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市场调查报告书
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行销自动化软体市场 - 市场占有率分析、产业趋势与统计、成长预测（2024 - 2029）

Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

行销自动化软体市场规模预计到 2024 年为 68.5 亿美元，预计到 2029 年将达到 153.6 亿美元，在预测期内（2024-2029 年）CAGR为 17.54%。

荷兰国际集团自动化软体市场

由于行销在创造销售和保留客户方面的重要性日益增加，行销服务支出也随之增加。

主要亮点

  • 为了让企业随时了解全球最新的技术颠覆，行销经理正在策略性地投资于行销自动化解决方案和工具，以采用最新的数位行销趋势。
  • 行销自动化是一项技术，可以帮助企业透过消除繁琐的活动并让行销人员专注于更重要的因素来创建更强大的消费者参与活动。除此之外，该技术也让管理潜在客户开发和客户生命週期行销变得更加容易。因此，自动化行销工具近年来引起了广泛关注，预计在研究期间将继续上升。
  • 从社群媒体行销到搜寻引擎优化或内容行销，行销经理正在大力投资以支持和促进销售。人工智慧（AI）、数据驱动的促销和搜寻引擎优化（SEO）将为行销解决方案提供者在数位化和积极的促销技术时代提供优势。在未来几年，人工智慧将为企业、部门和国家提供可能的机会。
  • 由于社交媒体行销活动的增长，有机可见度预计会增加。各种品牌透过增加社群媒体行销预算来提高投资报酬率 (ROI)。透过模仿Google的 AdWords 平台，社群媒体广告定位可能会变得高度针对性。
  • 随着新的自动化技术的引入，市场也缺乏合格的个人来指导消费者如何充分利用分析解决方案并利用它们来获取有用的信息和见解。然而，大型企业正集中精力收购小型企业，并藉助 IaaS 和 SaaS 等云端技术和平台提供称为「行销云」的整合软体套件。透过併购，公司可以透过获取必要的知识、技术和客户群来扩大市场份额和主导地位。
  • 随着COVID-19疫情的爆发，许多B2B行销公司采取了「谨慎行事」的方式，他们减少了行销预算，直到他们能够分析对其业务的影响，并不得不等待经济状况的改善。

行销自动化软体市场趋势

娱乐和媒体预计将占据重要的市场份额

  • 虚拟实境 (VR)、OTT 影片和线上广告预计将成为科技采用主导的发展中经济体娱乐和媒体公司成长最快的收入来源，例如美国的网路广告和行销市场，乃至全球。这些趋势增加了对高网路行销活动的需求，而这些活动的自动化采用率不断上升，为所研究的市场中的供应商提供了广阔的空间。
  • 根据 GSMA 行动经济的数据，随着智慧型手机的普及率达到全球行动用户群的近 70%，资料生成呈指数级增长。这些统计数据进一步表明对行动优化行销和自动化支援软体的需求。据 GSMA 称，到 2022 年，全球 68% 的人口拥有行动订阅。预计到2030年这数字将达到73%。
  • 据 TrackMaven 称，与其他行业相比，媒体和娱乐行业的电子邮件开启率是全球最高的。透过社群媒体分析工具的客户洞察，媒体和娱乐公司可以使用分段行销资料（基于人口统计和兴趣）来指导特定内容。
  • 例如，由于庞大的消费者需求，在数位化和广告收入增加的支持下，印度和加拿大的娱乐和媒体产业已处于快速成长阶段的边缘。外国传媒娱乐巨头在该地区的投资率不断上升，使得该地区的影视基础设施得到了更大程度的发展。

北美地区预计将占据重要市场份额

  • 北美地区包括美国和加拿大。该地区是市场上许多知名供应商的所在地，包括 Adob​​e、HubSpot、Marketo、Oracle、Salesforce Pardot 等，这加剧了在提供的新价格、目标群体和提供的功能等关键方面的竞争。
  • 与传统行销相比，随着数位全通路行销的转变，该地区行销自动化软体的采用不断增加。根据美国行销协会和杜克大学的 CMO 调查（n=356），2021 年 1 月，美国 B2B 产品行销人员表示，他们在传统广告上的支出预计在隔年下降 0.61%，而数位行销支出预计会成长14.32%
  • SaaS 云端服务的日益普及、对资料整合服务的需求不断增加以及 5G 网路覆盖范围的扩大是市场研究估计在该地区范围广泛的一些重要因素。
  • 对于行销人员来说，将分析用于重复性任务（例如电子邮件行销）和行销自动化软体等行销技术（有助于有效使用和分析大量电子邮件活动期间收集的资料）已成为当务之急。 SharpSpring 等供应商透过其行销自动化平台提供电子邮件追踪和分析功能。个人化服务也正在成为市场的重要驱动力，因为它们提供了很高的投资报酬率。据个人化登陆页面提供商 Instapage 称，88% 的美国行销人员表示，由于个人化，他们看到了可衡量的改进。
  • 因此，由于数位行销管道、政府倡议和供应商相关投资的采用，北美市场正在快速成长。

行销自动化软体产业概述

行销自动化软体市场有许多公司提供多种产品，因此市场高度分散。因此，市场创新至关重要，因为消费者会选择具有最新功能的产品。资本支出也很高，这有助于具有强大竞争策略的公司快速前进。

  • 2023 年 3 月 - Keap 是小型企业销售和行销自动化软体领域的领先公司之一，宣布收购 The Factory。 The Factory 是 Keap 的前合伙人，帮助小型企业主制定强大的行销策略并实施销售和行销自动化。
  • 2023 年 1 月 - Yodelpop 是一家为协会和非营利组织提供服务的女性数位机构，推出了 RaiserSync 和 YourMemberSync，这是 HubSpot Marketing Hub 的两个易于安装的整合。这些新推出的整合允许协会和非营利组织将 YourMembership 协会管理系统或 Raiser's Edge NXT 捐赠者管理系统连接到 HubSpot 的行销自动化软体，以创建高效且有吸引力的行销活动和沟通。

额外的好处：

  • Excel 格式的市场估算 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章：简介

  • 研究假设和市场定义
  • 研究范围

第 2 章：研究方法

第 3 章：执行摘要

第 4 章：市场动态

  • 市场概况
  • 市场驱动因素
    • 持续转向数位行销活动
    • 组织意识到数据支援的决策过程的好处
    • 基于 SMAC 的技术的采用持续增加
  • 市场挑战
    • 与遗留问题相关的实施挑战
  • 市场机会
  • 产业生态系统分析
  • COVID-19 对行销自动化软体市场的影响
    • 短期影响
      • B2B 行销预算的变化及其对 Martech 预算分配的整体影响
    • 长期影响
      • 向数位媒体的迁移以及个人化行销活动的需求
      • 资料整理的成长增加了情境化的需求
      • 占相当大份额的大型组织相对不受影响
      • HubSpot 等供应商已成功创建了支持生态系统，帮助他们融入中小企业
  • 数位转型实践的广泛采用和持续朝向整合 CRM 空间的影响
  • 产业吸引力－波特五力分析
    • 新进入者的威胁
    • 买家的议价能力
    • 供应商的议价能力
    • 替代产品的威胁
    • 竞争激烈程度

第 5 章：市场细分

  • 部署
    • 基于云端
    • 本地部署
  • 组织规模
    • 大规模
    • 中小企业为主
  • 应用
    • 活动管理
    • 潜在客户管理
    • 销售支援计划
    • 分析和报告解决方案
    • 其他应用
  • 最终用户垂直领域
    • 娱乐与媒体
    • 金融服务
    • 政府
    • 卫生保健
    • 製造业
    • 零售
    • 其他最终用户垂直领域
  • 地理
    • 北美洲
    • 欧洲
    • 亚太
    • 拉丁美洲
    • 中东和非洲

第 6 章：竞争格局

  • 公司简介
    • Hubspot, Inc.
    • Adobe Systems Incorporated
    • Oracle (Eloqua)
    • Acoustic, LP
    • Marketo Inc. (Adobe)
    • Microsoft Corporation
    • Salesforce (Pardot)
    • Salesfusion Inc. (Sugar CRM)
    • SAS SE
    • Teradata Corporation
    • SAP SE
    • Act-On Software
    • Klaviyo
    • Active Campaign
    • Keap
    • Omnisend
    • Thryv
    • Drip

第 7 章：MI 的策略建议

  • 后疫情时代供应商采取的主要措施分析
  • Hubspot 等主要供应商实施的策略性措施的主要收穫
  • 市场需求復苏的保守、现实、乐观情境分析
  • 分析师对 MAS 市场格局的见解

第 8 章：供应商定位分析

第 9 章：市场前景

简介目录
Product Code: 54297

The Marketing Automation Software Market size is estimated at USD 6.85 billion in 2024, and is expected to reach USD 15.36 billion by 2029, growing at a CAGR of 17.54% during the forecast period (2024-2029).

ing Automation Software Market

Due to the increasing significance of marketing in generating sales and customer retention, marketing services are witnessing a rise in spending.

Key Highlights

  • In Order to keep businesses updated with the recent technological disruptions worldwide, marketing managers are strategically spending on marketing automation solutions and tools to adopt the latest digital marketing trends.
  • Marketing automation is a technology that aids businesses in creating stronger consumer engagement campaigns by removing tedious activities and allowing the marketing staff to concentrate on more important factors. In addition to other things, the technology makes it easier to manage lead generation and customer lifecycle marketing. As a result, Automated Marketing Tools have drawn a lot of attention in recent years, and it is anticipated that they will continue to rise during the research period.
  • From social media marketing to SEO or content marketing, marketing managers are investing significantly to support and boost their sales. Artificial intelligence (AI), data-driven promotion, and search engine optimization (SEO) will give marketing solution providers an advantage in the era of digitization and aggressive promotion techniques. In the upcoming years, AI will present possible opportunities for businesses, sectors, and nations.
  • Organic visibility is expected to increase due to the growth in social media marketing campaigns. Various brands improve their return on investment (ROI) by increasing their social media marketing budget. Social media advertisement targeting will likely become highly targeted by mirroring Google's Adwords platform.
  • With the introduction of new automation technologies, the market is also experiencing a lack of qualified individuals who can instruct consumers on how to make the most of analytics solutions and use them for helpful information and insights. However, large-sized businesses are concentrating on acquiring smaller ones and providing integrated software suites termed "Marketing Cloud" with the aid of cloud technologies and platforms like IaaS and SaaS. Through mergers and acquisitions, companies can grow their market share and domination by acquiring the necessary knowledge, technology, and client base.
  • With the onset of the COVID-19 outbreak, many B2B marketing companies adopted a "play it safe" approach through which they reduced their marketing budgets until they could analyze the impact on their businesses and had to wait for the economic scenario to improve.

Marketing Automation Software Market Trends

Entertainment and Media Expected to have a Significant Market Share

  • Virtual reality (VR), over-the-top (OTT) video and online advertising are projected to be among the fastest-growing revenue generators for entertainment and media companies in developing economies where technology adoption is dominant, like the United States internet advertising and marketing market, and globally. These trends increase the need for high internet marketing activity, and the rising automation adoption for these activities supports the substantial scope for the vendors in the market studied.
  • With smartphone adoption reaching nearly 70% of the global mobile user base, according to GSMA Mobile Economy, data generation has exponentially increased. Such statistics further indicate the need for mobile-optimized marketing and automation-supporting software. According to GSMA, in 2022, 68% of the global population was reported to have had a mobile subscription. This figure is expected to reach 73% by 2030.
  • Compared to other industries, open email rates for media and entertainment are the highest globally, according to TrackMaven. With customer insights from social media analytics tools, media and entertainment companies can use segmented marketing data (based on demographics and interest) to direct specific content.
  • For instance, India and Canada's entertainment and media sectors have positioned themselves on the verge of an intense growth phase, backed by digitization and improving advertising revenues, owing to the enormous consumer demand. The rising rate of investments by foreign media and entertainment majors in the region has developed the M&E infrastructure to a higher extent.

North America Region is Expected to Hold Significant Market Share

  • The North American region includes the United States and Canada. The region is home to a number of prominent vendors in the market, including Adobe, HubSpot, Marketo, Oracle, Salesforce Pardot, and others, which increases competition on crucial aspects such as new prices offered, target group, and features offered.
  • The adoption of marketing automation software has been increasing in the region as there has been a shift to digital omnichannel marketing compared to traditional marketing. According to the CMO Survey by American Marketing Association and Duke University (n=356), in January 2021, B2B product marketers in the United States suggested that their spending on traditional advertising was expected to decline by 0.61% in the following year, while the digital marketing spending was projected to increase by 14.32%
  • The growing adoption of SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage are some of the significant factors that the market studied is estimated to have a massive scope in the region.
  • The use of analytics for repetitive tasks such as email marketing and marketing technologies such as marketing automation software that helps efficient use and analysis of data collected during bulk email campaigns has become imperative for marketers. Vendors such as SharpSpring offers email tracking and analytics features with their marketing automation platform. Personalization services are also becoming a vital driver for the market as they offer a high probability of return on investment. According to Instapage, a provider of personalized landing pages, 88% of US marketers reported seeing measurable improvements due to personalization.
  • Thus, the market for North America is growing at a rapid pace owing to the adoption of digital marketing channels, government initiatives, and vendor-related investments.

Marketing Automation Software Industry Overview

The marketing automation software market has several products available with a number of companies in the market, making it highly fragmented. Hence, innovation in the market is crucial, as consumers opt for products with the latest features. The capital expenditure is also high, which has helped companies with powerful competitive strategies to move forward rapidly.

  • March 2023 - Keap, one of the leading companies in sales and marketing automation software for small businesses, announced that it had acquired The Factory. A former Keap partner, The Factory assists small business owners with building powerful marketing strategies and implementing sales and marketing automation.
  • January 2023 - Yodelpop, a women-owned digital agency serving associations and nonprofits, launched RaiserSync and YourMemberSync, two easy-install integrations for HubSpot Marketing Hub. These newly launched integrations allow associations and nonprofits to connect the YourMembership association management system or Raiser's Edge NXT donor management system to HubSpot's marketing automation software to create efficient and engaging marketing campaigns and communications.

Additional Benefits:

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

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Ongoing Shift Toward Digital-based Campaigns
    • 4.2.2 Organizations Realizing the Benefits of Data-backed Decision Process
    • 4.2.3 Sustained Increase in Adoption of SMAC-based Technologies
  • 4.3 Market Challenges
    • 4.3.1 Legacy-related Implementation Challenges
  • 4.4 Market Opportunities
  • 4.5 Industry Ecosystem Analysis
  • 4.6 Impact of COVID-19 on the Marketing Automation Software Market
    • 4.6.1 Short-term Impact
      • 4.6.1.1 Changes in B2B marketing budgets and their overall impact on martech budget allocations
    • 4.6.2 Long-term Impact
      • 4.6.2.1 Migration to Digital Mediums and Need for Personalized Campaigns to Gather Traction
      • 4.6.2.2 Growth in Collation Of Data Has Increased the Need for Contextualization
      • 4.6.2.3 Large-scale Organizations Which Account for a Sizeable Share Remain Relatively Unaffected
      • 4.6.2.4 Vendors such as HubSpot Have Successfully Created a Supporting Ecosystem Which Has Helped Them Onboard SMEs
  • 4.7 Impact of Higher Adoption of Digital Transformation Practices and Ongoing Move towards an Integrated CRM Space
  • 4.8 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.8.1 Threat of New Entrants
    • 4.8.2 Bargaining Power of Buyers
    • 4.8.3 Bargaining Power of Suppliers
    • 4.8.4 Threat of Substitute Products
    • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SEGMENTATION

  • 5.1 Deployment
    • 5.1.1 Cloud-based
    • 5.1.2 On-Premise
  • 5.2 Organization Size
    • 5.2.1 Large-scale
    • 5.2.2 SME-based
  • 5.3 Application
    • 5.3.1 Campaign Management
    • 5.3.2 Lead Management
    • 5.3.3 Sales Enablement Programs
    • 5.3.4 Analytics & Reporting Solutions
    • 5.3.5 Other Applications
  • 5.4 End-user Vertical
    • 5.4.1 Entertainment & Media
    • 5.4.2 Financial Services
    • 5.4.3 Government
    • 5.4.4 Healthcare
    • 5.4.5 Manufacturing
    • 5.4.6 Retail
    • 5.4.7 Other End-user Verticals
  • 5.5 Geography
    • 5.5.1 North America
    • 5.5.2 Europe
    • 5.5.3 Asia-Pacific
    • 5.5.4 Latin America
    • 5.5.5 Middle East & Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 Hubspot, Inc.
    • 6.1.2 Adobe Systems Incorporated
    • 6.1.3 Oracle (Eloqua)
    • 6.1.4 Acoustic, L.P.
    • 6.1.5 Marketo Inc. (Adobe)
    • 6.1.6 Microsoft Corporation
    • 6.1.7 Salesforce (Pardot)
    • 6.1.8 Salesfusion Inc. (Sugar CRM)
    • 6.1.9 SAS SE
    • 6.1.10 Teradata Corporation
    • 6.1.11 SAP SE
    • 6.1.12 Act-On Software
    • 6.1.13 Klaviyo
    • 6.1.14 Active Campaign
    • 6.1.15 Keap
    • 6.1.16 Omnisend
    • 6.1.17 Thryv
    • 6.1.18 Drip

7 Strategic Recommendations from MI

  • 7.1 Analysis of Key Initiatives Undertaken by Vendors in the Post-COVID World
  • 7.2 Major Takeaways from the Strategic Initiatives Implemented by Major Vendors such as Hubspot
  • 7.3 Analysis of Conservative, Realistic, and Optimistic Scenarios on the Recovery of the Market Demand
  • 7.4 Analyst Insights on the MAS Market Landscape

8 Vendor Positioning Analysis

9 Market outlook