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市场调查报告书

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1360041

全球行销云端平台市场 - 2023-2030

Global Marketing Cloud Platform Market - 2023-2030

出版日期: 2023年10月11日 | 出版商:

DataM Intelligence | 英文 202 Pages | 商品交期: 约2个工作天内

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简介目录

概述：

全球行销云平台市场2022年达到101亿美元，预计2030年将达343亿美元，2023-2030年预测期间复合年增长率为13.5%。

随着各行业的企业纷纷进行数位转型，对能够在数位领域有效运作的行销解决方案的需求日益增长。行销云端平台提供了一套工具和功能来管理和优化数位行销工作，这对于现代企业至关重要。

行销云端平台提供强大的资料分析和客户细分工具，使企业能够获得有价值的见解并创建个人化的行销活动。例如，2023 年 1 月 18 日，全球数位转型服务供应商 OSF Digital 收购了专门在澳洲和纽西兰提供 Salesforce 行销云端解决方案的 Salesforce 合作伙伴 Datarati，这项策略性倡议是 OSF Digital 在该地区扩张策略的一部分及其对增强Salesforce Digital 360 功能的承诺。

预计亚太地区在预测期内将以最快的速度成长，到2022年约占全球市场的1/4。亚太国家正经历跨产业的快速数字转型。企业正在采用数位技术与消费者互动，这使得行销云端平台对于管理数位行销活动和客户互动至关重要。中国和印度等国的行动采用率很高。

动态：

增加客户资料管理平台

行销云端平台使企业能够集中来自各种来源的客户资料，包括网站、社交媒体、电子邮件和线下互动，这个集中的资料存储库提供了客户资讯的统一视图，这对于有效的资料管理至关重要，这些平台有助于与其他行销和 CRM 工具，确保客户资料在整个组织内持续更新和同步，并且这种整合简化了资料管理流程。

例如，2023 年 8 月 31 日，值得信赖的企业人工智慧资料公司 Cloudera 与 Amazon Web Services 签订了策略合作协议，该合作伙伴关係旨在加速 AWS 上的云端原生资料管理和分析。 Cloudera 将利用 AWS 服务为在 AWS 上使用 Cloudera 开放资料Lakehouse 的客户提供持续创新和成本降低，这提供了混合部署平台。

不断崛起的社群媒体平台推动市场发展

行销云端平台提供强大的分析和报告工具，使企业能够分析其社群媒体活动的绩效。客户期望在社群媒体上获得个人化体验。行销云平台提供了用于细分受众、创建个人化内容和投放有针对性的广告的工具，从而提高参与度和转换率。

例如，2023 年 6 月 14 日，宏盟集团 (Omnicom Group Inc.) 的媒体服务部门宏盟媒体集团 (Omnicom Media Group) 与 Salesforce.com 达成了一项史无前例的协议。在本次交易中，宏盟媒体集团采用 Salesforce Marketing Cloud 作为其社群行销服务的核心元件，这项部署将在其广泛的全球代理商网路中实施。该服务将在全球不同平台上实施。

电商企业采用云端行销平台

电子商务企业越来越多地采用数位策略来覆盖更广泛的受众并保持竞争力。行销云平台提供有效执行和自动化数位行销活动所需的工具。行销云平台提供强大的资料分析和报告功能。电子商务企业可以利用数据驱动的洞见来了解客户行为、优化行销策略并衡量行销活动的投资报酬率。

例如，2023 年 9 月 5 日，Salesforce 与义大利鞋类品牌 Vibram 合作推出了一个新的电子商务平台，该平台基于 Salesforce 的商务云构建，并由人工智慧提供支持，以增强个性化和生产力。该平台将整合资料和分析，为客户提供个人化产品建议，提高 Vibram 的行销活动能力，并协助讲述其永续发展故事。

复杂且不正确的集成

行销云平台的有效设定和使用可能很复杂。企业可能需要广泛的培训和专业知识才能最大限度地发挥平台的功能。行销云平台通常涉及大量成本，包括订阅费、实施和持续维护。预算有限的小型企业可能会发现很难证明这些费用的合理性。

将行销云端平台与现有系统和资料库整合可能非常复杂且耗时。不完整或不正确的整合可能会导致资料不一致和操作问题。管理客户资料并确保遵守 GDPR 等资料保护法规可能具有挑战性。资料处理不当可能会导致法律和声誉后果。行销云端平台提供各种功能和模板，具有独特或高度特定需求的企业可能会发现客製化和灵活性方面的限制。

As businesses across various different industries majorly undergo digital transformation, there is an increasing need for marketing solutions that can effectively operate in the digital realm. Marketing cloud platforms offer a suite of tools and capabilities to manage and optimize digital marketing efforts, making them essential for modern businesses.

Marketing cloud platforms provide robust data analytics and customer segmentation tools, allowing businesses to derive valuable insights and create personalized marketing campaigns. For instance, on 18 January 2023, OSF Digital, a global provider of digital transformation services, acquired Datarati, a Salesforce partner specializing in Salesforce Marketing Cloud solutions in Australia and New Zealand and this strategic move is part of OSF Digital's expansion strategy in the region and its commitment to enhancing Salesforce Digital 360 capabilities.

Asia-Pacific is expected to develop the fastest growth rate during the forecast period, making up around 1/4th of the global market in 2022. Asia-Pacific countries are experiencing rapid digital transformation across industries. Businesses are adopting digital technologies to engage with consumers, making marketing cloud platforms essential for managing digital marketing campaigns and customer interactions. Countries like China and India, have a high mobile adoption rate.

Dynamics:

Increase Customer Data Management Platforms

Marketing Cloud Platforms enable businesses to centralize customer data from various sources, including websites, social media, emails and offline interactions and this centralized data repository provides a unified view of customer information, which is critical for effective data management, these platforms facilitate seamless integration with other marketing and CRM tools, ensuring that customer data is consistently updated and synchronized across the organization and this integration streamlines data management processes.

For instance, on 31 August 2023, Cloudera, a trusted enterprise AI data company, entered into a Strategic Collaboration Agreement with Amazon Web Services and this partnership aims to accelerate cloud-native data management and analytics on AWS. Cloudera will leverage AWS services to provide continuous innovation and cost reductions for customers using Cloudera's open data lakehouse on AWS and this provides hybrid deployment platforms.

Rising Social Media Platforms Boost the Market

Marketing Cloud Platforms provide robust analytics and reporting tools that allow businesses to analyze the performance of their social media campaigns. Customers expect personalized experiences on social media. Marketing Cloud Platforms offer tools for segmenting audiences, creating personalized content and delivering targeted advertisements, leading to higher engagement and conversions.

For instance, on 14 June 2023, Omnicom Media Group, the media services division of Omnicom Group Inc., entered into an unprecedented agreement with Salesforce.com. In this deal, Omnicom Media Group adopts Salesforce Marketing Cloud as the central component of its social marketing services, this deployment will be implemented across its extensive global agency network. An this service will be implemented across different platforms globally.

Adoption of Cloud Marketing Platform by E-Commerce Business

E-commerce businesses are increasingly adopting digital strategies to reach a wider audience and stay competitive. Marketing Cloud Platforms provide the tools needed to execute and automate digital marketing campaigns effectively. Marketing Cloud Platforms provide robust data analytics and reporting features. E-commerce businesses can leverage data-driven insights to understand customer behavior optimize marketing strategies and measure the ROI of marketing campaigns.

For instance, on 5 September 2023, Salesforce partnered with Italian footwear brand Vibram to launch a new e-commerce platform, built on Salesforce's Commerce Cloud and powered by AI for enhanced personalization and productivity. The platform will integrate data and analytics to provide personalized product suggestions to customers, improve Vibram's campaign capabilities and help tell its sustainability story.

Complex and Incorrect Integrations

Marketing Cloud Platforms can be complex to set up and use effectively. Businesses may require extensive training and expertise to maximize the platform's capabilities. Marketing Cloud Platforms often involve significant costs, including subscription fees, implementation and ongoing maintenance. Small businesses with limited budgets may find it challenging to justify these expenses.

Integrating Marketing Cloud Platforms with existing systems and databases can be complex and time-consuming. Incomplete or incorrect integrations can lead to data inconsistencies and operational issues. Managing customer data and ensuring compliance with data protection regulations like GDPR can be challenging. Mishandling of data can result in legal and reputational consequences. Marketing Cloud Platforms offer various features and templates, businesses with unique or highly specific needs may find limitations in terms of customization and flexibility.

Segment Analysis:

The global marketing cloud platform market is segmented based on component, deployment mode, solution, end-user and region.

Digital Transformation with Marketing Cloud Platforms

In 2022, digital marketing solutions is expected to be the dominant segment in the global market covering around 1/3rd of the market. Organizations across industries are undergoing digital transformation efforts to stay competitive. Marketing Cloud Platforms enable businesses to centralize and streamline their marketing efforts, making it easier to adapt to the digital landscape. Marketing Cloud Platforms are scalable, making them suitable for businesses of all sizes.

For instance, on 10 July 2023, Samooha, a provider of cleanroom applications, announced its verified integration with the Amazon Marketing Cloud (AMC) and this integration allows Amazon Ads customers to use Samooha's cleanroom application to access media insights within the Amazon Marketing Cloud through a user-friendly interface, eliminating the need for coding. It offers ready-to-use templates for non-technical users and a Developer Edition for enterprise developers to publish their own analytics and AI/ML workloads.

Geographical Penetration:

North America Investing in Marketing Cloud Consulting Platform

North America is the dominant region in the global marketing cloud platform market covering more than 1/3rd of the market. North America is adopting new technologies and strategies to engage with customers online. Marketing cloud platforms play an important role in enabling and optimizing digital marketing efforts, making them essential tools for businesses in the region. Marketing cloud platforms offer robust analytics and reporting features, enabling businesses to track campaign performance and make data-driven decisions.

For instance, on 21 March 2023, Plative, known for its Salesforce and Oracle NetSuite consulting services in North America, launched a Salesforce Marketing Cloud consulting practice and they have bolstered their team with certified Marketing Cloud consultants and leaders to support new users and existing platform adopters, this move enables Plative to offer a comprehensive range of marketing automation services on the Salesforce Marketing Cloud platform.

Competitive Landscape

The major global players in the market include: Adobe Inc., Salesforce Inc, Acquia, Inc, Zeta Global Holdings Corp, Mobius Solutions, Ltd., Cision Ltd., Insider Inc., Braze, Inc., RedPoint Global Inc. and HubSpot, Inc.

COVID-19 Impact Analysis:

Lockdowns and restrictions in place, there was a rapid shift toward digital marketing channels. Marketing cloud platforms became essential for managing and automating digital campaigns across various channels, including email, social media and online advertising. The pandemic forced businesses to do more with less, leading to an increased reliance on marketing automation.

Customer behavior and preferences changed during the pandemic. Marketing cloud platforms had to adapt to help businesses understand and respond to these changes. As in-person interactions decreased, personalization in marketing became even more critical. Marketing cloud platforms leveraged data and AI to deliver personalized content and recommendations to customers, aiming to maintain and strengthen customer relationships.

Content marketing strategies evolved to address the pandemic's challenges and uncertainties. Marketing cloud platforms helped businesses create and distribute relevant and sensitive content to their audiences. Businesses needed to communicate important updates and changes in real-time. It enabled them to send timely email and SMS notifications, update website content and manage social media communications.

AI Impact

AI enables marketers to create highly personalized experiences for customers. Machine learning algorithms analyze vast amounts of customer data to understand individual preferences, behaviors and purchase history and this data is then used to deliver tailored content, product recommendations and offers to each customer, increasing engagement and conversion rates. AI-powered predictive analytics helps marketers forecast future trends and customer behavior.

AI automatically segments a customer base into distinct groups based on various criteria such as demographics, purchase history and online behavior and this segmentation helps marketers create targeted campaigns that resonate with specific audience segments, improving campaign performance. AI-driven chatbots and virtual assistants can handle customer inquiries and provide real-time support.

For instance, on 12 July 2023, HCLSoftware launched HCL Marketing Cloud, a SaaS solution powered by AI to assist marketers in managing end-to-end marketing campaigns. The platform embeds predictive and generative AI capabilities, allowing marketers to personalize campaigns, gain deeper insights into their audiences and deliver connected customer experiences.

Russia- Ukraine War Impact

The conflict has introduced geopolitical uncertainty, which can affect international business operations, including marketing campaigns. Businesses may reconsider their global marketing strategies and partnerships due to political instability. The war can influence global economic conditions, which, in turn, affect marketing budgets and strategies. Businesses may adjust their marketing spending based on economic uncertainties resulting from the conflict.

The war has disrupted supply chains, affecting the availability of products and services. Marketers may need to communicate changes in product availability or delays to customers through their Marketing Cloud Platforms. Consumer behavior changed during times of geopolitical instability. Marketing Cloud Platforms may need to adapt to new consumer preferences and attitudes, requiring adjustments in marketing campaigns and messaging.

By Component

Platforms
Services

By Deployment Mode

Public Cloud
Private Cloud

By Solution

Digital Marketing Solution
Integrated Solution

By End-User

Media and Entertainment
Travel
Retail
Financial Services
Others

By Region

North America
- U.S.
- Canada
- Mexico

Europe
- Germany
- UK
- France
- Italy
- Russia
- Rest of Europe

South America
- Brazil
- Argentina
- Rest of South America

Asia-Pacific
- China
- India
- Japan
- Australia
- Rest of Asia-Pacific

Middle East and Africa

Key Developments

In June 2022, Asda, one of the UK's major supermarket chains, is embarking on a retail technology transformation project in collaboration with Salesforce, the global CRM leader. By utilizing Salesforce's retail suite, including Commerce Cloud, Service Cloud and Marketing Cloud, Asda intends to establish a cloud-first environment that provides its 18 million customers with a seamless and consistent experience across all channels and device.
In May 2023, Kyndryl, the world's largest IT infrastructure services provider, has announced an expanded strategic partnership with SAP aimed at addressing complex digital business transformation challenges and this collaboration focuses on leveraging SAP's Business Transformation Center and ERP systems expertise alongside Kyndryl's deep knowledge of data, application migration and modernization services to help customers efficiently transition to the cloud.
In September 2021 oracle launched Fusion Marketing, a marketing automation solution designed to automate lead generation and qualification. Fusion Marketing, part of Oracle Advertising and CX, is engineered to streamline the entire lead qualification and conversion process.

Why Purchase the Report?

To visualize the global marketing cloud platform market segmentation based on component, deployment mode, solution, end-user and region, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of marketing cloud platform market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.

The global marketing cloud platform market report would provide approximately 69 tables, 66 figures and 202 pages.

Target Audience 2023

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Component
3.2. Snippet by Deployment Mode
3.3. Snippet by Solution
3.4. Snippet by End-User
3.5. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Increase Customer Data Management Platforms
  - 4.1.1.2. Rising Social Media Platforms Boost the Market
  - 4.1.1.3. Adoption of Cloud Marketing Platform by E-Commerce Business
- 4.1.2. Restraints
  - 4.1.2.1. Complex and Incorrect Integrations
- 4.1.3. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Russia-Ukraine War Impact Analysis
5.6. DMI Opinion

6. COVID-19 Analysis

6.1. Analysis of COVID-19
- 6.1.1. Scenario Before COVID
- 6.1.2. Scenario During COVID
- 6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion

7. By Component

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 7.1.2. Market Attractiveness Index, By Component
7.2. Platforms*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Services

8. By Deployment Mode

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Mode
- 8.1.2. Market Attractiveness Index, By Deployment Mode
8.2. Public Cloud*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Private Cloud

9. By Solution

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Solution
- 9.1.2. Market Attractiveness Index, By Solution
9.2. Digital Marketing Solution*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Integrated Solution

10. By End-User

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 10.1.2. Market Attractiveness Index, By End-User
10.2. Media and Entertainment*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Travel
10.4. Retail
10.5. Financial Services
10.6. Others

11. By Region

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 11.1.2. Market Attractiveness Index, By Region
11.2. North America
- 11.2.1. Introduction
- 11.2.2. Key Region-Specific Dynamics
- 11.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Mode
- 11.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Solution
- 11.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.2.7.1. U.S.
  - 11.2.7.2. Canada
  - 11.2.7.3. Mexico
11.3. Europe
- 11.3.1. Introduction
- 11.3.2. Key Region-Specific Dynamics
- 11.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Mode
- 11.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Solution
- 11.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.3.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.3.7.1. Germany
  - 11.3.7.2. UK
  - 11.3.7.3. France
  - 11.3.7.4. Italy
  - 11.3.7.5. Russia
  - 11.3.7.6. Rest of Europe
11.4. South America
- 11.4.1. Introduction
- 11.4.2. Key Region-Specific Dynamics
- 11.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Mode
- 11.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Solution
- 11.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.4.7.1. Brazil
  - 11.4.7.2. Argentina
  - 11.4.7.3. Rest of South America
11.5. Asia-Pacific
- 11.5.1. Introduction
- 11.5.2. Key Region-Specific Dynamics
- 11.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Mode
- 11.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Solution
- 11.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.5.7.1. China
  - 11.5.7.2. India
  - 11.5.7.3. Japan
  - 11.5.7.4. Australia
  - 11.5.7.5. Rest of Asia-Pacific
11.6. Middle East and Africa
- 11.6.1. Introduction
- 11.6.2. Key Region-Specific Dynamics
- 11.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Mode
- 11.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Solution
- 11.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User

12. Competitive Landscape

12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis

13. Company Profiles

13.1. Adobe Inc.*
- 13.1.1. Company Overview
- 13.1.2. Product Portfolio and Description
- 13.1.3. Financial Overview
- 13.1.4. Key Developments
13.2. Salesforce Inc
13.3. Acquia, Inc
13.4. Zeta Global Holdings Corp
13.5. Mobius Solutions, Ltd.
13.6. Cision Ltd.
13.7. Insider Inc.
13.8. Braze, Inc.
13.9. RedPoint Global Inc.
13.10. HubSpot, Inc.

LIST NOT EXHAUSTIVE

14. Appendix

14.1. About Us and Services
14.2. Contact Us

02-2729-4219

+886-2-2729-4219

License/价格

全球行销云端平​​台市场 - 2023-2030