The Marketing App Stack Guide

11 must-have technologies to build your app stack

Written by:Suzie Blaszkiewicz

Marketing Automation


Email Marketing


Social Media Marketing


Advertising


Affiliate Marketing


Content Marketing


Reputation Management


Analytics


What’s a marketing app stack?

As competition to captivate consumers reaches a boiling point, the average attention span has fallen to new lows, dropping from 12 seconds in 2000 to about 8 seconds in 2018. From display advertising and retargeting, to social media and email marketing, marketers need every tool at their disposal to help keep customers engaged. Put these tools together and you’ve got the Swiss Army knife of marketing: the marketing application stack.

A marketing app stack is the set of technologies that you need to create, execute, and measure marketing campaigns. Everything from the aforementioned social media, email marketing, and display advertising, to content marketing, analytics, and SEO comes part and parcel with the software needed to execute it.

Unfortunately, one piece of software won’t cover all of your bases. That’s why it’s important to build a marketing app stack that not only has the right tools for your business, but also the tools that work together to help create a functional marketing application toolbox.

Ginger Conlon, Chief Editor at MGKTinsight says, “it's essential to consider how each technology will be used, who'll be using it, and for what, as well as how it integrates with and can enhance any existing tools. This way you'll build a cohesive app stack that aligns with and helps support your goals and bolsters intra- and inter-team collaboration while reducing costs."

Investing in the right marketing technology has never been more critical. It’s no coincidence that 76 percent of marketing leaders (research available to Gartner clients) are increasing their marketing budgets in 2018 to, among other things, invest in the right technologies.

According to Tom Pick, a B2B Digital Marketing Consultant, “from an organizational standpoint, marketing technology helps systematize processes, improve the measurability of marketing efforts and expenses, and provide data to help marketing leaders make better decisions about strategy and budget allocations.”

If you’re ready to start building your marketing app stack with the right tools and optimize your marketing efforts, read on to find out:

  • The types of marketing technologies crucial to your business.
  • The apps that marketers like you are using, based on GetApp data.
  • Which apps can work together to create a marketing app stack with a robust feature set.

Marketing Automation

Marketing automation software is a foundation for your marketing app stack. It helps to streamline and automate the repetitive parts of the marketing process while making sure that you’re pushing the right marketing content to the right customers at the right time. It’s also the hub that your other marketing apps will integrate with to give you a holistic view of your marketing activities.

Marketing automation software is best characterized by multi-channel marketing, campaign management,and automation, but it can also include some of the functions that other apps in your stack are built for. Other common features of marketing automation software include:

  • Email marketing
  • Social media management
  • Landing page creation
  • A/B testing

The “automation” part of marketing automation software means that you can create workflows that trigger campaigns based on certain actions. It’s also built to create multi-channel campaigns so that you can send out tailored messages on different marketing channels ranging from email, to SMS, to social media.

Let’s say that you’ve sent an email to customers offering a discount for a holiday sale. For those customers that don’t open or click through on the email, you can set up a workflow so that those customers get a text with the same discount code.

The long and short

The beauty of marketing automation is being able to target customers on multiple channels and react to how they’re interacting with your website or your marketing campaigns.

As part of your app stack

Marketing automation is like the central software hub of your marketing activities. It should integrate with your email marketing, CRM, CMS, and analytics tools to provide a central space for oversight into marketing campaigns and customer data.

Most commonly used Marketing Automation apps on GetApp

Compare these apps
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

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  • Infusionsoft

    CRM, sales & marketing software for small businesses

    816

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  • SharpSpring

    Affordable marketing automation for all business sizes

    239

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  • Marketo

    Marketing automation for digital marketers

    490

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HubSpot Marketing integrates with these apps

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  • Slack

    A single place for team communication and workflows

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  • Dropbox

    File syncing, storage & sharing platform

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  • Trello

    Visual collaboration tool for shared project perspectives

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  • Mailchimp

    Email and advertising marketing automation platform

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  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

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  • SurveyMonkey

    Free online survey tool

    2,189

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  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

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  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

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  • Slack

    A single place for team communication and workflows

    10,217

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  • Dropbox

    File syncing, storage & sharing platform

    11,547

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  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

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  • Mailchimp

    Email and advertising marketing automation platform

    7,594

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  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More

Infusionsoft integrates with these apps

See all integrations
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More

SharpSpring integrates with these apps

See all integrations
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More

Marketo integrates with these apps

See all integrations
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

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Email Marketing

It may seem old school, but email marketing is still one of the most cost-effective tools for marketers: according to a study by Campaign Monitor every dollar invested in email marketing brings $44 in return.

From creating email campaigns to analyzing their performance, email marketing software takes you through the entire email marketing process. This includes:

  • Managing your mailing list and subscribers, as well as segmenting users into different lists depending on previous actions or behaviours.
  • A drag-and-drop editor for creating custom campaigns, while others come with pre-built templates.
  • Having mobile-friendly email campaigns. This is critical, considering over 50 percent of emails are opened on mobile devices.
  • Automation that lets you send campaigns at the most opportune times, like after sign-up or cart abandonment.
Every dollar invested in email marketing brings $44 in return.
— Campaign Monitor
Every dollar invested in email marketing brings $44 in return.
— Campaign Monitor

Compared to other forms of marketing, email marketing is also one of the easiest to track direct ROI using analytics like open-rates and click-throughs.

Other things to consider when choosing email marketing software:

  • Can you import/export mailing lists from your CRM?
  • Does it offer A/B testing to optimize for campaigns?
  • Is it CAN-SPAM compliant?

The long and short

While it can be standalone software like Mailchimp, or part of your marketing automation platform like Hubspot Marketing, high ROI and easy tracking make email marketing an essential tool in your marketing app stack.

As part of your app stack

Email marketing needs to be tied back to your marketing automation platform to track campaigns. You’ll also want to make sure that it integrates with your CRM so that you can send campaigns to the right segments and keep track of who’s responded to which campaign.

Most commonly used Email Marketing apps on GetApp

Compare these apps
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

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  • Constant Contact

    Email marketing for small businesses (SMBs) and nonprofits.

    915

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  • Robly

    Mobile-ready email marketing automation with smart features

    348

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  • iContact Email Marketing

    Email marketing & social media marketing software

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Mailchimp integrates with these apps

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    Cloud collaboration and file sharing application suite

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    All in one inbound marketing platform

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  • SurveyMonkey

    Free online survey tool

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  • FreshBooks

    Cloud Accounting Software for Small Business Owners

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  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

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  • HubSpot CRM

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  • Microsoft Dynamics CRM

    Online customer relationship management solution

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  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More

Constant Contact integrates with these apps

See all integrations
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More

Robly integrates with these apps

See all integrations
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More

iContact Email Marketing integrates with these apps

See all integrations
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Microsoft Office 365

    Cloud collaboration and file sharing application suite

    3,862

  • Learn More
  • HubSpot Marketing

    All in one inbound marketing platform

    2,986

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • FreshBooks

    Cloud Accounting Software for Small Business Owners

    2,357

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • HubSpot CRM

    Everything you need to sell in one integrated suite

    1,626

  • Learn More
  • Microsoft Dynamics CRM

    Online customer relationship management solution

    2,655

  • Learn More

Social Media Marketing

Social media usage is growing 13 percent year-on-year, having reached over three billion in 2018. That number alone should be enough to convince you to add social media marketing software to your marketing app stack.

Social media marketing software is your go-to for creating, publishing, and tracking marketing campaigns on–you guessed it– social media. Whether Facebook, Instagram, or Twitter (or any of the other 30+ social networks out there) is your social platform of choice, software like Hootsuite and Buffer aim to streamline and automate much of the publishing process across all platforms. Content calendars make it easy to schedule content at times when your audience is most active, while content curation feeds you the right content to push out to your network. Analytics will give you insight into when those opportune publishing times are, along with stats on your most popular posts.

But it’s not all about marketing. Tons of companies use social software to answer customer queries and monitor brand mentions, making it easier to tackle customer service requests on platforms where users are seeking help. According to Social Media Today, that number sits at roughly 67 percent, with customers turning to Twitter and Facebook to solve requests more often that not.

67 percent of customers are turning to social media to solve support requests.
— Campaign Monitor

What else does social media marketing software do?

  • Social streams show where you’re being mentioned, retweeted, or liked.
  • Social listening features give aggregate data to provide sentiment analysis around your brand or that of a competitor.
  • Access roles and approval workflows ensure that you have visibility over who’s publishing what to avoid social media fails.

The long and short

With the myriad number of ways that companies are using social media marketing software, adding it to your app stack will ensure that you’re keeping up with times (and your customers).

As part of your app stack

Social media marketing software is integral if you’re doing any type of marketing on social media. Above all else, it needs to integrate with the social networks that you’re using, whether that be Facebook, Linkedin, Instagram, or the like.

Most commonly used Social Media Marketing apps on GetApp

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    Social media management platform

    553

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    Social media management & scheduling

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  • Google Drive

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  • Slack

    A single place for team communication and workflows

    10,217

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  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

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  • Mailchimp

    Email and advertising marketing automation platform

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  • Wordpress

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  • Eventbrite

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  • Zapier

    Integration platform to connect web apps

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  • Buffer

    Social media management platform

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Hootsuite integrates with these apps

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  • Google Drive

    Cloud storage and backup for files, photos, docs, and more

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  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Wordpress

    Website creation and publishing platform

    5,283

  • Learn More
  • Eventbrite

    Build, manage, and grow events

    1,225

  • Learn More
  • Zapier

    Integration platform to connect web apps

    738

  • Learn More
  • Buffer

    Social media management platform

    553

  • Learn More
  • Google Drive

    Cloud storage and backup for files, photos, docs, and more

    8,635

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Wordpress

    Website creation and publishing platform

    5,283

  • Learn More
  • Eventbrite

    Build, manage, and grow events

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  • Zapier

    Integration platform to connect web apps

    738

  • Learn More
  • Buffer

    Social media management platform

    553

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Zoho Social integrates with other apps

See other integrations
  • Google Drive

    Cloud storage and backup for files, photos, docs, and more

    8,635

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Wordpress

    Website creation and publishing platform

    5,283

  • Learn More
  • Eventbrite

    Build, manage, and grow events

    1,225

  • Learn More
  • Zapier

    Integration platform to connect web apps

    738

  • Learn More
  • Buffer

    Social media management platform

    553

  • Learn More
  • Google Drive

    Cloud storage and backup for files, photos, docs, and more

    8,635

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Wordpress

    Website creation and publishing platform

    5,283

  • Learn More
  • Eventbrite

    Build, manage, and grow events

    1,225

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  • Zapier

    Integration platform to connect web apps

    738

  • Learn More
  • Buffer

    Social media management platform

    553

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Loomly integrates with these apps

See all integrations
  • Google Drive

    Cloud storage and backup for files, photos, docs, and more

    8,635

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Wordpress

    Website creation and publishing platform

    5,283

  • Learn More
  • Eventbrite

    Build, manage, and grow events

    1,225

  • Learn More
  • Zapier

    Integration platform to connect web apps

    738

  • Learn More
  • Buffer

    Social media management platform

    553

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  • Google Drive

    Cloud storage and backup for files, photos, docs, and more

    8,635

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Trello

    Visual collaboration tool for shared project perspectives

    7,856

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Wordpress

    Website creation and publishing platform

    5,283

  • Learn More
  • Eventbrite

    Build, manage, and grow events

    1,225

  • Learn More
  • Zapier

    Integration platform to connect web apps

    738

  • Learn More
  • Buffer

    Social media management platform

    553

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Advertising

Online advertising is essentially a 21st century billboard. It’s one of the most popular ways to get an audience's attention. The ads you see on websites, in search engines, and on social media all contribute to the exposure of your brand in the online world. According to eMarketer, $48 billion will be spent in 2018 on digital display ads.

Beyond display advertising, retargeting and SEM (search engine marketing) both fit into the online advertising mix.

$48 billion will be spent in 2018 on digital display ads.
— eMarketer
$48 billion will be spent in 2018 on digital display ads.
— eMarketer

Like the ghost of a product following customers around the web, retargeting pinpoints bounced web traffic with ads for products that may not have been purchased the first time around to try to reel potential customers back in.

SEM, those ads that appear at the top of Google’s search results, is another important advertising investment that marketers need to make. As Google gets more creative and pushes organic rankings down to make room for ads, even the most perfectly optimized pages could appear below the fold without a little financial push from SEM.

Display ads, retargeting, and SEM tools help marketers:

  • Create and manage ads on different platforms including Google, Bing, and Facebook.
  • Pull data from other marketing tools to target the right customers with the right ads.
  • Analyze the performance of ads across platforms.
  • Find opportunities for the best paid (and organic) search opportunities.
  • Compare and analyze competitor display ad performance.

The long and short

Grab your customer’s attention and get your brand out front through online advertising.

As part of your app stack

Online advertising tools should integrate with your marketing analytics tools to ensure that you’re properly tracking campaign performance. If you’re using a marketing automation tool, chances are that it can help you create advertising campaigns too.

Most commonly used Advertising apps on GetApp

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Google AdWords integrates with these apps

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Affiliate Marketing

Don’t underestimate the power of a good network. Affiliate marketing is all about leveraging the power of others to get your brand more exposure. In exchange, the companies or individuals that help promote your brand or product get a commission for every customer they send your way. As eMarketer points out, affiliate marketing accounts for 7.5 percent of total digital spend among retailers.

Affiliate marketing has been especially popular in fashion and sports on networks like YouTube or Instagram, which sees influencers tagging the products they’re using in exchange for a cut of the profit.

Affiliate marketing software can help you source the right people, manage your affiliate programs, and pay out commissions to affiliates. Key features include:

  • Affiliate recruitment: Find potential affiliate partners by targeting new customers from email campaigns or setting up filters and notifications to help you find affiliates online or on social networks.
  • Campaign creation: Create campaign templates for social media, display advertising, banners, or videos that your affiliates can pull from to share to their own networks.
  • Campaign tracking: Set up link tracking to see how many referrals are coming in from which sources.
  • Commission payment: Automatically pay affiliates based on the referrals that their links have sent your way.
Affiliate marketing accounts for 7.5 percent of total digital spend among retailers.
— eMarketer
Affiliate marketing accounts for 7.5 percent of total digital spend among retailers.
— eMarketer

Similarly, advocacy marketing is like another form of affiliate marketing that helps you leverage your customers to promote your brand. A lot of this can be done organically by finding people that are already talking about you online and want to share their love of your brand.

Unlike affiliate marketing, advocacy marketing doesn’t usually offer rewards, although small incentives (like discounts) can sometimes nudge advocates to spread the love a little bit more.

The long and short

Whether you’re using links or ads, video or voice search (even voice search has joined the game), affiliate marketing software will help you leverage your most lucrative relationships.

As part of your app stack

When integrated with your CMS or email automation software, you can create landing pages and email campaigns to help you find more affiliate partners.

Most commonly used Affiliate Marketing apps on GetApp

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Content Marketing

You’re likely already creating content– according to the Content Marketing Institute, 91 percent of organizations surveyed in a 2017 study are. But, you’re also likely part of the 82 percent of organizations who either aren’t using content marketing tools at all, or aren’t using the ones you have to their potential.

As content marketing continues to be a mainstay in most marketing arsenals, having the right content marketing software can help a marketing team stand out from the pools of content flooding the web. Content marketing software helps marketing teams plan, create, track, and distribute content.

  • Ideation management: Helps teams pitch, create, and manage ideas for upcoming content.
  • Editorial planning: Includes a calendar overview that lets you schedule content and assign tasks to different members of the team.
  • Publishing: Provides a space to create and push content to your CMS, social media channels, or send out email campaigns.
  • Content analytics: Shows the performance of published content It also allows for adding tags and filters to be able to get aggregate content performance data based on things like content type, article length, or topic type.
82 percent of organizations either aren’t using content marketing tools, or aren’t using the ones they have to their full potential.
— Content Marketing Institute

The long and short

Together with a content strategy, content marketing software can help a team streamline the content planning, creation, and publication process.

As part of your app stack

Integration with your CMS can help you push content to your website from your content marketing platform. If you’re dealing with curated content, a social media marketing integration will give you articles to push out to your social channels.

Most commonly used Content Marketing apps on GetApp

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Reputation Management

You can’t control what people say about you online (or offline, for that matter), but you can control whether or not you do anything about it. Like it or not, people are talking about you in the online space– consumers read an average of 7 reviews before trusting a business, while customers are turning to social media first to get answers to their support requests (or complaining about it if they’re not getting a quick response).

Having software in your marketing app stack to help monitor, track, respond to, or even highlight what people are saying about you online will be infinitely useful. Whether its a social media management or a reviews acquisition platform, there’s software that lets you:

  • Monitor brand mentions using powerful listening tools that search social media and other web outlets for people talking about your brand or that of your competitors.
  • Get aggregate data about the overall sentiment around your brand (positive, negative, or neutral).
  • Get more users to write reviews on your reviews platform of choice by driving them to review sites.
  • Amplify positive user reviews by showcasing them on your website or sharing on social media.
Consumers read an average of 7 reviews before trusting a business.
— BrightLocal
Consumers read an average of 7 reviews before trusting a business.
— BrightLocal

It’s just as important to highlight positive user experiences as it is to respond to bad ones. Thirty percent of respondents in a survey by BrightLocal said that it’s important that a company responds to negative reviews. The same goes with social media– if an irate customer is contacting you on social media, responding to their tweets and helping solve the problem is far better than trying to sweep them under the rug.

The long and short

Pay attention to what your customers are saying about you online and use it to your advantage.

As part of your app stack

It’s especially important to integrate these tools with social networks like Twitter and Facebook to make sure that you’re collecting the right social data. If you’re using a marketing analytics tool, an integration with social tools will help give you a better overview of your data.

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Mention integrates with these apps

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  • Salesforce Sales Cloud

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  • Evernote

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    4,817

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  • Vagaro

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  • SurveyMonkey

    Free online survey tool

    2,189

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  • Pipedrive

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  • Slack

    A single place for team communication and workflows

    10,217

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  • Dropbox

    File syncing, storage & sharing platform

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  • Salesforce Sales Cloud

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  • Evernote

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  • Vagaro

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Brand24 integrates with these apps

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  • Slack

    A single place for team communication and workflows

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  • Dropbox

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  • Mailchimp

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  • Salesforce Sales Cloud

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  • Evernote

    Create, capture & access everyday notes on mobile devices

    4,817

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  • Vagaro

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    1,717

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  • SurveyMonkey

    Free online survey tool

    2,189

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  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

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  • Slack

    A single place for team communication and workflows

    10,217

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  • Dropbox

    File syncing, storage & sharing platform

    11,547

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  • Mailchimp

    Email and advertising marketing automation platform

    7,594

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  • Salesforce Sales Cloud

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  • Evernote

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  • Vagaro

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Podium has no integrations with other apps

  • Slack

    A single place for team communication and workflows

    10,217

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  • Dropbox

    File syncing, storage & sharing platform

    11,547

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  • Mailchimp

    Email and advertising marketing automation platform

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  • Salesforce Sales Cloud

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  • Evernote

    Create, capture & access everyday notes on mobile devices

    4,817

  • Learn More
  • Vagaro

    Salon, spa, & fitness scheduling and business software

    1,717

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

  • Learn More
  • Pipedrive

    CRM built by salespeople, for salespeople

    1,774

  • Learn More
  • Slack

    A single place for team communication and workflows

    10,217

  • Learn More
  • Dropbox

    File syncing, storage & sharing platform

    11,547

  • Learn More
  • Mailchimp

    Email and advertising marketing automation platform

    7,594

  • Learn More
  • Salesforce Sales Cloud

    Cloud-based CRM & Sales Automation

    9,295

  • Learn More
  • Evernote

    Create, capture & access everyday notes on mobile devices

    4,817

  • Learn More
  • Vagaro

    Salon, spa, & fitness scheduling and business software

    1,717

  • Learn More
  • SurveyMonkey

    Free online survey tool

    2,189

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  • Pipedrive

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    1,774

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SEO

In the digital age, SEO can be a silent assassin. Get it wrong, and Google can quietly bury your website so low in its rankings that you’re as good as dead. And while you can’t control Google’s search algorithms, you can practice what they preach to avoid any risk of getting swept under the proverbial search engine rug. Adopting best practices in your web design and content creation processes–regardless of how these algorithms change –will ensure that you’re not getting penalized for spammy or shady practices.

For inbound marketers, SEO is a top priority. According to Hubspot, 61 percent of inbound marketers say that improving SEO and organic presence is at the top of their to-do list.

SEO tools can’t optimize your website for you, but they can give you the insight you need in order to be able to optimize your site. This includes things like:

  • Keyword analysis: Gives suggestions for keyword opportunities, either on your own site or from the web, to help inform content strategy.
  • Site comparison: Lets you compare your website’s ranking, keyword performance, and backlink profile to that of competitors to find areas of opportunity.
  • On-page optimization: Identifies on-page areas of your website with room for improvement including things like title tags, image optimization, and keywords.
  • Site audit: Can give a more technical view of where there’s room to improve, including mobile-friendliness, crawlability, or broken links.
  • Reports: Shows how your rankings have changed over time to see how your SEO efforts are improving.

As of 2018, some of Google’s most prominent updates include mobile-friendliness, page speed, and user experience.

61 percent of inbound marketers say that improving SEO and organic presence is at the top of their to-do list.
— Hubspot

The long and short

Use SEO software to make sure that you’re playing by the rules of online optimization.

As part of your app stack

While it may not integrate directly with other tools in your marketing app stack, SEO tools should be considered alongside other marketing metrics to see where you might be able to improve your marketing efforts. Some SEO tools can integrate with your publishing platform to give real-time SEO tips before publishing new content.

Most commonly used SEO apps on GetApp

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SEMrush integrates with these apps

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