Which tool should a marketer use to allow website visitors to subscribe to specific publications?

Web Collect is the tool designed specifically for allowing website visitors to subscribe to specific publications. This tool creates a web form that can be embedded in a website, enabling users to easily opt-in to newsletters or other products. When visitors fill out this form, their information is collected and stored within Marketing Cloud, allowing marketers to segment subscribers based on their preferences for different publications.

The functionality of Web Collect makes it an ideal choice for managing subscriptions directly from a website, as it streamlines the process and ensures that visitor data is captured accurately for future communications.

In contrast, the other options do not serve the same purpose. A Data Filter is primarily used for segmenting existing subscribers based on specific criteria, but it does not facilitate new subscriptions. A Subscriber Group is utilized for organizing subscribers after they have already opted in and does not provide a means for website visitors to subscribe. The Send Log records the history of emails sent to recipients but is not related to subscription management or opt-in processes.