Theo Martod và Chiefmartec thì công cụ Marketing được phân loại thành 6 nhóm chính là: Advertising & Promotion, Content & Experience, Social & Relationships, Commerce & Sales, Data, Management. Trong đó sẽ phân ra cụ thể như sau:

Advertising & Promotion

• Mobile Marketing
• Display & Programmatic Advertising
• Search & Social Advertising
• Native/Content Advertising
• Video Advertising
• Print
• PR

Content & Experience

• Mobile apps
• Video Marketing
• Interactive Content
• Email Marketing
• Content Marketing
• Optimization, Personalization & Testing
• DAM & MRM
• SEO
• Marketing Automation & Campaign/Lead Management
• CMS & Web Experience Management

Social & Relationships

• Call Analytics & Management
• ABM
• Events, Meetings & Webinars
• Social Media Marketing & Monitoring
• Advocacy, Loyalty & Referrals
• Influencers
• Community & Reviews
• Live Chat & Chatbots
• Customer Experience, Service & Success
• CRM

Commerce & Sales

• Retail, Proximity & IoT Marketing
• Channel, Partner & Local Marketing
• Sales Automation, Enablement & Intelligence
• Affiliate Marketing & Management
• Ecommerce Marketing
• Ecommerce Platforms & Carts

Data

• Audience/Marketing Data & Data Enhancement
• Marketing Analytics, Performance & Attribution
• Mobile & Web Analytics
• Dashboards & Data Visualization
• Business/Customer Intelligence & Data Science
• iPaaS, Cloud/Data Integration & Tag Management
• DMP
• Customer Data Platform
• Governance, Compliance and Privacy

Management

• Talent Management
• Product Management
• Budgeting & Finance
• Collaboration
• Projects & Workflow
• Agile & Lean Management
• Vendor Analysis