What are the most important tools in Digital Marketing today?

There is an enormous range of digital marketing tools. The choice therefore always depends strongly on what you want to achieve and which areas of digital marketing you focus on. Since we have a very broad marketing base at Roland Berger, we use a wide range of tools. Beginning with typical social media tools to manage our corporate social media profiles (e.g. Sprout Social, Hootsuite...), publish ads (e.g. Campaign Manager, Google Adwords...) or push content via employee profiles (e.g. LinkedIn Elevate, Limber...). To be successful in SEO, we recommend tools like Searchmetrics, Screaming Frog, Google Keyword Planner. To continuously optimize digital marketing activities and conversion rate, monitoring & reporting tools as well as A/B testing tools are essential (e.g. Google Analytics, Meltwater, Optimizely, Segment...). A CRM tool well integrated in the company (e.g. Microsoft Dynamics, Sales Force, SAP ByD...) and a marketing automation tool (e.g. Adobe Marketing Cloud, HubSpot, Eloqua...) are an indispensable basis for lead generation and lead nurturing along the marketing & sales funnel. In addition, project management tools (e.g. Jira, Trello, MS Teams…) simplify our daily work. Not to mention tools like Adobe InDesign, Photoshop, Premiere, After Effects... without which our media design team could hardly work.