数字营销软件市场 - 增长、趋势、COVID-19 影响和预测（2022-2027 年）

数字营销软件市场预计在预测期内的复合年增长率为 14%。

随着数字营销在组织整体营销预算和实时营销中的比例不断上升，随着数字营销重要性的增加，对数字营销软件的需求也在增加。此外，随着数字营销的重要性日益增加，对数字营销软件的需求也在增加。

主要亮点

• Google 最近的一项研究发现，48% 的消费者在搜索引擎上发起查询，33% 在品牌网站上进行搜索，26% 在移动应用程序中进行搜索。稻田。企业已准备好并愿意在任何数字平台和任何设备上使用可以跟踪和分析客户习惯的数字营销软件与客户互动。
• 大数据分析在数字营销中的盛行，以及通过消除位置限制来简化购买，预计将为市场增长创造机会。预计社交 CRM 解决方案将在预测期内受到希望与客户互动并在 Facebook 和 Twitter 等社交网站上推广其品牌和产品的组织的高度重视。
• 但是，预计缺乏熟练工人来处理营销软件将抑制市场的增长。合格专业人员的短缺导致软件开发的固定成本很高。
• 为了应对当今世界的技术动盪，营销经理正在战略性地投资于自动化营销流程和解决方案，以跟上最新的数字营销趋势。从社交媒体营销到 SEO 和内容营销，营销经理大量投资以支持和增加销售额。 Advertising Age 宣布，2021 年营销服务的总支出预计将达到 2507 亿美元，其中大部分将归功于促销活动。
• 由于大流行迫使每个人大部分时间都呆在家里，在线购物已成为必需品和非必需品的优先事项。然而，由于难以确保杂货店送货窗口的安全以及大多数物品的运输延迟，通过电话和互动来个性化和增强客户服务的 ABM（基于帐户的营销）解决方案也在激增。

主要市场趋势

电子邮件营销占据很大份额

• 鑑于有近 35 亿电子邮件用户，电子邮件营销是主要的营销渠道之一。世界各地的企业都在使用电子邮件营销。电子邮件营销被认为是向潜在客户或消费者发送电子邮件以产生销售的过程。
• 一般而言，电子邮件营销包括通过电子邮件发送广告、新闻通讯、销售请求、捐赠请求和业务请求。
• 在过去几年中，电子邮件营销发生了巨大的变化。随着电子商务和智能手机的出现，使用电子邮件服务的用户数量在过去十年中有所增加，电子邮件营销的覆盖范围也有所提高。
• 凭藉大量可用的用户数据，公司正在转向数据库自动化来简化流程并寻找新的电子邮件营销方式。这为公司提供了探索自动化电子邮件营销的机会。
• 网络安全是头等大事。电子邮件附件中的网络钓鱼诈骗和恶意软件使越来越多的电子邮件帐户面临风险。结果，消费者对他们的电子邮件营销失去信心，合法的电子邮件可能永远未被报告或被阻止。

亚太地区占有很大的市场份额

• 在印度和中国等国家/地区不断提高的互联网普及率已使大量地区的人口上网。因此，预计数字营销将有更多的收入机会。
• 由于上述因素，预计社交媒体的影响力将会增长，从而导致使用社交媒体的营销活动激增。
• 在过去几年中，印度已发展成为一个非常适合投资数字领域的市场，特别是对于协助向数字领域过渡的咨询公司而言。
• 随着数字印度战略的形成，“云优先”的方法变得非常明确。该计划旨在将遗留系统和本地系统迁移到基于云的集成模型。这项工作将在该国采用基于云的数字营销软件。
• 新兴国家的初创公司正逐渐将业务扩展到全球战场，并得到了期待它们成长的参与者的投资。例如，2022 年 1 月，The Moon Carl 将成为一家总部位于巴基斯坦的数字营销机构，专注于提供高端跨国电子商务、网络开发、应用程序开发和全光谱数字营销解决方案。，收购 April 和 June Digital私人有限。

竞争格局

数字营销软件市场竞争激烈，由几家大型企业组成。每家公司都通过获得新合同和开发新市场来增加其在市场上的存在。

• 2021 年 1 月 - 万事达卡将数字化并高效运营其在亚太地区的大部分网站，重点关注电子商务平台、数字营销服务、网络安全和减少漏洞的工具。有关业务运作的信息。
• 2021 年 1 月 - Bloomreach 宣布以 1.5 亿美元投资和收购 CDP（消费者数据平台）和营销自动化提供商 Exponere。 Bloomreach 专注于商务体验，拥有深入的产品数据和人工智能，可帮助您找到合适的产品并在电子商务网站上提供出色的体验。到 2020 年电子商务和数字营销的巨大增长使我们做出了这个决定。

其他好处

• Excel 格式的市场预测 (ME) 表
• 3 个月的分析师支持

内容

第1章介绍

• 调查范围
• 调查先决条件

第2章研究方法

• 研究阶段
• 分析法

第 3 章执行摘要

第 4 章市场动态

• 市场概览
• 工业吸引力 - 波特五力分析
  • 新进入者的威胁
  • 买方/消费者议价能力
  • 供应商的议价能力
  • 替代品的威胁
  • 竞争公司之间的敌对关係
• 市场驱动因素和市场製约因素介绍
• 市场驱动力
  • 扩大数字媒体的使用范围
  • 越来越多地采用云技术
  • 对改善客户电子体验的需求不断增加
• 市场製约因素
  • 评估合适的数字营销解决方案
• 评估 COVID-19 对行业的影响

第 5 章市场细分

• 部署
  • 本地
  • 云
• 类型
  • 搜索引擎软件
  • 内容营销软件
  • 社交媒体营销
  • 电子邮件营销
  • 移动营销
  • 营销自动化软件
  • 其他类型
• 最终用户行业
  • IT/通信
  • 媒体和娱乐
  • BFSI
  • 零售
  • 製造
  • 医疗保健
  • 其他最终用户
• 按地区
  • 北美
  • 欧洲
  • 亚太地区
  • 拉丁美洲
  • 中东和非洲

第 6 章竞争格局

• 公司简介
  • Adobe Systems Incorporated
  • SAP SE
  • Salesforce.com Inc.
  • IBM Corporation
  • Microsoft Corporation
  • Oracle Corporation
  • Google LLC
  • SAS Institute Inc.
  • Marketo Inc
  • HubSpot Inc.
  • Teradata Corporation
  • Infor Inc.
  • Criteo SA

第7章 投资分析

第8章 市场机会与将来动向

The digital marketing software market is expected to record a growth rate of CAGR of 14% during the forecast period. The digital marketing share in the overall marketing budget of organizations and real-time marketing is on the rise, owing to the increase in significant importance of digital marketing, which increases the need for digital marketing software. Buyers today are more empowered than ever and are using Omni-channels to buy a product.

Key Highlights

• A recent study by Google found that 48% of consumers start their inquiries on search engines, while 33% search brand websites and 26% search within mobile applications. Businesses are ready and willing to engage with their customers on every digital platform with different devices, using digital marketing software, where habits can be tracked and analyzed.
• The proliferation of Big Data analytics in digital marketing and the increasing ease of purchasing by removing location constraints are expected to create opportunities for market growth. Social CRM solution is expected to garner high significance over the forecast period as organizations try to engage with customers on social sites, such as Facebook and Twitter, to publicize the brand and product.
• However, the lack of skilled labor in handling marketing software is expected to restrain the market growth. The shortage of qualified working professionals has resulted in a high fixed cost of software development.
• To keep businesses updated with the recent technological disruptions worldwide, marketing managers are strategically spending on automating their marketing processes and solutions to adopt the latest digital marketing trends. From social media marketing to SEO or content marketing, marketing managers are investing significantly to support and boost their sales. According to a published article by Advertising Age, in 2021, the full marketing services spending may amount to an estimated sum of USD 250.7 billion, out of which the majority was attributed to sales promotion.
• As the pandemic forced everyone at home most of the time, online shopping gained importance for both essential and non-essential items. However, with difficulty getting delivery time slots for groceries and slower shipping times for most items, there has also been a spike in ABM (Account-based marketing) solutions to personalize and enhance customer service through calls and interactions.

Key Market Trends

Email Marketing to Hold a Significant Market Share

• Email marketing is one of the primary marketing channels, considering the number of email users is close to 3.5 billion. Businesses across the world have utilized email marketing. Broadcasting an email to a potential client or consumer that could help in closing the sale is considered email marketing.
• Generally, email marketing involves sending advertisements, and newsletters, soliciting sales, requesting donations, and requesting businesses via emails.
• Email marketing has evolved drastically over the past few years. With the advent of e-commerce and smartphones, the number of users utilizing email services has grown in the previous decade, improving email marketing reach.
• With the vast amount of user data available, companies are focusing on automating the database to streamline the process and explore new ways of email marketing. This has provided an opportunity for companies to explore automated email marketing.
• Cybersecurity poses the biggest concern, as more email accounts are compromised by phishing scams and malware contained in email attachments. As a result, consumers are less confident in email marketing, and legitimate emails may be permanently reported or blocked.

Asia-Pacific to hold a Major Market Share

• The rise in internet penetration in countries such as India and China has brought a significant region population online. This is expected to result in a profitable opportunity for digital marketing.
• The factor mentioned above is set to result in a growth of social media presence, leading to a surge in social media-based marketing campaigns.
• Over the last few years, India has evolved into a market remarkably suited for investment in the digital space, particularly for consulting firms that assist with transitioning to the digital sphere.
• As the Digital India strategy continues to take shape, it is very clear about a "cloud first" approach. The initiative aims to move legacy and on-premise systems to a cloud-based or integrated model. This initiative would result in the country's cloud-based digital marketing software adoption.
• Startups from developing countries are slowly expanding operations onto the global battlefield through investments from players intending to herald their growth. For instance, in January 2022, The Moon Carl acquired April and June Digital Private Limited, a digital marketing agency based in Pakistan that dabbles in delivering high-end multinational e-commerce, web development, app development, and full-spectrum digital marketing solutions.

Competitive Landscape

The digital marketing software market is highly competitive and consists of several major players. Companies are increasing their market presence by securing new contracts and tapping new markets.

• In January 2021 - Mastercard launched digital acceleration of small businesses microsites across most of its Asia-Pacific websites with information on digitizing and running businesses efficiently, focusing on e-commerce platforms, digital marketing services, cybersecurity, and tools to reduce vulnerabilities.
• In January 2021 - Bloomreach announced a USD 150 million investment and the acquisition of a CDP (Consumer Data Platform) and Marketing Automation Provider Exponea. Bloomreach majors in commerce experience, with deep product data and AI to help people find the right product and deliver great experiences on e-commerce sites. The astonishing growth of e-commerce and digital marketing over 2020 led to this decision.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Scope of the Study
• 1.2 Study Assumptions

2 RESEARCH METHODOLOGY

• 2.1 Research Phases
• 2.2 Analysis Methodology

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

• 4.1 Market Overview
• 4.2 Industry Attractiveness- Porter's Five Forces Analysis
  • 4.2.1 Threat of New Entrants
  • 4.2.2 Bargaining Power of Buyers/Consumers
  • 4.2.3 Bargaining Power of Suppliers
  • 4.2.4 Threat of Substitute Products
  • 4.2.5 Intensity of Competitive Rivalry
• 4.3 Introduction to Market Drivers and Restraints
• 4.4 Market Drivers
  • 4.4.1 Increased Utilization of Digital Media
  • 4.4.2 Rising Trend in Adoption of Cloud Technology
  • 4.4.3 Increasing Need to Improve Customer E-experience
• 4.5 Market Restraints
  • 4.5.1 Evaluating the Right Kind of Digital Marketing Solution
• 4.6 Assessment of COVID-19 impact on the industry

5 MARKET SEGMENTATION

• 5.1 DEPLOYMENT
  • 5.1.1 On-premise
  • 5.1.2 Cloud
• 5.2 TYPE
  • 5.2.1 Search Engine Software
  • 5.2.2 Content Marketing Software
  • 5.2.3 Social Media Marketing
  • 5.2.4 E-mail Marketing
  • 5.2.5 Mobile Marketing
  • 5.2.6 Marketing Automation Software
  • 5.2.7 Other Types
• 5.3 END-USER INDUSTRY
  • 5.3.1 IT and Telecom
  • 5.3.2 Media and Entertainment
  • 5.3.3 BFSI
  • 5.3.4 Retail
  • 5.3.5 Manufacturing
  • 5.3.6 Healthcare
  • 5.3.7 Other End-user Industries
• 5.4 Geography
  • 5.4.1 North America
  • 5.4.2 Europe
  • 5.4.3 Asia-Pacific
  • 5.4.4 Latin America
  • 5.4.5 Middle-East & Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Company Profiles
  • 6.1.1 Adobe Systems Incorporated
  • 6.1.2 SAP SE
  • 6.1.3 Salesforce.com Inc.
  • 6.1.4 IBM Corporation
  • 6.1.5 Microsoft Corporation
  • 6.1.6 Oracle Corporation
  • 6.1.7 Google LLC
  • 6.1.8 SAS Institute Inc.
  • 6.1.9 Marketo Inc
  • 6.1.10 HubSpot Inc.
  • 6.1.11 Teradata Corporation
  • 6.1.12 Infor Inc.
  • 6.1.13 Criteo SA

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS