I. Introduction: A Look Back at the Digital Marketing Landscape of 2017
The Digital Marketing Scene in 2017
2017 marked a pivotal year in digital marketing—a time of rapid innovation, experimentation, and the dawn of trends that still shape the industry today. Influencer marketing was gaining significant traction, with brands beginning to recognize the power of authentic content creators. Meanwhile, mobile traffic officially outpaced desktop usage, compelling marketers to prioritize responsive design and mobile-friendly strategies.
We also saw the very early stages of voice search adoption, courtesy of virtual assistants like Alexa, Google Assistant, and Siri, prompting forward-thinking brands to consider how users might search without typing. Content marketing matured, with emphasis shifting toward video content, live streaming, and interactive experiences. Social media played an increasingly central role—not only for brand awareness but as a channel for direct engagement and customer service.
Overall, 2017 was a year where the digital ecosystem expanded, and marketers equipped themselves with state-of-the-art tools to stay competitive.
Why a 2017 Retrospective Matters
But why take a retrospective approach? By looking back at the best digital marketing tools of 2017, we can:
Identify timeless strategies and technologies that have stood the test of time.
Understand how today’s tools evolved, gaining insight into what continues to work and why.
Appreciate technological milestones that propelled the industry forward.
Avoid past mistakes by learning what didn’t work or has fallen out of favor.
Whether you’re an aspiring marketer, a technology enthusiast, or a seasoned pro, appreciating 2017’s landscape provides rich context for today’s relentless innovation and what might come next.
Methodology & Criteria
For this analysis, we relied on a mix of user reviews, market share data, expert opinions, and technological impact on the industry during 2017. Key sources included G2, Capterra, TrustRadius, and niche marketing blogs from the period.
The “best” tools were those that:
Garnered strong user satisfaction.
Were widely adopted by businesses, from small startups to large enterprises.
Offered innovative features relative to other market options.
Influenced marketing workflows or set industry standards.
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II. Best Digital Marketing Tools for SEO in 2017
Search Engine Optimization remained a bedrock strategy in 2017, and the right tools were critical for gaining visibility amid rising competition.
Keyword Research & Analysis Tools
Three giants dominated keyword research in 2017:
SEMrush: Known for its robust competitor analysis, traffic insights, and keyword database. SEMrush stood out with its all-in-one suite, including PPC and social media integrations. Pricing started around $99.95/month.
Ahrefs: Celebrated for its unparalleled backlink database and in-depth keyword explorer. Marketers relied on Ahrefs for competitive analysis and tracking keyword performance, priced starting at $99/month.
Moz Keyword Explorer: Provided SEO metrics like Keyword Difficulty and Opportunity Scores, simplifying keyword targeting decisions. Moz Pro packages ranged from $99/month, offering crawl and page optimization alongside keyword research.
Limitations: In 2017, no tool excelled at real-time SERP volatility insights. SEMrush was broader, but Ahrefs excelled with backlink data.
Example Table: SEO Keyword Tools (2017)
| Feature | SEMrush | Ahrefs | Moz Keyword Explorer | ———————— | ————————— | —————————- | —————————— | Keyword Database Size | ~100M+ | ~3B keywords (2017) | ~500M | Backlink Analysis | Good | Industry-leading | Decent | SERP Feature Tracking | Yes | Limited | Limited | Pricing (Basic) | $99.95/month | $99/month | $99/month | [Learn more about SEO keyword research best practices on our blog.] ### On-Page Optimization Tools – [Screaming Frog](https://www.screamingfrog.co.uk/seo-spider/): A beloved desktop crawler with free (500 URL crawl limit) and paid versions (£149/year). It helped identify duplicate content, broken links, and meta data issues swiftly. – [Google Search Console](https://search.google.com/search-console/about): Provided direct insights from Google including indexing status, crawl errors, mobile usability reports, and search analytics—the backbone for on-page optimization monitoring. ### Off-Page Optimization Tools Off-page SEO involved backlink acquisition and analysis: – Ahrefs and SEMrush dominated here again due to powerful backlink databases. – Majestic SEO provided Trust Flow and Citation Flow metrics, helping marketers assess link quality, priced affordably starting at $49.99/month. – BuzzSumo assisted with content discovery and influencer outreach—key for link building campaigns. ### Technical SEO Tools Technical audits became fundamental as Google penalized slow, poorly structured websites. – Screaming Frog: Crawl and diagnose issues. – DeepCrawl: Cloud-based, for large sites needing scheduled and comprehensive technical audits. – Sitebulb: Another desktop audit tool that gained traction for clear visualizations of crawl issues. ### Comparison Table: Best SEO Tools (2017) | Tool | Use Case | Pricing (2017) | Unique Features | |||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| SEMrush | Keyword, backlink, competitor | $99.95+/month | All-in-one toolkit | ||||||||||||||||||||||||||||||
| Ahrefs | Backlink analysis, keyword | $99+/month | Largest backlink repository | ||||||||||||||||||||||||||||||
| Moz Pro | On-page and keyword research | $99+/month | Page optimization metrics | ||||||||||||||||||||||||||||||
| Screaming Frog | Site crawling | Free / £149/year | Desktop crawl for technical SEO | ||||||||||||||||||||||||||||||
| Majestic | Link quality metrics | $49.99+/month | Trust Flow / Citation Flow |
[See our updated comparison of SEO tools for 2024 here.]
[Check out Ahrefs and SEMrush official sites for the latest updates.]
III. Best Digital Marketing Tools for Social Media Marketing in 2017
Social media marketing blossomed in 2017, shifting from experimental to essential.
Social Media Management Platforms
Hootsuite: The dominant player, enabling scheduling, monitoring, and analytics on multiple platforms. Supported integrations with Facebook, Twitter, LinkedIn, and Instagram. Pricing started with a free plan, with paid tiers offering team collaboration from $19/month.
Buffer: Known for its simplicity, offering easy queue scheduling and content planning with a clean UI. Pricing started at $10/month for Pro plans.
Sprout Social: Geared toward professional teams, offering CRM features and in-depth analytics. Higher pricing (starting around $99/month) reflected its focus on enterprise-grade needs.
Social Listening Tools
Brand24 and Mention allowed real-time monitoring of brand mentions and keywords across social networks and the wider web, invaluable for reputation management and crisis monitoring.
BuzzSumo also provided content-centric listening, helping marketers identify trending topics and key influencers.
Social Media Analytics Tools
Detailed analytics were less embedded in social platforms than today, so third-party tools were crucial:
Simply Measured offered in-depth multi-channel analytics, including competitive benchmarking.
Native insights from tools like Facebook Insights and Twitter Analytics complemented third-party solutions for daily performance monitoring.
Influencer Marketing Platforms
Influencer marketing exploded during 2017, with platforms emerging to simplify outreach:
Upfluence and Traackr provided influencer discovery, relationship management, and ROI measurement.
TapInfluence automated influencer campaigns and reporting.
These platforms helped brands scale authentic partnerships, driving the rise of micro and niche influencers.
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IV. Best Digital Marketing Tools for Email Marketing in 2017
Despite the rise of social media, email marketing remained a core channel, refined with the aid of powerful tools.
Email Marketing Platforms
Mailchimp: The most popular SMB-friendly platform, offering easy drag-and-drop templates, segmentation, and automation. Free up to 2,000 subscribers, with paid upgrades.
Constant Contact: Known for excellent deliverability and customer support. Pricing started at $20/month based on subscriber count.
AWeber: Emphasized autoresponder functionality and robust email templates, around $19/month for up to 500 subscribers.
Email Automation Tools
In 2017, drip campaigns and behavior-based triggers became industry standards.
Mailchimp and AWeber introduced simple automation workflows.
ConvertKit targeted bloggers and creators with intuitive automation for $29+/month.
ActiveCampaign combined CRM and automation, starting at $9/month, offering sophisticated conditional journeys.
Email Deliverability Tools
Ensuring emails reached inboxes was critical:
Sender Score (by Validity) evaluated sending reputation.
Litmus allowed previewing emails across devices and inbox providers, reducing rendering errors.
Email Analytics Tools
Built-in analytics in Mailchimp and Constant Contact tracked:
Open rates (average ~20% in 2017)
Click-through rates
Conversion tracking with integrations to CRMs and eCommerce platforms
Regular A/B testing features helped optimize subject lines and content.
V. Best Digital Marketing Tools for Paid Advertising in 2017
Digital ad spending in 2017 surpassed traditional TV in the U.S., powered by evolving tools.
Google Ads Management Tools
Google Ads Editor: A free desktop tool for bulk campaign changes and offline editing.
WordStream Advisor: Simplified PPC management for small businesses, offering guidance on optimizing spend (starting around $49/month).
SEMrush also provided competitive PPC analysis.
Social Media Advertising Platforms
Facebook Ads Manager evolved into a robust campaign hub, introducing detailed audience targeting and split testing.
Twitter Ads and LinkedIn Campaign Manager offered self-service platforms, though with fewer features compared to Facebook.
Emerging Instagram ads were administered through Facebook’s platform.
Ad Creative Tools
Canva simplified creative development with drag-and-drop editors for social and display ads (free and paid plans).
Bannersnack allowed for animated display ads creation without design expertise.
Ad Tracking and Analytics Tools
Google Analytics integrated with Google Ads for campaign ROI tracking.
Facebook Pixel enabled retargeting and conversion tracking on websites.
Supermetrics extracted ad data into Google Sheets for custom reports (subscriptions started at ~$39/month).
VI. Best Digital Marketing Tools for Analytics and Reporting in 2017
Data-driven decision-making was paramount, supported by an array of analytics solutions.
Google Analytics
Still the market leader, Google Analytics in 2017 offered:
Real-time visitor tracking
Multi-channel funnel reports
Goal and conversion tracking
Custom segmentation and dashboards
Integration with Google Ads and Search Console
All available on a free tier, with Google Analytics 360 catering to enterprises starting at $150,000/year.
Other Web Analytics Platforms
Adobe Analytics: For complex, enterprise-grade requirements.
Clicky: Provided real-time analytics, favored by SMBs.
Marketing Automation Platforms
HubSpot: Combined inbound marketing, CRM, and reporting into one platform. Freemium model with paid tiers starting around $50/month.
Marketo: Provided advanced lead scoring and analytics for enterprises.
Data Visualization Tools
Google Data Studio: Launched publicly in 2017, enabled free, customizable data dashboards.
Tableau: The established leader in interactive data visualization, with a robust desktop edition priced around $35/month (Viewer) and $70+ for Creator access.
VII. Conclusion: Lessons Learned and Future Implications
Enduring Principles of Digital Marketing
Looking back, certain foundational strategies from 2017 remain timeless:
Audience-centric content is king, whether shared via email, social, or paid channels.
Multi-channel marketing enhances reach and engagement.
Data informs decisions—the tech may change, but the importance of measurement persists.
Authentic influencer collaborations build trust and community.
Evolution of Digital Marketing Tools
Since 2017, we’ve witnessed:
Tools getting smarter with AI-driven automation (e.g., ChatGPT for copywriting, automated bidding strategies).
Seamless integration across platforms to break data silos.
More sophisticated personalization capabilities.
Expanded support for voice and visual search, reflecting changing user habits.
Future Trends in Digital Marketing
Building on 2017’s foundation, marketers can expect:
Greater reliance on first-party data amid privacy changes.
Wider adoption of AI and machine learning to predict user needs.
Dominance of video and immersive experiences, including AR/VR.
Emphasis on ethical marketing and socially conscious branding.
VIII. FAQ Section
Q1: Was influencer marketing already popular in 2017?
Yes, influencer marketing became mainstream in 2017 with brands leveraging social media personalities to reach niche audiences.
Q2: Which SEO tool reigned supreme in 2017?
Both SEMrush and Ahrefs were top choices; SEMrush for its all-in-one features, and Ahrefs for backlink analysis.
Q3: Were there free digital marketing tools in 2017?
Absolutely. Tools like Google Analytics, Google Search Console, and free plans from Buffer and Mailchimp were widely used.
Q4: Did automation exist in email marketing then?
Yes, platforms like Mailchimp, ConvertKit, and ActiveCampaign enabled drip sequences and triggered emails.
Q5: How have tools changed since 2017?
They’ve become more integrated, intelligent, and user-friendly, heavily leveraging AI and better user interfaces.
IX. Call to Action
What tools were your favorites back in 2017? Did we miss one you couldn’t live without? Share your experiences, nostalgic memories, or updated recommendations in the comments below!
If you’re looking to supercharge your 2024 marketing, explore our latest resources, or contact us for expert strategy and tool integration services today.
Reflecting on the best digital marketing tools from 2017 reminds us how far we’ve come—and inspires us for the next wave of innovations! Don’t forget to bookmark this article for a dose of digital marketing history.
