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亚太地区西方行销自动化软体市场 -市场占有率分析、产业趋势/统计、成长预测（2025-2030）

Asia Pacific Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
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

预计2025年亚太地区行销自动化软体市场规模为57.9亿美元，预估至2030年将达99.8亿美元，预测期间（2025-2030年）复合年增长率为11.52%。

亚太自动化软体市场-IMG1

行销自动化软体可以自动执行典型的行销业务，并消除人工干预的需要。典型的行销自动化业务包括电子邮件行销、行为定位、潜在客户优先顺序和客製化广告。电子商务公司对此类解决方案的使用正在增加，预计该地区的市场在不久的将来将显着扩大。

主要亮点

  • 该地区互联网使用的不断增长正在加速电子商务的发展，亚马逊等国际公司因预期该地区巨大的销售潜力而进行了大量投资。阿里巴巴和乐天等本土公司也声名大噪并迅速发展。
  • 澳洲和纽西兰正在拥抱不同 ICT 领域的技术进步，包括地理空间、IT 和通讯、付款、农业技术、数位内容、无线基础设施和健康 IT。预计此类ICT开创性活动未来将推动行销自动化软体在澳洲和纽西兰的使用。
  • 另一方面，韩国企业越来越多地选择广泛的云端运算服务，金融、ICT、医疗保健等许多行业都采用了云端技术。
  • 特别是在线游戏企业广泛采用该技术，导致韩国行销自动化软体市场的扩大。除此之外，连接性的改善、基础设施的改善以及网路安全日益重要正在推动市场成长。
  • 行销自动化致力于提高生产力，同时充分利用公司的时间、金钱和资源。透过自动化客户参与、内容开发、社群媒体管理、潜在客户培育、市场研究和分析等任务，行销部门可以提高未来的销售。它还使用在后台运行的机器学习和人工智慧演算法来帮助识别每个客户的偏好并提案产品。
  • COVID-19 大流行导致 B2B 行销人员将大部分支出从投资实体活动转向数位管道，从而产生了更大的影响。由于疫情的影响，行销人员将重点放在客户维繫、潜在客户培育和转换率优化宣传活动。在 COVID-19主导的封锁期间，上网的需求增加。

亚太地区行销自动化软体市场趋势

向数位行销的转变预计将推动市场成长

  • 亚太地区的商业环境正在快速成长，特别是在电子商务和快速商务领域。这种增长预计将推动该地区社交媒体行销的需求。快速商务是电子商务的更快版本，可在几分钟内交付产品。由于企业需要与用户和公众快速联繫以促进优惠、折扣和销售，预计该地区对行销自动化工具的需求将会增加。
  • 然而，冠状病毒大流行导致全球上网人口大幅增加，使这一细分市场更具吸引力，但快速发展的互联网隐私法以及 Google Chrome 中第三方 cookie 的弃用也增加了漏洞。
  • 根据中小企业金融论坛的数据，中小企业（SME）占亚太地区企业数量的98%以上。这些中小企业在印度等低收入国家贡献了约 17% 的国内生产总值(GDP)，在马来西亚和新加坡高所得国家贡献了约 40-50%。此外，该地区的中小企业正变得数位化，采用更好的软体解决方案来推动业务成长。
  • 亚太地区数位广告最重要的细分市场是搜寻和影片广告，与桌面广告相比，人们越来越偏好行动装置。然而，由于该地区的语言和文化多样性以及当地社交媒体平台和通讯软体的多样性，广告商面临重大障碍。这就是为什么公司和广告公司在向亚太国家扩张时优先考虑在地化。例如，Spotify 在印尼、泰国和菲律宾发起了一项雄心勃勃的影片宣传活动，其中包括来自各国的艺术家。
  • 根据 DataReportal 的数据，中国人拥有大量的网路存在，到 2022 年，活跃的社群媒体用户将达到 9.833 亿。其他亚太国家的社群媒体使用量仅次于中国，其中印度以 4.67 亿活跃社群媒体用户排名第二，印尼以 1.914 亿活跃社群媒体用户（2022 年）排名第三。

预计中国将占较大市场占有率

  • 中国的线上行销产业非常活跃，公司不断调整其软体和策略以保持竞争力。在西方市场取得成功并不一定意味着在中国也能取得成功。事实上，中国经常为创新行销技术制定标准，这些技术后来在西方流行起来。然而，中国的一些行销策略是该国独有的，只能引起中国消费者的共鸣。
  • 事实证明，微信群是在中国产生个人流量的可靠方法。聊天机器人无法完全取代人类管理员，但它们的整合可以使它们对企业更具成本效益和实用性。聊天机器人可以被编程来执行各种任务，包括回答常见问题、宣传即将举行的活动、进行调查、收集受众资料以及根据关键字提案。这些行销自动化工具可以在中国广阔的线上市场中发挥作用，并使买家和卖家都受益。
  • 拼多多是一个允许用户参与团购优惠的电子商务平台，该平台越来越受欢迎，66%的用户来自低收入城市。这现象提醒京东等大公司注意经常被忽视的低收入群体的潜力。这些客户占网路用户的1.28亿，而可支配收入较少的一二线城市的数字为7,400万。排名较低的城市有潜力赚取可观的收入。
  • 推动电子商务和网路购物兴起的另一个主要因素是中国消费者可支配收入的增加。根据中国国家统计局的数据，预计到2030年，中国一二三地区和农村地区的可支配收入总合将达到约4兆美元。这种盈余收入可能会导致都市区和农村地区市场渗透率和线上交易的增加。因此，对行销自动化解决方案的需求预计也会增加。
  • 中国是阿里巴巴、腾讯、京东和小米等主要科技和电子商务公司的所在地。例如，根据《财星》中国500强排名，以2021年营收计算，京东是2022年收入最高的中国网路公司。阿里巴巴集团是其最接近的竞争对手。过去十年，BAT（百度、阿里巴巴、腾讯）三大国内数位巨头主导了中国网路市场。

亚太地区行销自动化软体产业概况

亚太行销自动化软体市场是一个半流行市场，国内外众多参与企业都在争取市场占有率。市场集中度中等，主要企业采取产品创新、併购等多种策略来扩大客户群和市场范围。该市场的一些主要企业包括 Hubspot Inc.、微软公司、甲骨文公司和 Salesforce Inc.。

2023 年 9 月，Oracle 公司宣布了 Oracle Fusion Cloud 客户体验 (CX) 中的一项新功能：引导式行销活动。借助这项新功能，行销团队可以利用简化的宣传活动来创建针对性强的高品质宣传活动，为销售团队提供合格的、可转换的机会。

2022 年 9 月，专门从事全球促销的小型企业 CRM 和智慧收益管理平台 Pipedrive 宣布在 Campaigns by Pipedrive 中发布工作流程自动化功能测试版。这种新的自动化解决方案旨在透过优化行销策略、减少工作量和有效利用资料来增强负责人的能力。该解决方案旨在帮助企业简化行销宣传活动管理并将销售和行销团队统一在一个平台上。

其他好处

  • Excel 格式的市场预测 (ME) 表
  • 3 个月分析师支持

目录

第一章简介

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场动态

  • 市场概况
  • 市场驱动因素
    • 持续转向数位行销
    • 组织意识到资料支援的决策流程的好处
  • 市场限制因素
    • 遗留相关的实施挑战
  • 产业吸引力－波特五力分析
    • 新进入者的威胁
    • 买方议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度
  • COVID-19 市场影响评估

第五章市场区隔

  • 按发展
    • 云端基础
    • 本地
  • 按用途
    • 宣传活动管理
    • 电子邮件行销
    • 集客式行销
    • 行动行销
    • 社群媒体行销
    • 其他的
  • 按行业分类
    • 娱乐和媒体
    • 金融服务
    • 政府机构
    • 医疗保健
    • 製造业
    • 零售
    • 其他行业
  • 按地区
    • 中国
    • 日本
    • 印度
    • 其他亚太地区

第六章 竞争状况

  • 公司简介
    • Adobe Systems
    • Salesforce.com, Inc.
    • Oracle Corporation
    • Microsoft Corporation
    • HubSpot Inc.
    • Marketo, Inc.
    • SugarCRM Inc.
    • SAS Institute Inc
    • Canis Solutions Pvt Ltd.
    • Marsello Limited

第七章 投资分析

第八章 市场机会及未来趋势

简介目录
Product Code: 52238

The Asia Pacific Marketing Automation Software Market size is estimated at USD 5.79 billion in 2025, and is expected to reach USD 9.98 billion by 2030, at a CAGR of 11.52% during the forecast period (2025-2030).

Asia Pacific ing Automation Software Market - IMG1

Marketing automation software can automate typical marketing tasks, eliminating the need for human intervention. Typical marketing automation operations include email marketing, behavioral targeting, lead prioritizing, and tailored advertising. The use of such solutions by E-commerce firms is on the rise, and the market in the region is expected to expand significantly in the near future.

Key Highlights

  • The growing Internet usage in the area has accelerated e-commerce development, and international corporations such as Amazon have made significant investments due to the region's enormous sales potential. Local businesses such as Alibaba and Rakuten are also making a name for themselves and growing rapidly.
  • Australia and New Zealand are embracing technological advancements, with a diverse ICT sector that includes geospatial, telecommunications, payments, agricultural technology, digital content, wireless infrastructure, and healthcare IT. It is expected that such ICT development activities will encourage the usage of marketing automation software in Australia and New Zealand in the future.
  • On the other hand, South Korean businesses are choosing from a wide range of cloud computing services, with many industries, including finance, ICT, and healthcare, adopting cloud technology.
  • The online gaming business is particularly adopting this technology widely, causing the market for marketing automation software in South Korea to expand. This, combined with the availability of improved connections, well-developed infrastructure, and the growing significance of cybersecurity, is driving growth in the market.
  • Marketing automation strives to boost productivity while maximizing a company's time, money, and resources. By automating various tasks such as customer engagement, content development, social media management, lead promotion, market research, and analytics, marketing departments can enhance sales in the future. It also helps to identify each customer's preferences and suggests goods using machine learning and artificial intelligence algorithms running in the background.
  • The COVID-19 pandemic caused B2B marketers to divert the majority of their spending away from investing in physical events and toward digital channels, which had a greater impact. Marketers are focusing on campaigns for client retention, lead nurturing, and conversion rate optimization as a result of the pandemic. During the COVID-19-led lockdowns, there was a greater need to access the Internet.

APAC Marketing Automation Software Market Trends

Shift Towards Digital Marketing is Expected to Drive the Market Growth

  • The Asia-Pacific region is witnessing rapid growth in its business landscape, especially in the e-commerce and Quick Commerce sectors. This growth is expected to drive the demand for social media marketing in the region. Quick Commerce is a faster version of e-commerce that delivers goods within a few minutes. As businesses require quick connections with their users and a mass audience to promote offers, discounts, and sales, marketing automation tools are expected to see a rise in demand in the region.
  • However, the coronavirus pandemic has led to a significant rise in the online population worldwide, making the sector even more appealing but also increasingly vulnerable due to rapidly evolving internet privacy laws and third-party cookie deprecation on Google Chrome in 2023.
  • According to the SME Finance Forum, small and medium-sized enterprises (SMEs) comprise over 98% of the number of enterprises in the Asia-Pacific region. These SMEs contribute about 17% to the national GDP in low-income countries like India and about 40-50% in higher-income countries like Malaysia and Singapore. The region has also seen a digital drive for SMEs, leading to the adoption of better software solutions to drive business growth.
  • The most important market sectors for digital advertising in the Asia-Pacific are search advertisements and video ads, which increasingly prioritize mobile devices over desktop advertising. However, advertisers face significant obstacles due to the region's linguistic and cultural diversity, as well as the range of local social media platforms and messaging applications. Therefore, businesses and advertising agencies prioritize localization when entering APAC countries. For example, Spotify launched ambitious video campaigns featuring regional artists for each country's launch in Indonesia, Thailand, and the Philippines.
  • According to DataReportal, Chinese citizens have a significant online presence, with 983.3 million active social media users in 2022. Other Asia-Pacific nations and regions rank behind China in terms of their use of social media, with India and Indonesia ranking second and third, respectively, with 467 million and 191.4 million active social media users in 2022.

China is Expected to Hold a Major Market Share

  • China's online marketing industry is highly dynamic, with businesses continuously adapting their software and strategies to maintain competitiveness. What works in Western markets may not necessarily be successful in China. In fact, China frequently sets the bar for innovative marketing techniques that later become popular in the West. However, some Chinese marketing strategies are unique to the local market and resonate only with Chinese consumers.
  • WeChat groups have proven to be a reliable method of generating private traffic in China. While a chatbot cannot replace a human administrator entirely, integrating it can enhance cost-effectiveness and utility for businesses. Chatbots can be programmed to perform various tasks, such as responding to frequently asked questions, advertising upcoming events, conducting surveys, gathering audience data, suggesting products based on keywords, and more. These marketing automation tools could be useful in the vast Chinese online market, benefiting both buyers and sellers.
  • Pinduoduo, an e-commerce platform where users can participate in group buying offers, has gained popularity due to its 66% user base from low-income cities. This phenomenon has alerted major corporations such as JD.com to the potential of these often-neglected cities. Even though these customers may have less disposable income, they represent 128 million internet users, compared to 74 million in first- and second-tier cities. Lower-tier cities have significant income-earning potential.
  • Another major factor contributing to the rise of e-commerce and online shopping is the growing disposable income of Chinese consumers. According to the National Bureau of Statistics China, the combined disposable income of Tier 1,2, lower and rural China is expected to reach around USD 4 trillion by 2030. This surplus income will likely lead to increased market penetration and online trade in both urban and rural areas. As a result, there will likely be an increase in demand for Marketing Automation Solutions.
  • China is home to major tech and e-commerce companies like Alibaba, Tencent, JD.com, and Xiaomi. For example, JD.com was the highest-earning Chinese internet corporation in 2022, according to the Fortune China 500 ranking, based on the company's 2021 annual revenues. Alibaba Group was its closest competitor. The past decade has seen three domestic digital giants known as the BATs-Baidu, Alibaba, and Tencent-dominate China's internet market.

APAC Marketing Automation Software Industry Overview

The Asia Pacific Marketing Automation Software Market is a semi-consolidated as space, with multiple domestic and international players vying for market share. The market is moderately concentrated, with major players adopting various strategies, such as product innovation, mergers, and acquisitions, to expand their clientele and market reach. Among the key players in the market are Hubspot Inc., Microsoft Corporation, Oracle Corporation, and Salesforce Inc., among others.

In September 2023, Oracle Corporation has announced new Guided Campaigns features within Oracle Fusion Cloud Customer Experience (CX) that help improve efficiency and collaboration between marketers and sellers. The new features allows marketing teams to launch hyper targeted, high quality campaigns that generate prequalified and conversionready opportunities for their sales team by making use of a simplified campaion.

In September 2022, Pipedrive, a CRM and intelligent revenue management platform for small businesses focused on driving worldwide sales, announced the beta release of its workflow automation feature in Campaigns by Pipedrive. The new automated solutions are designed to empower marketers by optimizing their marketing strategy, reducing effort, and effectively utilizing data. The solutions aim to help companies streamline marketing campaign administration and unify their sales and marketing teams onto one platform.

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 Towards Digital Marketing
    • 4.2.2 Organizations Realizing the Benefits of Data-backed Decision Process
  • 4.3 Market Restraints
    • 4.3.1 Legacy-related Implementation Challenges
  • 4.4 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.4.1 Threat of New Entrants
    • 4.4.2 Bargaining Power of Buyers
    • 4.4.3 Bargaining Power of Suppliers
    • 4.4.4 Threat of Substitute Products
    • 4.4.5 Intensity of Competitive Rivalry
  • 4.5 Assessment of Impact of COVID-19 on the Market

5 MARKET SEGMENTATION

  • 5.1 By Deployment
    • 5.1.1 Cloud-based
    • 5.1.2 On-premise
  • 5.2 By Application
    • 5.2.1 Campaign Management
    • 5.2.2 E-mail Marketing
    • 5.2.3 Inbound Marketing
    • 5.2.4 Mobile Marketing
    • 5.2.5 Social Media Marketing
    • 5.2.6 Other Applications
  • 5.3 By End-User Verticals
    • 5.3.1 Entertainment and Media
    • 5.3.2 Financial Services
    • 5.3.3 Government
    • 5.3.4 Healthcare
    • 5.3.5 Manufacturing
    • 5.3.6 Retail
    • 5.3.7 Other End-User Verticals
  • 5.4 By Geography
    • 5.4.1 China
    • 5.4.2 Japan
    • 5.4.3 India
    • 5.4.4 Rest of Asia Pacific

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 Adobe Systems
    • 6.1.2 Salesforce.com, Inc.
    • 6.1.3 Oracle Corporation
    • 6.1.4 Microsoft Corporation
    • 6.1.5 HubSpot Inc.
    • 6.1.6 Marketo, Inc.
    • 6.1.7 SugarCRM Inc.
    • 6.1.8 SAS Institute Inc
    • 6.1.9 Canis Solutions Pvt Ltd.
    • 6.1.10 Marsello Limited

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS