Global Marketing Automation Software Market Insights, Opportunity Analysis, Market Shares and Forecast, 2016 - 2022
The global marketing automation software market is anticipated to grow at a CAGR of 9.26% dring 2016 to 2022. The market has generated the revenue $ 3.86 Billion in 2016 and is anticipated to reach up to $ 6.58 Billion by 2022.The demand to integrate marketing efforts to optimize income on marketing campaign investments is anticipated to drive marketing automation software market growth. In addition, integration of cloud computing with marketing automation has been witnessed as a key trend in the market. This can be attributed to access cost effectiveness, scalability, flexibility and large storage options.
Increasing intensity of competition across several industry verticals has expectant focus on Customer Relationship Management (CRM), which has resulted in amplified demand for community marketing and predictive analytics. It also provides high-quality, auditable, automatic and consistent communication through marketing processes. Moreover, data privacy coupled with availability of complementary solutions is anticipated to hamper market growth and become a major hinder for the market through the forecast period.
The global marketing automation software market can be segmented on the basis of application, vertical, deployment model and end user. On the basis of end-users sub-segment the market includes enterprises and SMBs. On the basis of deployment model, the market of marketing automation software is bifurcated into cloud-based and on-premise solutions. Based on application market of marketing automation software can be segmented into campaign management, e-mail marketing, mobile application, inbound marketing, lead nurturing & scoring, reporting & analytics and social media marketing. The and lead nurturing and lead scoring application segment is anticipated to be the dominant market segment. Increasing use of social media with sheer volume of users on social networking sites generate high growth prospects for the market participants. The rising demand in various verticals such as advertisement and education, Banking Financial & Insurance (BFSI), healthcare, manufacturing & distribution, media & entertainment and retail is anticipated to spur market demand.
Geographically, the market of marketing automation software is segmented in to North America, Asia pacific, Europe and rest of the world. The North America holds the largest market share of the cloud storage followed by Asia pacific. Due to high population and increasing business and internet users day by day helps to drive the market of Asia pacific.
Some of the major market players are Adobe Systems, IBM, Oracle, Sales force, SAP, SAS Institute, Act-On Software, Cognizant Technology Solution, eTrigue, GreenRope, Hatchbuck, HubSpot, inBoundio, Infusionsoft, Marketo. Acquisitions, innovation and mergers are the key strategies adopted by the market players to sustain in the market. For examples: in 2016, :- IBM has announced that they had completed the acquisition of Truven Health Analytics a provider of cloud-based healthcare data, analytics and insights. Similarly, in 2016, Oracle announced that they had completed the acquisition of Add This, a leading provider of publisher personalization, audience insight and activation tools that powers $15 million websites and enables unmatched audience segment quality, scale and insight.
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