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市場調查報告書
商品編碼
1640712
行銷自動化軟體市場：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030) |
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簡介目錄
行銷自動化軟體市場規模預計在 2025 年為 80.5 億美元，預計到 2030 年將達到 180.6 億美元，預測期內（2025-2030 年）的複合年成長率為 17.54%。
行銷在創造銷售和客戶維繫的重要性日益增加，導致行銷服務支出增加。
主要亮點
- 為了因應最近世界上的技術變革，負責人正在策略性地投資行銷自動化解決方案和工具，以跟上最新的數位行銷趨勢。
- 行銷自動化是一種技術，它透過消除繁瑣的活動並讓負責人專注於最重要的事情來幫助企業進行更強大的消費者參與宣傳活動。它也使得管理潛在客戶開發生成和客戶生命週期行銷變得更加容易。因此，自動化行銷工具近年來越來越受到關注，預計在研究期間將繼續增加。
- 從社群媒體行銷到搜尋引擎最佳化和內容行銷，行銷經理正在投入大量資金來支持和促進銷售。人工智慧（AI）、資料驅動的推廣和搜尋引擎最佳化（SEO）可能會讓行銷解決方案提供者在數位化和積極的推廣方式時代佔據優勢。未來幾年，人工智慧將為企業、產業和國家帶來許多令人興奮的機會。
- 隨著社群媒體行銷宣傳活動的不斷增多，有機意識預計會增強。品牌正在增加社群媒體行銷預算以提高投資收益(ROI)。社群媒體廣告定位預計將變得高度針對性，類似於 Google 的 AdWords 平台。
- 隨著新自動化技術的引入，市場缺乏能夠引導消費者如何利用分析解決方案來解鎖有價值的資訊和見解的合格人才。然而，較大的公司正專注於收購較小的企業，並藉助雲端技術和 IaaS 和 SaaS 等平台為他們提供稱為「行銷雲」的整合軟體套件。透過併購，公司可以獲得必要的知識、技術和基本客群，從而增加市場佔有率和主導地位。
行銷自動化軟體市場趨勢
娛樂和媒體預計將佔據較大的市場佔有率
- 虛擬實境 (VR)、 Over-The-Top影片和線上廣告是娛樂和媒體公司的熱門趨勢，無論是在科技應用占主導地位的新興經濟體，例如美國網路廣告和行銷市場，還是全球。成長最快的收益來源之一。這些趨勢推動了對高階網路行銷活動的需求，而這些活動中自動化程度的提高為所研究市場中的供應商提供了巨大的潛力。
- 根據GSMA行動經濟數據顯示，智慧型手機普及率已達到全球行動用戶的近70%，資料產生量呈指數級成長。這些統計數據進一步證明了對支援行動最佳化行銷和自動化的軟體的需求。根據 GSMA 預測，到 2022 年，全球 68% 的人口將擁有行動用戶。預計到2030年這數字將達到73%。
- 根據 TrackMaven 的調查，與其他行業相比，媒體和娛樂業在全球範圍內的電子郵件開啟率最高。透過社群媒體分析工具獲得的客戶洞察使媒體和娛樂公司能夠使用細分的行銷資料（基於人口統計和興趣）來指導特定內容。
- 例如，在龐大的消費需求、數位化和廣告收入不斷提高的推動下，印度和加拿大的娛樂和媒體產業正處於快速成長階段。該地區正吸引越來越多的外國媒體和娛樂公司的投資，從而推動媒體和娛樂基礎設施更加發達。
預計北美將佔據較大的市場佔有率
- 北美地區包括美國和加拿大。市場上許多知名供應商，如 Adobe、HubSpot、Marketo、Oracle 和 Salesforce Pardot 都已進入該地區，在定價、目標人群和所提供功能等重要領域的競爭正在加劇。
- 由於數位化全通路行銷逐漸取代傳統行銷，該地區對行銷自動化軟體的採用正在增加。根據美國行銷協會/杜克大學 CMO 調查 (n=356)，2021 年 1 月，美國B2B 產品負責人在傳統廣告上的支出將減少0.61%，而在數位行銷上的支出將減少0.88 %，預計將成長14.32%。
- SaaS 雲端服務的日益普及、資料整合服務的需求不斷成長以及 5G 網路的擴展是推動該地區研究市場規模擴大的一些關鍵因素。
- 對於電子郵件行銷等重複性任務使用分析技術，或行銷自動化軟體等行銷技術，有助於有效使用和分析在群發電子郵件宣傳活動期間收集的資料，是行銷的關鍵組成部分，對於負責人來說是必不可少的。 SharpSpring 等供應商在其行銷自動化平台內提供電子郵件追蹤和分析功能。個人化服務也是市場的一個主要驅動力，因為它們能提供高投資回報。根據個人化登陸頁面公司 Instapage 的調查，88% 的美國行銷人員表示個人化帶來了可衡量的改進。
- 因此，由於採用數位行銷管道、政府措施和供應商相關投資，北美市場正在快速成長。
行銷自動化軟體產業概況
行銷自動化軟體市場高度分散，參與者眾多，產品多元。因此，當消費者選擇具有最新功能的產品時，市場技術創新至關重要。資本支出也很高，幫助具有強大競爭策略的公司快速發展。
- 2023 年 3 月-Keap 是主要企業銷售和行銷自動化軟體，宣布已收購 The Factory。作為 Keap 的前合作夥伴，The Factory 幫助小型企業主建立強大的行銷策略並實施銷售和行銷自動化。
- 2023 年 1 月 - Yodelpop 是一家為協會和非營利組織提供服務的女性擁有的數位代理商，宣佈為 HubSpot Marketing Hub 推出兩個易於安裝的整合：RaiserSync 和 YourMemberSync。這些新宣布的整合使組織和非營利組織能夠將其 YourMembership 組織管理系統或 Raiser's Edge NXT 捐贈者追蹤系統連接到 HubSpot 的行銷自動化軟體，以創建更有效率、更具吸引力的行銷宣傳活動和溝通。
其他福利：
- Excel 格式的市場預測 (ME) 表
- 3 個月的分析師支持
目錄
第 1 章 簡介
- 研究假設和市場定義
- 研究範圍
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
- 持續向數位宣傳活動轉變
- 意識到資料驅動決策流程優勢的組織
- 基於 SMAC 的技術採用持續成長
- 市場挑戰
- 與遺留問題相關的實施挑戰
- 市場機會
- 產業生態系統分析
- COVID-19 對行銷自動化軟體市場的影響
- 短期影響
- B2B 行銷預算的變化及其對行銷技術預算分配的整體影響
- 長期影響
- 數位轉型和個人化宣傳活動的需求
- 資料收集的增加導致對情境化的需求增加
- 佔比較大的大型組織相對不受影響
- HubSpot 等供應商已經成功建立了一個生態系統來幫助吸引中小型企業。
- 短期影響
- 數位轉型的影響和向整合 CRM 的轉變
- 產業吸引力-波特五力分析
- 新進入者的威脅
- 買家的議價能力
- 供應商的議價能力
- 替代品的威脅
- 競爭對手之間的競爭強度
第5章 市場區隔
- 按部署
- 雲端基礎
- 本地
- 按組織規模
- 大規模
- 中小企業基地
- 按應用
- 宣傳活動管理
- 潛在客戶管理
- 銷售支援計劃
- 分析和報告解決方案
- 其他應用
- 按行業
- 娛樂與媒體
- 金融服務
- 政府
- 衛生保健
- 製造業
- 零售
- 其他行業
- 按地區
- 北美洲
- 歐洲
- 亞洲
- 澳洲和紐西蘭
- 拉丁美洲
- 中東和非洲
第6章 競爭格局
- 公司簡介
- Hubspot, Inc.
- Adobe Systems Incorporated
- Oracle（Eloqua）
- Acoustic, LP
- Marketo Inc.（Adobe）
- Microsoft Corporation
- Salesforce（Pardot）
- Salesfusion Inc.（Sugar CRM）
- SAS SE
- Teradata Corporation
- SAP SE
- Act-On Software
- Klaviyo
- Active Campaign
- Keap
- Omnisend
- Thryv
- Drip
第 7 章 MI 的策略建議
- 後疫情時代主要供應商措施分析
- HubSpot 和其他領先供應商採取的策略性舉措的主要要點
- 市場需求復甦的保守、現實與樂觀情境分析
- 分析師對市場狀況的看法
第 8 章供應商定位分析
第9章 市場展望
簡介目錄
Product Code: 54297
The Marketing Automation Software Market size is estimated at USD 8.05 billion in 2025, and is expected to reach USD 18.06 billion by 2030, at a CAGR of 17.54% during the forecast period (2025-2030).
Due to the increasing significance of marketing in generating sales and customer retention, marketing services are witnessing a rise in spending.
Key Highlights
- In Order to keep businesses updated with the recent technological disruptions worldwide, marketing managers are strategically spending on marketing automation solutions and tools to adopt the latest digital marketing trends.
- Marketing automation is a technology that aids businesses in creating stronger consumer engagement campaigns by removing tedious activities and allowing the marketing staff to concentrate on more important factors. In addition to other things, the technology makes it easier to manage lead generation and customer lifecycle marketing. As a result, Automated Marketing Tools have drawn a lot of attention in recent years, and it is anticipated that they will continue to rise during the research period.
- From social media marketing to SEO or content marketing, marketing managers are investing significantly to support and boost their sales. Artificial intelligence (AI), data-driven promotion, and search engine optimization (SEO) will give marketing solution providers an advantage in the era of digitization and aggressive promotion techniques. In the upcoming years, AI will present possible opportunities for businesses, sectors, and nations.
- Organic visibility is expected to increase due to the growth in social media marketing campaigns. Various brands improve their return on investment (ROI) by increasing their social media marketing budget. Social media advertisement targeting will likely become highly targeted by mirroring Google's Adwords platform.
- With the introduction of new automation technologies, the market is also experiencing a lack of qualified individuals who can instruct consumers on how to make the most of analytics solutions and use them for helpful information and insights. However, large-sized businesses are concentrating on acquiring smaller ones and providing integrated software suites termed "Marketing Cloud" with the aid of cloud technologies and platforms like IaaS and SaaS. Through mergers and acquisitions, companies can grow their market share and domination by acquiring the necessary knowledge, technology, and client base.
Marketing Automation Software Market Trends
Entertainment and Media Expected to have a Significant Market Share
- Virtual reality (VR), over-the-top (OTT) video and online advertising are projected to be among the fastest-growing revenue generators for entertainment and media companies in developing economies where technology adoption is dominant, like the United States internet advertising and marketing market, and globally. These trends increase the need for high internet marketing activity, and the rising automation adoption for these activities supports the substantial scope for the vendors in the market studied.
- With smartphone adoption reaching nearly 70% of the global mobile user base, according to GSMA Mobile Economy, data generation has exponentially increased. Such statistics further indicate the need for mobile-optimized marketing and automation-supporting software. According to GSMA, in 2022, 68% of the global population was reported to have had a mobile subscription. This figure is expected to reach 73% by 2030.
- Compared to other industries, open email rates for media and entertainment are the highest globally, according to TrackMaven. With customer insights from social media analytics tools, media and entertainment companies can use segmented marketing data (based on demographics and interest) to direct specific content.
- For instance, India and Canada's entertainment and media sectors have positioned themselves on the verge of an intense growth phase, backed by digitization and improving advertising revenues, owing to the enormous consumer demand. The rising rate of investments by foreign media and entertainment majors in the region has developed the M&E infrastructure to a higher extent.
North America Region is Expected to Hold Significant Market Share
- The North American region includes the United States and Canada. The region is home to a number of prominent vendors in the market, including Adobe, HubSpot, Marketo, Oracle, Salesforce Pardot, and others, which increases competition on crucial aspects such as new prices offered, target group, and features offered.
- The adoption of marketing automation software has been increasing in the region as there has been a shift to digital omnichannel marketing compared to traditional marketing. According to the CMO Survey by American Marketing Association and Duke University (n=356), in January 2021, B2B product marketers in the United States suggested that their spending on traditional advertising was expected to decline by 0.61% in the following year, while the digital marketing spending was projected to increase by 14.32%
- The growing adoption of SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage are some of the significant factors that the market studied is estimated to have a massive scope in the region.
- The use of analytics for repetitive tasks such as email marketing and marketing technologies such as marketing automation software that helps efficient use and analysis of data collected during bulk email campaigns has become imperative for marketers. Vendors such as SharpSpring offers email tracking and analytics features with their marketing automation platform. Personalization services are also becoming a vital driver for the market as they offer a high probability of return on investment. According to Instapage, a provider of personalized landing pages, 88% of US marketers reported seeing measurable improvements due to personalization.
- Thus, the market for North America is growing at a rapid pace owing to the adoption of digital marketing channels, government initiatives, and vendor-related investments.
Marketing Automation Software Industry Overview
The marketing automation software market has several products available with a number of companies in the market, making it highly fragmented. Hence, innovation in the market is crucial, as consumers opt for products with the latest features. The capital expenditure is also high, which has helped companies with powerful competitive strategies to move forward rapidly.
- March 2023 - Keap, one of the leading companies in sales and marketing automation software for small businesses, announced that it had acquired The Factory. A former Keap partner, The Factory assists small business owners with building powerful marketing strategies and implementing sales and marketing automation.
- January 2023 - Yodelpop, a women-owned digital agency serving associations and nonprofits, launched RaiserSync and YourMemberSync, two easy-install integrations for HubSpot Marketing Hub. These newly launched integrations allow associations and nonprofits to connect the YourMembership association management system or Raiser's Edge NXT donor management system to HubSpot's marketing automation software to create efficient and engaging marketing campaigns and communications.
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 Toward Digital-based Campaigns
- 4.2.2 Organizations Realizing the Benefits of Data-backed Decision Process
- 4.2.3 Sustained Increase in Adoption of SMAC-based Technologies
- 4.3 Market Challenges
- 4.3.1 Legacy-related Implementation Challenges
- 4.4 Market Opportunities
- 4.5 Industry Ecosystem Analysis
- 4.6 Impact of COVID-19 on the Marketing Automation Software Market
- 4.6.1 Short-term Impact
- 4.6.1.1 Changes in B2B marketing budgets and their overall impact on martech budget allocations
- 4.6.2 Long-term Impact
- 4.6.2.1 Migration to Digital Mediums and Need for Personalized Campaigns to Gather Traction
- 4.6.2.2 Growth in Collation Of Data Has Increased the Need for Contextualization
- 4.6.2.3 Large-scale Organizations Which Account for a Sizeable Share Remain Relatively Unaffected
- 4.6.2.4 Vendors such as HubSpot Have Successfully Created a Supporting Ecosystem Which Has Helped Them Onboard SMEs
- 4.6.1 Short-term Impact
- 4.7 Impact of Higher Adoption of Digital Transformation Practices and Ongoing Move towards an Integrated CRM Space
- 4.8 Industry Attractiveness - Porter's Five Forces Analysis
- 4.8.1 Threat of New Entrants
- 4.8.2 Bargaining Power of Buyers
- 4.8.3 Bargaining Power of Suppliers
- 4.8.4 Threat of Substitute Products
- 4.8.5 Intensity of Competitive Rivalry
5 MARKET SEGMENTATION
- 5.1 By Deployment
- 5.1.1 Cloud-based
- 5.1.2 On-Premise
- 5.2 By Organization Size
- 5.2.1 Large-scale
- 5.2.2 SME-based
- 5.3 By Application
- 5.3.1 Campaign Management
- 5.3.2 Lead Management
- 5.3.3 Sales Enablement Programs
- 5.3.4 Analytics & Reporting Solutions
- 5.3.5 Other Applications
- 5.4 By End-user Vertical
- 5.4.1 Entertainment & Media
- 5.4.2 Financial Services
- 5.4.3 Government
- 5.4.4 Healthcare
- 5.4.5 Manufacturing
- 5.4.6 Retail
- 5.4.7 Other End-user Verticals
- 5.5 By Geography
- 5.5.1 North America
- 5.5.2 Europe
- 5.5.3 Asia
- 5.5.4 Australia and New Zealand
- 5.5.5 Latin America
- 5.5.6 Middle East and Africa
6 COMPETITIVE LANDSCAPE
- 6.1 Company Profiles
- 6.1.1 Hubspot, Inc.
- 6.1.2 Adobe Systems Incorporated
- 6.1.3 Oracle (Eloqua)
- 6.1.4 Acoustic, L.P.
- 6.1.5 Marketo Inc. (Adobe)
- 6.1.6 Microsoft Corporation
- 6.1.7 Salesforce (Pardot)
- 6.1.8 Salesfusion Inc. (Sugar CRM)
- 6.1.9 SAS SE
- 6.1.10 Teradata Corporation
- 6.1.11 SAP SE
- 6.1.12 Act-On Software
- 6.1.13 Klaviyo
- 6.1.14 Active Campaign
- 6.1.15 Keap
- 6.1.16 Omnisend
- 6.1.17 Thryv
- 6.1.18 Drip
7 Strategic Recommendations from MI
- 7.1 Analysis of Key Initiatives Undertaken by Vendors in the Post-COVID World
- 7.2 Major Takeaways from the Strategic Initiatives Implemented by Major Vendors such as Hubspot
- 7.3 Analysis of Conservative, Realistic, and Optimistic Scenarios on the Recovery of the Market Demand
- 7.4 Analyst Insights on the MAS Market Landscape
