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全球多通路行銷活動管理市場 - 2023-2030Global Multichannel Campaign Management Market - 2023-2030 |
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全球多通路行銷活動管理市場在 2022 年達到 53 億美元,預計到 2030 年將達到 226 億美元,2023-2030 年預測期間年複合成長率為 18.6%。
由於數位革命,社交媒體、電子郵件、網站、行動應用程式以及其他線上和行動平台激增。行銷人員需要在這些不同的管道中管理行銷活動,以吸引最活躍的受眾。消費者現在透過各種接觸點與品牌互動,並期望在所有管道上獲得無縫體驗。多通路活動管理使行銷人員能夠提供一致的訊息傳遞和體驗,從而提高客戶滿意度和忠誠度。
例如,2023 年6 月22 日,用於企業內容創建的生成式人工智慧平台Typeface 與Salesforce 合作,將其品牌個人化生成式人工智慧功能與基於Salesforce CRM 的行銷平台Salesforce Marketing GPT 整合,此次合作旨在使企業能夠在整個客戶旅程中提供由生成式人工智慧支援的上下文客製化內容。
亞太地區是全球多通路行銷活動管理市場不斷成長的地區之一,覆蓋超過2/5 的市場佔有率,該地區正在經歷快速的數位轉型,企業和消費者以前所未有的速度採用數位技術,這種轉變創造了對多通路活動管理解決方案的需求,以有效地在各種數位管道中吸引客戶。
數位景觀不斷擴大,可用於行銷目的的管道越來越多,這些管道包括社交媒體平台、電子郵件、網站、行動應用程式、聊天機器人等。跨這些不同管道管理行銷活動需要全面的多通路方法。多通路行銷活動管理使行銷人員能夠在這些接觸點上創造一致且有凝聚力的體驗,迎合消費者的行為。
例如,2023 年6 月27 日,專注於幫助財務顧問和財富管理公司發展的Nitrogen 與FMG 結成策略聯盟,FMG 是一家領先的SaaS 公司,專門為財務顧問提供行銷軟體和服務,此次合作整合了FMG 的數位行銷平台,其中包括電子郵件行銷和網站創建功能以及 Nitrogen 的成長平台。
隨著組織和消費者的生活變得越來越數位化,透過眾多數位管道傳輸資料的需求不斷成長。電子商務行業很大程度上依賴跨各種管道的資料傳輸來處理命令、管理庫存並提供個人化的購物體驗。為了定位廣告、客戶參與和分析目的,擴大使用社群媒體平台進行行銷,需要無縫資料流。
根據思科系統公司的預測,到 2022 年,全球行動資料流量預計將在 2022 年達到每月 77.5 艾字節。根據愛立信的數據,全球行動資料流量(不包括固定無線存取(FWA))將達到每月93 艾字節(EB)。截至 2022 年底,視訊流量目前佔所有行動資料流量的 71%,預計將上升至 80%,如果 XR 類服務的採用超出預期,資料流量可能會增加更多,特別是在上行方向。
先進的技術可以無縫整合不同來源的資料,提供跨通路客戶資訊的統一視圖。人工智慧驅動的演算法和機器學習模型有助於分析客戶行為、個人化內容並最佳化活動策略,以獲得更好的結果。自動化工具透過自動執行重複性任務來簡化行銷活動管理,使行銷人員能夠專注於策略和創造力。
例如,2023 年 9 月 7 日,行銷平台 Cordial 推出了 Cordial AI,這是一套為行銷人員提供的人工智慧工具。 Cordial AI 提供生成性、預測性和規範性 AI 功能,幫助自動化行銷任務並為決策提供見解。 Cordial AI 的一些關鍵功能包括人工智慧生成的主題行和內容、基於機器學習的行為預測和客戶傾向以及人工智慧驅動的客戶行為和活動策略洞察。
整合來自不同管道和平台的資料可能很複雜,從而導致資料孤島。孤立的資料阻礙了客戶的統一視圖,並阻礙了個人化行銷工作。跨多個管道管理行銷活動需要更多的精力和資源。行銷人員必須適應每個管道的複雜性,這使得保持一致性具有挑戰性。協調不同管道的活動需要更多的時間、人員和財政資源。小型企業可能會發現這尤其具有挑戰性。
為每個管道自訂內容可能非常耗時,並且可能需要不同的格式和策略,從而擴展內容創建資源。行銷管道數持續成長。在不斷擴大的通路環境中管理行銷活動可能會變得勢不可擋。確保所有管道的品牌和訊息一致可能很困難。任何偏差都會讓客戶感到困惑並損害品牌形象。
Global Multichannel Campaign Management Market reached US$ 5.3 billion in 2022 and is expected to reach US$ 22.6 billion by 2030, growing with a CAGR of 18.6% during the forecast period 2023-2030.
Social media, email, websites, mobile apps and other online and mobile platforms have proliferated as a result of the digital revolution. Marketers need to manage campaigns across these diverse channels to reach their audience where they are most active. Consumers now interact with brands through various touchpoints and expect a seamless experience across all channels. Multichannel campaign management allows marketers to deliver consistent messaging and experiences, increasing customer satisfaction and loyalty.
For instance, on 22 June 2023, Typeface, a generative AI platform for enterprise content creation, is partnering with Salesforce to integrate its brand-personalized generative AI capabilities with Salesforce Marketing GPT, a marketing platform built on the Salesforce CRM and this partnership aims to enable businesses to deliver contextual, customized content powered by generative AI across the entire customer journey.
Asia-Pacific is among the growing regions in the global multichannel campaign management market covering more than 2/5th of the market and the region is experiencing a rapid digital transformation, with businesses and consumers adopting digital technologies at an unprecedented rate and this shift has created a demand for multichannel campaign management solutions to engage customers across various digital channels effectively.
The digital landscape is continuously expanding, with an increasing number of channels available for marketing purposes and these channels include social media platforms, email, websites, mobile apps, chatbots and more. Managing campaigns across these diverse channels requires a comprehensive multichannel approach. Multichannel campaign management allows marketers to create consistent and cohesive experiences across these touchpoints, catering to consumer behavior.
For instance, on 27 June 2023, Nitrogen, a company focused on helping financial advisors and wealth management firms grow, formed a strategic alliance with FMG, a leading SaaS company specializing in marketing software and services for financial advisors and this collaboration integrates FMG's digital marketing platform, which includes email marketing and website creation capabilities, with Nitrogen's Growth Platform.
There is a growing demand for transferring data across numerous digital channels as organization's and consumers' lives become more and more digitalized. The e-commerce sector significantly relies on data transfer across a variety of channels in order to process commands, manage inventory and provide individualized shopping experiences. For targeting ads, customer engagement and analytics purposes, the increasing usage of social media platforms for marketing necessitates seamless data flow.
According to Cisco Systems, in 2022, the projection is that mobile data traffic is expected to reach 77.5 exabytes per month globally by 2022. According to Ericsson Global mobile data traffic, excluding Fixed Wireless Access (FWA), reached 93 exabytes (EB) per month at the end of 2022. Video traffic currently accounts for 71% of all mobile data traffic and is predicted to rise to 80% if the adoption of XR-type services exceeds expectations, data traffic could increase even more, especially in the uplink direction.
Advanced technologies enable seamless integration of data from various sources, providing a unified view of customer information across channels. AI-driven algorithms and machine learning models help analyze customer behavior, personalize content and optimize campaign strategies for better results. Automation tools streamline campaign management by automating repetitive tasks, allowing marketers to focus on strategy and creativity.
For instance, on 7 September 2023 Cordial, a marketing platform, introduced Cordial AI, a suite of artificial intelligence tools for marketers. Cordial AI offers generative, predictive and prescriptive AI capabilities to help automate marketing tasks and provide insights for decision-making. Some key features of Cordial AI include AI-generated subject lines and content, machine learning-based behavioral predictions and customer propensity and AI-driven insights for customer actions and campaign strategies.
Integrating data from various channels and platforms can be complex, leading to data silos. Siloed data inhibits a unified view of the customer and hinders personalized marketing efforts. Managing campaigns across multiple channels requires more effort and resources. Marketers must adapt to the intricacies of each channel, making it challenging to maintain consistency. Coordinating campaigns across different channels demands more time, staff and financial resources. Small businesses may find it particularly challenging.
Tailoring content for each channel can be time-consuming and may require different formats and strategies, stretching content creation resources. The number of marketing channels continues to grow. Managing campaigns across an expanding channel landscape can become overwhelming. Ensuring consistent branding and messaging across all channels can be difficult. Any deviation can confuse customers and harm brand identity.
The global multichannel campaign management market is segmented based on channel type, platform, deployment type, services, application, end-user and region.
Cloud-based MCCM solutions offer scalability to businesses and they can easily scale their campaigns up or down based on their needs without the need for significant infrastructure investments. Cloud solutions reduce reduced on-premises hardware requirements and maintenance expenses. Because companies only pay for the items they use, it is a cost-effective option.
For instance, on 16 August 2023, AppsFlyer introduced a dynamic querying capabilities for its Data Clean Room, powered by OpenAI and this new feature allows marketers and users, even those without SQL expertise, to easily query data within the AppsFlyer Data Clean Room. It eliminates the need for SQL intermediaries, making it faster and simpler to use Data Clean Rooms for business intelligence purposes, this development is especially important in the context of privacy-focused marketing and the need for efficient data analysis in a multi-channel environment.
North America is dominating the global multichannel campaign management market and it has been at the forefront of digital marketing adoption, with businesses increasingly shifting their advertising budgets from traditional channels to digital platforms and this transition has created a strong demand for multichannel campaign management tools to effectively manage and analyze campaigns across various digital channels.
For instance, on 17 July 2023, Red Havas Group introduced a global influencer marketing practice named Sway, which will assist brands in establishing long-term relationships with influencers. Sway will collaborate with the agency network's PR, social and experiential marketing teams to create social-first marketing campaigns with influencers that have a business impact and this initiative recognizes the growing importance of influencer marketing as a performance channel for brands.
The major global players in the market include: Adobe Systems Incorporated, Experian plc., Infor, Marketo, Inc. oracle Corporation, International Business Machines Corporation, Societas Europaea, Salesforce.Com, Inc., Teradata Operations, Inc. and SAS Institute, Inc.
With lockdowns and social distancing measures in place, consumer behavior changed dramatically. People spend more time online, increasing their digital footprint. Marketers had to adapt to these changing habits and focus more on digital channels. The economic impact of the pandemic led many businesses to reassess their marketing budgets. Marketers had to do more with less and prioritize cost-effective channels and strategies.
The messaging and content of marketing campaigns needed to be sensitive to the pandemic. Brands that adapted their messaging to address the challenges and concerns of their audience were better received. E-commerce experienced significant growth during the pandemic as more consumers turned to online shopping. Marketers had to ramp up their efforts in e-commerce and optimize multichannel campaigns to drive online sales.
Data-driven decision-making became even more critical during the pandemic. Marketers relied on data analytics to understand changing customer behavior and adjust their campaigns accordingly. The need for efficiency and personalization led to increased adoption of marketing automation and AI tools and these technologies helped manage campaigns across multiple channels effectively and at scale.
AI enables highly personalized marketing campaigns by analyzing customer data and behavior. It helps in segmenting the audience and tailoring messages, offers and content to individual preferences, increasing engagement and conversion rates. AI-driven predictive analytics can forecast customer behavior, such as purchase intent or churn likelihood. Marketers can use these insights to proactively target customers with the right message at the right time.
AI automates repetitive tasks like email marketing, social media posting and ad optimization. This saves time and allows marketers to focus on strategy and creativity. AI-powered chatbots and virtual assistants improve customer service and support by providing quick responses to customer inquiries across multiple channels. AI analyzes content performance and suggests improvements, ensuring that marketing materials are effective and relevant.
For instance, on 24 August 2023 Twilio, a customer engagement platform company, introduced a range of AI tools under the banner of CustomerAI, aimed at enhancing customer interactions and AI-readiness for businesses and these tools include CustomerAI Predictions, which empowers marketers to create hyper-targeted campaigns based on predictive insights and Voice Intelligence, which leverages natural language understanding for customer service and compliance management.
The conflict created geopolitical uncertainty in the region. Companies operating in or trading with Ukraine or Russia had to consider the potential impact on their marketing strategies. Multinational companies may have adjusted their campaigns to address regional instability. Economic sanctions, trade disruptions and currency fluctuations resulting from the conflict could affect companies' budgets and marketing priorities. Multichannel campaigns might need to adapt to changing economic conditions.
For businesses with supply chain links to the region, the conflict could have caused disruptions. Multichannel campaigns may have needed to communicate changes in product availability or delays to customers. Consumer sentiment can be influenced by global events and the conflict in Ukraine may have affected how people perceive brands and their values. Campaigns might need to address these sentiments or adapt to changes in consumer behavior.
The global multichannel campaign management market report would provide approximately 85 tables, 90 figures and 217 Pages.
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