USD 15.4 billion
Marketing Automation Market Size, Share, Growth Analysis, By Component(Software, Services), By Deployment Type(Cloud, On-Premises), By Application(Campaign Management, Email Marketing, Lead Nurturing and Lead Scoring, Social Media Marketing), By Organization Size(Large Enterprises, Small and Medium-Sized Enterprises), By Vertical(Banking, Financial Services, And Insurance, IT and Telecom), By Region - Industry Forecast 2025-2032
Report ID:
SQMIG45A2157 |
Region:
Global |
Published Date: October, 2024
Pages:
157
|Tables:
94
|Figures:
76
Marketing Automation Market Insights
Marketing Automation Market size was valued at USD 5.76 Billion in 2023 and is poised to grow from USD 6.5 Billion in 2024 to USD 17.16 Billion by 2032, growing at a CAGR of 12.90% during the forecast period (2025-2032).
Growing demand for better customer experience and rising emphasis on improving marketing across multiple channels are slated to promote the adoption of marketing automation in the future. Increasing use of omnichannel marketing and rising demand for consistency in customer experience across all channels will also create new business scope for marketing automation providers going forward. Rising efforts of organizations to provide personalized customer experiences and keep up with changing consumer preferences are also predicted to bolster the demand for marketing automation in the long run. Rising use of data-driven decision-making and emphasis on optimizing return on investments are also slated to bolster the marketing automation market outlook through 2031 and beyond. On the contrary, complexity in platform integration, dearth of skilled professionals, difficulty in measuring effectiveness in complex campaigns, and data privacy issues are some key constraints that could trouble marketing automation companies going forward.
Market snapshot - 2024-2031
Global Market Size
Largest Segment
Email Marketing,
Fastest Growth
Marketing Analytics
Growth Rate
17.54% CAGR
Global Marketing Automation Market ($ Bn)
Country Share for North America Region (%)
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Marketing Automation Market Segmental Analysis
Global Marketing Automation Market is segmented by Component, Deployment Type, Application, Organization Size, Vertical, and region. Based on Component, the market is segmented into Software, and Services. Based on Deployment Type, the market is segmented into Cloud, and On-Premises. Based on Application, the market is segmented into Campaign Management, Email Marketing, Lead Nurturing and Lead Scoring, Social Media Marketing, Inbound Marketing, Analytics and Reporting, and Other Applications. Based on Organization Size, the market is segmented into Large Enterprises, and Small and Medium-Sized Enterprises. Based on Vertical, the market is segmented into Banking, Financial Services, and Insurance, IT and Telecom, Retail and Consumer Goods, Travel and Hospitality, Healthcare and Life Sciences, Education, Media and Entertainment, and Manufacturing. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & and Africa.
Analysis by Organization Size
The demand for marketing automation in small and medium enterprises (SMEs) is projected to hold a dominant stance going forward. Growing affordability of marketing automation and rising awareness regarding its benefits are helping this segment hold a high marketing automation market share. The rising use of marketing automation by D2C (direct to consumer) brands and companies is a key factor aiding the dominance of this segment. Growing digitization of marketing and availability of cheap and simple marketing automation solutions will also create new opportunities for marketing automation providers across the study period and beyond.
Large enterprises are projected to account for the second-largest share of the global marketing automation industry. Large enterprises were the early adopters of marketing automation technology as it was quite expensive initially, which has allowed this segment to gather a substantial revenue share. Extensive use of multiple channels for marketing and increasing complexity in the management of the same are slated to be key factors boosting the adoption of marketing automation in large enterprises. Efforts of large enterprises to improve customer retention and reduce costs of new customer acquisition are also forecasted to promote the demand for marketing automation in large enterprises going forward.
Analysis by Application
Email marketing application is projected to hold sway over the global marketing automation market outlook in the future. Extensive use of email for marketing across multiple industry verticals and the high potential of personalization through emails allows this segment to emerge as a dominant one. High preference of multiple companies to manage their marketing needs through email is also slated to create new opportunities for marketing automation providers in the future. Moreover, the high availability of robust automation capabilities offered by email marketing providers and proven efficacy of email marketing are also forecasted to offer new revenue generation opportunities for marketing automation companies through 2031 and beyond.
Meanwhile, the use of marketing automation for reporting and analytics applications is slated to increase at a notable pace over the coming years. Increasing efforts to enhance return on investments for advertising and the crucial role of reporting and analytics in the same are projected to help this segment boost the demand for marketing automation in the future. The rising use of data-driven decision-making in marketing operations is also projected to bolster the demand for better analytics and reporting solutions going forward. Growing use of artificial intelligence and machine learning will also offer lucrative new opportunities for marketing automation companies across the study period.
Global Marketing Automation Market By Type
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Marketing Automation Market Regional Insights
North America is estimated to spearhead the global marketing automation demand outlook in the future. The presence of a strong retail infrastructure and quick adoption of marketing automation by multiple companies in this region are estimated to aid the dominance of this region going forward. Availability of an advanced technological infrastructure and early adoption of artificial intelligence and machine learning technologies are also expected to help this region maintain a high share in the global landscape. The United States and Canada are anticipated to be the top markets for marketing automation companies owing to high demand for personalized customer experiences in these countries.
On the other hand, Asia-Pacific emerges as the fastest-growing market for marketing automation in the world. Increasing digitization, evolving consumer preferences, and rising use of omnichannel marketing solutions are predicted to be key factors helping this region generate new opportunities in the future. Rising internet penetration and growing use of social media are also estimated to offer lucrative business scope for marketing automation companies over the coming years. China, Japan, and India are expected to be the leading markets for marketing automation companies operating in this region through 2031 and beyond.
Global Marketing Automation Market By Region
- Largest
- Fastest
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Marketing Automation Market Dynamics
Drivers
Need for Personalized Customer Engagement
- Rapidly changing consumer preferences and expectations of customers for a personalized engagement experience are projected to bolster the demand for marketing automation in the future. Use of marketing automation tools can also help companies create hyper-personalized experiences for their customers by analyzing and utilizing customer behavior and interaction data.
Growing Demand for Omnichannel Marketing
- Omnichannel retail has gained massive popularity in recent years around the world. Increasing need for better omnichannel marketing solutions to cover marketing on email, social media, SMS, and website platforms. Marketing automation platforms provide the capability to coordinate these interactions seamlessly, ensuring consistency and enhancing customer engagement thereby driving market development as well.
Restraints
Complexity in Platform Integration
- Integrating marketing automation platforms with CRM, ERP, and data management systems can be a quite complex task especially when organizations use legacy systems. Compatibility issues and issues in data flow are further expected to complicate the process and impede the adoption of marketing automation in the long run.
Dearth of Skilled Workforce
- Marketing automation requires highly skilled professionals to set up and manage marketing campaigns. The world is facing a major shortage of skilled professionals in almost all industry verticals, and this is also true for marketing automation platforms as well. Training employees in automation technologies, data analytics, and segmentation is necessary but can be time-consuming and costly thereby hurting marketing automation market growth potential as well.
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Marketing Automation Market Competitive Landscape
Marketing automation companies should focus on providing simplified solutions for all types of organizations. The development of marketing automation solutions with simplified user interfaces and growing use of automation in businesses are also slated to create new opportunities for marketing automation providers going forward. The launch of new marketing automation solutions will also help companies stand out from the competition in the future.
Top Player’s Company Profiles
- Adobe (US)
- IBM (US)
- Oracle (US)
- Salesforce (US)
- Microsoft (US)
- HubSpot (US)
- Keap (US)
- Thryv (US)
- Sendinblue (France)
- Teradata (US)
- Act-On Software (US)
- ActiveCampaign (US)
- SAS (US)
- GetResponse (Poland)
- ClickDimensions (US)
- LeadSquared (India)
- Zoho (India)
- Acoustic (US)
- Klaviyo (US)
- Omnisend (Lithuania)
- Drip (US)
- Net-Results (US)
- SimplyCast (Canada)
- ConvertKit (US)
- VBOUT (US)
- Edrone (Poland)
- Ometria (UK)
- GreenRope (US)
Recent Developments
- In October 2024, Bloomreach, a leading e-commerce personalization announced the launch of rich communication services. Through this move the company became the first marketing automation platform provider to offer this next-generation SMS marketing solution for its users.
- In July 2024, Shipway, a leading shipping automation organization announced the launch of its new data and marketing automation platform. The new solution was specially made for the e-commerce industry to deliver high website conversion rates to its users going forward.
- In August 2024, Shiprocket, an e-commerce enablement platform based in India announced the launch of a new data-powered marketing automation platform. Engage 360 was launched to offer Shiprocket’s customers a way to provide personalized customer experiences in an increasingly digital world.
Key Marketing Automation Key Market Trends
- Demand for Better Customer Journey Mapping: Rising emphasis on improving customer journey to enhance customer experience from product awareness to post-purchase feedback and support. Marketing automation helps in optimizing customer journey and experience to build better customer relationships and improve the overall brand value and loyalty in the future. This key marketing automation market trend is estimated to bolster the adoption of marketing automation through 2031 and beyond.
- Use of Conversational AI and Chatbots: Marketing automation companies can focus on integrating conversational AI and chatbots to provide real-time and personalized communication for customers. Through use of conversational AI, marketing automation companies can provide 24/7 support for their customers to improve sales and after sales support whilst optimizing the lead generation process as well.
Marketing Automation Market SkyQuest Analysis
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.
As per SkyQuest analysis, growing adoption of automation and high emphasis on improving customer experience are forecasted to create new opportunities for marketing automation companies in the long run. On the contrary, dearth of skilled workforce and complexity in platform integration are slated to be key restraints for marketing automation market development. Rapidly increasing demand for personalization of customer experience is helping North America maintain its dominant market share. Integration of conversational AI and chatbots is also expected to create new opportunities for marketing automation companies operating around the world.
| Report Metric | Details |
|---|---|
| Market size value in 2022 | USD 5.10 billion |
| Market size value in 2031 | USD 15.20 billion |
| Growth Rate | 12.90% |
| Base year | 2023 |
| Forecast period | 2024-2031 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
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| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
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| Customization scope | Free report customization with purchase. Customization includes:-
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on Marketing Automation Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on Marketing Automation Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
Methodology
For the Marketing Automation Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Marketing Automation Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Marketing Automation Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Marketing Automation Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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