Digital marketing tools – The 8 recommended tools for 2020

Digital marketing tools – The 8 recommended tools for 2020
30th December 2019

Find out which digital marketing tools made our top 9 recommendations for 2019

Which digital marketing tools should businesses be using in 2020?

Digital marketing tools help organisations track and evaluate their marketing efforts. There are now over 7000 marketing technology solutions available in the market. These tools have shaped the digital marketing industry as we know.

We’ve reviewed what we consider the 8 best digital marketing tools that you should be using in 2020.


At Kagool, we provide our clients with search marketing services, therefore it seems appropriate to kick-start this list with three SEO tools that we use on a daily basis to provide us with the information to help our clients achieve their goals.

SEMRush is a tool used for digital marketing management. It helps with keyword suggestion and highlights competitor activity across organic search, pay per click (PPC) advertising, display advertising and Google shopping.

SEMrush enables marketing professionals to gain leverage over their competition by giving them valuable insight into what their consumers and prospects are interested in. This is alongside data showing how competitors are tackling the same challenge.

The digital marketing tool offers data into the SEO tactics of competing organisations. It highlights the keywords that underpin competitors’ search engine rankings. Additionally, SEMrush lets companies know when there is a new player in the market and tracks how the website rankings change. This is great for marketers looking to improve their digital marketing strategy.

SEMrush benefits those who are running PPC campaigns too. Companies can compare their advertising approaches with those of their rivals which allows budgets to be adjusted in accordance to what terms make are popular for competitors and themselves. It solves a number of problems that may not even be noticed without using this particular tool.


Moz offers a variety of SEO tools, including: keyword research, link building, site audits and page optimisation insights. These tools track online visibility and indicated actions to improve their search engine ranking. Moz is a useful tool for any marketer, placing emphasis on the following areas:

  • Visibility – track keywords for Google, Bing and Yahoo in 200+ countries. In addition, Moz also tracks geo-targeted keywords to generate local rankings.
  • Authoritative metrics – Provides industry leading metrics, particularly with regards to hierarchical information such as Page Authority and Domain Authority.
  • Links – In addition to measuring your backlinks, most valuable pages and anchor text, Moz also proactively looks for unlinked mentions and competitive link opportunities.
  • Keyword Analysis – With smart SERP analysis, Moz provides comprehensive keyword-based data (i.e. which words are ranking, who’s searching, where traffic is generating etc.)
  • Moz campaigns – Another cool feature is that campaigns can be tracked for a company which update varying search marketing statistics on a weekly basis. On the Campaign Dashboard, high level stats and insights such as search visibility and link metrics are presented.


The third and final SEO tool that you need in 2020 is Ahrefs. Like SEMrush and Moz, Ahrefs allows you to learn lots about your competitors, including:

  • Where they get traffic
  • Where they rank for specific keywords
  • How many backlinks they have
  • Who exactly links to their website

There are several useful digital marketing tools within Ahrefs itself that can benefit an organisation. Alerts can be set up each time a website ranks for a new keyword or is mentioned on the web. Ahrefs provides a comprehensive Site Audit tool and a Rank Tracker tool too.

One of the most useful features is their Keyword Explorer – an enormous database of keywords from 170 countries. The explorer shows accurate search volume data, how many searches are with clicks and how many searches are without clicks. It also shows the keyword difficulty in other words and how hard it is to rank for those specific words.

Google Analytics

Google Analytics is one of the most widely used digital marketing tools in the world. Marketing Land state that it is used by between 30-50 million websites. No matter how many websites use it, if you are a digital marketer, growth hacker, marketing manager or even a CEO, it is beneficial.

Google Analytics allows you to figure out where users are coming from, what goals are achieved on your site, what you need to do differently to your competition and what social media platform to target. There’s a long list of benefits and advantages to using Google Analytics. Some benefits you should consider:

  • It is FREE to use
  • Powerful customizable reports
  • You can track campaigns that are driving traffic to your website
  • Export to Excel quickly and easily
  • Ability to measure internal site search which can help make effective changes to your navigation and product offers
  • Advanced segments for ad hoc analysis
  • Multi-channel funnels which go beyond looking at last click conversions
  • Ability to monitor mobile and tablet traffic – it’s easy to see how your mobile and tablet traffic is growing and whether this visitor segment is converting or not

Google Analytics is a must-have tool for any organisation’s website. As a Google partner, our digital marketing teams are Google certified so that we get the most out of Google Analytics for our clients.

Google Tag Manager

There is a common misconception that Tag Manager is the same thing as Google Analytics. This is not the case, it’s a completely separate tool. In short, Google Tag Manager is a user-friendly solution to managing the tags, or the snippets of Java Script that send information to third-parties on your website or mobile app.

It simplifies the process of adding these snippets to a website. Instead of updating code on your website, you use the interface to decide what needs to fire on what page or what action. Google Tag Manager then adds the appropriate tracking to your site to make sure it all works.

There are several benefits to Google Tag Manager and reasons why it’s advisable you use it. Firstly, before it existed, the JavaScript on your website or mobile app had to be hardcoded. In other words, you were forced to team up with developers to make even the slightest changes to your tracking. Now, Tag Manager provides a user-friendly interface that walks you through creating tags step by step, which eliminates the need to have extensive experience with JavaScript.

Another benefit is that it integrates and works together seamlessly with Google Analytics. One example would be using Tag Manager to send different pieces of data to Google Analytics such as pageviews and events. Although Tag Manager is free, if you don’t already have a dedicated experienced digital marketer in-house it can take some time to master. Partnering with a digital agency with the experience and expertise would likely see better results, faster.

Google Keyword Planner

Google’s Keyword Planner is not an all-in-one tool like the previous ones mentioned, but a free tool to research and evaluate keywords and their search volume. Although designed for Google Ads, it works perfectly for SEO purposes too. The tool shows a keyword’s traffic volume and estimates the competitiveness of the term. The tool highlights seasonal changes in search trends which is vital for campaign planning.

This allows you to identify the low hanging fruit (high volume, low competition terms) and optimise content to rank for those terms. Once the data is gathered, it can be exported. Although the level of data it provides is basic in comparison to other tools, the insights gained are valuable and can be beneficial to your organisation’s SEO and PPC campaigns.


If user experience (UX) is important to your business, HotJar is a tool that you must have. HotJar is an analytics tool that helps you gather qualitative data. This is reported in the form of heatmaps, funnel tracking, visitor recordings, user polls and surveys.

When it comes to heatmaps and recordings, HotJar will even drill down to device level and provide a different view depending on whether a visitor has arrived on a desktop, tablet or a mobile phone.

Interestingly, this kind of technology isn’t new, simply that before HotJar all these tools were available on different disparate services. With HotJar, everything is under one roof.

In terms of benefits, it is affordable, it is really simple to use (a heatmap can be set up in 30 seconds), has fantastic customer support and if you do not want to shell out any money at all, there is a free version which gives you basic features and functionality.


SimilarWeb is a tool that is useful for when you do not have access to Google Analytics. It is an online competitive intelligence tool that provides traffic and marketing insights for any website.

It transforms raw data into engaging and insightful web metrics for any external website. Information provided includes:

  • estimated traffic of a site
  • what the sources are of that traffic
  • what are the countries
  • a basic idea of the keywords that the website ranks for

Most of these features are available in the free version, but there is also a paid for premium version that can be customised to your needs. It offers unlimited results per metric, up to three years of web traffic data and more insights such as global and country level data.

Other insights include desktop vs mobile web split analysis, popular pages, keyword analysis and the ability to compare five websites side by side. Furthermore, all these statistics can be accessed through a handy chrome extension that gives a quick snapshot. SimilarWeb is most certainly a tool that you can gain a lot of valuable insight from.

How your business can get the most from digital marketing tools

The tools we’ve mentioned in this article are great for digitally ambitious organisations, but often the training and subscriptions for some of the more advanced features can get pricey if you don’t already have a dedicate team that’s moving your business through digital transformation. If this sounds familiar, then working with a team of digital marketing professionals could be the answer.

We’re Kagool and we’re experts in designing, building and optimising websites on the Sitecore platform. In fact, we have a long list of credentials that demonstrate this, including our Google Partner accreditation and Sitecore Platinum Partner status. So if you’d like to work with a digital agency that has over a decade’s experience helping organisations achieve their digital goals – get in touch, we’re a friendly bunch. Alternatively, book a digital audit and discover how to get ahead in your industry.