Salesmanago Blog | eCommerce Marketing, Automation & AI Insights

Why Ecommerce Marketing Tools Matter

Asking yourself today, in the digital age, why you need marketing tools is the equivalent of questioning the usefulness of marketing automation. Compared to the traditional approach, which involves time and human resources to carry out repetitive tasks like data collection, analysis, and then crafting and sending messages to potential clients and consumers throughout the various stages of the sales funnel, automated marketing relies on AI tools to streamline the entire workflow.

Below are some undeniable advantages of using marketing tools for eCommerce businesses:

Time and Energy Efficiency

Exhausted employees tasked with repetitive and monotonous work lead to reduced productivity on one hand, and significant expenses on the other – ranging from salaries and hiring additional staff to low efficiency in marketing efforts.

With digital marketing tools, tasks are executed automatically by artificial intelligence, which can provide valuable support in stages such as audience segmentation, analysing online behaviour and responses to your brand based on demographics, time spent on websites or social media, as well as interests and needs.

Automated message generation throughout various stages of the marketing funnel is also carried out automatically, perfectly synchronised with the moments users perform relevant actions in relation to your brand. A trained chatbot can handle frequently asked questions, taking over the workload of several human operators, who can then focus on more complex customer needs.

Data-Driven Decision-Making Through Analytics and Tracking

Automatically collecting data is not a goal in itself, but it is essential for building a solid foundation of insights that can guide future actions and lead to a coherent and unified strategy for addressing your target audience.

This extensive and complex process involves analysis, decision-making, implementation, and monitoring of results at each stage and every future interaction between the user and your brand.

With automated analytics tools, you gain a broader perspective on strategies that may help attract users, reduce cart abandonment rates, improve customer satisfaction, and boost retention.

Personalisation at Scale for Improved Customer Experience

Personalisation at scale is challenging – if not impossible – without digital marketing tools capable of sending individualised, simultaneous messages to multiple clients based on their unique profiles.

AI tools can be programmed to collect data, create detailed overviews, and build a coherent history for each customer, enabling the delivery of personalised messages. This process can be scaled effectively across various stages of the marketing funnel. It leads to better user responses, lowers resistance to advertising, and increases the chances of content being received positively.

From a marketing perspective, this translates into higher conversion rates, increased customer retention, and improved ROI—bringing us to the next major benefit of marketing tools and automation in eCommerce.

Better ROI Through Optimised Campaigns and Funnels

Ultimately, the value of marketing tools lies in their efficiency, which clearly translates into ROI. Any investment that pays off quickly is a win for the business, and in eCommerce, where marketing strategies, campaign implementation, and the right tools are essential, it matters even more.

This is where precision marketing comes in—where every decision is backed by thorough analysis of available customer data and aligned with the company’s needs. Actions become deliberate, targeted, and efficient, while analytics tools enable ongoing result tracking and timely adjustments to tactics and methods.

As a result, ROI improves, and as a manager, you won’t feel the pressure of investing in professional marketing tools.

Types of Ecommerce Marketing Tools

Implementing automated marketing does not come without its challenges. These stem from the fact that, practically, there is a different tool for each task. What is truly remarkable is the ability of these tools to integrate in your website through data using AI.

Therefore, for optimal functionality, efficient campaigns, and a centralised omnichannel marketing approach, you need specialised software across various areas of action. Throughout the marketing stages and then along the sales funnel, there are several steps that need to be covered with the appropriate tools.

Let’s now go through the main types, with relevant examples of the most appreciated marketing tools:

1. Email Marketing

Email automation helps you deliver relevant messages at the right moment. You can set up welcome campaigns, abandoned cart reminders or post-purchase loyalty flows.

Useful tools:

• SALESmanago– multiple integrations, AI packed, focused on eCommerce

• Omnisend – good for SMS + email

• Mailchimp – classic email solution

Key benefit: personalised communication that boosts conversions.

2. Social Media Management

Consistent, targeted social media posts bring visibility and engagement. Dedicated tools help you schedule, analyse and optimise campaigns.

Useful tools:

• Buffer / Later – simple and visual

• Hootsuite – comprehensive, ideal for larger teams

Key benefit: saves time and maintains a constant online presence.

3. SEO & Content Marketing

Organic traffic is essential. With the right tools, you can find valuable keywords, optimise content, and improve your Google rankings.

Useful tools:

• Ahrefs / SEMrush – for research and competitive analysis

• Surfer SEO – real-time article optimisation

Key benefit: attracts qualified traffic without large budgets.

4. PPC & Advertising

Paid advertising remains a fast growth channel. You need tools that help you create, track and efficiently scale campaigns.

Useful tools:

• Google Ads / Meta Ads Manager – classic channels

• AdEspresso – simplifies multi-ad management

Key benefit: quickly attract new customers and easily test messages.

5. CRO (Conversion Rate Optimization)

It’s vital to turn traffic into orders. CRO tools show you what needs improvement on your site, where customers get stuck, and what changes can increase sales.

Useful tools:

• Hotjar – heatmaps and visual feedback

• Optimizely / VWO – simple and effective A/B testing

Key benefit: increases conversions without raising ad budgets.

6. Customer Feedback & Reviews

Customer opinions influence purchasing decisions. Collecting reviews and managing your reputation are crucial.

Useful tools:

• Yotpo – reviews + loyalty

• Trustpilot / Judge.me – trust and transparency

Key benefit: more confident customers, higher sales.

7. Influencer & Affiliate Marketing

Promotion through ambassadors or partners brings credibility and fresh exposure.

Useful tools:

• Upfluence / Grin – influencer management platforms

• Refersion – for affiliate and commission tracking

Key benefit: attract new audiences through trust and recommendations.

8. Analytics & Tracking

No decision without data! Analytics tools help you understand what works and where you're losing money.

Useful tools:

• Google Analytics 4 – the foundation of any analysis

• Mixpanel / Heap – user behaviour analytics

• Looker Studio – custom visual reports

Key benefit: informed decisions and data-driven strategies.

Choosing the Right Tools for Your Ecommerce Business

The landscape of digital marketing tools is vast and complex, as you may have noticed in the section above. We have highlighted some of the best tools available, but there are many others, less well-known, offered by various marketing agencies. Their features can be tailored to suit the specific needs of each business. Therefore, you are faced with important decisions when it comes to selecting the most suitable specialised software.

Your choice will depend on several factors. Here’s how you should narrow down your list of tools and define the tasks they need to fulfil. When making your selection, consider the following criteria and invest wisely:

1. Your business objectives

Define clearly what you want to achieve: more traffic? A better conversion rate? Customer loyalty? Depending on these goals, prioritise the tools that directly support them – for example, if your traffic is good but conversions are low, your focus should be on CRO, not advertising.

2. The stage your shop is at

An online start-up will have different needs compared to an established brand. At the beginning, you’ll need simple, affordable, and multifunctional tools like Mailchimp or Canva. As your business grows, you’ll require more advanced, integrated, and automated platforms such as HubSpot, Salesforce Marketing Cloud or SALESmanago.

3. Integration with your eCommerce platform

Make sure the tools you choose are compatible with Shopify, WooCommerce, Magento, or whatever platform you are using. Good integrations save time, reduce errors, and give you a unified view of campaign performance.

4. Ease of use and technical support

A complex tool with a difficult interface can become a burden for your team. Look for intuitive solutions with clear tutorials, an active community, and responsive support. Always test free or demo versions before purchasing a premium licence.

5. Available budget

The most expensive tools are not always the best fit for your business. Many premium tools, or those with entry-level plans, offer enough functionality for businesses just starting out. Analyse the cost/benefit ratio and only upgrade when your growth demands it.

6. Scalability

Invest in tools that can grow with your business. Constantly switching platforms because the current one can no longer handle your data volume or user numbers can be frustrating. Platforms like ActiveCampaign, Klaviyo, or HubSpot are ideal for gradual growth.

Conclusion

In 2025, the success of an online shop depends increasingly on the ability to use digital marketing tools effectively. These tools not only automate processes but completely transform how you engage with your customers. The key is not to use them all, but to choose those that best fit your business, integrate them smoothly, and continuously optimise them based on the data you collect.