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The Digital Marketing Barometer

TRENDS, WEBSITES AND INFLUENCERS POWERING THE WORLD  OF DIGITAL MARKETING IN 2020
Whether you are doing SEO, PPC, CRO or just learning new skills, it's no doubt that digital marketing is a hot topic. Whether it's industries powerhouses like Google and Facebook, upcoming tools such as SparkToro and CopyTesting, there are so many websites keeping us busy.
How can you tell what tools and technologies are used by the most people? How about what tools are growing and which are shrinking, so that you can tell which are most worth investing time in?
I have put together the ranking of 100 of the biggest digital marketing websites, tools and influencers in the world, taking into account Google searches, engagement, social following and more.
 

2020's HOTTEST DIGITAL MARKETING WEBSITES

RANKED

Which are the most popular digital marketing websites right now?

I have selected 6 major criteria to discover the 100 most loved digital marketing websites of 2020: the increase in usage's interest shown on Google Trends, the overall websites searches per year, the number of followers on Twitter and LinkedIn, the websites' engagement rate on Twitter and % changes in search Year on Year.
Taking all the above into account, I ranked the websites from the most popular to the least popular.

Most Popular Digital Marketing Websites

#1 HOOTSUITE

Probably somehow surprising that HootSuite is in the top 5 when it comes to Digital Marketing Tools and Websites. 

It's the largest social media monitoring tool by far but small if compared to tech giants.

However, in my ranking, it was not just the brand with most Twitter followers, but also on the top 5 for LinkedIn followers too. It was also in the top for global searches.

They are the living example of how to manage social channels and grow your audience.

 

Download Table to Sort

 
Rank
Website
Twitter Followers
Engagement Rate
LinkedIn Followers
Global Search Volumes/month
% Changes in Search
Overall Score
1
HootSuite
7,766,685
20%
269,390
577,700
-12.25%
85.25
2
Google Analytics
1,100,000
26%
185,605
4,100,000
-9.31%
53.52
3
Google Ads
564,204
27%
394,193
3,400,000
-3.64%
42.54
4
Grammarly
183,637
44%
27,611
3,500,000
34.35%
36.24
5
MailChimp
257,539
25%
92,454
2,600,000
-9.47%
28.23
6
Trello
185,418
36%
37,957
2,600,000
12.12%
26.68
7
Google Trends
473,931
29%
5,933
1,900,000
13.36%
22.44
8
HubSpot
815,300
19%
430,099
669,800
21.00%
17.96
9
Quora
263,973
11%
56,533
1,600,000
17.71%
17.76
10
Buffer.com
1,028,540
7%
29,997
415,000
-3.41%
13.6
11
Google Optimize
1,112,113
26%
186,603
55,800
12.39%
13.13
12
Google My Business
49,828
70%
0
1,300,000
30.85%
12.39
13
SearchConsole
408,400
72%
0
904,700
-0.59%
11.64
14
Asana
123,998
23%
53,798
1,100,000
4.86%
11.47
15
Wayback Machine
4,105
72%
11,617
1,100,000
18.62%
10.09
16
SurveyMonkey
43,300
30%
82,732
1,000,000
-9.02%
10
17
Hunter
7,971
43%
13,362
909,700
23.97%
8.2
18
NeilPatel.com
355,433
56%
399,075
109,500
47.18%
7.9
19
Moz Tools
552,358
25%
70,415
143,200
-6.37%
6.87
20
UberSuggest
354,787
56%
0
449,400
143.23%
6.85
21
social media examiner
521,464
23%
69,927
9,800
30.85%
5.49
22
Facebook Business
13,014
58%
106,377
451,000
7.36%
4.83
23
SearchEngineLand.com
449,883
32%
62,880
27,900
-1.83%
4.77
24
Basecamp
133,560
22%
23,850
401,300
-1.44%
4.42
25
Drift
20,910
49%
28,984
467,500
-5.02%
4.28
26
SEMRush
119,810
34%
65,162
319,900
28.70%
3.95
27
Data Studio
87,532
31%
198,216
132,600
26.87%
3.47
28
Contentmarketinginstitute.com
298,898
11%
79,945
7,400
-11.49%
3.34
29
Google Tag Manager
0
0%
0
381,600
3.59%
3.05
30
emarketer
296,296
23%
23,170
38,600
-11.38%
2.93
31
SimilarWeb
19,554
32%
19,470
315,900
1.64%
2.68
32
SearchEngineJournal.com
210,090
18%
78,001
15,800
40.91%
2.44
33
Wordstream
255,579
24%
26368
17,900
-8.74%
2.39
34
Ahrefs
55,162
79%
29,209
233,600
63.21%
2.36
35
YouTube Ads
201,441
12%
33,924
50,700
28.69%
2.14
36
econsultancy.com
229,884
25%
30,431
7,400
-26.38%
2.12
37
Kissmetrics
239,716
9%
13,788
10,100
18.34%
2.09
38
Searchenginewatch.com
206,801
16%
0
6,200
0.94%
1.65
39
Sprout Social
106,514
34%
38,734
69,200
-14.01%
1.52
40
Hotjar
11,300
51%
11,524
156,200
11.01%
1.3
41
ClickFunnels
15,978
40%
8,712
154,300
29.18%
1.27
42
Optimizely
30,839
38%
51,507
95,000
-13.33%
1.26
43
GetResponse
62,524
9%
7,958
82,900
-8.82%
1.03
44
Yoast SEO
108,900
33%
13,588
24,100
-5.93%
0.97
45
Unbounce
81,409
17%
13,596
51,400
1.33%
0.94
46
SEOBook
125,501
28%
0
3,100
2.80%
0.93
47
UserTesting
42,657
20%
29,215
68,500
28.76%
0.91
48
Backlinko.com
99,379
76%
4,020
11,500
17.93%
0.75
49
BuzzSumo
23,579
32%
3,537
82,700
-14.56%
0.7
50
ScreamingFrog
44,168
79%
7,344
57,500
7.26%
0.66
51
business2community
81,932
5%
14,839
1,400
-22.81%
0.64
52
MixPanel
29,133
52%
17,268
48,700
-10.93%
0.55
53
CrazyEgg
50,400
15%
4,936
33,300
-33.27%
0.52
54
Amazon Ads
0
0%
44,330
28,801
25.55%
0.51
55
Keywords Everywhere
0
0%
0
65,600
114.19%
0.43
56
Answerthe Public
5,182
71%
224
58,800
44.99%
0.4
57
Outreach.io
6,947
52%
40,926
3,200
2.69%
0.35
59
Mobilemonkey
5,768
58%
4,525
50,600
174.35%
0.34
58
seoroundtable.com
51,517
8%
569
5,300
3.46%
0.34
60
CopyBlogger
48,475
29%
1,922
4,100
-15.31%
0.31
61
VWO
2,205
84%
10,673
39,600
-28.49%
0.29
62
WebTrends Optimise
45,369
11%
872
4,500
-8.91%
0.28
63
Smartinsights.com
25,281
20%
20266
3,700
-2.26%
0.27
64
Qualaroo
43,906
10%
1,807
2,400
-5.68%
0.26
66
convinceandconvert
39,659
13%
6,443
1,000
-11.47%
0.25
65
MarTech Today
10,629
33%
2,053
36,883
-27.22%
0.25
67
AdEspresso
12,502
39%
7,790
26,000
-28.18%
0.22
68
KWFinder
11,076
62%
603
30,000
-7.52%
0.2
69
PPCHero
34,109
17%
112
2,400
-11.51%
0.18
70
Uberflip
19,229
17%
10,861
7,400
-5.10%
0.17
71
Adobe Analytics
0
0%
0
31,500
7.16%
0.17
72
Bing Webmaster Tools
975
75%
0
29,900
5.87%
0.16
74
Matomo
9,276
65%
811
22,300
-14.03%
0.14
73
marketingprofs.com
7,181
49%
17,279
4,400
0.72%
0.14
75
SurveyGyzmo
8,057
28%
2,353
21,200
-0.94%
0.13
77
Leadfeeder
4,456
56%
7,230
13,000
41.07%
0.1
76
state of digital
20,988
11%
243
350
-0.96%
0.1
78
Orbit Media
12,892
40%
3,596
1,700
5.83%
0.07
79
SEOquake
5,115
24%
784
13,100
-5.09%
0.07
80
OptinMonster
5,178
47%
859
12,800
-3.87%
0.07
81
SparkToro
9,993
1%
3,663
3,400
16.43%
0.06
82
BuzzStream
6,490
55%
488
9,800
2.68%
0.06
83
Heap Analytics
3,915
68%
6,054
6,100
-9.69%
0.05
84
Seobility
653
47%
33
11,800
103.84%
0.05
86
Sitebulb
7,737
52%
151
5,300
39.58%
0.04
85
NinjaOutreach.com
8,188
17%
269
4,200
-5.04%
0.04
88
Mouseflow
1,746
47%
586
8,100
-4.50%
0.03
90
Lemlist
178
1%
2,996
5,500
102.76%
0.03
89
Omniconvert
6,176
64%
2,495
1,900
33.29%
0.03
87
OctoParse
363
77%
175
9,200
15.76%
0.03
91
FatJoe
1,180
70%
371
6,200
0.70%
0.02
95
TapClicks
772
71%
2,904
3,000
8.91%
0.02
93
ParseHub
591
51%
1,094
5,500
4.50%
0.02
94
Megalytic
6,391
23%
167
760
-5.92%
0.02
92
ConversionXL
25
1%
4,443
1,200
-4.60%
0.02
97
Woopra
3,497
32%
636
2,700
22.54%
0.01
96
Pitchbox.com
4,499
74%
321
2,200
4.58%
0.01
99
CopyTesting
834
3%
505
1,400
72.45%
0
100
Keyword Hero
464
78%
121
1,700
-14.37%
0
98
Ipullrank.com
472
84%
903
530
-5.12%
0

Digital Marketing Trending Tools

WINNERS AND LOSERS OF 2020

We, marketers, love to be lazy (or more efficient:-). That is why we use a range of tools to help us. But trends come and go as in every sector.

I have researched how online searches for different tools have changed year on year, showing those that have seen the biggest increase and those that we are moving on from.
 

Winners of 2020

The digital marketing tool with the biggest increase in popularity this year was "MobileMonkey", with a whopping increase of 174.35% compared to last year. What is MobileMonkey? MobileMonkey is the world's best Facebook Messenger marketing platform. Since it's connected to Facebook, it promises to reach 1.3 billion customers globally!

After this, three more tools have seen a radical surge in popularity in the last 12 months, all of them part of the wider SEO group. And they include UberSuggest (143.23%), KeywordsEverywhere (114.19%) and Seobility (103.84%). 

They are SEO tools that facilitate all sort of SEO-related tasks. 

Also, it was surprising to see new tools rising that didn't exist in the past twelve months and now they are getting more and more popular.

For example, CopyTesting and SparkToro were just launched in April 2020 and already saw a spike respectively of 72.45% and 16.43%. Also, Sitebulb, launched last year, shows an increase of 39.58% in the last 12 months.

% Change in Search Interest

Winners tools 2020.png

Losers of 2020

It was surprising to see how many tools dropped in popularity this year. For example, "CrazyEgg" dropped -33.27% compared to last year. 

CrazyEgg is the heatmap tool part of the wider industry of conversion rate optimization.

Two more tools related to conversion rate optimization that lost popularity are VWO (-28.49%) and Optimizely (-13.33%).

Even more surprising is the fall of AdEspresso, the Italian based tool that makes Facebook ad creation and optimization easier and faster. Since it was founded in 2011, it has grown to become a Facebook advertising partner and a preferred marketing tool for brands all over the world. But this year, it lost -28.18% in popularity.

% Change in Search Interest

Losers Tools 2020.png

THE MOST POWERFUL INFLUENCERS OF 2020

Many of the faces that run the most powerful tools are just as popular as the tools themselves. Many powerful digital marketing celebrities have a huge following on social media and some of them are easy to engage with.
They are entrepreneurs that became social media superstars due to the products they launch and the learning their share.
 

Top Ten Most Powerful Influencers

neil patel.jpg

#1 NEIL PATEL

Combined followers: 1,381,835

 

Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics.

In 2014, Forbes named Neil as one of the top 10 marketing experts.

In my ranking, he has the biggest number of followers and ranked #2 on global Google searches with 109,000 searches a month.

Larry Kim.jpg

#3 LARRY KIM

Combined followers: 859,744

Former CEO of WordStream, Larry recently founded MobileMonkey, which is also the fastest growing tool in my ranking.

He is the influencer with the most Twitter followers (750K+) but he almost doesn't have any YouTube followers (only 41). 

mari smith.jpeg

#5 MARI SMITH

Combined followers: 650,286

Often referred as the "Queen of Facebook" for her expertise in Facebook Ads, Mari Smith ranked on position 5 for the total social following, in my ranking. 

IBM recently named Mari as one of 7 women who are shaping digital marketing.

jeff bullas.jpg

#7 JEFF BULLAS

Combined followers: 605,508

His website, www.jeffbullas.com, receives over 5 million visitors a year and he is in a mission to inspire and educate entrepreneurs to grow their business in a digital world.

With over 500K followers on Twitter, he is also very known for affiliate marketing.

Sundar Pichai.jpg

#9 SUNDAR PICHAI

Combined followers: 2,822,863

No need for introduction, Sundar is the CEO of Alphabet, the company that owns Google. 

Surprisingly, he doesn't have a LinkedIn account but he made it into out top 10 thanks to the 500K/month searches and his Twitter's following of over 2M people.

Ann Handley.jpg

#2 ANN HANDLEY

Combined followers: 457,430

Ann Handley is a writer, digital marketing pioneer, and Wall Street Journal best-selling author.

She scored #1 for LinkedIn  and  #7 for Twitter followers. The reason why she is behind Neil Patel is that she doesn't rank well for global searches (2,200/month).

Seth Godin.jpeg

#4 SETH GODIN

Combined followers: 731,982

Seth published 19 best-selling books and he is in both the Marketing and Guerrilla Marketing Hall of Fames.

He has a huge number of Twitter followers (700K+) and more than 60K searches per month on search engines.

Kim Garst.jpeg

#6 KIM GARST

Combined followers: 631,028

She is the CEO of her own company and Forbes top 20 Women Social Media Influencers in 2013. This is how she has gained a large social media following.

In my ranking, she is in the top 3 for number of Twitter followers.

brian solis.jpeg

#8 BRIAN SOLIS

Combined followers: 602,826

Currently working as Global Innovation Evangelist @SalesForce, he is one of the brightest analysts of our time. Solis began his career as a programmer and database architect in 1991.

He became known through his digital company FutureWorks doing social campaigns for Oprah Winfrey and Pepsi.

Rand Fishkin.jpg

#10 RAND FISHKIN

Combined followers: 544,092

Many attribute to Rand the birth of SEO as we know it and he is best known for co-founding MOZ, whose blog is arguably the best place to learn SEO.

He is now the co-founder of SparkToro, an author and sought-after Keynote speaker.  

 

The Most Popular and Powerful Digital Influencers Ranked

 

Download Table to Sort

Rank
Name
Search Term
Twitter Followers
YouTube Subscribers
LinkedIn Followers
Combined followers
Global search
Overall score
1
Neil Patel
Neil Patel
355,478
627,255
399,102
1,381,835
109,900
28.4
3
Larry Kim
Larry Kim
781,523
41
78,180
859,744
1,400
16.99
2
Ann Handley
Ann Handley
453,380
393
412,711
866,484
2,200
16.99
4
Seth Godin
Seth Godin
715,716
0
16,266
731,982
62,300
14.92
5
Mari Smith
Mari Smith
589,379
14,532
46,375
650,286
1,500
12.52
6
Kim Garst
Kim Garst
604,011
3,836
23,181
631,028
1,400
12.14
7
Jeff Bullas
Jeff Bullas
566,884
500
38,124
605,508
1,400
11.48
8
Brian Solis
Brian Solis
280,942
6,313
315,571
602,826
3,700
11.32
9
Sundar Pichai
Sundar Pichai
285,598
0
0
285,598
527,800
10.33
10
Rand Fishkin
Rand Fishkin
436,303
6,713
101,076
544,092
4,600
10.13
11
Danny Sullivan
danny sullivan
533,533
210
4,311
538,054
11,400
10.1
12
Brian Dean
Brian Dean
99,418
322,687
39,499
461,604
5,400
8.57
13
Avinash Kaushik
Avinash Kaushik
189,828
0
242,415
432,243
2,800
7.87
14
Joe Pulizzi
Joe Pulizzi
154,121
1,002
247,991
403,114
1,000
7.29
15
Jay Baer
Jay Baer
277,781
11,512
26,984
316,277
3,000
5.58
16
Michael A. Stelzner
Michael A. Stelzner
179,490
1,822
26,973
208,285
100
3.57
17
Noah Kagan
Noah Kagan
64,593
52,600
48,005
165,198
3,800
2.86
18
Melonie Dodaro
Melonie Dodaro
100,165
0
51,621
151,786
550
2.57
19
Lilach Bullock
Lilach Bullock
101,134
76
18,643
119,853
400
1.99
20
Mark Ritson
Mark Ritson
44,776
222
64,604
109,602
2,500
1.83
21
Aleyda Solis
Aleyda Solis
75,644
602
17,661
93,907
1,100
1.51
22
Ryan Deiss
Ryan Deiss
67,926
36
23,627
91,589
2,600
1.47
23
Barry Schwartz
Barry Schwartz
7,106
0
73,881
80,987
4,500
1.38
24
Rudy Bandiera
Rudy Bandiera
43,808
3,956
36,430
84,194
800
1.32
25
John Mueller
John Mueller
77,211
1,623
0
78,834
2,600
1.26
26
Amber Naslund
Amber Naslund
66,598
3
13,325
79,926
100
1.22
27
Lukasz Zelezny
Lukasz Zelezny
46,623
34
30,523
77,180
510
1.18
28
Dave Gerhardt
Dave Gerhardt
19,338
0
55,699
75,037
400
1.16
29
Brian Carter
Brian Carter
69,672
1,946
1,217
72,835
1,800
1.12
30
Eric Siu
Eric Siu
13,132
37,412
17,876
68,420
690
1.05
31
Dr. Pete Myers
Pete Meyers
66,701
0
1,237
67,938
1,100
1.01
32
Veronica Gentili
Veronica Gentili
13,046
769
32,227
46,042
35,200
0.97
33
Samantha Kelly
Samantha Kelly
53,846
128
256
54,230
7,300
0.85
33
Peep Laja
Peep Laja
33,807
206
16,560
50,573
1,400
0.7
34
Eric Enge
Eric Enge
37,376
4,535
8,428
50,339
390
0.7
35
Matthew Woodward
Matthew Woodward
19,607
24,569
2,733
46,909
2,300
0.68
36
Gianluca Fiorelli
Gianluca Fiorelli
42,945
22
5,575
48,542
260
0.66
37
Dave Chaffey
Dave Chaffey
26,664
0
20,770
47,434
800
0.64
38
Tim Ash
Tim Ash
29,243
0
15,265
44,508
460
0.58
39
Oli Gardner
Oli Gardner
33,387
0
10,075
43,462
740
0.56
40
Vanessa Di Mauro
Vanessa Di Mauro
35,721
0
5,270
40,991
120
0.52
41
Ian Lurie
Ian Lurie
34,567
287
5,950
40,804
160
0.51
42
Joanna Wiebe
Joanna Wiebe
36,020
1,005
605
37,630
2,000
0.5
43
Brittany Muller
Brittany Muller
24,179
153
5,881
30,213
590
0.36
44
Simo Ahava
Simo Ahava
17,816
858
11,294
29,968
1,300
0.35
45
Matthew Barby
matthew barby
16,210
1,501
12,321
30,032
290
0.35
46
Tim Soulo
Tim Soulo
18,253
81
10,970
29,304
580
0.34
48
Glen Allsop
Glen Allsop
27,864
0
158
28,022
220
0.33
47
Kevin Gibbons
Kevin Gibbons
15,432
0
12,920
28,352
590
0.33
49
Ryan Robinson
Ryan Robinson
24,243
575
12,759
25,113
3,700
0.31
50
Ross Simmonds
Ross Simmonds
17,890
0
9,883
27,773
630
0.3
51
Angie Schottmuller
Angie Schottmuller
19,650
67
3,149
22,866
210
0.24
52
Lisa Myers
Lisa Myers
20,521
0
870
21,391
2,400
0.24
54
Melissa Fach
Melissa Fach
20,574
22
1,276
21,872
250
0.23
55
Mark Preston
Mark Preston
6,168
0
12,820
18,988
1,500
0.21
56
Talia Wolf
Talia Wolf
12,341
597
7,628
20,566
270
0.21
57
Melanie Deziel
Melanie Deziel
9,927
247
6,893
17,067
310
0.16
58
Purna Virji
Purna Virji
11,887
0
4,625
16,512
170
0.15
59
Samantha Noble
Samantha Noble
7,623
0
4,164
11,787
4,600
0.14
61
Alex Hisaka
Alex Hisaka
14,525
2
0
14,527
120
0.13
60
Gianpaolo Lorusso
Gianpaolo Lorusso
4,241
236
9,239
13,716
200
0.13
62
Alexandra Tachalova
Alexandra Tachalova
6,735
0
5,140
11,875
1,100
0.11
64
Stu Heinecke
Stu Heinecke
3,553
24
7,204
10,781
280
0.1
63
Lily Ray
Lily Ray
7,575
4
4,077
11,656
580
0.1
65
Jenny Halasz
Jenny Halasz
9,524
0
1,618
11,142
440
0.09
66
Matteo Zambon
Matteo Zambon
915
1
7,568
8,484
410
0.08
68
Brodie Clark
Brodie Clark
2,734
0
4,673
7,407
440
0.06
67
David Darmanin
David Darmanin
3,639
0
3,738
7,377
1,100
0.06
69
Alisa Meredith
Alisa Meredith
5,769
22
1,691
7,482
120
0.05
70
Karen Staughton
Karen Staughton
4,096
1
1,899
5,996
100
0.04
My methodology

If you want to know more about how I have collected and analysed the data,  here is a link to my methodology.