マーケティングオートメーション市場：世界の産業動向、シェア、規模、成長、機会、2023-2028年予測

概要

世界のマーケティングオートメーション市場規模は、2022年に51億米ドルに達しました。今後、IMARC Groupは、2022年から2028年にかけての成長率（CAGR）は16.9％を示し、市場は130億米ドルに達すると予測しています。パーソナライズされたターゲットを絞ったマーケティング戦略への需要の高まり、デジタルマーケティングチャネルとオンラインプラットフォームの採用拡大、効率的なリード生成と育成のニーズの高まり、人工知能と機械学習技術の急速な進歩は、市場を推進している要因の一部です。

マーケティングオートメーションは、反復的なマーケティング作業を自動化し、マーケティングプロセスを合理化するためのソフトウェアプラットフォームとツールを使用します。これにより、企業はEメールマーケティング、ソーシャルメディアへの投稿、リード育成、キャンペーン管理、顧客セグメンテーションなどのマーケティング活動を自動化できます。マーケティングオートメーションは、パーソナライズされたターゲット顧客とのコミュニケーションを可能にし、エンゲージメントとコンバージョンを向上させます。時間を節約し、手作業を減らし、データに基づいた洞察と分析によってマーケティングを最適化することができます。ルーチンワークを自動化することで、マーケティング担当者は戦略的イニシアチブ、クリエイティブなキャンペーン、顧客関係管理に集中することができます。マーケティングオートメーションはまた、リードの生成と育成を促進し、企業はカスタマージャーニー全体を通じてリードを追跡・管理できるようになります。

世界市場は、eコマースとオンライン小売業界の拡大が大きな原動力となっています。これに伴い、データ主導型のマーケティングとアナリティクスへの注目が高まっており、市場に大きく貢献しています。さらに、カスタマージャーニーやマーケティングタッチポイントの複雑化が進んでいることも、市場にプラスの影響を与えています。これとは別に、マーケティングの効率化とコスト最適化のニーズの高まりが市場を活性化しています。さらに、マーケティングオートメーションと顧客関係管理（CRM）システムの統合が進んでいることも、市場を促進しています。さらに、顧客セグメンテーションとパーソナライゼーションの重要性の高まりが市場を促進しています。さらに、中小企業向けにカスタマイズされたマーケティングオートメーションソリューションの増加が市場を後押ししています。

マーケティングオートメーション市場の動向と促進要因：

B2BおよびB2C業界におけるマーケティングオートメーションの急速な普及

B2B（企業間取引）とB2C（企業対消費者）の両業界におけるマーケティングオートメーションの導入が市場を強化しています。B2B業界では、マーケティングオートメーションが複雑な販売サイクルの合理化を支援し、主要な意思決定者とのターゲットコミュニケーションを可能にします。リードの育成、エンゲージメントの追跡、フォローアッププロセスの自動化が可能になり、より効果的なリード創出とコンバージョン率の向上を実現します。B2B企業は、営業とマーケティングの連携を改善し、リードスコアリングを最適化し、顧客関係管理を強化することで、マーケティングオートメーションから利益を得ています。さらに、B2C分野では、マーケティングオートメーションによって、大規模な顧客ベースとのパーソナライズされたタイムリーなコミュニケーションが可能になります。これにより、企業は個人の嗜好、購買履歴、行動に基づいて、ターゲットを絞ったオファー、プロモーション、コンテンツを配信することができます。B2C企業はマーケティングオートメーションを活用して、顧客のオンボーディング、クロスセル、アップセルのプロセスを自動化し、顧客維持率と生涯価値を高めています。B2BおよびB2C業界におけるマーケティングオートメーションの導入は、マーケティング効率の向上、パーソナライズされた体験の提供、カスタマージャーニーの最適化の必要性によって推進されています。これらの分野の企業が、収益成長を促進し、顧客との関係を強化するマーケティングオートメーションの価値を認識するにつれて、マーケティングオートメーションの市場は拡大を続けています。

顧客体験とエンゲージメントへの注目の高まり

顧客体験とエンゲージメントへの注目の高まりは、市場に明るい展望をもたらしています。企業は、バイヤージャーニー全体を通じて、パーソナライズされたシームレスな顧客体験を提供することを重視しています。マーケティングオートメーションは、あらゆるタッチポイントでターゲットを絞った適切なコミュニケーションを可能にすることで、カスタマーエクスペリエンスを向上させる上で非常に重要です。これにより、企業はパーソナライズされたインタラクションを自動化し、顧客の行動や嗜好に基づいてカスタマイズされたコンテンツを配信し、タイムリーなフォローアップを提供することができます。このレベルのカスタマイズとエンゲージメントは、企業と顧客とのより強いつながりを育み、顧客満足度とロイヤルティの向上につながります。さらに、マーケティング・オートメーションはオムニチャネル・マーケティングを促進し、複数のチャネルやデバイスで一貫したメッセージングとエクスペリエンスを実現します。企業は、顧客とのやり取りを追跡・分析し、貴重なインサイトを収集し、マーケティング戦略を改良して、より顧客のニーズに応えることができます。企業が競争上の差別化要因として顧客体験の重要性を認識するにつれ、パーソナライズされたタイムリーで魅力的なインタラクションを可能にするマーケティング・オートメーション・ソリューションへの需要が高まり続けています。マーケティングオートメーション市場は、カスタマーエクスペリエンスへの注目の高まりと、有意義なエンゲージメントを通じて顧客と永続的な関係を築きたいという願望によって牽引されています。

世界のデジタル広告市場の拡大

世界のデジタル広告市場の拡大が市場を活性化しています。デジタル広告が成長するにつれ、企業は広告活動を最適化し、より効果的にターゲット層にリーチする方法を模索しています。マーケティングオートメーションはデジタル広告において極めて重要であり、企業は様々なチャネルにおけるキャンペーンを自動化し、最適化することができます。パーソナライズされた広告ターゲティング、ダイナミックな広告作成、自動入札と最適化を可能にし、デジタル広告の効果を最大化します。さらに、マーケティングオートメーションは、さまざまな広告プラットフォームやツールと統合し、キャンペーンの成功を測定するための包括的なデータとインサイトを企業に提供します。トラッキングとアトリビューションが可能になるため、企業はカスタマージャーニーを理解し、それに応じて広告戦略を最適化することができます。世界のデジタル広告市場の拡大により、複雑なデジタル広告をナビゲートし、より良い成果を達成するためのマーケティング自動化ソリューションの需要が高まっています。企業がデジタル広告への投資を拡大するにつれて、マーケティングオートメーションの市場も連動して成長し、デジタル広告における効率的なキャンペーン管理、オーディエンスターゲティング、パフォーマンス最適化の必要性が高まっています。

本レポートで扱う主な質問

• 世界のマーケティングオートメーション市場の規模
• 2023年～2028年の世界マーケティングオートメーション市場の予想成長率は？
• マーケティングオートメーションの世界市場を牽引する主要因は何か
• COVID-19は世界のマーケティングオートメーション市場にどのような影響を与えているか
• マーケティングオートメーションの世界市場におけるコンポーネントタイプ別の区分は？
• 展開タイプに基づくマーケティングオートメーションの世界市場内訳は？
• エンドユーザーに基づくマーケティングオートメーションの世界市場内訳は？
• 用途に基づくマーケティングオートメーションの世界市場内訳は？
• マーケティングオートメーションの世界市場の業種別区分は？
• マーケティングオートメーションの世界市場における主要地域は？
• マーケティングオートメーションの世界市場における主要プレイヤー/企業は？

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査目的
• 利害関係者
• データソース
  • 一次情報
  • 二次情報
• 市場推定
  • ボトムアップアプローチ
  • トップダウンアプローチ
• 調査手法

第3章 エグゼクティブサマリー

第4章 イントロダクション

• 概要
• 主要業界動向

第5章 マーケティングオートメーションの世界市場

• 市場概要
• 市場実績
• COVID-19の影響
• 市場予測

第6章 市場内訳：コンポーネントタイプ別

• ソフトウェア
  • 市場動向
  • 市場予測
• サービス
  • 市場動向
  • 市場予測

第7章 市場内訳：展開タイプ別

• オンプレミス
  • 市場動向
  • 市場予測
• クラウドベース
  • 市場動向
  • 市場予測

第8章 市場内訳：エンドユーザー別

• 中小企業
  • 市場動向
  • 市場予測
• 大企業
  • 市場動向
  • 市場予測

第9章 市場内訳：用途別

• キャンペーン管理
  • 市場動向
  • 市場予測
• メールマーケティング
  • 市場動向
  • 市場予測
• リードナーチャリングとリードスコアリング
  • 市場動向
  • 市場予測
• ソーシャルメディアマーケティング
  • 市場動向
  • 市場予測
• インバウンドマーケティング
  • 市場動向
  • 市場予測
• その他
  • 市場動向
  • 市場予測

第10章 市場内訳：業界別

• BFSI
  • 市場動向
  • 市場予測
• 小売
  • 市場動向
  • 市場予測
• ヘルスケア
  • 市場動向
  • 市場予測
• IT・通信
  • 市場動向
  • 市場予測
• 政府機関
  • 市場動向
  • 市場予測
• エンターテイメントとメディア
  • 市場動向
  • 市場予測
• 教育
  • 市場動向
  • 市場予測
• その他
  • 市場動向
  • 市場予測

第11章 市場内訳：地域別

• 北米
  • 米国
    • 市場動向
    • 市場予測
  • カナダ
    • 市場動向
    • 市場予測
• アジア太平洋
  • 中国
    • 市場動向
    • 市場予測
  • 日本
    • 市場動向
    • 市場予測
  • インド
    • 市場動向
    • 市場予測
  • 韓国
    • 市場動向
    • 市場予測
  • オーストラリア
    • 市場動向
    • 市場予測
  • インドネシア
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測
• 欧州
  • ドイツ
    • 市場動向
    • 市場予測
  • フランス
    • 市場動向
    • 市場予測
  • 英国
    • 市場動向
    • 市場予測
  • イタリア
    • 市場動向
    • 市場予測
  • スペイン
    • 市場動向
    • 市場予測
  • ロシア
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測
• ラテンアメリカ
  • ブラジル
    • 市場動向
    • 市場予測
  • メキシコ
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測
• 中東・アフリカ地域
  • 市場動向
  • 市場内訳：国別
  • 市場予測

第12章 SWOT分析

• 概要
• 強み
• 弱み
• 機会
• 脅威

第13章 バリューチェーン分析

第14章 ポーターのファイブフォース分析

• 概要
• 買い手の交渉力
• 供給企業の交渉力
• 競合の程度
• 新規参入業者の脅威
• 代替品の脅威

第15章 価格分析

第16章 競合情勢

• 市場構造
• 主要企業
• 主要企業のプロファイル
  • Activecampaign LLC
  • Act-On Software Inc.
  • Adobe Inc.
  • Cognizant Technology Solutions Corporation
  • Hubspot Inc.
  • International Business Machines Corporation
  • Oracle Corporation
  • Salesforce.com Inc.
  • SAP SE
  • SAS Institute Inc.
  • Teradata Corporation

List of Figures

• Figure 1: Global: Marketing Automation Market: Major Drivers and Challenges
• Figure 2: Global: Marketing Automation Market: Sales Value (in Billion US$), 2017-2022
• Figure 3: Global: Marketing Automation Market Forecast: Sales Value (in Billion US$), 2023-2028
• Figure 4: Global: Marketing Automation Market: Breakup by Component Type (in %), 2022
• Figure 5: Global: Marketing Automation Market: Breakup by Deployment Type (in %), 2022
• Figure 6: Global: Marketing Automation Market: Breakup by End User (in %), 2022
• Figure 7: Global: Marketing Automation Market: Breakup by Application (in %), 2022
• Figure 8: Global: Marketing Automation Market: Breakup by Vertical (in %), 2022
• Figure 9: Global: Marketing Automation Market: Breakup by Region (in %), 2022
• Figure 10: Global: Marketing Automation (Software) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 11: Global: Marketing Automation (Software) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 12: Global: Marketing Automation (Services) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 13: Global: Marketing Automation (Services) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 14: Global: Marketing Automation (On-Premises) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 15: Global: Marketing Automation (On-Premises) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 16: Global: Marketing Automation (Cloud-Based) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 17: Global: Marketing Automation (Cloud-Based) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 18: Global: Marketing Automation (SMEs) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 19: Global: Marketing Automation (SMEs) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 20: Global: Marketing Automation (Large Enterprises) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 21: Global: Marketing Automation (Large Enterprises) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 22: Global: Marketing Automation (Campaign Management) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 23: Global: Marketing Automation (Campaign Management) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 24: Global: Marketing Automation (Email Marketing) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 25: Global: Marketing Automation (Email Marketing) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 26: Global: Marketing Automation (Lead Nurturing and Lead Scoring) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 27: Global: Marketing Automation (Lead Nurturing and Lead Scoring) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 28: Global: Marketing Automation (Social Media Marketing) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 29: Global: Marketing Automation (Social Media Marketing) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 30: Global: Marketing Automation (Inbound Marketing) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 31: Global: Marketing Automation (Inbound Marketing) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 32: Global: Marketing Automation (Others) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 33: Global: Marketing Automation (Others) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 34: Global: Marketing Automation (BFSI) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 35: Global: Marketing Automation (BFSI) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 36: Global: Marketing Automation (Retail) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 37: Global: Marketing Automation (Retail) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 38: Global: Marketing Automation (Healthcare) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 39: Global: Marketing Automation (Healthcare) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 40: Global: Marketing Automation (IT and Telecom) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 41: Global: Marketing Automation (IT and Telecom) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 42: Global: Marketing Automation (Government) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 43: Global: Marketing Automation (Government) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 44: Global: Marketing Automation (Entertainment and Media) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 45: Global: Marketing Automation (Entertainment and Media) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 46: Global: Marketing Automation (Education) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 47: Global: Marketing Automation (Education) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 48: Global: Marketing Automation (Others) Market: Sales Value (in Million US$), 2017 & 2022
• Figure 49: Global: Marketing Automation (Others) Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 50: North America: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 51: North America: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 52: United States: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 53: United States: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 54: Canada: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 55: Canada: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 56: Asia-Pacific: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 57: Asia-Pacific: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 58: China: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 59: China: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 60: Japan: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 61: Japan: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 62: India: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 63: India: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 64: South Korea: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 65: South Korea: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 66: Australia: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 67: Australia: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 68: Indonesia: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 69: Indonesia: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 70: Others: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 71: Others: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 72: Europe: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 73: Europe: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 74: Germany: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 75: Germany: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 76: France: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 77: France: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 78: United Kingdom: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 79: United Kingdom: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 80: Italy: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 81: Italy: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 82: Spain: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 83: Spain: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 84: Russia: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 85: Russia: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 86: Others: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 87: Others: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 88: Latin America: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 89: Latin America: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 90: Brazil: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 91: Brazil: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 92: Mexico: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 93: Mexico: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 94: Others: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 95: Others: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 96: Middle East and Africa: Marketing Automation Market: Sales Value (in Million US$), 2017 & 2022
• Figure 97: Middle East and Africa: Marketing Automation Market Forecast: Sales Value (in Million US$), 2023-2028
• Figure 98: Middle East and Africa: Marketing Automation Market: Breakup by Country (in %), 2022
• Figure 99: Global: Marketing Automation Industry: SWOT Analysis
• Figure 100: Global: Marketing Automation Industry: Value Chain Analysis
• Figure 101: Global: Marketing Automation Industry: Porter's Five Forces Analysis

List of Tables

• Table 1: Global: Marketing Automation Market: Key Industry Highlights, 2022 and 2028
• Table 2: Global: Marketing Automation Market Forecast: Breakup by Component Type (in Million US$), 2023-2028
• Table 3: Global: Marketing Automation Market Forecast: Breakup by Deployment Type (in Million US$), 2023-2028
• Table 4: Global: Marketing Automation Market Forecast: Breakup by End User (in Million US$), 2023-2028
• Table 5: Global: Marketing Automation Market Forecast: Breakup by Application (in Million US$), 2023-2028
• Table 6: Global: Marketing Automation Market Forecast: Breakup by Vertical (in Million US$), 2023-2028
• Table 7: Global: Marketing Automation Market Forecast: Breakup by Region (in Million US$), 2023-2028
• Table 8: Global: Marketing Automation Market: Competitive Structure
• Table 9: Global: Marketing Automation Market: Key Players

Abstract

The global marketing automation market size reached US$ 5.1 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 13.0 Billion exhibiting a growth rate (CAGR) of 16.9% during 2022-2028. The increasing demand for personalized and targeted marketing strategies, the growing adoption of digital marketing channels and online platforms, the rising need for efficient lead generation and nurturing, and the rapid advancements in artificial intelligence and machine learning technologies are some of the factors propelling the market.

Marketing automation uses software platforms and tools to automate repetitive marketing tasks and streamline marketing processes. It enables businesses to automate marketing activities such as email marketing, social media posting, lead nurturing, campaign management, and customer segmentation. Marketing automation allows personalized and targeted customer communication, improving engagement and conversions. It helps businesses save time, reduce manual effort, and optimize marketing through data-driven insights and analytics. By automating routine tasks, marketers can focus on strategic initiatives, creative campaigns, and customer relationship management. Marketing automation also facilitates lead generation and nurturing, allowing businesses to track and manage leads throughout the customer journey.

The global market is majorly driven by the expansion of e-commerce and online retail industries. In line with this, the increasing focus on data-driven marketing and analytics is significantly contributing to the market. Furthermore, the rising complexity of customer journeys and marketing touchpoints is positively influencing the market. Apart from this, the growing need for marketing efficiency and cost optimization is catalyzing the market. Moreover, the escalating integration of marketing automation with customer relationship management (CRM) systems is propelling the market. Besides, the increasing importance of customer segmentation and personalization is fostering the market. Additionally, the rise in marketing automation solutions tailored for small and medium-sized businesses is providing a boost to the market.

Marketing Automation Market Trends/Drivers:

The rapid adoption of marketing automation in B2B and B2C industries

The adoption of marketing automation in both B2B (business-to-business) and B2C (business-to-consumer) industries is bolstering the market. In the B2B sector, marketing automation helps streamline complex sales cycles and enables targeted communication with key decision-makers. It allows businesses to nurture leads, track engagement, and automate follow-up processes, resulting in more effective lead generation and higher conversion rates. B2B companies benefit from marketing automation by improving sales and marketing alignment, optimizing lead scoring, and enhancing customer relationship management. Furthermore, in the B2C sector, marketing automation enables personalized and timely communication with a large customer base. It allows businesses to deliver targeted offers, promotions, and content based on individual preferences, purchase history, and behavior. B2C companies leverage marketing automation to automate customer onboarding, cross-selling, and upselling processes, increasing customer retention and lifetime value. The adoption of marketing automation in B2B and B2C industries is driven by the need to improve marketing efficiency, deliver personalized experiences, and optimize customer journeys. As businesses across these sectors recognize the value of marketing automation in driving revenue growth and enhancing customer relationships, the market for marketing automation continues to expand.

Increasing focus on customer experience and engagement

The increasing focus on customer experience and engagement is creating a positive outlook for the market. Businesses emphasize delivering personalized and seamless customer experiences throughout the buyer's journey. Marketing automation is critical in enhancing customer experience by enabling targeted and relevant communication at every touchpoint. It allows businesses to automate personalized interactions, deliver tailored content, and provide timely follow-ups based on customer behavior and preferences. This level of customization and engagement fosters a stronger connection between businesses and their customers, leading to increased customer satisfaction and loyalty. Furthermore, marketing automation facilitates omnichannel marketing, ensuring consistent messaging and experiences across multiple channels and devices. It enables businesses to track and analyze customer interactions, gather valuable insights, and refine their marketing strategies to meet customer needs better. As businesses recognize the importance of customer experience as a competitive differentiator, the demand for marketing automation solutions that enable personalized, timely, and engaging interactions continues to grow. The market for marketing automation is driven by the increasing focus on customer experience and the desire to build lasting relationships with customers through meaningful engagement.

Expansion of the global digital advertising market

The expansion of the global digital advertising market is fueling the market. As digital advertising grows, businesses seek ways to optimize their advertising efforts and reach their target audience more effectively. Marketing automation is crucial in digital advertising, enabling businesses to automate and optimize their campaigns across various channels. It allows for personalized ad targeting, dynamic ad creation, and automated bidding and optimization, maximizing the impact of digital advertising efforts. Furthermore, marketing automation integrates with various advertising platforms and tools, providing businesses with comprehensive data and insights to measure the success of their campaigns. It enables tracking and attribution, allowing businesses to understand the customer journey and optimize their advertising strategies accordingly. The expansion of the global digital advertising market creates a demand for marketing automation solutions that can help businesses navigate the complexity of digital advertising and achieve better results. As businesses invest more in digital advertising, the market for marketing automation grows in tandem, driven by the need for efficient campaign management, audience targeting, and performance optimization in the digital advertising landscape.

Marketing Automation Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global marketing automation market report, along with forecasts at the global, regional and country levels from 2023-2028. Our report has categorized the market based on component type, deployment type, end user, application and vertical.

Breakup by Component Type:

Software

Services

Software dominates the market

The report has provided a detailed breakup and analysis of the market based on component type. This includes software and services. According to the report, software represented the largest segment.

Software forms a significant segment of the market, providing the core technology infrastructure for marketing automation. Marketing automation software offers a wide range of functionalities, including campaign management, lead nurturing, email marketing, analytics, and customer relationship management (CRM) integration. The software segment is driving market expansion by continuously evolving with advancements in artificial intelligence, machine learning, and data analytics, offering more sophisticated automation capabilities and improved user experiences.

Furthermore, the services, including implementation, consulting, training, and support, complement the software segment by providing businesses with the necessary expertise and assistance to leverage marketing automation effectively. Service providers help businesses customize and configure software solutions based on their needs, ensuring seamless integration with existing systems and processes. They also offer training and ongoing support to maximize the value derived from marketing automation investments.

Breakup by Deployment Type:

On-Premises

Cloud-Based

Cloud-based holds the largest share of the market

A detailed breakup and analysis of the market based on the deployment type have also been provided in the report. This includes on-premises and cloud-based. According to the report, cloud-based accounted for the largest market share.

Cloud-based deployment involves accessing the marketing automation software through the internet hosted on third-party servers. Cloud-based solutions offer scalability, accessibility, and ease of implementation, making them attractive to businesses of all sizes. They eliminate the need for extensive IT infrastructure and provide the flexibility to scale resources.

On-premises deployment, on the other hand, refers to installing and hosting the marketing automation software on the company's infrastructure. This deployment type offers businesses greater control over their data and customization options, making it suitable for organizations with specific security or compliance requirements. On-premises deployment also appeals to businesses that prefer complete ownership and management of their marketing automation systems.

Breakup by End User:

SMEs

Large Enterprises

SMEs holds the largest share of the market

A detailed breakup and analysis of the market based on the end user have also been provided in the report. This includes SMEs and large enterprises. According to the report, SMEs accounted for the largest market share.

SMEs hold a significant segment of the market, and marketing automation solutions tailored to their specific needs are driving the market growth. SMEs often have limited resources and smaller marketing teams, making automation crucial for optimizing their marketing efforts. Marketing automation enables SMEs to automate repetitive tasks, target their audience more effectively, and streamline their marketing processes. The availability of cost-effective and user-friendly marketing automation solutions tailored for SMEs contributes to the expansion of the market.

On the contrary, large enterprises, with their larger marketing budgets and complex marketing operations, also drive the market expansion. Marketing automation solutions for large enterprises provide advanced features, scalability, and integration capabilities to meet their specific requirements. Large enterprises benefit from marketing automation by managing multiple campaigns, analyzing extensive data, and personalizing customer experiences at scale. The demand for enterprise-grade marketing automation solutions that can handle the complexities and scale of large enterprises contributes to the growth of the market.

Breakup by Application:

Campaign Management

Email Marketing

Lead Nurturing and Lead Scoring

Social Media Marketing

Inbound Marketing

Others

Campaign Management holds the largest share of the market

A detailed breakup and analysis of the market based on the application have also been provided in the report. This includes campaign management, email marketing, lead nurturing and lead scoring, social media marketing, inbound marketing, and others. According to the report, campaign management accounted for the largest market share.

As a key application segment, campaign management enables businesses to plan, execute, and monitor their marketing campaigns more effectively. Marketing automation solutions for campaign management offer features such as audience segmentation, content creation, scheduling, and performance tracking, empowering businesses to optimize their marketing initiatives and achieve better results.

On the other hand, email marketing remains a vital channel for customer engagement and lead generation. Marketing automation platforms provide robust email marketing capabilities, including email creation, segmentation, personalization, and automated workflows. These solutions drive market expansion by streamlining and enhancing business email marketing efforts. Moreover, the lead nurturing and lead scoring applications enable businesses to build stronger relationships with prospects and identify the most qualified leads. Marketing automation solutions facilitate automated lead nurturing campaigns, personalized content delivery, and lead scoring mechanisms, allowing businesses to prioritize their sales efforts and maximize conversion rates.

Besides, social media marketing is an integral part of modern marketing strategies. Marketing automation tools for social media enable businesses to schedule posts, analyze engagement, and automate social media workflows. These solutions drive market growth by helping businesses manage their social media presence and engage with their audience. Additionally, inbound marketing, focusing on attracting and nurturing prospects through valuable content, benefits from marketing automation. Solutions for inbound marketing enable businesses to automate content creation, lead capture, and lead nurturing processes, resulting in a more efficient and targeted inbound marketing strategy.

Breakup by Vertical:

BFSI

Retail

Healthcare

IT and Telecom

Government

Entertainment and Media

Education

Others

BFSI holds the largest share of the market

A detailed breakup and analysis of the market based on the vertical have also been provided in the report. This includes BFSI, retail, healthcare, IT and telecom, government, entertainment and media, education, and others. According to the report, BFSI accounted for the largest market share.

The BFSI sector benefits from marketing automation by enhancing customer engagement, improving lead management, and driving personalized marketing efforts. Marketing automation enables BFSI companies to automate customer onboarding, nurture leads, and deliver targeted offers based on customer behavior and preferences.

Apart from this, the retail industry leverages marketing automation to deliver personalized shopping experiences, automate email campaigns, and optimize customer loyalty programs. Marketing automation solutions enable retailers to segment their customer base, analyze purchase patterns, and send tailored promotions and recommendations. Moreover, in the healthcare sector, marketing automation helps streamline patient communication, deliver targeted healthcare information, and automate appointment reminders. It enables healthcare providers to improve patient engagement, optimize marketing campaigns, and enhance patient satisfaction.

Besides, the IT and telecom industry utilizes marketing automation to nurture leads, automate customer support, and improve customer retention. Marketing automation platforms enable IT and telecom companies to deliver targeted content, track customer interactions, and personalize communication. Government agencies also benefit from marketing automation by automating citizen engagement, streamlining communication, and optimizing outreach campaigns. Marketing automation solutions help government organizations deliver timely and relevant information to citizens, track engagement, and measure campaign effectiveness.

The entertainment and media industry also leverages marketing automation to engage audiences, automate content distribution, and analyze viewer behavior. It enables media companies to deliver personalized content recommendations, optimize advertising campaigns, and drive viewer engagement. In the education sector, marketing automation helps educational institutions automate student recruitment, nurture prospects, and deliver personalized communications. Marketing automation platforms enable educational organizations to streamline enrollment processes, segment student populations, and track marketing campaign effectiveness.

Breakup by Region:

North America

United States

Canada

Asia-Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

North America exhibits a clear dominance, accounting for the largest market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa.

North America holds a prominent position in the marketing automation market. The region's advanced digital infrastructure, high internet penetration, and mature marketing practices drive market growth. The presence of key players, strong adoption of marketing technologies, and a culture of innovation contribute to the expansion of the market in North America. Additionally, the increasing focus on data-driven marketing, personalized customer experiences, and lead-generation strategies in the region fuels the demand for marketing automation solutions.

On the other hand, Asia Pacific is also witnessing rapid growth in the marketing automation market due to the region's increasing digitalization, expanding e-commerce sector, and growing adoption of marketing technologies. The rise in disposable income, changing consumer behavior, and the presence of emerging economies contribute to market expansion in the Asia Pacific. Moreover, the region's large population and the potential for market penetration create significant growth opportunities.

Competitive Landscape:

Top marketing automation companies are playing a pivotal role in strengthening the market. These companies invest significantly in research and development to enhance their marketing automation platforms, incorporating advanced features such as artificial intelligence, machine learning, and predictive analytics. They actively engage in partnerships and collaborations with other technology providers, marketing agencies, and industry experts to expand their offerings and provide integrated solutions that cater to diverse business needs. They also provide comprehensive training, consulting, and customer support services to ensure their marketing automation solutions' successful implementation and utilization. Furthermore, they actively contribute to market growth through thought leadership, industry events, and educational resources. They provide insights, best practices, and case studies to help businesses understand the value and benefits of marketing automation.

The report has provided a comprehensive analysis of the competitive landscape in the marketing automation market. Detailed profiles of all major companies have also been provided.

Activecampaign LLC

Act-On Software Inc.

Adobe Inc.

Cognizant Technology Solutions Corporation

Hubspot Inc.

International Business Machines Corporation

Oracle Corporation

Salesforce.com Inc.

SAP SE

SAS Institute Inc.

Teradata Corporation.

Recent Developments:

In 2021, ActiveCampaign LLC introduced an integration with the popular video conferencing platform Zoom, enabling users to automate meeting scheduling and follow-ups. They also launched a new feature called "Site Messages," allowing businesses to engage website visitors with targeted messages and personalized content.

In 2021, Act-On Software Inc. announced integrations with popular CRM systems such as Microsoft Dynamics 365 and SugarCRM, enabling users to streamline marketing and sales alignment. The company also launched advanced reporting and analytics features, providing users with deeper insights into campaign performance and customer behavior.

In 2021, Adobe Inc. announced the acquisition of Workfront, a leading work management platform, to enhance its marketing automation and project management capabilities, allowing marketers to streamline workflows and improve team collaboration.

Key Questions Answered in This Report

• 1. How big is the global marketing automation market?
• 2. What is the expected growth rate of the global marketing automation market during 2023-2028?
• 3. What are the key factors driving the global marketing automation market?
• 4. What has been the impact of COVID-19 on the global marketing automation market?
• 5. What is the breakup of the global marketing automation market based on the component type?
• 6. What is the breakup of the global marketing automation market based on the deployment type?
• 7. What is the breakup of the global marketing automation market based on the end-user?
• 8. What is the breakup of the global marketing automation market based on the application?
• 9. What is the breakup of the global marketing automation market based on the vertical?
• 10. What are the key regions in the global marketing automation market?
• 11. Who are the key players/companies in the global marketing automation market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

• 4.1 Overview
• 4.2 Key Industry Trends

5 Global Marketing Automation Market

• 5.1 Market Overview
• 5.2 Market Performance
• 5.3 Impact of COVID-19
• 5.4 Market Forecast

6 Market Breakup by Component Type

• 6.1 Software
  • 6.1.1 Market Trends
  • 6.1.2 Market Forecast
• 6.2 Services
  • 6.2.1 Market Trends
  • 6.2.2 Market Forecast

7 Market Breakup by Deployment Type

• 7.1 On-Premises
  • 7.1.1 Market Trends
  • 7.1.2 Market Forecast
• 7.2 Cloud-Based
  • 7.2.1 Market Trends
  • 7.2.2 Market Forecast

8 Market Breakup by End User

• 8.1 SMEs
  • 8.1.1 Market Trends
  • 8.1.2 Market Forecast
• 8.2 Large Enterprises
  • 8.2.1 Market Trends
  • 8.2.2 Market Forecast

9 Market Breakup by Application

• 9.1 Campaign Management
  • 9.1.1 Market Trends
  • 9.1.2 Market Forecast
• 9.2 Email Marketing
  • 9.2.1 Market Trends
  • 9.2.2 Market Forecast
• 9.3 Lead Nurturing and Lead Scoring
  • 9.3.1 Market Trends
  • 9.3.2 Market Forecast
• 9.4 Social Media Marketing
  • 9.4.1 Market Trends
  • 9.4.2 Market Forecast
• 9.5 Inbound Marketing
  • 9.5.1 Market Trends
  • 9.5.2 Market Forecast
• 9.6 Others
  • 9.6.1 Market Trends
  • 9.6.2 Market Forecast

10 Market Breakup by Vertical

• 10.1 BFSI
  • 10.1.1 Market Trends
  • 10.1.2 Market Forecast
• 10.2 Retail
  • 10.2.1 Market Trends
  • 10.2.2 Market Forecast
• 10.3 Healthcare
  • 10.3.1 Market Trends
  • 10.3.2 Market Forecast
• 10.4 IT and Telecom
  • 10.4.1 Market Trends
  • 10.4.2 Market Forecast
• 10.5 Government
  • 10.5.1 Market Trends
  • 10.5.2 Market Forecast
• 10.6 Entertainment and Media
  • 10.6.1 Market Trends
  • 10.6.2 Market Forecast
• 10.7 Education
  • 10.7.1 Market Trends
  • 10.7.2 Market Forecast
• 10.8 Others
  • 10.8.1 Market Trends
  • 10.8.2 Market Forecast

11 Market Breakup by Region

• 11.1 North America
  • 11.1.1 United States
    • 11.1.1.1 Market Trends
    • 11.1.1.2 Market Forecast
  • 11.1.2 Canada
    • 11.1.2.1 Market Trends
    • 11.1.2.2 Market Forecast
• 11.2 Asia-Pacific
  • 11.2.1 China
    • 11.2.1.1 Market Trends
    • 11.2.1.2 Market Forecast
  • 11.2.2 Japan
    • 11.2.2.1 Market Trends
    • 11.2.2.2 Market Forecast
  • 11.2.3 India
    • 11.2.3.1 Market Trends
    • 11.2.3.2 Market Forecast
  • 11.2.4 South Korea
    • 11.2.4.1 Market Trends
    • 11.2.4.2 Market Forecast
  • 11.2.5 Australia
    • 11.2.5.1 Market Trends
    • 11.2.5.2 Market Forecast
  • 11.2.6 Indonesia
    • 11.2.6.1 Market Trends
    • 11.2.6.2 Market Forecast
  • 11.2.7 Others
    • 11.2.7.1 Market Trends
    • 11.2.7.2 Market Forecast
• 11.3 Europe
  • 11.3.1 Germany
    • 11.3.1.1 Market Trends
    • 11.3.1.2 Market Forecast
  • 11.3.2 France
    • 11.3.2.1 Market Trends
    • 11.3.2.2 Market Forecast
  • 11.3.3 United Kingdom
    • 11.3.3.1 Market Trends
    • 11.3.3.2 Market Forecast
  • 11.3.4 Italy
    • 11.3.4.1 Market Trends
    • 11.3.4.2 Market Forecast
  • 11.3.5 Spain
    • 11.3.5.1 Market Trends
    • 11.3.5.2 Market Forecast
  • 11.3.6 Russia
    • 11.3.6.1 Market Trends
    • 11.3.6.2 Market Forecast
  • 11.3.7 Others
    • 11.3.7.1 Market Trends
    • 11.3.7.2 Market Forecast
• 11.4 Latin America
  • 11.4.1 Brazil
    • 11.4.1.1 Market Trends
    • 11.4.1.2 Market Forecast
  • 11.4.2 Mexico
    • 11.4.2.1 Market Trends
    • 11.4.2.2 Market Forecast
  • 11.4.3 Others
    • 11.4.3.1 Market Trends
    • 11.4.3.2 Market Forecast
• 11.5 Middle East and Africa
  • 11.5.1 Market Trends
  • 11.5.2 Market Breakup by Country
  • 11.5.3 Market Forecast

12 SWOT Analysis

• 12.1 Overview
• 12.2 Strengths
• 12.3 Weaknesses
• 12.4 Opportunities
• 12.5 Threats

13 Value Chain Analysis

14 Porters Five Forces Analysis

• 14.1 Overview
• 14.2 Bargaining Power of Buyers
• 14.3 Bargaining Power of Suppliers
• 14.4 Degree of Competition
• 14.5 Threat of New Entrants
• 14.6 Threat of Substitutes

15 Price Analysis

16 Competitive Landscape

• 16.1 Market Structure
• 16.2 Key Players
• 16.3 Profiles of Key Players
  • 16.3.1 Activecampaign LLC
    • 16.3.1.1 Company Overview
    • 16.3.1.2 Product Portfolio
  • 16.3.2 Act-On Software Inc.
    • 16.3.2.1 Company Overview
    • 16.3.2.2 Product Portfolio
  • 16.3.3 Adobe Inc.
    • 16.3.3.1 Company Overview
    • 16.3.3.2 Product Portfolio
    • 16.3.3.3 Financials
    • 16.3.3.4 SWOT Analysis
  • 16.3.4 Cognizant Technology Solutions Corporation
    • 16.3.4.1 Company Overview
    • 16.3.4.2 Product Portfolio
    • 16.3.4.3 Financials
    • 16.3.4.4 SWOT Analysis
  • 16.3.5 Hubspot Inc.
    • 16.3.5.1 Company Overview
    • 16.3.5.2 Product Portfolio
    • 16.3.5.3 Financials
  • 16.3.6 International Business Machines Corporation
    • 16.3.6.1 Company Overview
    • 16.3.6.2 Product Portfolio
    • 16.3.6.3 Financials
    • 16.3.6.4 SWOT Analysis
  • 16.3.7 Oracle Corporation
    • 16.3.7.1 Company Overview
    • 16.3.7.2 Product Portfolio
    • 16.3.7.3 Financials
    • 16.3.7.4 SWOT Analysis
  • 16.3.8 Salesforce.com Inc.
    • 16.3.8.1 Company Overview
    • 16.3.8.2 Product Portfolio
    • 16.3.8.3 Financials
    • 16.3.8.4 SWOT Analysis
  • 16.3.9 SAP SE
    • 16.3.9.1 Company Overview
    • 16.3.9.2 Product Portfolio
    • 16.3.9.3 Financials
    • 16.3.9.4 SWOT Analysis
  • 16.3.10 SAS Institute Inc.
    • 16.3.10.1 Company Overview
    • 16.3.10.2 Product Portfolio
    • 16.3.10.3 SWOT Analysis
  • 16.3.11 Teradata Corporation
    • 16.3.11.1 Company Overview
    • 16.3.11.2 Product Portfolio
    • 16.3.11.3 Financials
    • 16.3.11.4 SWOT Analysis