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全球多通路行销活动管理市场 - 2023-2030

Global Multichannel Campaign Management Market - 2023-2030

出版日期: 2023年10月11日 | 出版商:

DataM Intelligence | 英文 217 Pages | 商品交期: 约2个工作天内

价格

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简介目录

概述：

全球多通路行销活动管理市场在 2022 年达到 53 亿美元，预计到 2030 年将达到 226 亿美元，2023-2030 年预测期间复合年增长率为 18.6%。

由于数位革命，社交媒体、电子邮件、网站、行动应用程式以及其他线上和行动平台激增。行销人员需要在这些不同的管道中管理行销活动，以吸引最活跃的受众。消费者现在透过各种接触点与品牌互动，并期望在所有管道上获得无缝体验。多通路活动管理使行销人员能够提供一致的讯息传递和体验，从而提高客户满意度和忠诚度。

例如，2023 年6 月22 日，用于企业内容创建的生成式人工智慧平台Typeface 与Salesforce 合作，将其品牌个人化生成式人工智慧功能与基于Salesforce CRM 的行销平台Salesforce Marketing GPT 集成，此次合作旨在使企业能够在整个客户旅程中提供由生成式人工智慧支援的上下文客製化内容。

亚太地区是全球多通路行销活动管理市场不断成长的地区之一，覆盖超过2/5 的市场份额，该地区正在经历快速的数位转型，企业和消费者以前所未有的速度采用数位技术，这种转变创造了对多通路活动管理解决方案的需求，以有效地在各种数位管道中吸引客户。

动态：

数位行销的成长趋势

数位景观不断扩大，可用于行销目的的管道越来越多，这些管道包括社交媒体平台、电子邮件、网站、行动应用程式、聊天机器人等。跨这些不同管道管理行销活动需要全面的多通路方法。多通路行销活动管理使行销人员能够在这些接触点上创造一致且有凝聚力的体验，迎合消费者的行为。

例如，2023 年6 月27 日，专注于帮助财务顾问和财富管理公司发展的Nitrogen 与FMG 结成策略联盟，FMG 是一家领先的SaaS 公司，专门为财务顾问提供行销软体和服务，此次合作整合了FMG 的数位行销平台，其中包括电子邮件行销和网站创建功能以及 Nitrogen 的成长平台。

透过各种管道增加资料传输

随着组织和消费者的生活变得越来越数位化，透过众多数位管道传输资料的需求不断增长。电子商务行业很大程度上依赖跨各种管道的资料传输来处理命令、管理库存并提供个人化的购物体验。为了定位广告、客户参与和分析目的，越来越多地使用社群媒体平台进行行销，需要无缝资料流。

根据思科系统公司的预测，到 2022 年，全球行动资料流量预计将在 2022 年达到每月 77.5 艾字节。根据爱立信的数据，全球行动资料流量（不包括固定无线存取(FWA)）将达到每月93 艾字节(EB)。截至 2022 年底，视讯流量目前占所有行动资料流量的 71%，预计将上升至 80%，如果 XR 类服务的采用超出预期，资料流量可能会增加更多，特别是在上行方向。

透过先进的人工智慧和自动化彻底改变行销

先进的技术可以无缝整合不同来源的资料，提供跨通路客户资讯的统一视图。人工智慧驱动的演算法和机器学习模型有助于分析客户行为、个人化内容并优化活动策略，以获得更好的结果。自动化工具透过自动执行重复性任务来简化行销活动管理，使行销人员能够专注于策略和创造力。

例如，2023 年 9 月 7 日，行销平台 Cordial 推出了 Cordial AI，这是一套为行销人员提供的人工智慧工具。 Cordial AI 提供生成性、预测性和规范性 AI 功能，帮助自动化行销任务并为决策提供见解。 Cordial AI 的一些关键功能包括人工智慧生成的主题行和内容、基于机器学习的行为预测和客户倾向以及人工智慧驱动的客户行为和活动策略洞察。

孤立的数据和耗时的流程

整合来自不同管道和平台的资料可能很复杂，从而导致资料孤岛。孤立的资料阻碍了客户的统一视图，并阻碍了个人化行销工作。跨多个管道管理行销活动需要更多的精力和资源。行销人员必须适应每个管道的复杂性，这使得保持一致性具有挑战性。协调不同管道的活动需要更多的时间、人员和财政资源。小型企业可能会发现这尤其具有挑战性。

为每个管道自订内容可能非常耗时，并且可能需要不同的格式和策略，从而扩展内容创建资源。行销管道数持续成长。在不断扩大的通路环境中管理行销活动可能会变得势不可挡。确保所有管道的品牌和讯息一致可能很困难。任何偏差都会让客户感到困惑并损害品牌形象。

Social media, email, websites, mobile apps and other online and mobile platforms have proliferated as a result of the digital revolution. Marketers need to manage campaigns across these diverse channels to reach their audience where they are most active. Consumers now interact with brands through various touchpoints and expect a seamless experience across all channels. Multichannel campaign management allows marketers to deliver consistent messaging and experiences, increasing customer satisfaction and loyalty.

For instance, on 22 June 2023, Typeface, a generative AI platform for enterprise content creation, is partnering with Salesforce to integrate its brand-personalized generative AI capabilities with Salesforce Marketing GPT, a marketing platform built on the Salesforce CRM and this partnership aims to enable businesses to deliver contextual, customized content powered by generative AI across the entire customer journey.

Asia-Pacific is among the growing regions in the global multichannel campaign management market covering more than 2/5th of the market and the region is experiencing a rapid digital transformation, with businesses and consumers adopting digital technologies at an unprecedented rate and this shift has created a demand for multichannel campaign management solutions to engage customers across various digital channels effectively.

Dynamics:

Growing Trends in Digital Marketing

The digital landscape is continuously expanding, with an increasing number of channels available for marketing purposes and these channels include social media platforms, email, websites, mobile apps, chatbots and more. Managing campaigns across these diverse channels requires a comprehensive multichannel approach. Multichannel campaign management allows marketers to create consistent and cohesive experiences across these touchpoints, catering to consumer behavior.

For instance, on 27 June 2023, Nitrogen, a company focused on helping financial advisors and wealth management firms grow, formed a strategic alliance with FMG, a leading SaaS company specializing in marketing software and services for financial advisors and this collaboration integrates FMG's digital marketing platform, which includes email marketing and website creation capabilities, with Nitrogen's Growth Platform.

Increasing Data Transfer Through Various Channels

There is a growing demand for transferring data across numerous digital channels as organization's and consumers' lives become more and more digitalized. The e-commerce sector significantly relies on data transfer across a variety of channels in order to process commands, manage inventory and provide individualized shopping experiences. For targeting ads, customer engagement and analytics purposes, the increasing usage of social media platforms for marketing necessitates seamless data flow.

According to Cisco Systems, in 2022, the projection is that mobile data traffic is expected to reach 77.5 exabytes per month globally by 2022. According to Ericsson Global mobile data traffic, excluding Fixed Wireless Access (FWA), reached 93 exabytes (EB) per month at the end of 2022. Video traffic currently accounts for 71% of all mobile data traffic and is predicted to rise to 80% if the adoption of XR-type services exceeds expectations, data traffic could increase even more, especially in the uplink direction.

Revolutionizing Marketing with Advanced AI and Automation

Advanced technologies enable seamless integration of data from various sources, providing a unified view of customer information across channels. AI-driven algorithms and machine learning models help analyze customer behavior, personalize content and optimize campaign strategies for better results. Automation tools streamline campaign management by automating repetitive tasks, allowing marketers to focus on strategy and creativity.

For instance, on 7 September 2023 Cordial, a marketing platform, introduced Cordial AI, a suite of artificial intelligence tools for marketers. Cordial AI offers generative, predictive and prescriptive AI capabilities to help automate marketing tasks and provide insights for decision-making. Some key features of Cordial AI include AI-generated subject lines and content, machine learning-based behavioral predictions and customer propensity and AI-driven insights for customer actions and campaign strategies.

Siloed Data and Time-Consuming Process

Integrating data from various channels and platforms can be complex, leading to data silos. Siloed data inhibits a unified view of the customer and hinders personalized marketing efforts. Managing campaigns across multiple channels requires more effort and resources. Marketers must adapt to the intricacies of each channel, making it challenging to maintain consistency. Coordinating campaigns across different channels demands more time, staff and financial resources. Small businesses may find it particularly challenging.

Tailoring content for each channel can be time-consuming and may require different formats and strategies, stretching content creation resources. The number of marketing channels continues to grow. Managing campaigns across an expanding channel landscape can become overwhelming. Ensuring consistent branding and messaging across all channels can be difficult. Any deviation can confuse customers and harm brand identity.

Segment Analysis:

The global multichannel campaign management market is segmented based on channel type, platform, deployment type, services, application, end-user and region.

Cloud Deployment Boosts the Market

Cloud-based MCCM solutions offer scalability to businesses and they can easily scale their campaigns up or down based on their needs without the need for significant infrastructure investments. Cloud solutions reduce reduced on-premises hardware requirements and maintenance expenses. Because companies only pay for the items they use, it is a cost-effective option.

For instance, on 16 August 2023, AppsFlyer introduced a dynamic querying capabilities for its Data Clean Room, powered by OpenAI and this new feature allows marketers and users, even those without SQL expertise, to easily query data within the AppsFlyer Data Clean Room. It eliminates the need for SQL intermediaries, making it faster and simpler to use Data Clean Rooms for business intelligence purposes, this development is especially important in the context of privacy-focused marketing and the need for efficient data analysis in a multi-channel environment.

Geographical Penetration:

Increasing Shifts Towards Digital Platforms Boost the Market

North America is dominating the global multichannel campaign management market and it has been at the forefront of digital marketing adoption, with businesses increasingly shifting their advertising budgets from traditional channels to digital platforms and this transition has created a strong demand for multichannel campaign management tools to effectively manage and analyze campaigns across various digital channels.

For instance, on 17 July 2023, Red Havas Group introduced a global influencer marketing practice named Sway, which will assist brands in establishing long-term relationships with influencers. Sway will collaborate with the agency network's PR, social and experiential marketing teams to create social-first marketing campaigns with influencers that have a business impact and this initiative recognizes the growing importance of influencer marketing as a performance channel for brands.

Competitive Landscape

The major global players in the market include: Adobe Systems Incorporated, Experian plc., Infor, Marketo, Inc. oracle Corporation, International Business Machines Corporation, Societas Europaea, Salesforce.Com, Inc., Teradata Operations, Inc. and SAS Institute, Inc.

COVID-19 Impact Analysis:

With lockdowns and social distancing measures in place, consumer behavior changed dramatically. People spend more time online, increasing their digital footprint. Marketers had to adapt to these changing habits and focus more on digital channels. The economic impact of the pandemic led many businesses to reassess their marketing budgets. Marketers had to do more with less and prioritize cost-effective channels and strategies.

The messaging and content of marketing campaigns needed to be sensitive to the pandemic. Brands that adapted their messaging to address the challenges and concerns of their audience were better received. E-commerce experienced significant growth during the pandemic as more consumers turned to online shopping. Marketers had to ramp up their efforts in e-commerce and optimize multichannel campaigns to drive online sales.

Data-driven decision-making became even more critical during the pandemic. Marketers relied on data analytics to understand changing customer behavior and adjust their campaigns accordingly. The need for efficiency and personalization led to increased adoption of marketing automation and AI tools and these technologies helped manage campaigns across multiple channels effectively and at scale.

AI Impact

AI enables highly personalized marketing campaigns by analyzing customer data and behavior. It helps in segmenting the audience and tailoring messages, offers and content to individual preferences, increasing engagement and conversion rates. AI-driven predictive analytics can forecast customer behavior, such as purchase intent or churn likelihood. Marketers can use these insights to proactively target customers with the right message at the right time.

AI automates repetitive tasks like email marketing, social media posting and ad optimization. This saves time and allows marketers to focus on strategy and creativity. AI-powered chatbots and virtual assistants improve customer service and support by providing quick responses to customer inquiries across multiple channels. AI analyzes content performance and suggests improvements, ensuring that marketing materials are effective and relevant.

For instance, on 24 August 2023 Twilio, a customer engagement platform company, introduced a range of AI tools under the banner of CustomerAI, aimed at enhancing customer interactions and AI-readiness for businesses and these tools include CustomerAI Predictions, which empowers marketers to create hyper-targeted campaigns based on predictive insights and Voice Intelligence, which leverages natural language understanding for customer service and compliance management.

Russia- Ukraine War Impact

The conflict created geopolitical uncertainty in the region. Companies operating in or trading with Ukraine or Russia had to consider the potential impact on their marketing strategies. Multinational companies may have adjusted their campaigns to address regional instability. Economic sanctions, trade disruptions and currency fluctuations resulting from the conflict could affect companies' budgets and marketing priorities. Multichannel campaigns might need to adapt to changing economic conditions.

For businesses with supply chain links to the region, the conflict could have caused disruptions. Multichannel campaigns may have needed to communicate changes in product availability or delays to customers. Consumer sentiment can be influenced by global events and the conflict in Ukraine may have affected how people perceive brands and their values. Campaigns might need to address these sentiments or adapt to changes in consumer behavior.

By Channel Type

Selling Through Intermediaries
Dual Distribution
Reverse Channel

By Platform

GPS
SEO
Email
Company Website

By Deployment Type

Cloud
On-Premises

By Services

Consulting Services
Training and Support
System Implementation and Integration

By Application

BFSI
Retails
Healthcare
Travel and Tourism
Media and Entertainment
Others

By End-User

Advertisers
Publishers
Enterprises

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 May 2023, AdRoll, a division of NextRoll Inc., introduced its automation builder, a tool designed to enable digital marketers to launch and manage social ads, display ads and email campaigns from a single interface and this consolidated platform aims to streamline multi-channel management and provide marketers with a more efficient way to create and analyze cross-channel campaigns.
In May 2023, Acoustic, a marketing and customer engagement provider for B2C brands, launched Acoustic Connect, an all-in-one platform for multichannel marketing, personalized journey orchestration and behavioral experience insights. The platform aims to provide marketers with visibility from campaign to conversion, enabling them to leverage real-time behavioral insights for enhanced customer engagement and data-driven, intent-based strategies.
In November 2020, CM Group, a collection of martech companies specializing in multichannel campaign management and email marketing, has acquired Selligent Marketing Cloud marking its fifth acquisition in 24 months. CM Group, which is primarily owned by Insight Partners acquired Selligent from HGGC, further solidifying its position as the largest family of multichannel marketing and email companies globally.

Why Purchase the Report?

To visualize the global multichannel campaign management market segmentation based on channel type, platform, deployment type, services, application, 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 multichannel campaign management 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 multichannel campaign management market report would provide approximately 85 tables, 90 figures and 217 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 Channel Type
3.2. Snippet by Platform
3.3. Snippet by Deployment Type
3.4. Snippet by Services
3.5. Snippet by Application
3.6. Snippet by End-User
3.7. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Growing Trends in Digital Marketing
  - 4.1.1.2. Increasing Data Transfer Through Various Channels
  - 4.1.1.3. Revolutionizing Marketing with Advanced AI and Automation
- 4.1.2. Restraints
  - 4.1.2.1. Siloed Data and Time-Consuming Process
- 4.1.3. Opportunity
- 4.1.4. 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 Channel Type

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Channel Type
- 7.1.2. Market Attractiveness Index, By Channel Type
7.2. Selling Through Intermediaries*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Dual Distribution
7.4. Reverse Channel

8. By Platform

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 8.1.2. Market Attractiveness Index, By Platform
8.2. GPS*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. SEO
8.4. Email
8.5. Company Website

9. By Deployment Type

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Type
- 9.1.2. Market Attractiveness Index, By Deployment Type
9.2. Cloud*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. On-Premises

10. By Services

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Services
- 10.1.2. Market Attractiveness Index, By Services
10.2. Consulting Services*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Training and Support
10.4. System Implementation and Integration

11. By Application

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.1.2. Market Attractiveness Index, By Application
11.2. BFSI*
- 11.2.1. Introduction
- 11.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
11.3. Retails
11.4. Healthcare
11.5. Travel and Tourism
11.6. Media and Entertainment
11.7. Others

12. By End-User

12.1. Introduction
- 12.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 12.1.2. Market Attractiveness Index, By End-User
12.2. Advertisers*
- 12.2.1. Introduction
- 12.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
12.3. Publishers
12.4. Enterprises

13. By Region

13.1. Introduction
- 13.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 13.1.2. Market Attractiveness Index, By Region
13.2. North America
- 13.2.1. Introduction
- 13.2.2. Key Region-Specific Dynamics
- 13.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Channel Type
- 13.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 13.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Type
- 13.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Services
- 13.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.2.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.2.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.2.9.1. U.S.
  - 13.2.9.2. Canada
  - 13.2.9.3. Mexico
13.3. Europe
- 13.3.1. Introduction
- 13.3.2. Key Region-Specific Dynamics
- 13.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Channel Type
- 13.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 13.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Type
- 13.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Services
- 13.3.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.3.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.3.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.3.9.1. Germany
  - 13.3.9.2. UK
  - 13.3.9.3. France
  - 13.3.9.4. Italy
  - 13.3.9.5. Russia
  - 13.3.9.6. Rest of Europe
13.4. South America
- 13.4.1. Introduction
- 13.4.2. Key Region-Specific Dynamics
- 13.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Channel Type
- 13.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 13.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Type
- 13.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Services
- 13.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.4.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.4.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.4.9.1. Brazil
  - 13.4.9.2. Argentina
  - 13.4.9.3. Rest of South America
13.5. Asia-Pacific
- 13.5.1. Introduction
- 13.5.2. Key Region-Specific Dynamics
- 13.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Channel Type
- 13.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 13.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Type
- 13.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Services
- 13.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.5.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 13.5.9. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 13.5.9.1. China
  - 13.5.9.2. India
  - 13.5.9.3. Japan
  - 13.5.9.4. Australia
  - 13.5.9.5. Rest of Asia-Pacific
13.6. Middle East and Africa
- 13.6.1. Introduction
- 13.6.2. Key Region-Specific Dynamics
- 13.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Channel Type
- 13.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
- 13.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Deployment Type
- 13.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Services
- 13.6.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 13.6.8. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User

14. Competitive Landscape

14.1. Competitive Scenario
14.2. Market Positioning/Share Analysis
14.3. Mergers and Acquisitions Analysis

15. Company Profiles

15.1. Adobe Systems Incorporated*
- 15.1.1. Company Overview
- 15.1.2. Product Portfolio and Description
- 15.1.3. Financial Overview
- 15.1.4. Key Developments
15.2. Experian plc.
15.3. Infor
15.4. Marketo, Inc.
15.5. Oracle Corporation
15.6. International Business Machines Corporation
15.7. Societas Europaea
15.8. Salesforce.Com, Inc.
15.9. Teradata Operations, Inc.
15.10. SAS Institute, Inc.

LIST NOT EXHAUSTIVE

16. Appendix

16.1. About Us and Services
16.2. Contact Us

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