Online marketing tools worth considering

Online marketing spans content, search, social media, email and measurement. The right tools can reduce repetitive work and make performance easier to understand. This guide introduces a practical mix of free and paid options.

Tools for content creation

Canva

Canva combines templates, stock assets and simple editing tools for social posts, presentations and advertising creative. It is accessible to teams without dedicated design expertise.

Price: Free of charge, Pro version from approx. 11.99 €/month.

Grammarly

Grammarly reviews spelling, grammar, clarity and tone. It is useful for polishing English-language blogs, newsletters and social copy, although human review still matters.

Price: Free of charge, premium version from approx. 12 €/month

Copy.ai / ChatGPT

Copy.ai and ChatGPT can help generate ideas, outlines and draft copy. Treat the output as a starting point and review it for accuracy, originality and brand voice.

Price: Free of charge, Pro versions from approx. 20 €/month

Tools for SEO and keyword research

SEMrush

Semrush combines keyword research, site auditing, competitor analysis and content workflows. It is particularly useful when several search-marketing tasks need to sit in one platform.

Price: From approx. 119.95 €/month

Ahrefs

Ahrefs is widely used for backlink research, keyword analysis and technical site audits. Its competitor data can help identify realistic opportunities for organic growth.

Price: From approx. 99 €/month

Ubersuggest

Ubersuggest offers accessible keyword, audit and content-idea features, making it a straightforward entry point for smaller businesses.

Price: Free of charge, Pro versions from approx. 29 €/month

Google Keyword Planner

Google Keyword Planner provides search-demand and advertising data for Google Ads. It is useful for campaign planning, but its figures should not be treated as exact organic-search forecasts.

Price: Free of charge

SISTRIX

SISTRIX focuses on search visibility, keyword performance and competitor monitoring, with particularly strong recognition in European markets.

Price: From approx. 99 €/month

XOVI

XOVI brings keyword monitoring, backlinks and competitor analysis into one SEO suite and can suit teams looking for an alternative to larger platforms.

Price: From approx. 99 €/month

Tools for social media management

Buffer

Buffer offers a straightforward way to schedule social posts and review basic performance across supported networks.

Price: Free of charge, Pro versions from approx. 6 €/month

Hootsuite

Hootsuite combines publishing, monitoring and reporting across multiple social networks.

Price: From approx. 19 €/month.

Later

Later specialises in planning visual social content and offers a calendar-style workflow for channels such as Instagram.

Price: Free of charge, Pro versions from approx. 15 €/month

Tools for email marketing and automation

Mailchimp

Mailchimp combines newsletters, audience management and automation for small and medium-sized organisations.

Price: Free of charge, Pro versions from approx. 13 €/month

ActiveCampaign

ActiveCampaign combines CRM, email marketing and detailed automation for teams with more advanced customer journeys.

Price: From approx. 29 €/month.

Sendinblue

Brevo, formerly Sendinblue, offers email and automation features aimed at smaller teams and growing businesses.

Price: Free of charge, Pro versions from approx. 19 €/month

Tools for web analytics and conversion optimisation

Google Analytics

Google Analytics is a broad analytics platform for understanding acquisition and on-site behaviour. Its depth can also make it complex, and organisations should assess configuration and privacy requirements carefully. That is one reason to compare Google Analytics alternatives including Trackboxx web analytics .

Price: Free of charge.

Google Search Console

Google Search Console reports how Google crawls, indexes and displays a site, including queries, impressions, clicks and technical issues.

Price: Free of charge.

Piwik PRO

Piwik PRO is an enterprise analytics suite with privacy and governance features for organisations with stricter control requirements.

Price: Depending on the number of users, price on request.

Hotjar

Hotjar combines heatmaps, session recordings and surveys to help teams investigate user experience. Recording and consent settings require careful privacy configuration.

Price: Free of charge, Pro versions from approx. 32 €/month.

Crazy Egg

Crazy Egg provides heatmaps, scroll maps and experimentation features for analysing page behaviour and conversion opportunities.

Price: From approx. 29 €/month.

Summary: free and paid tools at a glance

Important: prices and plan details change frequently. Check each provider’s current terms before making a decision.