Marketing Automation Market – Trends Forecast Till 2030

Market Snapshot

Market Overview

The Global Marketing Automation Market size is projected to reach a CAGR of 12.9% from 2023-2030.

Marketing automation is a technology that helps companies in building better customer engagement campaigns, by eliminating repetitive tasks and helping the marketing department to focus on other critical aspects. The technology facilitates lead generation management, customer lifecycle marketing, and customer retention, among others.

Growth in the number of marketing channels indicates an increase in the volume of data and content generated by users. This increases the possibility of reaching the right customer successfully by understanding the customer’s brand preference. An increase in the number of marketing channels through which marketers can communicate with their customers, easily, has taken the marketing automation market to another level. Enterprises leverage several channels, such as websites, emails, social media platforms, mobile devices, and display ads, to connect with customers. Organizations use cross-channel or multi-channel marketing to enhance the effectiveness of their marketing program and increase the RoI. Marketing automation software helps enterprises automate marketing and sales engagement processes. Marketing automation enables marketers to automate repetitive tasks, such as sending emails, maintaining social media accounts and pages, tracking website interactions, and managing various other tasks.

On the other hand, the prevailing laws and regulations associated with data privacy, such as General Data Protection Regulation (GDPR), act as one of the major issues for marketing automation software vendors. The rules and regulations in various countries regarding the protection of online users’ privacy are different. Some countries have rules where visitors to a web portal must explicitly consent to having cookies stored on their devices. As most of the marketing automation tools depend on cookies for website visitor tracking, this significantly restricts the marketing automation market

With the onset of the COVID-19 outbreak, many B2B marketing companies adopted a “play it safe” approach through which they reduced their marketing budgets until they could analyze the impact on their businesses and had to wait for the economic scenario to improve. According to a survey by Hubspot, almost half of the businesses implemented a cut of 1%-25% of their marketing budgets. In Q1 of 2020, most of the B2B marketing companies reported budget cuts of +26%, but some of the budgets have been restored, resulting in lower overall budgetary cuts due to the pandemic.

Delvens Industry Expert's Standpoint

The rise of digital marketing channels such as social media, email, and mobile has led to an explosion of data that needs to be analysed and acted upon. Marketing automation platforms help businesses manage and analyse this data, allowing them to make data-driven decisions about their marketing strategies. Customers today expect a personalized experience with the brands they interact with. Marketing automation tools enable businesses to tailor their marketing efforts to the specific needs and preferences of individual customers. Further, with the growing complexity of marketing tasks, businesses need to automate repetitive tasks and workflows to improve efficiency and reduce errors. Marketing automation tools help businesses automate tasks such as email campaigns, lead nurturing, and social media management. The increasing demand for automation tools continues to grow in the market of Market Automation in the upcoming years.

Market Portfolio

Key Findings

•  The component segment is segmented into software and services. The software segment is anticipated to reach the highest CAGR during the forecast period. This is due to the increasing adoption of advanced technologies, such as AI, ML, mobile, and cloud, which has led to a growth in the demand for marketing automation software and services. The increasing demand to automate and enhance marketing processes drives the growth of marketing automation software. Organizations recognized the need for marketing automation software to improve their knowledge of buyers’ behavior to attain new revenue streams.

• The deployment type segment is bifurcated into On-premises and Cloud. On-premises segment is expected to dominate the market during the forecast period. The On-premises deployment type refers to the implementation of marketing automation solutions on the client’s premises using their IT infrastructure. On-premises deployment of marketing automation solutions initially requires high investment by organizations, though it does not require incremental costs throughout the ownership such as the cloud deployment type.

• The application segment is sub-segmented into Campaign Management, Email Marketing, Lead Nurturing and Lead Scoring, Social Media Marketing, Inbound Marketing, Analytics and Reporting, and Other Applications. The lead Nurturing and Lead Scoring segment is expected to propel during the forecast period. A successful lead nurturing program focuses marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need to build trust, increase brand awareness, and maintain a connection until prospects are ready to make a purchase. To develop a successful lead-scoring strategy, sales, and marketing must come together to pinpoint where a particular lead is within the brand’s buying model. This is the common ground for a strong lead nurturing system.

• The organization size segment is bifurcated into Small and Medium-Sized Enterprises and Large Enterprises. The large enterprise segment is expected to dominate the market.  The demand for the integration of advanced technologies such as AI and ML with marketing automation software is driving the demand in large organizations. Large enterprises constantly adopt new and emerging technologies to capture a larger market share and increase overall productivity and efficiency in today's highly competitive world.
   
• Among the regions, the market is segmented into various regions such as Asia Pacific, North America, Europe, South America, and Middle East & Africa. Asia Pacific is estimated to account for the largest market size in the Marketing Automation Market during the forecast period.

Regional Analysis

Europe to Dominate the Market

• Asia Pacific's marketing automation software market is expected to grow significantly over the forecast period, due to increased marketing investment by most regional end-user verticals, coupled with an ever-growing social media penetration. This makes the region a lucrative hub for the studied market.
   
• The growing adoption of SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage are some of the significant factors that the market studied is estimated to have a massive scope in the region.

Competitive Landscape

• Microsoft Corporation
• IBM Corporation (Silverpop)
• Oracle Corporation
• Salesforce.com Inc.
• Adobe Systems Incorporated (Marketo Inc.).
• HubSpot
• Keap
• Thryv
• Sendinblue
• Teradata
• SAS
• ActiveCampaign
• Act-On Software

Recent Developments

• In February 2022, Adobe added mobile marketing personalization capabilities to journey optimizer that enables users to better engage their customers on smartphones. The seven capabilities include Message Designer, with which users can design personalized email, push notifications, and in-app messages from one console for customers on mobile devices; personalized app experiences, which consider app usage and other factors; and unified customer profiles, which drive analytics in workflows.
   
• In December 2021, with the Dynamics 365 Marketing December 2021 update, the user can create journey branches based on any attribute, track unsubscribed users in real-time marketing insights, and manage Microsoft Teams meeting options from the Dynamics 365 Marketing app. The update also includes general performance upgrades and bug fixes.

Reasons to Acquire

• Increase your understanding of the market for identifying the best and most suitable strategies and decisions on the basis of sales or revenue fluctuations in terms of volume and value, distribution chain analysis, market trends, and factors.
   
• Gain authentic and granular data access for Marketing Automation Market so as to understand the trends and the factors involved in changing market situations.
   
• Qualitative and quantitative data utilization to discover arrays of future growth from the market trends of leaders to market visionaries and then recognize the significant areas to compete in the future.
   
• In-depth analysis of the changing trends of the market by visualizing the historic and forecast year growth patterns.

Report Scope