Whether you’re a skilled marketing professional or just starting out, you know one thing: the tools that all digital marketers use, regardless of their speciality, are incredibly important to their work and end up considerably impacting the results that marketers can yield. But as you know, digital marketing is quite a wild field–from content marketing to paid advertising, the tools that you use may differ from your teammates. Or, if you wear multiple hats, you may have a few across different areas that are of use to you.
Luckily for you, this article will break down all of the major tools used by digital marketers in 2025, helping showcase some of the most common ones and some new ones that maybe are just what you need to bring your game to the next level.
Ready? Let’s dive right in.
Digital Marketing Tools
As we touched on above, there are quite a few tools that can help your digital marketing strategies and most are specifically applicable to a certain area of focus; that’s why we’ve separated these tools into different categories based on their main function.
SEO tools for digital marketing
SEO, or search engine optimization, is one of the most important elements of digital marketing. After all, if your website isn’t ranking on the major search engines, how will potential customers find you? That’s why all digital marketing professionals, regardless of their day-to-day roles, focus on improving their SEO ranking with the following tools:
Google Analytics 4: The latest version of Google Analytics tracks website traffic, user behavior, and conversion data with enhanced AI-driven insights and event-based tracking. This tool helps you see exactly where you’re falling short in ranking.
SEMrush: To rank well in search results, you need to know the main keywords to include in your content. SEMrush’s updated keyword research features now include enhanced competitor analysis and AI-powered keyword grouping to streamline SEO efforts.
Google Search Console: Google Search Console allows you to evaluate your website’s overall performance, understand search traffic, and identify any technical issues like crawl errors or mobile usability problems that might hinder your ranking.
Ahrefs: A comprehensive SEO toolset for link building, keyword research, competitor analysis, rank tracking, and site audits. In 2025, its upgraded database provides faster and more detailed backlink insights.
Surfer AI: Integrated with generative AI, Surfer AI suggests not just keyword usage but also specific content structures optimized for search intent, making it a go-to for advanced SEO.
Content marketing tools
More focused on creating content for your website? Within digital marketing, content marketing is all about finding the right balance between good keywords and quality content that actually provides value to users. With these tools, however, content marketers will set themselves up for success:
BuzzSumo: Not sure what to write about? With the help of BuzzSumo’s expanded 2025 feature set, content marketers can research trending topics, identify high-performing content, and track the most influential voices in their industry. Its AI content ideation tool also suggests fresh ideas tailored to your audience.
Surfer SEO: Looking to rework the content you already have instead of starting from scratch? Surfer SEO’s Content Editor now integrates AI-driven competitor analysis, making it easier to optimize content and improve rankings with minimal effort.
GrammarlyGO: Beyond grammar checking, GrammarlyGO offers content refinement tailored to specific tones and objectives, such as persuasive calls-to-action or authoritative industry overviews.
Canva Docs: Perfect for visually-driven content creation, Canva’s new Docs feature in 2025 combines the power of word processing with design tools to craft polished, engaging content.
Narrato: A one-stop shop for content planning and collaboration, Narrato’s 2025 updates include AI-assisted content outlines, integrated analytics, and streamlined workflows for team projects.
Wordtune Spices: A creative tool to refine writing, Wordtune Spices adds compelling arguments, professional phrases, and detailed explanations, ensuring content aligns with user intent and brand voice.
Social media management tools
One of the most underestimated elements of a digital marketing team is the social media marketer–social media has the potential to be an incredible tool for marketing teams, but as different channels can differ significantly depending on their audience, style, and formatting requirements, social media marketers can use these tools to get one step ahead:
Hootsuite: Say goodbye to setting alarms to publish content with Hootsuite, an incredibly helpful tool that can schedule and manage content, in addition to collecting valuable information about engagement and traffic. The 2025 update includes AI-driven post suggestions and enhanced team collaboration features.
Sprout Social: Looking to understand even more about your social media performance? With Sprout Social, you can benefit from CRM, analytics, and insights all in one place. Its new predictive analytics feature provides insights into future engagement trends.
Later: For those who are looking for deeper insights into the visual aspects of their content and scheduling out lots of different items across time, Later’s updated interface in 2025 allows for even more precise content calendar visualizations and integration with emerging social platforms.
Planoly: A tool focused on Instagram and Pinterest scheduling, Planoly now includes advanced storyboarding features and collaboration options to help teams streamline their visual content strategies.
Email marketing tools
Although other fields of digital marketing are more frequently talked about, email marketing is an absolutely essential part of the marketing sphere and one that shouldn’t be overlooked. And to help email marketers get the job done, these tools are helpful:
HubSpot: Want all your inbound marketing campaigns in the same place? HubSpot centralizes your email marketing, automation, CRM, and content management, allowing you to focus on the good stuff. In 2025, its AI-driven personalization features make email campaigns more engaging and conversion-focused.
Mailchimp: Organizing mailing lists can be incredibly time consuming, but Mailchimp allows you to not only manage your email blasts, but also evaluate their performance. The platform’s 2025 updates include improved audience segmentation and predictive analytics to enhance open rates.
Klaviyo: For e-commerce businesses, Klaviyo can help segment and automate your audiences, in addition to providing helpful analytics. Its 2025 iteration includes deeper integration with e-commerce platforms like Shopify and WooCommerce for real-time data syncing.
ActiveCampaign: A versatile email marketing tool with robust automation options, ActiveCampaign’s 2025 update includes more detailed reporting and AI suggestions for improving email sequences.
Source: OmniCoreAgency
PPC and advertising tools
When used correctly, paid advertising can be quite effective in reaching new audiences and sharing new products or trends with existing clients. But knowing where to post, for how long, and what to include in these ads can be a challenge without the help of tools such as these:
Google Ads: One of the most popular choices, Google Ads is the main platform for both creating and managing PPC campaigns for Google’s search engine. In 2025, its AI-driven campaign management features provide automated suggestions for budget allocation and targeting.
Facebook Ads Manager: For ads on Facebook and Instagram, Facebook Ads Manager helps manage and analyze campaigns. The 2025 version includes enhanced ad placement recommendations and audience insights.
AdEspresso: AdEspresso simplifies the creation, management, and optimization of Instagram and Google Ads campaigns. Its updated interface in 2025 allows for faster A/B testing and detailed analytics.
SpyFu: Looking to know what your competitors are doing that’s working? With the help of SpyFu, you can do just that, better understanding your next move by analyzing competitors’ ad strategies and keywords.
Conversion rate optimization tools (CRO)
Looking for more conversion on your website but don’t know where to start? You’re in good company: there are quite a few CRO tools out there that can help you not only better understand your campaigns, but figure out exactly what your audience is looking for:
Google Optimize: Integrated with Google Analytics, Google Optimize offers free A/B testing and a personalization tool to provide specific optimization suggestions. In 2025, its updates focus on AI-driven insights for user behavior.
Unbounce: Also able to integrate with other tools, Unbounce can take on A/B testing and conversion tracking. Its AI-powered landing page optimization helps boost conversions in record time.
Crazy Egg: To better understand your users and exactly how to reach them, Crazy Egg offers heat maps, scroll maps, and user session recordings. The 2025 update includes real-time user behavior tracking.
VWO: Looking to optimize website performance? Try out Visual Website Optimizer, or VWO, and enjoy multivariate testing and user feedback tools. In 2025, it includes advanced audience segmentation for more tailored testing.
Influencer marketing tools
Influencers have recently become an increasingly popular way to reach new audiences and improve brand loyalty and confidence, meaning digital marketing teams all around are taking advantage of influencer marketing to promote their products and services. And to do so, they use:
Buzzstream: Not sure where to start looking for an influencer that meets your needs? Buzzstream helps kickstart your influencer outreach. Its 2025 features include influencer performance analytics and audience demographic insights.
Refersion: Tracking progress and stats with influencers is a bit complicated, but tools like Refersion track sales and process payments for you. The 2025 update now includes integration with TikTok campaigns.
Influencity: This comprehensive platform tracks the influencer journey from start to finish, helping you get a global perspective on your performance. The 2025 version includes AI-powered influencer matching.
Graphic design marketing tools
Don’t forget about this important aspect of marketing: graphic design and video creation. Creating images and videos that properly reflect your brand’s values and image is just as important as everything else we’ve talked about in the post. And luckily for you, these tools can help you do just that:
Canva: You’ve probably already worked with Canva and that’s no surprise to us: Canva is an easy-to-use tool that creates practically any visual you could imagine. Its 2025 updates include new AI-driven design suggestions.
Adobe Creative Suite: If you’re looking to go a bit more in-depth in your content creation and dive into video editing, Adobe Creative Suite uses professional design software to bring your visual content to life. The 2025 version includes cloud-based collaboration tools.
Figma: For teams in need of a tool that allows them to work in real time, Figma is the perfect solution, especially for design prototypes. In 2025, Figma now supports advanced video prototyping and enhanced plugin integrations.
Wow, what a list, right? This non-exhaustive list of digital marketing tools is just a peek into all that digital marketers can achieve with the help of these great tools. Did we miss any? Let us know and don’t wait another moment to get started on your digital marketing journey.
Further Resources
📰 Tools Marketers are Obsessed With Today
📰 5 Tips for Building a Successful Digital Marketing Career
📰 Advice for Marketers of the Future
📰 How AI is Transforming Local Marketing for Retailers in 2024
📰 Learn Digital Marketing with Ironhack’s new Bootcamp
About the Author:
Juliette Carreiro is a skilled content creator with over five years of experience in SEO, content ideation, and digital marketing strategy. She has spent more than two years at Ironhack, where she developed in-depth articles on topics ranging from career growth in tech to the future impact of AI. With expertise across tech, hospitality, and education industries, Juliette has helped brands like Ironhack engage their audiences with impactful storytelling and data-driven insights.
