An online marketing platform is a software program or tool used by marketing employees or agencies to manage online marketing activities. Some tools center on inbound marketing activities, such as blogs and social media communication used to drive traffic to a company website or online business.
Other online marketing programs help marketers prepare external communications used in outbound marketing, such as e-mail campaigns or online advertising. Some tools include features that enable management of both inbound and outbound marketing. Hubspot, Exacttarget, Marketo, Marin Software and Vocus are among top online marketing platforms as of 2014, according to Doz. Paid search, display advertising and mobile advertising are other functions of online marketing platforms.