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原创译文 | 2017年会成为大数据的扫盲年吗？
现代营销者非常幸运，因为他们的面前有着众多价格低廉的、甚至免费的工具供他们选择，帮助他们进一步的了解他们的客户、竞争对手和市场环境。这些工具还能帮助他们在笔记本电脑、手机之间实现自动的、实时的信息交流，对“数字+传统”营销渠道运筹帷幄。
为了帮助大家了解这些工具到底有多少，我们制作了一份免费数字营销工具和服务的统计图，其中我们列举了30种营销技术，并每种推荐了5个免费的工具。你可以根据自身需要选择相应的数字营销工具。
我们自己的网站也会使用各种各样的数字营销服务和分析工具，所以我们也积极尝试不同的工具。
斯科特·布林克尔也曾做过一份市场营销工具统计图，其中他推荐了很多优秀的数字营销工具，但是由于列举的工具数量太多，读者一般很难看下去。受到他的启发，我们也想制作一份营销工具统计图，列举出更多价格低廉甚至免费的、方便操作的工具，让人们能更好的管理市场营销的每各环节，如检索、社交平台推广、转化率优选法等。
这些工具可能被斯科特的统计图忽略了，但我们认为还是非常有价值的。我们还着重介绍了目前最受欢迎和认可的数字营销服务，特别是被一些中小规模的企业看中的数字营销服务。
如果你还不是很清楚到底有多少营销工具，或者对如何挑选和管理这些工具存在疑惑，请你一定要看我们的统计图。在过去几年间，市场上的营销技术应用数量增长迅猛，2014年相较于2012年时的数量已经翻了2番，而到今天，这一数量更是2012年的10倍之多！
这些工具数量庞大，价格不同，质量也参差不齐。随着技术的不断进步，新出的工具往往比之前的工具效率更高。
我们的统计图根据这些工具的具体用途对它们进行了分类处理，向你们展示了不同营销活动能用到的工具产品。
As marketers today, we’re fortunate to have a huge number of free and low-cost tools to give us insight about our customers, competitors and market. They also help us compete by delivering automated relevant, real-time communications integrated across desktop and mobile and digital plus traditional marketing channels.
To help highlight the range of great options available, our infographic and free Digital Marketing Tools and Services 2016 download recommends 30 categories of marketing technology and our pick of the most popular 5 in each category. We’ve grouped them across the Smart Insights RACE Planning framework for managing digital marketing so you can review where you could make better use of the tools across the customer lifecycle.
What inspired us to create this infographic and guide?
We use many types of digital marketing services and insights tools to run and improve SmartInsights.com and because of this we love to try out new tools when they are suggested to us.
We were inspired by Scott Brinker’s Marketing Technology landscape which does an excellent job of defining ‘enterprise’ tools for managing digital marketing, but can be difficult to read because of the sheer number of tools. Also, we wanted to include more low-cost and free ‘hands-on’ insight tools which are important for managing activities like Search, Social media and conversion rate optimisation. These don’t tend to be included on Scott’s landscape. We also wanted to highlight the most popular, well-regarded services, particularly those which can be used across all sizes of businesses rather than being affordable only by the biggest brands.
If you were doubting the number of tools available and how it can be a problem to select and manage them, just look at the growth in the number of marketing technology applications over the last few years. For Scott Brinker's Maketing Technology landscape -it's tripled since 2014, and grown tenfold since 2012!
Clearly a huge challenge is the sheer number of tools which vary enormously in cost and quality. To further complicate the landscape. New challenger tools can often do a better job than the established tools.
The infographic helps to break down the tools into different categories of use and shows you which products you should be considering for different marketing activities.
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