Marketing Automation Market Outlook
According to the report by Expert Market Research (EMR), the global marketing automation market size reached a value of USD 6.36 billion in 2023. Aided by the escalating demand for personalised marketing strategies and the increasing need for efficient marketing operations, the market is projected to further grow at a CAGR of 11.8% between 2024 and 2032 to reach a value of USD 17.36 billion by 2032.
Marketing automation software streamlines automates, and measures marketing tasks and workflows, enhancing operational efficiency and growing revenue faster. This technology enables businesses to target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows, which are designed to engage and convert prospects to customers, making it an essential tool in modern marketing strategies.
The surge in the marketing automation market growth is largely attributed to the growing complexity of marketing operations and the need for more precise customer segmentation and targeting. Furthermore, the rising popularity of digital marketing channels and the increased use of data analytics to drive marketing decisions have significantly contributed to the market’s growth.
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Predictive analytics plays a crucial role in marketing automation, allowing businesses to forecast future customer behaviours, purchase patterns, and engagement trends based on historical data. As per the marketing automation market analysis, by leveraging machine learning algorithms, companies can optimise their marketing efforts, tailor their messaging, and target their audience more effectively, thereby increasing conversion rates and maximising ROI.
Account-Based Marketing (ABM) strategies are gaining traction, facilitated by marketing automation tools. ABM focuses on targeting high-value accounts with personalised campaigns, rather than casting a wide net. As per the marketing automation market outlook, automation software enables the scaling of ABM efforts by automating personalised outreach, content delivery, and lead nurturing processes tailored to specific accounts, improving alignment between marketing and sales teams.
The integration of AI and ML with marketing automation tools is revolutionising the way businesses approach marketing. These technologies enable predictive analytics, customer segmentation, and personalised content delivery at scale, thereby significantly improving campaign effectiveness and customer engagement. There is an increasing focus on improving customer experience through personalised marketing communications in marketing automation market. Businesses are leveraging marketing automation tools to deliver a more personalized and seamless customer experience across various touchpoints, fostering customer loyalty and driving sales growth.
The shift towards omnichannel marketing strategies, aiming to provide a consistent customer experience across all channels, is driving the adoption of marketing automation solutions and further contributing to the marketing automation market share. These tools help synchronise marketing messages across email, social media, web, and mobile platforms, ensuring a cohesive brand experience. Content marketing’s growing importance as a critical element of digital marketing strategies is also propelling the demand for marketing automation solutions. These tools assist in the efficient distribution of content across various channels, optimizing engagement and lead-generation efforts.
Micro-segmentation and hyper-personalisation are becoming increasingly important in marketing automation. By leveraging big data and advanced analytics, businesses can segment their audiences into smaller, more precise groups and tailor their marketing efforts to meet the unique needs and preferences of each segment. This approach enhances the relevance of marketing messages, improves customer experiences, and drives higher conversion rates.
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As privacy concerns and data protection regulations like GDPR and CCPA become more stringent, marketing automation platforms are evolving to ensure compliance and further support the marketing automation market expansion. Businesses are focusing on transparent data collection, consent management, and secure data practices within their marketing automation strategies and this trend emphasises the importance of ethical marketing practices and the protection of consumer data.
Marketing Automation Market Segmentation
The market can be divided based on component, deployment, organisation size, application, end use, and region.
Market Breakup by Component
- Software
- Services
Market Breakup by Deployment
- Cloud
- On-premise
Market Breakup by Organisation Size
- Small and Medium Enterprises (SMEs)
- Large Enterprises
Market Breakup by Application
- Campaign Management
- Email Marketing
- Inbound Marketing
- Mobile Applications
- Lead Nurturing and Lead Scoring
- Reporting and Analytics
- Social Media Marketing
- Others
Market Breakup by End Use
- BFSI
- Retail
- Healthcare
- Telecom and IT
- Discrete Manufacturing
- Government and Education
- Others
Market Breakup by Region
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Competitive Landscape
The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global marketing automation market. Some of the major players explored in the report by Expert Market Research are as follows:
- Adobe Inc.
- IBM Corporation
- Oracle Corporation
- Microsoft Corporation
- Salesforce, Inc.
- HubSpot, Inc.
- Infusion Software, Inc. (Keap)
- Teradata Corporation
- SAS Institute Inc.
- Klaviyo, Inc.
- Others
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