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市場調查報告書
商品編碼
1640388
亞太地區西方行銷自動化軟體市場 -市場佔有率分析、產業趨勢/統計、成長預測（2025-2030）Asia Pacific Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030) |
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簡介目錄
預計2025年亞太地區行銷自動化軟體市場規模為57.9億美元，預估至2030年將達99.8億美元，預測期間（2025-2030年）複合年成長率為11.52%。
行銷自動化軟體可以自動執行典型的行銷業務，並消除人工干預的需要。典型的行銷自動化業務包括電子郵件行銷、行為定位、潛在客戶優先順序和客製化廣告。電子商務公司對此類解決方案的使用正在增加，預計該地區的市場在不久的將來將顯著擴大。
主要亮點
- 該地區網際網路使用的不斷成長正在加速電子商務的發展，亞馬遜等國際公司因預期該地區巨大的銷售潛力而進行了大量投資。阿里巴巴和樂天等本土公司也聲名大噪並迅速發展。
- 澳洲和紐西蘭正在擁抱不同 ICT 領域的技術進步，包括地理空間、IT 和通訊、付款、農業技術、數位內容、無線基礎設施和健康 IT。預計此類ICT開創性活動未來將推動行銷自動化軟體在澳洲和紐西蘭的使用。
- 另一方面，韓國企業擴大選擇廣泛的雲端運算服務，金融、ICT、醫療保健等許多行業都採用了雲端技術。
- 特別是在線遊戲企業廣泛採用該技術，導致韓國行銷自動化軟體市場的擴大。除此之外，連接性的改善、基礎設施的改善以及網路安全日益重要正在推動市場成長。
- 行銷自動化致力於提高生產力，同時充分利用公司的時間、金錢和資源。透過自動化客戶參與、內容開發、社群媒體管理、潛在客戶培育、市場研究和分析等任務，行銷部門可以提高未來的銷售。它還使用在後台運行的機器學習和人工智慧演算法來幫助識別每個客戶的偏好並提案產品。
- COVID-19 大流行導致 B2B 行銷人員將大部分支出從投資實體活動轉向數位管道，從而產生了更大的影響。由於疫情的影響，行銷人員將重點放在客戶維繫、潛在客戶培育和轉換率最佳化宣傳活動。在 COVID-19主導的封鎖期間，上網的需求增加。
亞太地區行銷自動化軟體市場趨勢
向數位行銷的轉變預計將推動市場成長
- 亞太地區的商業環境正在快速成長，特別是在電子商務和快速商務領域。這種成長預計將推動該地區社交媒體行銷的需求。快速商務是電子商務的更快版本，可在幾分鐘內交付產品。由於企業需要與用戶和公眾快速聯繫以促進優惠、折扣和銷售，預計該地區對行銷自動化工具的需求將會增加。
- 然而，冠狀病毒大流行導致全球上網人口大幅增加，使這一細分市場更具吸引力，但快速發展的網際網路隱私法以及 Google Chrome 中第三方 cookie 的棄用也增加了漏洞。
- 根據中小企業金融論壇的數據，中小企業（SME）佔亞太地區企業數量的98%以上。這些中小企業在印度等低收入國家貢獻了約 17% 的國內生產總值(GDP)，在馬來西亞和新加坡高所得國家貢獻了約 40-50%。此外，該地區的中小企業正變得數位化，採用更好的軟體解決方案來推動業務成長。
- 亞太地區數位廣告最重要的細分市場是搜尋和影片廣告，與桌面廣告相比，人們越來越偏好行動裝置。然而，由於該地區的語言和文化多樣性以及當地社交媒體平台和通訊軟體的多樣性，廣告商面臨重大障礙。這就是為什麼公司和廣告公司在向亞太國家擴張時優先考慮在地化。例如，Spotify 在印尼、泰國和菲律賓發起了一項雄心勃勃的影片宣傳活動，其中包括來自各國的藝術家。
- 根據 DataReportal 的數據，中國人擁有大量的網路存在，到 2022 年，活躍的社群媒體用戶將達到 9.833 億。其他亞太國家的社群媒體使用量僅次於中國，其中印度以 4.67 億活躍社群媒體用戶排名第二，印尼以 1.914 億活躍社群媒體用戶（2022 年）排名第三。
預計中國將佔較大市場佔有率
- 中國的線上行銷產業非常活躍，公司不斷調整其軟體和策略以保持競爭力。在西方市場取得成功並不一定意味著在中國也能取得成功。事實上，中國經常為創新行銷技術制定標準，這些技術後來在西方流行起來。然而，中國的一些行銷策略是該國獨有的，只能引起中國消費者的共鳴。
- 事實證明，微信群是在中國產生個人流量的可靠方法。聊天機器人無法完全取代人類管理員，但它們的整合可以使它們對企業更具成本效益和實用性。聊天機器人可以被編程來執行各種任務，包括回答常見問題、宣傳即將舉行的活動、進行調查、收集受眾資料以及根據關鍵字提案。這些行銷自動化工具可以在中國廣闊的線上市場中發揮作用，並使買家和賣家都受益。
- 拼多多是一個允許用戶參與團購優惠的電子商務平台，該平台越來越受歡迎，66%的用戶來自低收入城市。這現象提醒京東等大公司注意經常被忽視的低收入群體的潛力。這些客戶佔網路用戶的1.28億，而可支配收入較少的一二線城市的數字為7,400萬。排名較低的城市有潛力賺取可觀的收入。
- 推動電子商務和網路購物興起的另一個主要因素是中國消費者可支配收入的增加。根據中國國家統計局的數據，預計到2030年，中國一二三地區和農村地區的可支配收入總合將達到約4兆美元。這種盈餘收入可能會導致都市區和農村地區市場滲透率和線上交易的增加。因此，對行銷自動化解決方案的需求預計也會增加。
- 中國是阿里巴巴、騰訊、京東和小米等主要科技和電子商務公司的所在地。例如，根據《財星》中國500強排名，以2021年營收計算，京東是2022年收入最高的中國網路公司。阿里巴巴集團是其最接近的競爭對手。過去十年，BAT（百度、阿里巴巴、騰訊）三大國內數位巨頭主導了中國網路市場。
亞太地區行銷自動化軟體產業概況
亞太行銷自動化軟體市場是一個半流行市場，國內外眾多參與企業都在爭取市場佔有率。市場集中度中等，主要企業採取產品創新、併購等多種策略來擴大客戶群和市場範圍。該市場的一些主要企業包括 Hubspot Inc.、微軟公司、甲骨文公司和 Salesforce Inc.。
2023 年 9 月，Oracle 公司宣布了 Oracle Fusion Cloud 客戶體驗 (CX) 中的一項新功能：引導式行銷活動。借助這項新功能，行銷團隊可以利用簡化的宣傳活動來創建針對性強的高品質宣傳活動，為銷售團隊提供合格的、可轉換的機會。
2022 年 9 月，專門從事全球促銷的小型企業 CRM 和智慧收益管理平台 Pipedrive 宣佈在 Campaigns by Pipedrive 中發布工作流程自動化功能測試版。這種新的自動化解決方案旨在透過最佳化行銷策略、減少工作量和有效利用資料來增強負責人的能力。該解決方案旨在幫助企業簡化行銷宣傳活動管理並將銷售和行銷團隊統一在一個平台上。
其他好處
- Excel 格式的市場預測 (ME) 表
- 3 個月分析師支持
目錄
第1章簡介
- 研究假設和市場定義
- 調查範圍
第2章調查方法
第3章執行摘要
第4章市場動態
- 市場概況
- 市場促進因素
- 持續轉向數位行銷
- 組織意識到資料支援的決策流程的好處
- 市場限制因素
- 遺留相關的實施挑戰
- 產業吸引力－波特五力分析
- 新進入者的威脅
- 買方議價能力
- 供應商的議價能力
- 替代品的威脅
- 競爭公司之間敵對關係的強度
- COVID-19 市場影響評估
第5章市場區隔
- 按發展
- 雲端基礎
- 本地
- 按用途
- 宣傳活動管理
- 電子郵件行銷
- 集客式行銷
- 行動行銷
- 社群媒體行銷
- 其他
- 按行業分類
- 娛樂和媒體
- 金融服務
- 政府機構
- 醫療保健
- 製造業
- 零售
- 其他行業
- 按地區
- 中國
- 日本
- 印度
- 其他亞太地區
第6章 競爭狀況
- 公司簡介
- Adobe Systems
- Salesforce.com, Inc.
- Oracle Corporation
- Microsoft Corporation
- HubSpot Inc.
- Marketo, Inc.
- SugarCRM Inc.
- SAS Institute Inc
- Canis Solutions Pvt Ltd.
- Marsello Limited
第7章 投資分析
第8章 市場機會及未來趨勢
簡介目錄
Product Code: 52238
The Asia Pacific Marketing Automation Software Market size is estimated at USD 5.79 billion in 2025, and is expected to reach USD 9.98 billion by 2030, at a CAGR of 11.52% during the forecast period (2025-2030).
Marketing automation software can automate typical marketing tasks, eliminating the need for human intervention. Typical marketing automation operations include email marketing, behavioral targeting, lead prioritizing, and tailored advertising. The use of such solutions by E-commerce firms is on the rise, and the market in the region is expected to expand significantly in the near future.
Key Highlights
- The growing Internet usage in the area has accelerated e-commerce development, and international corporations such as Amazon have made significant investments due to the region's enormous sales potential. Local businesses such as Alibaba and Rakuten are also making a name for themselves and growing rapidly.
- Australia and New Zealand are embracing technological advancements, with a diverse ICT sector that includes geospatial, telecommunications, payments, agricultural technology, digital content, wireless infrastructure, and healthcare IT. It is expected that such ICT development activities will encourage the usage of marketing automation software in Australia and New Zealand in the future.
- On the other hand, South Korean businesses are choosing from a wide range of cloud computing services, with many industries, including finance, ICT, and healthcare, adopting cloud technology.
- The online gaming business is particularly adopting this technology widely, causing the market for marketing automation software in South Korea to expand. This, combined with the availability of improved connections, well-developed infrastructure, and the growing significance of cybersecurity, is driving growth in the market.
- Marketing automation strives to boost productivity while maximizing a company's time, money, and resources. By automating various tasks such as customer engagement, content development, social media management, lead promotion, market research, and analytics, marketing departments can enhance sales in the future. It also helps to identify each customer's preferences and suggests goods using machine learning and artificial intelligence algorithms running in the background.
- The COVID-19 pandemic caused B2B marketers to divert the majority of their spending away from investing in physical events and toward digital channels, which had a greater impact. Marketers are focusing on campaigns for client retention, lead nurturing, and conversion rate optimization as a result of the pandemic. During the COVID-19-led lockdowns, there was a greater need to access the Internet.
APAC Marketing Automation Software Market Trends
Shift Towards Digital Marketing is Expected to Drive the Market Growth
- The Asia-Pacific region is witnessing rapid growth in its business landscape, especially in the e-commerce and Quick Commerce sectors. This growth is expected to drive the demand for social media marketing in the region. Quick Commerce is a faster version of e-commerce that delivers goods within a few minutes. As businesses require quick connections with their users and a mass audience to promote offers, discounts, and sales, marketing automation tools are expected to see a rise in demand in the region.
- However, the coronavirus pandemic has led to a significant rise in the online population worldwide, making the sector even more appealing but also increasingly vulnerable due to rapidly evolving internet privacy laws and third-party cookie deprecation on Google Chrome in 2023.
- According to the SME Finance Forum, small and medium-sized enterprises (SMEs) comprise over 98% of the number of enterprises in the Asia-Pacific region. These SMEs contribute about 17% to the national GDP in low-income countries like India and about 40-50% in higher-income countries like Malaysia and Singapore. The region has also seen a digital drive for SMEs, leading to the adoption of better software solutions to drive business growth.
- The most important market sectors for digital advertising in the Asia-Pacific are search advertisements and video ads, which increasingly prioritize mobile devices over desktop advertising. However, advertisers face significant obstacles due to the region's linguistic and cultural diversity, as well as the range of local social media platforms and messaging applications. Therefore, businesses and advertising agencies prioritize localization when entering APAC countries. For example, Spotify launched ambitious video campaigns featuring regional artists for each country's launch in Indonesia, Thailand, and the Philippines.
- According to DataReportal, Chinese citizens have a significant online presence, with 983.3 million active social media users in 2022. Other Asia-Pacific nations and regions rank behind China in terms of their use of social media, with India and Indonesia ranking second and third, respectively, with 467 million and 191.4 million active social media users in 2022.
China is Expected to Hold a Major Market Share
- China's online marketing industry is highly dynamic, with businesses continuously adapting their software and strategies to maintain competitiveness. What works in Western markets may not necessarily be successful in China. In fact, China frequently sets the bar for innovative marketing techniques that later become popular in the West. However, some Chinese marketing strategies are unique to the local market and resonate only with Chinese consumers.
- WeChat groups have proven to be a reliable method of generating private traffic in China. While a chatbot cannot replace a human administrator entirely, integrating it can enhance cost-effectiveness and utility for businesses. Chatbots can be programmed to perform various tasks, such as responding to frequently asked questions, advertising upcoming events, conducting surveys, gathering audience data, suggesting products based on keywords, and more. These marketing automation tools could be useful in the vast Chinese online market, benefiting both buyers and sellers.
- Pinduoduo, an e-commerce platform where users can participate in group buying offers, has gained popularity due to its 66% user base from low-income cities. This phenomenon has alerted major corporations such as JD.com to the potential of these often-neglected cities. Even though these customers may have less disposable income, they represent 128 million internet users, compared to 74 million in first- and second-tier cities. Lower-tier cities have significant income-earning potential.
- Another major factor contributing to the rise of e-commerce and online shopping is the growing disposable income of Chinese consumers. According to the National Bureau of Statistics China, the combined disposable income of Tier 1,2, lower and rural China is expected to reach around USD 4 trillion by 2030. This surplus income will likely lead to increased market penetration and online trade in both urban and rural areas. As a result, there will likely be an increase in demand for Marketing Automation Solutions.
- China is home to major tech and e-commerce companies like Alibaba, Tencent, JD.com, and Xiaomi. For example, JD.com was the highest-earning Chinese internet corporation in 2022, according to the Fortune China 500 ranking, based on the company's 2021 annual revenues. Alibaba Group was its closest competitor. The past decade has seen three domestic digital giants known as the BATs-Baidu, Alibaba, and Tencent-dominate China's internet market.
APAC Marketing Automation Software Industry Overview
The Asia Pacific Marketing Automation Software Market is a semi-consolidated as space, with multiple domestic and international players vying for market share. The market is moderately concentrated, with major players adopting various strategies, such as product innovation, mergers, and acquisitions, to expand their clientele and market reach. Among the key players in the market are Hubspot Inc., Microsoft Corporation, Oracle Corporation, and Salesforce Inc., among others.
In September 2023, Oracle Corporation has announced new Guided Campaigns features within Oracle Fusion Cloud Customer Experience (CX) that help improve efficiency and collaboration between marketers and sellers. The new features allows marketing teams to launch hyper targeted, high quality campaigns that generate prequalified and conversionready opportunities for their sales team by making use of a simplified campaion.
In September 2022, Pipedrive, a CRM and intelligent revenue management platform for small businesses focused on driving worldwide sales, announced the beta release of its workflow automation feature in Campaigns by Pipedrive. The new automated solutions are designed to empower marketers by optimizing their marketing strategy, reducing effort, and effectively utilizing data. The solutions aim to help companies streamline marketing campaign administration and unify their sales and marketing teams onto one platform.
Additional Benefits:
- The market estimate (ME) sheet in Excel format
- 3 months of analyst support
TABLE OF CONTENTS
1 INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2 RESEARCH METHODOLOGY
3 EXECUTIVE SUMMARY
4 MARKET DYNAMICS
- 4.1 Market Overview
- 4.2 Market Drivers
- 4.2.1 Ongoing Shift Towards Digital Marketing
- 4.2.2 Organizations Realizing the Benefits of Data-backed Decision Process
- 4.3 Market Restraints
- 4.3.1 Legacy-related Implementation Challenges
- 4.4 Industry Attractiveness - Porter's Five Forces Analysis
- 4.4.1 Threat of New Entrants
- 4.4.2 Bargaining Power of Buyers
- 4.4.3 Bargaining Power of Suppliers
- 4.4.4 Threat of Substitute Products
- 4.4.5 Intensity of Competitive Rivalry
- 4.5 Assessment of Impact of COVID-19 on the Market
5 MARKET SEGMENTATION
- 5.1 By Deployment
- 5.1.1 Cloud-based
- 5.1.2 On-premise
- 5.2 By Application
- 5.2.1 Campaign Management
- 5.2.2 E-mail Marketing
- 5.2.3 Inbound Marketing
- 5.2.4 Mobile Marketing
- 5.2.5 Social Media Marketing
- 5.2.6 Other Applications
- 5.3 By End-User Verticals
- 5.3.1 Entertainment and Media
- 5.3.2 Financial Services
- 5.3.3 Government
- 5.3.4 Healthcare
- 5.3.5 Manufacturing
- 5.3.6 Retail
- 5.3.7 Other End-User Verticals
- 5.4 By Geography
- 5.4.1 China
- 5.4.2 Japan
- 5.4.3 India
- 5.4.4 Rest of Asia Pacific
6 COMPETITIVE LANDSCAPE
- 6.1 Company Profiles
- 6.1.1 Adobe Systems
- 6.1.2 Salesforce.com, Inc.
- 6.1.3 Oracle Corporation
- 6.1.4 Microsoft Corporation
- 6.1.5 HubSpot Inc.
- 6.1.6 Marketo, Inc.
- 6.1.7 SugarCRM Inc.
- 6.1.8 SAS Institute Inc
- 6.1.9 Canis Solutions Pvt Ltd.
- 6.1.10 Marsello Limited
