Speed
52.1% of marketers don’t use a site speed monitoring tool.
Why is this surprising? Website speed doesn’t just provide a better customer experience; it’s also one of the ranking factors used by Google.
4. 42% of Marketers Use WordPress as Their Content Management System
42.7% of respondents use WordPress as their content management system, and 28.1% use Drupal.
We’re seeing this trend more and more: marketers are getting fed up with waiting around for IT, and are taking control of their own CMS.
11.1% chose “none that I know of” as their preferred CMS, which suggests that 11.1% of marketers either don’t know or have to rely on another department to work in their CMS.
5. 70% of Marketers Don’t Include Paid Content Syndication as Part of Their Overall Strategy
69.6% of marketers did not use content distribution and syndication tools. Of the marketers who did use these tools, only two—Outbrain (23.4%) and Taboola (15.2%) —were chosen.
6. 56% of Marketers Use HootSuite For Social Management
While 21.1% of marketers reported not using a social management tool at all, 55.6% of respondents use HootSuite.
7. 75% of Marketers Use Email Over Slack or Hipchat for Cross-Team Communication
3 out of every 4 of marketers uses email when it comes to collaboration and messaging.
29.2% use popular messaging chat, Slack, tied with an “internal chat system.”
8. More than 50% Use Business Intelligence Software For Reporting
While business intelligence software can significantly help an organization make smarter business decisions, it’s a relatively new investment for many companies. That’s why this surprised us: more than 50% use business intelligence software for their reporting needs.
Which tools reigned most popular? 27.5% use Tableau, while 9.4 use Domo.
9. 57% of Marketers Use Email as Their Task/Project Management Tool
Even above Basecamp, Trello, JIRA, and Asana, 57.9% of marketers use email for task management.
Alongside other task management tools, 59.1% use Google Docs and Excel for project management.
10. 39% of Marketers Don’t Use Any Marketing Automation Technologies
With inbound marketing being central to driving leads to businesses’ websites, it’s surprising that 39.2% don’t use any marketing automation or inbound marketing tools.
18.1% chose Marketo, 17% favored Hubspot, and 15.2% went with Eloqua.
We surveyed 387 marketing executives. Read our research to find out how they plan to use their technology budget in 2017: