2026-2030年全球数位行销支出

预计 2025 年至 2030 年间，全球数位行销支出市场将成长 4,476 亿美元，预测期内复合年增长率将达到 9.4%。

本报告对全球数位行销支出市场进行了全面分析，包括市场规模和预测、趋势、成长要素和挑战，以及对约 25 家公司的供应商分析。

该报告对当前市场状况、最新趋势和驱动因素以及整体市场环境进行了最新分析，而整体市场环境的驱动因素包括人工智慧融入数位广告生态系统、零售媒体网路的激增以及社交电商平台的激增。

本研究采用客观的方法，结合一手和二手讯息，包括来自主要行业相关人员的意见。报告包含全面的市场规模数据、区域細項分析、供应商格局以及对主要企业的分析。报告提供历史数据和预测数据。

研究发现，隐私优先广告方式的兴起将是未来几年推动全球数位行销支出市场成长的关键因素之一，而短影片内容的盛行以及创作者主导和影响者行销生态系统的扩张将在市场上产生巨大的需求。

目录

第一章执行摘要

第二章 Technavio 分析

• 价格、生命週期、顾客购买篮、采用率和购买标准分析
• 投入与差异化因素的重要性
• 混淆来源
• 驱动因素和挑战的影响

第三章 市场情势

• 市场生态系统
• 市场特征
• 价值链分析

第四章 市场规模

• 市场定义
• 市场区隔分析
• 2025年市场规模
• 2025-2030年市场展望

第五章 市场规模表现

• 2020-2024年全球数位行销支出市场
• 应用细分市场分析，2020-2024 年
• 类型細項分析，2020-2024 年
• 2020-2024年价格细分市场分析
• 区域区隔市场分析，2020-2024 年
• 国家细分市场分析，2020-2024 年

第六章 定性分析

• 人工智慧的影响：全球数位行销支出市场

第七章五力分析

• 五力分析概述
• 买方的议价能力
• 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

第八章 按应用进行市场细分

• 比较：透过应用
• 行动装置
• 桌面
• 按应用分類的市场机会

第九章 按类型分類的市场细分

• 比较：按类型
• 搜寻广告
• 展示广告
• 社群媒体
• 电子邮件行销
• 其他的
• 按类型分類的市场机会

第十章 依定价结构进行市场细分

• 比较：依价格结构
• 每次点击成本
• 广告曝光率成本
• 每次行动成本
• 其他的
• 按定价结构分類的市场机会

第十一章 客户情况

第十二章 区域情势

• 区域细分
• 区域比较
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 韩国
  • 澳洲
  • 印尼
• 北美洲
  • 我们
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 义大利
  • 荷兰
  • 西班牙
• 南美洲
  • 巴西
  • 哥伦比亚
  • 阿根廷
• 中东和非洲
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 南非
  • 以色列
  • 土耳其
• 各区域的市场机会

第十三章：驱动因素、挑战与机会

• 市场驱动因素
• 市场挑战
• 驱动因素和挑战的影响
• 市场机会

第十四章 竞争格局

• 概述
• 竞争格局
• 令人困惑的局面
• 产业风险

第十五章 竞争分析

• 公司简介
• 企业排名指数
• 公司市场定位
• Accenture Plc
• Acquia Inc.
• ActiveCampaign LLC
• Adobe Inc.
• Alibaba Group Holding Ltd.
• Amazon.com Inc.
• ByteDance Ltd.
• Dentsu Group Inc.
• Google LLC
• IBM Corp.
• Meta Platforms Inc.
• Microsoft Corp.
• Oracle Corp.
• Salesforce Inc.
• SAP SE

第十六章附录

The global digital marketing spending market is forecasted to grow by USD 447.6 bn during 2025-2030, accelerating at a CAGR of 9.4% during the forecast period. The report on the global 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 integration of AI into digital advertising ecosystems, proliferation of retail media networks, surge in social commerce platforms.

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 size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global 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 Pricing Scheme

• Cost-per-click
• Cost-per-mille
• Cost-per-action
• Others

Geography

• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • The Netherlands
  • Spain
• South America
  • Brazil
  • Colombia
  • Argentina
• Middle East and Africa
  • UAE
  • South Africa
  • Turkey
• Rest of World (ROW)

This study identifies the rise of privacy first advertising approaches as one of the prime reasons driving the global digital marketing spending market growth during the next few years. Also, dominance of short form video content and expansion of creator led and influencer marketing ecosystems will lead to sizable demand in the market.

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

• Global digital marketing spending market sizing
• Global digital marketing spending market forecast
• Global 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 global digital marketing spending market vendors that include Accenture Plc, Acquia Inc., Act On Software Inc., ActiveCampaign LLC, Adobe Inc., Alibaba Group Holding Ltd., Amazon.com Inc., ByteDance Ltd., Dentsu Group Inc., Disruptive Advertising Inc., Google LLC, HubSpot Inc., IBM Corp., Intuit Inc., Meta Platforms Inc., Microsoft Corp., Oracle Corp., Salesforce Inc., SAP SE. Also, the global 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 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 primary and secondary research. 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 accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Application
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Market Segmentation by Pricing Scheme
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Digital Marketing Spending Market 2020 - 2024
  • Historic Market Size - Data Table on Global Digital Marketing Spending Market 2020 - 2024 ($ billion)
• 5.2 Application segment analysis 2020 - 2024
  • Historic Market Size - Application Segment 2020 - 2024 ($ billion)
• 5.3 Type segment analysis 2020 - 2024
  • Historic Market Size - Type Segment 2020 - 2024 ($ billion)
• 5.4 Pricing Scheme segment analysis 2020 - 2024
  • Historic Market Size - Pricing Scheme Segment 2020 - 2024 ($ billion)
• 5.5 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ billion)
• 5.6 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ billion)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Digital Marketing Spending Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Application

• 8.1 Market segments
• 8.2 Comparison by Application
• 8.3 Mobile devices - Market size and forecast 2025-2030
• 8.4 Desktops - Market size and forecast 2025-2030
• 8.5 Market opportunity by Application
  • Market opportunity by Application ($ billion)

9 Market Segmentation by Type

• 9.1 Market segments
• 9.2 Comparison by Type
• 9.3 Search ads - Market size and forecast 2025-2030
• 9.4 Display ads - Market size and forecast 2025-2030
• 9.5 Social media - Market size and forecast 2025-2030
• 9.6 E-mail marketing - Market size and forecast 2025-2030
• 9.7 Others - Market size and forecast 2025-2030
• 9.8 Market opportunity by Type
  • Market opportunity by Type ($ billion)

10 Market Segmentation by Pricing Scheme

• 10.1 Market segments
• 10.2 Comparison by Pricing Scheme
• 10.3 Cost-per-click - Market size and forecast 2025-2030
• 10.4 Cost-per-mille - Market size and forecast 2025-2030
• 10.5 Cost-per-action - Market size and forecast 2025-2030
• 10.6 Others - Market size and forecast 2025-2030
• 10.7 Market opportunity by Pricing Scheme
  • Market opportunity by Pricing Scheme ($ billion)

11 Customer Landscape

• 11.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

12 Geographic Landscape

• 12.1 Geographic segmentation
• 12.2 Geographic comparison
• 12.3 APAC - Market size and forecast 2025-2030
  • 12.3.1 China - Market size and forecast 2025-2030
  • 12.3.2 Japan - Market size and forecast 2025-2030
  • 12.3.3 India - Market size and forecast 2025-2030
  • 12.3.4 South Korea - Market size and forecast 2025-2030
  • 12.3.5 Australia - Market size and forecast 2025-2030
  • 12.3.6 Indonesia - Market size and forecast 2025-2030
• 12.4 North America - Market size and forecast 2025-2030
  • 12.4.1 US - Market size and forecast 2025-2030
  • 12.4.2 Canada - Market size and forecast 2025-2030
  • 12.4.3 Mexico - Market size and forecast 2025-2030
• 12.5 Europe - Market size and forecast 2025-2030
  • 12.5.1 Germany - Market size and forecast 2025-2030
  • 12.5.2 UK - Market size and forecast 2025-2030
  • 12.5.3 France - Market size and forecast 2025-2030
  • 12.5.4 Italy - Market size and forecast 2025-2030
  • 12.5.5 The Netherlands - Market size and forecast 2025-2030
  • 12.5.6 Spain - Market size and forecast 2025-2030
• 12.6 South America - Market size and forecast 2025-2030
  • 12.6.1 Brazil - Market size and forecast 2025-2030
  • 12.6.2 Colombia - Market size and forecast 2025-2030
  • 12.6.3 Argentina - Market size and forecast 2025-2030
• 12.7 Middle East and Africa - Market size and forecast 2025-2030
  • 12.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 12.7.2 UAE - Market size and forecast 2025-2030
  • 12.7.3 South Africa - Market size and forecast 2025-2030
  • 12.7.4 Israel - Market size and forecast 2025-2030
  • 12.7.5 Turkey - Market size and forecast 2025-2030
• 12.8 Market opportunity by geography
  • Market opportunity by geography ($ billion)
  • Data Tables on Market opportunity by geography ($ billion)

13 Drivers, Challenges, and Opportunity

• 13.1 Market drivers
  • Integration of AI into digital advertising ecosystems
  • Proliferation of retail media networks
  • Surge in social commerce platforms
• 13.2 Market challenges
  • Budget constraints and economic uncertainty
  • Persistent Ad fraud and scam proliferation
  • Attribution and measurement difficulties
• 13.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 13.4 Market opportunities
  • Rise of privacy first advertising approaches
  • Dominance of short form video content
  • Expansion of creator led and influencer marketing ecosystems

14 Competitive Landscape

• 14.1 Overview
• 14.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 14.3 Landscape disruption
  • Overview on factors of disruption
• 14.4 Industry risks
  • Impact of key risks on business

15 Competitive Analysis

• 15.1 Companies profiled
  • Companies covered
• 15.2 Company ranking index
  • Company ranking index
• 15.3 Market positioning of companies
  • Matrix on companies position and classification
• 15.4 Accenture Plc
  • Accenture Plc - Overview
  • Accenture Plc - Business segments
  • Accenture Plc - Key news
  • Accenture Plc - Key offerings
  • Accenture Plc - Segment focus
  • SWOT
• 15.5 Acquia Inc.
  • Acquia Inc. - Overview
  • Acquia Inc. - Product / Service
  • Acquia Inc. - Key news
  • Acquia Inc. - Key offerings
  • SWOT
• 15.6 ActiveCampaign LLC
  • ActiveCampaign LLC - Overview
  • ActiveCampaign LLC - Product / Service
  • ActiveCampaign LLC - Key offerings
  • SWOT
• 15.7 Adobe Inc.
  • Adobe Inc. - Overview
  • Adobe Inc. - Business segments
  • Adobe Inc. - Key news
  • Adobe Inc. - Key offerings
  • Adobe Inc. - Segment focus
  • SWOT
• 15.8 Alibaba Group Holding Ltd.
  • Alibaba Group Holding Ltd. - Overview
  • Alibaba Group Holding Ltd. - Business segments
  • Alibaba Group Holding Ltd. - Key news
  • Alibaba Group Holding Ltd. - Key offerings
  • Alibaba Group Holding Ltd. - Segment focus
  • SWOT
• 15.9 Amazon.com Inc.
  • Amazon.com Inc. - Overview
  • Amazon.com Inc. - Business segments
  • Amazon.com Inc. - Key news
  • Amazon.com Inc. - Key offerings
  • Amazon.com Inc. - Segment focus
  • SWOT
• 15.10 ByteDance Ltd.
  • ByteDance Ltd. - Overview
  • ByteDance Ltd. - Product / Service
  • ByteDance Ltd. - Key offerings
  • SWOT
• 15.11 Dentsu Group Inc.
  • Dentsu Group Inc. - Overview
  • Dentsu Group Inc. - Business segments
  • Dentsu Group Inc. - Key offerings
  • Dentsu Group Inc. - Segment focus
  • SWOT
• 15.12 Google LLC
  • Google LLC - Overview
  • Google LLC - Product / Service
  • Google LLC - Key offerings
  • SWOT
• 15.13 IBM Corp.
  • IBM Corp. - Overview
  • IBM Corp. - Business segments
  • IBM Corp. - Key news
  • IBM Corp. - Key offerings
  • IBM Corp. - Segment focus
  • SWOT
• 15.14 Meta Platforms Inc.
  • Meta Platforms Inc. - Overview
  • Meta Platforms Inc. - Business segments
  • Meta Platforms Inc. - Key offerings
  • Meta Platforms Inc. - Segment focus
  • SWOT
• 15.15 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
  • SWOT
• 15.16 Oracle Corp.
  • Oracle Corp. - Overview
  • Oracle Corp. - Business segments
  • Oracle Corp. - Key news
  • Oracle Corp. - Key offerings
  • Oracle Corp. - Segment focus
  • SWOT
• 15.17 Salesforce Inc.
  • Salesforce Inc. - Overview
  • Salesforce Inc. - Product / Service
  • Salesforce Inc. - Key news
  • Salesforce Inc. - Key offerings
  • SWOT
• 15.18 SAP SE
  • SAP SE - Overview
  • SAP SE - Business segments
  • SAP SE - Key news
  • SAP SE - Key offerings
  • SAP SE - Segment focus
  • SWOT

16 Appendix

• 16.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 16.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 16.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 16.4 Research methodology
  • Research methodology
• 16.5 Data procurement
  • Information sources
• 16.6 Data validation
  • Data validation
• 16.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 16.8 Data synthesis
  • Data synthesis
• 16.9 360 degree market analysis
  • 360 degree market analysis
• 16.10 List of abbreviations
  • List of abbreviations