Global Marketing Automation Software (MAS) Market - Segmented by Deployment Model (Cloud-based, On-premise), End-user Verticals (Entertainment and Media, Financial Services, Government), Application (Campaign Management, Social Media Marketing, In-bound Marketing), and Region - Growth, Trends, and Forecast (2018 - 2023)
The global marketing automation software market is expected to register a CAGR of 7.56% over the forecast period of 2018–2023. The scope of the report includes insights on the solutions offered by major players including providers of hardware, professional services, and integration solutions. The regions included in this study are North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa. The study also offers insights on various end-user verticals, applications and deployment model segmentation for marketing automation systems.
The MAS assists sales personnel in identifying and increasing leads quickly when compared to traditional methods and process approaches. The progress on any of the generated leads can be tracked as well. The marketing team uses this data, and depending on the feedback, they can either create a new campaign or alter an existing campaign to achieve better results.
Growth in Marketplace and Marketing Channels
The value of marketing automation has, over the years, advanced at a great pace. Companies have gone to great lengths to provide tools essential for digital marketers for communicating with customer both existing and potential. Channels such as social media, paid search, e-mail, display, content syndication, and mobile application have gained popularity and momentum, with customers finding feasible solutions on information they request or enquire. Marketing automation software allows companies to create, execute and succeed with more campaigns across various channels. SEO has been included in online campaigns, including traditional marketing for performance, lead generation, acquisition, and conversion. The online market has transformed, and advertisers now expect real value for their digital media, rather than the traditional model. Social networking and other social media channels are currently mainstream. Engaging content marketing channels such as blogs, video streaming, images, and pictures are used in promotion.
Email Marketing as One of the Major Application
Email is a basic medium for personal communication. It is an excellent instrument to deliver highly customized and personalized marketing information. As digitalization has grown tremendously, customers are looking for new and ‘out-of-the-box’ methodologies. Hence, companies are integrating email marketing into their marketing strategies to acquire and retain customers. Growth in the region is driven by rapid development of the communication infrastructure, increasing broadband internet penetration with enhanced communication, rising number of mobile internet subscribers, prominence of e-commerce, growing trend towards online shopping, increasing disposable incomes, and higher per capita consumer spending. In B2B where authenticity and proof of transaction are important, majority of the campaigns are driven by emails, with them being a primary feature for all platforms.
Key Developments in the Market