Marketing Automation Market Size and Share Analysis by Offering (Solutions, Services), Enterprise (Large Enterprise, SME), Deployment (Cloud, On-Premises), Application (Lead Management, Email Marketing, Campaign Management, Inbound Marketing, Reporting and Analytics), Industry (Retail & E-Commerce, BFSI, IT & Telecom, Media & Entertainment, Manufacturing, Education, Healthcare) - Global Industry Demand Forecast to 2030

Market Overview

The marketing automation market size stood at $5,332.6 million in 2022, and it is expected to grow at a CAGR of 12.8% during 2022–2030, to reach $13,974.8 million by 2030.

The need for automated marketing solutions and services has been growing significantly as organizations are becoming more digitally integrated and more people are using the internet and mobile devices.

With the surging implementation of high-end marketing solutions by small and large organizations across the world, many new players are expected to tap into the market, which would lead to a further rise in competition and rivalry. Further, with the pandemic changing how consumers react to a brand advertisement, effective marketing strategies have become really important. Marketing automation can streamline, automate, and measure efforts, which is why it is vital for any online business.

Business-to-business (B2B) and business-to-consumer (B2C) companies use such solutions with different approaches. For instance, the focus area for a B2B company would be lead generation and customer engagement, while for a B2C company, it would be brand building. Further, a B2B firm might use customer relationship management (CRM), email promotions, and other solutions. On the other hand, a B2C firm might use email & social media promotions, in-store capture, loyalty nurturing, and reputation management.

However, the ultimate aim of all these firms is generating more revenue. The solutions and approaches these firms use depend on many factors, such as their size, market positioning, the products they offer, and the industries they serve.

Rising Adoption of Digital Marketing

One of the major factors driving the market globally is the rising adoption of digital marketing. Both SMEs and large enterprises are increasingly adopting automation tools to advertise themselves on multiple channels, including email, social media, and the web, and improve the process of lead nurturing.

The growth in digital campaigning is primarily due to the surging internet penetration in the U.S., India, China, Japan, the U.K., Germany, and other nations. Moreover, most of the businesses are using automation software, which supports in digital promotion activities, such as relationship management, lead generation and scoring, targeted segmentation, and cross-selling and upselling.

In addition, such software assists organizations in connecting with their potential customers, based on their online activities.

Surging Social Media Usage Across the Globe

The growing social media usage is also playing an important role in the growth of the industry. Currently, social media platforms, such as Facebook, Twitter, and Instagram, are driving new forms of social interaction, giving businesses the ability to easily reach a large number of potential customers.

Marketing automation software allows businesses to generate leads by tracking and analyzing the activities and preferences of users, using the information users leave behind when browsing the internet. Additionally, with the help of such software, businesses are able to provide relevant content to the prospective customers, based on their clicks and interactions on various social media platforms.

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Solution for Marketing Automation Contribute Highly to Global Market Advance

The need for solutions and services has increased as a result of the rising acceptance of cutting-edge technologies, such as AI, ML, mobile phones, and cloud. The demand for automating and improving marketing operations is fueling the expansion in the adoption of such technologies. Businesses require such software to increase their understanding of the consumer behavior and generate new revenue streams. Marketers from all industries are now using such software to comprehend the client journey, evaluate the success of their promotion initiatives, and produce the most leads.

Therefore, the solutions category held the larger share, around 90%, in the market in 2022. This is mainly attributed to the surging adoption of these solutions across the retail & e-commerce, BFSI, IT & telecom, media & entertainment, and many other industries for generating the maximum number of quality leads, capturing real-time customer data from various online channels, and effectively managing marketing campaigns.

The solutions are offered by vendors in the market as a standalone or enhanced feature, along with other all-inclusive solutions. The software aids businesses in identifying the most-effective marketing avenues for enhancing client engagement. Successful marketing campaigns can be carried out by marketers with the aid of marketing automation software, thus increasing the sales for the company.

These tools make it easier to learn about customers, including their buying habits and characteristics. The growing adoption of the 5G technology and SaaS cloud platforms present a significant possibility for marketing automation software to outperform forecasts.

Based on solution, the CCCM category held the largest share, over 40%, in the market in 2022. This is attributed to the wide usage of campaign management solutions for identifying and selecting the target audience, providing customized offers, performing data analysis, tracking report generation for each campaign on each channel, and managing customer contact history. Other benefits of these solutions include improved communication with customers, cross-selling of products, and high customer retention rates.

SMEs’ Adoption of Automated Marketing Solutions To Grow Faster

The SMEs category is projected to register the higher CAGR, around 14%, during the forecast period. This can be mainly attributed to the surging demand for reducing the burden of repetitive tasks, the shift toward the internet of things (IoT), cloud computing, and other advanced technologies, and the increasing need for streamlined business operations, capturing customer requirements from varied sources, and reducing operational expenditure. In addition, marketing automation solutions offer cross-selling opportunities, improved customer engagement, reduced communication time, and increased sales to smaller enterprises.

Furthermore, such applications were initially limited to large businesses. However, a significant number of SMEs have begun integrating them into their current systems, as a result of the digitalization of industries, the rising rate of internet and mobile device adoption, and the necessity to successfully reach consumers.

B2B industries, such as manufacturing, software, and business services, were the key early adopters of this technology. But, over time, a variety of B2C sectors, including financial services, media & entertainment, healthcare, and retail, have increased their adoption of these solutions. The necessity for such software to implement real-time strategies for customer acquisition and retention and track their success is causing this growth in the B2C market.

Cloud Deployment Is Preferred by Most End Users

The cloud category held the larger market share, over 70%, in 2022. This is mainly due to the vast implementation of the cloud computing technology among enterprises as it provides high data storage, increased data access flexibility, and reduced IT expenditure. Moreover, cloud-based automated marketing solutions are integrated with the existing systems, which allows users to upload and access data from anywhere.

Over the forecast period, cloud deployment is expected to continue to be the more-popular method for deploying this technology. Some of the key elements that will increase the demand for cloud-based marketing automation systems include their scalability and flexibility, security considerations, and data center control.

A software package called marketing cloud provides essential features, such as data services, targeting, automation, and content. The market in the cloud category will also grow as the cloud can integrate various marketing tools, including emails, social media, and analytics.

Top Companies in Marketing Automation Market are:

• SAP SE
• Salesforce Inc.
• Oracle Corporation
• Adobe Inc.
• Teradata Corporation
• HubSpot Inc.
• SharpSpring Inc.
• SAS Institute Inc.
• ActiveCampaign LLC
• Act-On Software Inc.

Marketing Automation Market Size Breakdown by Segment

This fully customizable report gives a detailed analysis of the market from 2017 to 2030, based on all the relevant segments and geographies.

Based on Offering

• Solutions
  • Cross channel campaign management (CCCM)
  • Real-time interaction management (RTIM)
  • Lead-to-revenue management (L2RM)
  • Marketing resource management (MRM)
  • Through channel marketing automation (TCMA)
  • Content marketing platform (CMP)
• Services
  • Professional
  • Managed

Based on Enterprise

• Large Enterprise
• Small and Medium-Sized Enterprise (SME)

Based on Deployment

• Cloud
• On-Premises

Based on Application

• Lead Management
• Email Marketing
• Campaign Management
• Inbound Marketing
• Reporting and Analytics

Based on Industry

• Retail & E-Commerce
• Banking, Financial Services and Insurance (BFSI)
• Information Technology (IT) & Telecom
• Media & Entertainment
• Manufacturing
• Education
• Healthcare

Geographical Analysis

• North America
  • U.S.
  • Canada
• Europe
  • U.K.
  • France
  • Germany
  • Italy
  • Spain
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
• Latin America
  • Brazil
  • Mexico
• Middle East and Africa
  • Saudi Arabia
  • U.A.E.
  • South Africa