2024-2028 年全球数位行销支出市场

2023年至2028年，数位行销支出市场预计将达到3,535.3亿美元，预测期内复合年增长率为8.8%。

该报告包括对数位行销支出市场、市场规模和预测、趋势、成长动力、挑战的总体分析，以及涵盖约 25 家供应商的供应商分析。

它提供了对当前市场状况、最新趋势和驱动因素以及整体市场环境的最新分析。该市场的推动因素包括消费行为向网路购物的转变、跨多个行业的数位转型以及透过行动装置增加数位行销软体的可用性。

研究指出，语音搜寻优化和声控广告的扩展是未来几年推动数位行销支出市场成长的关键因素之一。此外，扩增实境（AR）和虚拟实境（VR）融入行销宣传活动以及广告交换平台的增加将带来巨大的市场需求。

目录

第一章执行摘要

• 市场概况

第二章 市场状况

• 市场生态系统

第三章 市场规模

• 市场定义
• 细分市场分析
• 2023 年市场规模
• 2023-2028年市场展望

第四章 市场规模表现

• 2018-2022 年全球数位行销支出市场
• 2018-2022 年按应用分類的细分市场分析
• 2018-2022年类型細項分析
• 2018-2022 年区域細項分析
• 2018-2022 年国家細項分析

第五章五力分析

• 五力摘要
• 买方议价能力
• 供应商的议价能力
• 新进入者的威胁
• 替代品的威胁
• 竞争威胁
• 市场状况

第六章市场区隔：按应用

• 细分市场
• 比较：按应用
• 行动装置：2023-2028 年市场规模与预测
• 桌面：2023-2028 年市场规模与预测
• 市场机会：依应用分类

第七章市场区隔：依类型

• 细分市场
• 比较：按类型
• 搜寻广告：2023-2028 年市场规模与预测
• 展示广告：2023-2028 年市场规模与预测
• 社群媒体：2023-2028 年市场规模与预测
• 电子邮件行销：2023-2028 年市场规模与预测
• 其他：2023-2028年市场规模与预测
• 市场机会：按类型

第八章 客户状况

• 客户状况概览

第九章 地区情势

• 区域细分
• 区域比较
• 亚太地区：2023-2028 年市场规模与预测
• 北美：2023-2028 年市场规模与预测
• 欧洲：2023-2028 年市场规模与预测
• 南美洲：2023-2028年市场规模与预测
• 中东和非洲：2023-2028 年市场规模与预测
• 美国：2023-2028 年市场规模与预测
• 中国：2023-2028年市场规模及预测
• 英国：2023-2028 年市场规模与预测
• 日本：2023-2028年市场规模与预测
• 德国：2023-2028 年市场规模与预测
• 市场机会：依地区状况

第 10 章 驱动因素、挑战与趋势

• 市场驱动因素
• 市场挑战
• 驱动因素和挑战的影响
• 市场趋势

第十一章 供应商情况

• 概述
• 供应商情况
• 混乱的情况
• 产业风险

第十二章供应商分析

• 交易厂商
• 供应商市场定位
• Alphabet Inc.
• Coalition Technologies LLC
• Dentsu Group Inc.
• Disruptive Advertising Inc.
• Ignite Visibility LLC
• L7 Creative
• Meta Platforms Inc.
• Microsoft Corp.
• Perfect Search Media
• Power Digital Marketing
• RAPP
• Silverback Strategies Inc.
• Thinknow
• Thrive Internet Marketing Agency
• Twitter Inc.

第十三章附录

The digital marketing spending market is forecasted to grow by USD 353.53 bn during 2023-2028, accelerating at a CAGR of 8.8% during the forecast period. The report on the digital marketing spending market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by shift in consumer behavior toward online shopping, digital transformation across multiple sectors, and expanding availability of digital marketing software through mobile devices.

Technavio's digital marketing spending market is segmented as below:

By Application

• Mobile devices
• Desktops

By Type

• Search ads
• Display ads
• Social media
• E-mail marketing
• Others

By Geographical Landscape

• APAC
• North America
• Europe
• South America
• Middle East and Africa

This study identifies the expansion of voice search optimization and voice-activated advertising as one of the prime reasons driving the digital marketing spending market growth during the next few years. Also, integration of augmented reality (AR) and virtual reality (VR) into marketing campaigns and increasing number of ad-exchange platforms will lead to sizable demand in the market.

The report on the digital marketing spending market covers the following areas:

• Digital marketing spending market sizing
• Digital marketing spending market forecast
• Digital marketing spending market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading digital marketing spending market vendors that include Alphabet Inc., AppLovin Corp., Coalition Technologies LLC, Dentsu Group Inc., Disruptive Advertising Inc., Ignite Visibility LLC, InMobi Pte. Ltd., Meta Platforms Inc., Microsoft Corp., Oracle Corp., Perfect Search Media, Power Digital Marketing, RAPP, Silverback Strategies Inc., Thinknow, Thrive Internet Marketing Agency, Twitter Inc., Verizon Communications Inc., WebFX, and L7 Creative. Also, the digital marketing spending market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to an analysis of the key vendors.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive research - both primary and secondary. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast the accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview

2 Market Landscape

• 2.1 Market ecosystem

3 Market Sizing

• 3.1 Market definition
• 3.2 Market segment analysis
• 3.3 Market size 2023
• 3.4 Market outlook: Forecast for 2023-2028

4 Historic Market Size

• 4.1 Global digital marketing spending market 2018 - 2022
• 4.2 Application Segment Analysis 2018 - 2022
• 4.3 Type Segment Analysis 2018 - 2022
• 4.4 Geography Segment Analysis 2018 - 2022
• 4.5 Country Segment Analysis 2018 - 2022

5 Five Forces Analysis

• 5.1 Five forces summary
• 5.2 Bargaining power of buyers
• 5.3 Bargaining power of suppliers
• 5.4 Threat of new entrants
• 5.5 Threat of substitutes
• 5.6 Threat of rivalry
• 5.7 Market condition

6 Market Segmentation by Application

• 6.1 Market segments
• 6.2 Comparison by Application
• 6.3 Mobile devices - Market size and forecast 2023-2028
• 6.4 Desktops - Market size and forecast 2023-2028
• 6.5 Market opportunity by Application

7 Market Segmentation by Type

• 7.1 Market segments
• 7.2 Comparison by Type
• 7.3 Search ads - Market size and forecast 2023-2028
• 7.4 Display ads - Market size and forecast 2023-2028
• 7.5 Social media - Market size and forecast 2023-2028
• 7.6 E-mail marketing - Market size and forecast 2023-2028
• 7.7 Others - Market size and forecast 2023-2028
• 7.8 Market opportunity by Type

8 Customer Landscape

• 8.1 Customer landscape overview

9 Geographic Landscape

• 9.1 Geographic segmentation
• 9.2 Geographic comparison
• 9.3 APAC - Market size and forecast 2023-2028
• 9.4 North America - Market size and forecast 2023-2028
• 9.5 Europe - Market size and forecast 2023-2028
• 9.6 South America - Market size and forecast 2023-2028
• 9.7 Middle East and Africa - Market size and forecast 2023-2028
• 9.8 US - Market size and forecast 2023-2028
• 9.9 China - Market size and forecast 2023-2028
• 9.10 UK - Market size and forecast 2023-2028
• 9.11 Japan - Market size and forecast 2023-2028
• 9.12 Germany - Market size and forecast 2023-2028
• 9.13 Market opportunity By Geographical Landscape

10 Drivers, Challenges, and Trends

• 10.1 Market drivers
• 10.2 Market challenges
• 10.3 Impact of drivers and challenges
• 10.4 Market trends

11 Vendor Landscape

• 11.1 Overview
• 11.2 Vendor landscape
• 11.3 Landscape disruption
• 11.4 Industry risks

12 Vendor Analysis

• 12.1 Vendors covered
• 12.2 Market positioning of vendors
• 12.3 Alphabet Inc.
• 12.4 Coalition Technologies LLC
• 12.5 Dentsu Group Inc.
• 12.6 Disruptive Advertising Inc.
• 12.7 Ignite Visibility LLC
• 12.8 L7 Creative
• 12.9 Meta Platforms Inc.
• 12.10 Microsoft Corp.
• 12.11 Perfect Search Media
• 12.12 Power Digital Marketing
• 12.13 RAPP
• 12.14 Silverback Strategies Inc.
• 12.15 Thinknow
• 12.16 Thrive Internet Marketing Agency
• 12.17 Twitter Inc.

13 Appendix

• 13.1 Scope of the report
• 13.2 Inclusions and exclusions checklist
• 13.3 Currency conversion rates for US$
• 13.4 Research methodology
• 13.5 List of abbreviations

Exhibits:

• Exhibits1: Executive Summary - Chart on Market Overview
• Exhibits2: Executive Summary - Data Table on Market Overview
• Exhibits3: Executive Summary - Chart on Global Market Characteristics
• Exhibits4: Executive Summary - Chart on Market By Geographical Landscape
• Exhibits5: Executive Summary - Chart on Market Segmentation by Application
• Exhibits6: Executive Summary - Chart on Market Segmentation by Type
• Exhibits7: Executive Summary - Chart on Incremental Growth
• Exhibits8: Executive Summary - Data Table on Incremental Growth
• Exhibits9: Executive Summary - Chart on Vendor Market Positioning
• Exhibits10: Parent market
• Exhibits11: Market Characteristics
• Exhibits12: Offerings of vendors included in the market definition
• Exhibits13: Market segments
• Exhibits14: Chart on Global - Market size and forecast 2023-2028 ($ billion)
• Exhibits15: Data Table on Global - Market size and forecast 2023-2028 ($ billion)
• Exhibits16: Chart on Global Market: Year-over-year growth 2023-2028 (%)
• Exhibits17: Data Table on Global Market: Year-over-year growth 2023-2028 (%)
• Exhibits18: Historic Market Size - Data Table on global digital marketing spending market 2018 - 2022 ($ billion)
• Exhibits19: Historic Market Size - Application Segment 2018 - 2022 ($ billion)
• Exhibits20: Historic Market Size - Type Segment 2018 - 2022 ($ billion)
• Exhibits21: Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• Exhibits22: Historic Market Size - Country Segment 2018 - 2022 ($ billion)
• Exhibits23: Five forces analysis - Comparison between 2023 and 2028
• Exhibits24: Chart on Bargaining power of buyers - Impact of key factors 2023 and 2028
• Exhibits25: Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• Exhibits26: Threat of new entrants - Impact of key factors in 2023 and 2028
• Exhibits27: Threat of substitutes - Impact of key factors in 2023 and 2028
• Exhibits28: Threat of rivalry - Impact of key factors in 2023 and 2028
• Exhibits29: Chart on Market condition - Five forces 2023 and 2028
• Exhibits30: Chart on Application - Market share 2023-2028 (%)
• Exhibits31: Data Table on Application - Market share 2023-2028 (%)
• Exhibits32: Chart on Comparison by Application
• Exhibits33: Data Table on Comparison by Application
• Exhibits34: Chart on Mobile devices - Market size and forecast 2023-2028 ($ billion)
• Exhibits35: Data Table on Mobile devices - Market size and forecast 2023-2028 ($ billion)
• Exhibits36: Chart on Mobile devices - Year-over-year growth 2023-2028 (%)
• Exhibits37: Data Table on Mobile devices - Year-over-year growth 2023-2028 (%)
• Exhibits38: Chart on Desktops - Market size and forecast 2023-2028 ($ billion)
• Exhibits39: Data Table on Desktops - Market size and forecast 2023-2028 ($ billion)
• Exhibits40: Chart on Desktops - Year-over-year growth 2023-2028 (%)
• Exhibits41: Data Table on Desktops - Year-over-year growth 2023-2028 (%)
• Exhibits42: Market opportunity by Application ($ billion)
• Exhibits43: Data Table on Market opportunity by Application ($ billion)
• Exhibits44: Chart on Type - Market share 2023-2028 (%)
• Exhibits45: Data Table on Type - Market share 2023-2028 (%)
• Exhibits46: Chart on Comparison by Type
• Exhibits47: Data Table on Comparison by Type
• Exhibits48: Chart on Search ads - Market size and forecast 2023-2028 ($ billion)
• Exhibits49: Data Table on Search ads - Market size and forecast 2023-2028 ($ billion)
• Exhibits50: Chart on Search ads - Year-over-year growth 2023-2028 (%)
• Exhibits51: Data Table on Search ads - Year-over-year growth 2023-2028 (%)
• Exhibits52: Chart on Display ads - Market size and forecast 2023-2028 ($ billion)
• Exhibits53: Data Table on Display ads - Market size and forecast 2023-2028 ($ billion)
• Exhibits54: Chart on Display ads - Year-over-year growth 2023-2028 (%)
• Exhibits55: Data Table on Display ads - Year-over-year growth 2023-2028 (%)
• Exhibits56: Chart on Social media - Market size and forecast 2023-2028 ($ billion)
• Exhibits57: Data Table on Social media - Market size and forecast 2023-2028 ($ billion)
• Exhibits58: Chart on Social media - Year-over-year growth 2023-2028 (%)
• Exhibits59: Data Table on Social media - Year-over-year growth 2023-2028 (%)
• Exhibits60: Chart on E-mail marketing - Market size and forecast 2023-2028 ($ billion)
• Exhibits61: Data Table on E-mail marketing - Market size and forecast 2023-2028 ($ billion)
• Exhibits62: Chart on E-mail marketing - Year-over-year growth 2023-2028 (%)
• Exhibits63: Data Table on E-mail marketing - Year-over-year growth 2023-2028 (%)
• Exhibits64: Chart on Others - Market size and forecast 2023-2028 ($ billion)
• Exhibits65: Data Table on Others - Market size and forecast 2023-2028 ($ billion)
• Exhibits66: Chart on Others - Year-over-year growth 2023-2028 (%)
• Exhibits67: Data Table on Others - Year-over-year growth 2023-2028 (%)
• Exhibits68: Market opportunity by Type ($ billion)
• Exhibits69: Data Table on Market opportunity by Type ($ billion)
• Exhibits70: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• Exhibits71: Chart on Market share By Geographical Landscape 2023-2028 (%)
• Exhibits72: Data Table on Market share By Geographical Landscape 2023-2028 (%)
• Exhibits73: Chart on Geographic comparison
• Exhibits74: Data Table on Geographic comparison
• Exhibits75: Chart on APAC - Market size and forecast 2023-2028 ($ billion)
• Exhibits76: Data Table on APAC - Market size and forecast 2023-2028 ($ billion)
• Exhibits77: Chart on APAC - Year-over-year growth 2023-2028 (%)
• Exhibits78: Data Table on APAC - Year-over-year growth 2023-2028 (%)
• Exhibits79: Chart on North America - Market size and forecast 2023-2028 ($ billion)
• Exhibits80: Data Table on North America - Market size and forecast 2023-2028 ($ billion)
• Exhibits81: Chart on North America - Year-over-year growth 2023-2028 (%)
• Exhibits82: Data Table on North America - Year-over-year growth 2023-2028 (%)
• Exhibits83: Chart on Europe - Market size and forecast 2023-2028 ($ billion)
• Exhibits84: Data Table on Europe - Market size and forecast 2023-2028 ($ billion)
• Exhibits85: Chart on Europe - Year-over-year growth 2023-2028 (%)
• Exhibits86: Data Table on Europe - Year-over-year growth 2023-2028 (%)
• Exhibits87: Chart on South America - Market size and forecast 2023-2028 ($ billion)
• Exhibits88: Data Table on South America - Market size and forecast 2023-2028 ($ billion)
• Exhibits89: Chart on South America - Year-over-year growth 2023-2028 (%)
• Exhibits90: Data Table on South America - Year-over-year growth 2023-2028 (%)
• Exhibits91: Chart on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Exhibits92: Data Table on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Exhibits93: Chart on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Exhibits94: Data Table on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Exhibits95: Chart on US - Market size and forecast 2023-2028 ($ billion)
• Exhibits96: Data Table on US - Market size and forecast 2023-2028 ($ billion)
• Exhibits97: Chart on US - Year-over-year growth 2023-2028 (%)
• Exhibits98: Data Table on US - Year-over-year growth 2023-2028 (%)
• Exhibits99: Chart on China - Market size and forecast 2023-2028 ($ billion)
• Exhibits100: Data Table on China - Market size and forecast 2023-2028 ($ billion)
• Exhibits101: Chart on China - Year-over-year growth 2023-2028 (%)
• Exhibits102: Data Table on China - Year-over-year growth 2023-2028 (%)
• Exhibits103: Chart on UK - Market size and forecast 2023-2028 ($ billion)
• Exhibits104: Data Table on UK - Market size and forecast 2023-2028 ($ billion)
• Exhibits105: Chart on UK - Year-over-year growth 2023-2028 (%)
• Exhibits106: Data Table on UK - Year-over-year growth 2023-2028 (%)
• Exhibits107: Chart on Japan - Market size and forecast 2023-2028 ($ billion)
• Exhibits108: Data Table on Japan - Market size and forecast 2023-2028 ($ billion)
• Exhibits109: Chart on Japan - Year-over-year growth 2023-2028 (%)
• Exhibits110: Data Table on Japan - Year-over-year growth 2023-2028 (%)
• Exhibits111: Chart on Germany - Market size and forecast 2023-2028 ($ billion)
• Exhibits112: Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
• Exhibits113: Chart on Germany - Year-over-year growth 2023-2028 (%)
• Exhibits114: Data Table on Germany - Year-over-year growth 2023-2028 (%)
• Exhibits115: Market opportunity By Geographical Landscape ($ billion)
• Exhibits116: Data Tables on Market opportunity By Geographical Landscape ($ billion)
• Exhibits117: Impact of drivers and challenges in 2023 and 2028
• Exhibits118: Overview on Criticality of inputs and Factors of differentiation
• Exhibits119: Overview on factors of disruption
• Exhibits120: Impact of key risks on business
• Exhibits121: Vendors covered
• Exhibits122: Matrix on vendor position and classification
• Exhibits123: Alphabet Inc. - Overview
• Exhibits124: Alphabet Inc. - Business segments
• Exhibits125: Alphabet Inc. - Key news
• Exhibits126: Alphabet Inc. - Key offerings
• Exhibits127: Alphabet Inc. - Segment focus
• Exhibits128: Coalition Technologies LLC - Overview
• Exhibits129: Coalition Technologies LLC - Product / Service
• Exhibits130: Coalition Technologies LLC - Key offerings
• Exhibits131: Dentsu Group Inc. - Overview
• Exhibits132: Dentsu Group Inc. - Business segments
• Exhibits133: Dentsu Group Inc. - Key news
• Exhibits134: Dentsu Group Inc. - Key offerings
• Exhibits135: Dentsu Group Inc. - Segment focus
• Exhibits136: Disruptive Advertising Inc. - Overview
• Exhibits137: Disruptive Advertising Inc. - Product / Service
• Exhibits138: Disruptive Advertising Inc. - Key offerings
• Exhibits139: Ignite Visibility LLC - Overview
• Exhibits140: Ignite Visibility LLC - Product / Service
• Exhibits141: Ignite Visibility LLC - Key offerings
• Exhibits142: L7 Creative - Overview
• Exhibits143: L7 Creative - Product / Service
• Exhibits144: L7 Creative - Key offerings
• Exhibits145: Meta Platforms Inc. - Overview
• Exhibits146: Meta Platforms Inc. - Product / Service
• Exhibits147: Meta Platforms Inc. - Key offerings
• Exhibits148: Microsoft Corp. - Overview
• Exhibits149: Microsoft Corp. - Business segments
• Exhibits150: Microsoft Corp. - Key news
• Exhibits151: Microsoft Corp. - Key offerings
• Exhibits152: Microsoft Corp. - Segment focus
• Exhibits153: Perfect Search Media - Overview
• Exhibits154: Perfect Search Media - Product / Service
• Exhibits155: Perfect Search Media - Key offerings
• Exhibits156: Power Digital Marketing - Overview
• Exhibits157: Power Digital Marketing - Product / Service
• Exhibits158: Power Digital Marketing - Key offerings
• Exhibits159: RAPP - Overview
• Exhibits160: RAPP - Product / Service
• Exhibits161: RAPP - Key offerings
• Exhibits162: Silverback Strategies Inc. - Overview
• Exhibits163: Silverback Strategies Inc. - Product / Service
• Exhibits164: Silverback Strategies Inc. - Key offerings
• Exhibits165: Thinknow - Overview
• Exhibits166: Thinknow - Product / Service
• Exhibits167: Thinknow - Key offerings
• Exhibits168: Thrive Internet Marketing Agency - Overview
• Exhibits169: Thrive Internet Marketing Agency - Product / Service
• Exhibits170: Thrive Internet Marketing Agency - Key offerings
• Exhibits171: Twitter Inc. - Overview
• Exhibits172: Twitter Inc. - Product / Service
• Exhibits173: Twitter Inc. - Key offerings
• Exhibits174: Inclusions checklist
• Exhibits175: Exclusions checklist
• Exhibits176: Currency conversion rates for US$
• Exhibits177: Research methodology
• Exhibits178: Validation techniques employed for market sizing
• Exhibits179: Information sources
• Exhibits180: List of abbreviations