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市場調査レポート
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マーケティングオートメーション市場レポート：コンポーネントタイプ別、展開タイプ別、エンドユーザー別、用途別、業界別、地域別、2024～2032年

Marketing Automation Market Report by Component Type, Deployment Type, End User, Application, Vertical, and Region 2024-2032

出版日
発行
IMARC
ページ情報
英文 146 Pages
納期
2～3営業日
カスタマイズ可能
価格
価格表記: USDを日本円(税抜)に換算
本日の銀行送金レート: 1USD=144.06円
マーケティングオートメーション市場レポート：コンポーネントタイプ別、展開タイプ別、エンドユーザー別、用途別、業界別、地域別、2024～2032年
出版日: 2024年08月10日
発行: IMARC
ページ情報: 英文 146 Pages
納期: 2～3営業日
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  • 概要
  • 図表
  • 目次
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2023年に60億米ドルに達しました。今後、IMARC Groupは、市場は2032年までに211億米ドルに達し、2024～2032年の間に14.6％の成長率（CAGR）を示すと予測しています。同市場は、AIと機械学習の採用の増加、オムニチャネルマーケティングの需要の増加、消費者体験の重視、データプライバシーとコンプライアンス要件、アカウントベースマーケティング（AVM）へのシフトの増加によって推進されています。

マーケティングオートメーション市場分析：

主要市場促進要因AIと機械学習の急速な導入拡大、オムニチャネルマーケティングの需要拡大、消費者体験（CX）への注目の高まり、データプライバシーとコンプライアンス要件などが主要市場促進要因。

主要市場動向：主要市場動向には、アカウントベースマーケティング（ABM）への急速なシフト、会話型マーケティングの採用増加、予測分析の統合などがあります。

地理的動向：デジタルマーケティング戦略の採用率の上昇、多額のマーケティング予算を持つ大企業の存在感の増加、消費者エンゲージメントの強化への注目の高まりが、北米地域全体のマーケティングオートメーション需要を積極的に促進しています。

競合情勢：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などがマーケティングオートメーション業界の主要企業です。

課題と機会：この業界の課題には、データプライバシーやコンプライアンスへの懸念、多数のマーケティングチャネルを統合する際の複雑化、従来のマーケティング手法からの変化への抵抗などがあります。一方、新興国市場への急速な拡大、IoTデバイスとの統合、AI主導の分析の採用は、マーケティングオートメーション市場にポジティブな示唆を与えています。

マーケティングオートメーション市場の動向：

パーソナライズされた消費者体験への需要の高まり

マーケティングにおけるパーソナライゼーションは、単なる動向から、消費者を惹きつけるために不可欠な基本戦略へと進化しています。マーケティングオートメーションにより、企業はウェブサイト、ソーシャルメディア、Eメールなど様々なタッチポイントで膨大な消費者データを収集することができます。そして、このデータを分析して詳細な消費者プロファイルを作成し、嗜好、行動、購買パターンを理解します。マーケティングオートメーションプラットフォームの高度なアルゴリズムと機械学習機能を活用することで、企業は正確にオーディエンスをセグメント化し、高度に対象化されたメッセージやオファーをリアルタイムで配信することができます。さらに、パーソナライゼーションは、消費者にファーストネームで呼びかけるだけでなく、消費者一人ひとりのニーズや嗜好に共鳴するような個別化された体験を作り上げることで、ポジティブなマーケティングオートメーション市場展望を生み出すことも含まれます。マッキンゼーによると、マーケティングにおけるパーソナライゼーションは、コストを50％削減し、収益を5～15％増加させ、マーケティングROIを10～30％増加させることができるといいます。

デジタルマーケティング戦略の採用増加

世界のマーケティングソフトウェア市場は、デジタルマーケティング戦略の急速な採用と、多様なデジタルチャネルにおけるキャンペーン管理と実行を最適化するための自動化ツールへの依存の高まりに後押しされ、著しい成長を遂げています。IMARC GROUPによると、世界のマーケティングソフトウェア市場は2023年に773億米ドルに達し、2032年には2,559億米ドルに達すると予測されています。この成長軌道は、電子メール、ソーシャル・メディア、ウェブサイト、モバイルアプリ、その他のデジタルタッチポイントにまたがるデジタルキャンペーンを管理・最適化できる技術に対する需要の高まりを反映しています。消費者の行動が情報収集、コミュニケーション、購買決定においてデジタルプラットフォームにシフトするにつれ、企業は対象オーディエンスに効果的にリーチし、エンゲージするためにデジタルマーケティング機能を強化する必要に迫られています。マーケティングオートメーションプラットフォームは、ワークフローを合理化し、反復作業を自動化し、よりパーソナライズされた対象を絞ったマーケティング活動のためにデータ駆動型の洞察を統合するツールを提供することで、このエコシステムにおいて重要な役割を果たし、マーケティングオートメーション市場の急速な成長をもたらしています。

マーケティングの効率性とROIへの注目の高まり

競合が激しく、リソースが精査される現在のビジネス環境では、マーケティング支出の最適化とROIの最大化が、持続的な成長のために最も重要です。マーケティングオートメーションは、企業が業務を合理化し、より高い効率を達成できるようにすることで、極めて重要な役割を果たしています。マーケティング担当者向けの調査ガイドであるASCEND2のレポートによると、マーケティング担当者の65%が、メールマーケティングの一環としてマーケティングオートメーションを活用しています。Eメールのスケジューリング、ソーシャルメディアへの投稿、消費者のセグメンテーションなどの反復作業を自動化することで、企業は人的リソースを創造性や批判的思考を必要とする、より戦略的な活動に割り当てることができます。行動や属性に基づいてオーディエンスをセグメンテーションすることで、市場セグメンテーション担当者は、特定の消費者のニーズや嗜好に共鳴する高度に対象化されたメッセージを配信し、エンゲージメントとコンバージョン率を高めることができます。さらに、マーケティングオートメーションプラットフォームは、データ駆動型の意思決定を可能にする堅牢な分析とレポート機能を提供し、それによってマーケティングオートメーション業界の前向きな展望を生み出しています。クリックスルー率、コンバージョン率、消費者のライフタイムバリューなどのキャンペーンパフォーマンス指標を分析することで、マーケティング担当者は動向を把握し、リアルタイムで戦略を最適化し、最も高いROIをもたらす施策により効果的に予算を割り当てることができます。

目次

第1章 序文

第2章 調査範囲と調査手法

  • 調査の目的
  • ステークホルダー
  • 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 世界のマーケティングオートメーション市場

  • 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
  • サービス

第7章 市場内訳：展開タイプ別

  • オンプレミス
  • クラウドベース

第8章 市場内訳：エンドユーザー別

  • 中小企業
  • 大企業

第9章 市場内訳：用途別

  • キャンペーン管理
  • メールマーケティング
  • リード育成とリードスコアリング
  • ソーシャルメディアマーケティング
  • インバウンドマーケティング
  • その他

第10章 市場内訳：業界別

  • BFSI
  • 小売
  • 医療
  • ITと通信
  • 政府
  • エンターテイメントとメディア
  • 教育
  • その他

第11章 市場内訳：地域別

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

List of Figures

  • Figure 1: Global: Marketing Automation Market: Major Drivers and Challenges
  • Figure 2: Global: Marketing Automation Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Marketing Automation Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 4: Global: Marketing Automation Market: Breakup by Component Type (in %), 2023
  • Figure 5: Global: Marketing Automation Market: Breakup by Deployment Type (in %), 2023
  • Figure 6: Global: Marketing Automation Market: Breakup by End User (in %), 2023
  • Figure 7: Global: Marketing Automation Market: Breakup by Application (in %), 2023
  • Figure 8: Global: Marketing Automation Market: Breakup by Vertical (in %), 2023
  • Figure 9: Global: Marketing Automation Market: Breakup by Region (in %), 2023
  • Figure 10: Global: Marketing Automation (Software) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 11: Global: Marketing Automation (Software) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 12: Global: Marketing Automation (Services) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 13: Global: Marketing Automation (Services) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 14: Global: Marketing Automation (On-Premises) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 15: Global: Marketing Automation (On-Premises) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 16: Global: Marketing Automation (Cloud-Based) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 17: Global: Marketing Automation (Cloud-Based) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 18: Global: Marketing Automation (SMEs) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 19: Global: Marketing Automation (SMEs) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 20: Global: Marketing Automation (Large Enterprises) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 21: Global: Marketing Automation (Large Enterprises) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 22: Global: Marketing Automation (Campaign Management) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 23: Global: Marketing Automation (Campaign Management) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 24: Global: Marketing Automation (Email Marketing) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 25: Global: Marketing Automation (Email Marketing) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 26: Global: Marketing Automation (Lead Nurturing and Lead Scoring) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 27: Global: Marketing Automation (Lead Nurturing and Lead Scoring) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 28: Global: Marketing Automation (Social Media Marketing) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 29: Global: Marketing Automation (Social Media Marketing) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 30: Global: Marketing Automation (Inbound Marketing) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 31: Global: Marketing Automation (Inbound Marketing) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 32: Global: Marketing Automation (Others) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 33: Global: Marketing Automation (Others) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 34: Global: Marketing Automation (BFSI) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 35: Global: Marketing Automation (BFSI) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 36: Global: Marketing Automation (Retail) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 37: Global: Marketing Automation (Retail) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 38: Global: Marketing Automation (Healthcare) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 39: Global: Marketing Automation (Healthcare) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 40: Global: Marketing Automation (IT and Telecom) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 41: Global: Marketing Automation (IT and Telecom) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 42: Global: Marketing Automation (Government) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 43: Global: Marketing Automation (Government) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 44: Global: Marketing Automation (Entertainment and Media) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 45: Global: Marketing Automation (Entertainment and Media) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 46: Global: Marketing Automation (Education) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 47: Global: Marketing Automation (Education) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 48: Global: Marketing Automation (Others) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 49: Global: Marketing Automation (Others) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 50: North America: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 51: North America: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 52: United States: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 53: United States: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 54: Canada: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 55: Canada: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 56: Asia-Pacific: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 57: Asia-Pacific: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 58: China: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 59: China: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 60: Japan: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 61: Japan: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 62: India: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 63: India: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 64: South Korea: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 65: South Korea: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 66: Australia: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 67: Australia: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 68: Indonesia: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 69: Indonesia: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 70: Others: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 71: Others: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 72: Europe: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 73: Europe: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 74: Germany: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 75: Germany: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 76: France: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 77: France: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 78: United Kingdom: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 79: United Kingdom: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 80: Italy: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 81: Italy: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 82: Spain: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 83: Spain: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 84: Russia: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 85: Russia: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 86: Others: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 87: Others: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 88: Latin America: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 89: Latin America: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 90: Brazil: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 91: Brazil: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 92: Mexico: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 93: Mexico: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 94: Others: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 95: Others: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 96: Middle East and Africa: Marketing Automation Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 97: Middle East and Africa: Marketing Automation Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 98: Middle East and Africa: Marketing Automation Market: Breakup by Country (in %), 2023
  • 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, 2023 and 2032
  • Table 2: Global: Marketing Automation Market Forecast: Breakup by Component Type (in Million US$), 2024-2032
  • Table 3: Global: Marketing Automation Market Forecast: Breakup by Deployment Type (in Million US$), 2024-2032
  • Table 4: Global: Marketing Automation Market Forecast: Breakup by End User (in Million US$), 2024-2032
  • Table 5: Global: Marketing Automation Market Forecast: Breakup by Application (in Million US$), 2024-2032
  • Table 6: Global: Marketing Automation Market Forecast: Breakup by Vertical (in Million US$), 2024-2032
  • Table 7: Global: Marketing Automation Market Forecast: Breakup by Region (in Million US$), 2024-2032
  • Table 8: Global: Marketing Automation Market: Competitive Structure
  • Table 9: Global: Marketing Automation Market: Key Players
目次
Product Code: SR112024A3100

The global marketing automation market size reached US$ 6.0 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 21.1 Billion by 2032, exhibiting a growth rate (CAGR) of 14.6% during 2024-2032. The market is propelled by the increasing adoption of AI and machine learning, increasing demand for omni-channel marketing, focus on consumer experience, data privacy and compliance requirements, and increasing shift toward account-based marketing (AVM).

Marketing Automation Market Analysis:

Major Market Drivers: Rapidly increasing adoption of AI and machine learning, growing demand for omni-channel marketing, increasing focus on consumer experience (CX), and data privacy and compliance requirement, are some of the major market drivers.

Key Market Trends: Some of the key market trends include the rapid shift toward account-based marketing (ABM), increasing adoption of conversational marketing, and integration of predictive analytics.

Geographical Trends: The rising adoption rates of digital marketing strategies, increasing presence of large enterprises with substantial marketing budgets, and increasing focus on enhancing consumer engagement is positively driving the marketing automation demand across the North American region.

Competitive Landscape: 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., and Teradata Corporation, are among some of the key players in the marketing automation industry.

Challenges and Opportunities: Some of the challenges of this industry include data privacy and compliance concerns, increasing complexity in integrating numerous marketing channels, and resistance to change from conventional marketing methods. Whereas, rapid expansion into developing markets, integration with IoT devices, and adoption of AI-driven analytics, are offering positive marketing automation market insights.

Marketing Automation Market Trends:

Growing Demand for Personalized Consumer Experiences

Personalization in marketing has evolved from a mere trend to a fundamental strategy essential for engaging consumers. Enabled by marketing automation, businesses can collect vast amounts of consumer data across various touchpoints, such as websites, social media, and email interactions. This data is then analyzed to create detailed consumer profiles, understanding preferences, behaviors, and purchasing patterns. By leveraging sophisticated algorithms and machine learning capabilities within marketing automation platforms, companies can segment their audience with precision and deliver highly targeted messages and offers in real-time. Moreover, personalization goes beyond addressing consumers by their first name; it involves crafting individualized experiences that resonate with each consumer unique needs and preferences, thereby creating a positive marketing automation market outlook. According to McKinsey, personalization in marketing can reduce costs by as much as 50%, increase revenues by 5-15% and increasing marketing ROI by 10-30%.

Increasing Adoption of Digital Marketing Strategies

The global marketing software market has witnessed remarkable growth, fueled by the rapid adoption of digital marketing strategies and the increasing reliance on automation tools to optimize campaign management and execution across diverse digital channels. According to the IMARC GROUP, the global marketing software market has reached US$ 77.3 Billion in 2023, and is expected to reach US$ 255.9 Billion by 2032. This growth trajectory reflects the increasing demand for technologies that can manage and optimize digital campaigns across email, social media, websites, mobile apps, and other digital touchpoints. As consumer behavior shifts toward digital platforms for information gathering, communication, and purchasing decisions, businesses are compelled to enhance their digital marketing capabilities to effectively reach and engage their target audiences. Marketing automation platforms play a crucial role in this ecosystem by providing tools to streamline workflows, automate repetitive tasks, and integrate data-driven insights for more personalized and targeted marketing efforts, thus leading to a rapid marketing automation market growth.

Increasing Focus on Marketing Efficiency and ROI

In the current business environment, where competition is fierce and resources are scrutinized, optimizing marketing expenditures and maximizing ROI are paramount for sustainable growth. Marketing automation plays a pivotal role by enabling companies to streamline operations and achieve greater efficiency. According to a report by ASCEND2, a research-based guide for marketers, 65% of marketers are leveraging marketing automation as a part of their email marketing efforts. By automating repetitive tasks such as email scheduling, social media posting, and consumer segmentation, businesses can allocate their human resources to more strategic activities that require creativity and critical thinking. Segmenting audiences based on behavior and demographics allows marketers to deliver highly targeted messages that resonate with specific consumer needs and preferences, thereby increasing engagement and conversion rates. Moreover, marketing automation platforms provide robust analytics and reporting capabilities that enable data-driven decision-making, thereby creating a positive marketing automation industry outlook. By analyzing campaign performance metrics such as click-through rates, conversion rates, and consumer lifetime value, marketers can identify trends, optimize strategies in real-time, and allocate budgets more effectively toward initiatives that yield the highest ROI.

Marketing Automation Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on component type, deployment type, end user, application, and vertical.

Breakup by Component Type:

Software

Services

Software accounts for the majority of the market share

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

The software segment holds the largest share in the marketing automation market due to several key factors. Marketing automation software serves as the core technology that drives the entire automation process. These software platforms offer comprehensive functionalities such as email marketing, social media management, consumer relationship management (CRM) integration, campaign analytics, and workflow automation. Businesses rely on these software solutions to streamline marketing operations, enhance efficiency, and achieve greater consistency in messaging across various digital channels. Additionally, the rapid evolution of digital marketing practices and the increasing complexity of consumer interactions necessitate robust software solutions that can handle diverse tasks seamlessly. Marketing automation software automates repetitive tasks and facilitates sophisticated segmentation and targeting capabilities based on behavioral and demographic data, thus positively contributing to the marketing automation industry revenue.

Breakup by Deployment Type:

On-Premises

Cloud-Based

Cloud-based holds the largest share in the industry

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 marketing automation industry report, cloud-based accounted for the largest market share.

Cloud-based deployment has emerged as the largest segment in the marketing automation market breakdown by deployment type due to its numerous advantages and strategic benefits for businesses. Cloud-based solutions offer unparalleled scalability, allowing organizations to easily scale up or down their marketing operations based on changing business needs and seasonal demands without the constraints of physical infrastructure limitations. This flexibility is particularly valuable for businesses experiencing rapid growth or operating in dynamic markets where agility is essential. Additionally, cloud-based deployment eliminates the need for companies to invest heavily in on-premises hardware and IT infrastructure, thereby reducing upfront costs and ongoing maintenance expenses. This cost-effectiveness makes cloud-based solutions accessible to businesses of all sizes, from startups to large enterprises, democratizing access to advanced marketing automation capabilities.

Breakup by End User:

SMEs

Large Enterprises

SMEs represent the leading market segment

The marketing automation market research report has provided a detailed breakup and analysis of the market based on the end user. This includes SMEs and large enterprises. According to the report, SMEs represented the largest segment.

Small and Medium-sized Enterprises (SMEs) constitute the largest segment in the market breakup by end user in marketing automation due to several compelling reasons. SMEs often face resource constraints, including limited budgets and manpower, which necessitate efficient and cost-effective solutions to manage their marketing efforts. Marketing automation platforms offer SMEs the ability to automate repetitive tasks such as email campaigns, social media management, and lead nurturing, thereby creating a positive marketing automation market dynamic. Additionally, SMEs typically operate in highly competitive markets where effective consumer engagement and personalized marketing are crucial for differentiation and growth. Marketing automation allows SMEs to level the playing field by enabling them to implement sophisticated marketing strategies previously accessible only to larger enterprises. By leveraging automation tools for audience segmentation, behavior tracking, and personalized messaging, SMEs can enhance consumer targeting and engagement, driving higher conversion rates and consumer retention.

Breakup by Application:

Campaign Management

Email Marketing

Lead Nurturing and Lead Scoring

Social Media Marketing

Inbound Marketing

Others

Campaign management accounts for the majority of the market share

The marketing automation market research report has provided a detailed breakup and analysis of the market based on the application. This includes campaign management, email marketing, lead nurturing and lead scoring, social media marketing, inbound marketing, and others. According to the report, campaign management represented the largest segment.

Campaign management holds the largest segment in the market breakup by application in marketing automation due to its pivotal role in orchestrating and optimizing marketing activities across various channels. Effective campaign management is essential for businesses to plan, execute, monitor, and analyze marketing campaigns efficiently and cohesively. Marketing automation platforms dedicated to campaign management streamline workflows by automating repetitive tasks such as scheduling emails, segmenting audiences, and tracking campaign performance metrics in real-time. Campaign management tools enable marketers to create targeted and personalized campaigns tailored to specific audience segments, demographics, and behavioral patterns. By leveraging advanced segmentation capabilities, businesses can deliver relevant content and offers that resonate with their audience, thereby enhancing engagement and conversion rates. This personalized approach improves consumer satisfaction and boosts overall campaign effectiveness and RO, while improving the marketing automation market value.

Breakup by Vertical:

BFSI

Retail

Healthcare

IT and Telecom

Government

Entertainment and Media

Education

Others

BFSI holds the largest share in the industry

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 marketing automation industry report, BFSI accounted for the largest market share.

The BFSI (Banking, Financial Services, and Insurance) sector stands out as the largest segment in the market breakup by vertical in marketing automation due to its unique needs for personalized consumer engagement, regulatory compliance, and competitive differentiation. Within BFSI, marketing automation plays a crucial role in fostering stronger consumer relationships through targeted communications and personalized experiences across various digital channels such as email, social media, and mobile apps. Moreover, the heavy reliance of the sector on data-driven decision-making makes marketing automation indispensable for analyzing consumer behavior, predicting trends, and optimizing marketing campaigns to drive acquisition, retention, and upsell opportunities.

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 leads the market, accounting for the largest marketing automation market share

The market research 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. According to the report, North America was the largest market for marketing automation.

North holds the largest share in the marketing automation market due to several key factors. The advanced technological infrastructure and widespread internet penetration provide a solid foundation for the adoption of sophisticated marketing tools. Companies in North America, particularly in the United States, are often early adopters of innovative technologies, which fuels the growth of the marketing automation sector. Additionally, the presence of major technology companies and marketing automation vendors, such as HubSpot, Marketo, and Salesforce, based in this region significantly contributes to its dominance. These companies develop cutting-edge solutions and drive market trends and standards globally.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the major market players in the marketing automation industry include 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., and Teradata Corporation.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Key players have undertaken numerous efforts to drive growth and innovation within the industry. Companies such as HubSpot, Marketo, and Salesforce are at the forefront, continually enhancing their platforms to offer more sophisticated and integrated solutions. HubSpot has expanded its capabilities by adding features such as AI-driven analytics and improved consumer relationship management (CRM) tools, ensuring that users can streamline their marketing efforts effectively. Marketo, acquired by Adobe, has focused on integrating its platform with Adobe's suite of products, providing a seamless experience across marketing, advertising, and analytics. Salesforce, with its Marketing Cloud, has emphasized personalization and consumer journey mapping, utilizing AI and machine learning to optimize marketing campaigns. Additionally, according to the marketing automation market forecast, these key players invest heavily in research and development to stay ahead of emerging trends and technologies. They also engage in strategic partnerships and acquisitions to broaden their product offerings and market reach. For instance, Salesforce's acquisition of ExactTarget significantly boosted its email marketing capabilities. Educational initiatives, such as offering certifications and training programs, are also a priority, helping to cultivate a skilled workforce adept at leveraging marketing automation tools.

Latest News:

March 15, 2023: KEAP, a leader in sales and marketing automation software for small businesses, has acquired The Factory, a former partner that helps small business owners build marketing strategies and implement sales and marketing automation. With the acquisition, The Factory's founder, Tyler Garns, will join Keap as a group product manager.

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 2024-2032?
  • 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