Marketing automation software is platforms designed to automate repetitive marketing tasks depending on criteria and outcomes.
Major factors driving the marketing automation software market include the increasing penetration of internet in operational tasks, emergence of social media marketing is the largest application of marketing automation software market. Other factors such as increasing internet users and rising social media users is aiding the market growth. The rapid adoption of digitization, cost efficient marketing strategy and feasible email delivery platform are some of the key drivers which help to increase the demand for of email marketing.
By solution segment, email marketing accounts for major share. The on-cloud accounts for the highest market share as it helps enterprises by reduce cost associated with the IT infrastructure. The cloud deployment enable enterprise to focus on core business competencies. It provides enterprises with data protection and security, efficiently manage storage and privacy issues, offers data integrity and provides information related to governance and make enterprise legally prepared.
The global Marketing Automation Software Market is expected to grow at a CAGR of approximately 8% during the forecast period 2017-2023.
Major Key Players:
Some of the influential players in the global marketing automation software market are SAP SE (Germany), SugarCRM (U.S.), Microsoft Corporation (U.S.), Aptean Software Company (U.S.), Bullhorn Inc.(U.S.), Sage Group Plc. (U.K), NetSuite Inc. (U.S.), Oracle Corporation (U.S.), Pegasystems Inc. (U.S.), Salesforce.com Inc. (U.S.), Zoho Corporation (India) and others.
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Demand for Automation and Efficiency are Expected to Result in Significant Market Traction:
Automation results in increases efficiency and reduces human error by streamlining sales and marketing process by replacing repetitive manual processes. Cost savings resulting from sales process recording and tracking, contact management system, sales forecasting, order management, and others is another driver of the market.
Growing Complexity of Marketing Operations is expected to Result in Faster Adoption:
The growing number and complexity of marketing media such as email, social media, websites, and other have created antecedents for the market. The increasing power of analytics and advent of hosted web-based solution and services eliminate the need for software installation and maintenance. The ever-increasing e-commerce is providing newer avenues for the adoption of the marketing automation software market.
Attractive Benefits of Marketing Automation Software are expected to Result in Significant Market Enthusiasm:
Competitive advantage such as increased productivity, practical use of time, increased productivity result in increase sales revenue, and reduce costs which can potentially increase market share. Better information management about sales and customers, higher customer satisfaction, increased customer loyalty, and reduced customer acquisition costs are other prime drivers of the market.
High Resource Intensive Nature Expected to Constrain the Market:
The high cost of installation and intense need for maintenance coupled with issues in integration with other systems are the prime restraints on the market.
Strategic Partnerships, Growing Investments, and the Advent of the Cloud are the Potential Market Opportunities:
Strategic partnerships between companies with complementary skills and technologies are driving growth as exemplified by Microsoft Dynamics CRM Online and Salesforce.com.
Sales Force Company leveraged its advanced analytics software as a service, with Microsoft Dynamics online sales force capabilities creating synergistic effects. Growing leverage of innovative business models such as software as a service and platform as a service is resulting in faster adoption owing to the elimination of the hassle of installation and maintenance eminent in on-premise software. The advent of Artificial Intelligence is expected to result in the transformation of the industry with Microsoft having already included Artificial Intelligence, to increase the sales and personalized services
The market is likely to shift towards mobile marketing automation software platforms due to rapid adoption, mobility, of mobile connectivity over desktops.
North America led by the U.S. Accounts for the most significant share of the marketing automation software owing to the presence of the major players, larger demand, faster adoption of technology and others. Europe region is expected to be dominated by Germany, France, and U.K. The market is likely to shift in favor of Asia Pacific countries led by China, Japan and India and is expected to demonstrate the fastest CAGR growth in the coming years.
The Middle East and Africa market are expected to be dominated by the Gulf economies of Saudi Arabia, UAE, and Qatar.
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- To gain a comprehensive understanding of the global marketing automation software market, the report is segmented by software, function organization type, and region.
- Based on software segment, the market is segmented into on-premise salesforce automation system, software-as-a-service (SaaS) salesforce automation system, and cloud-based salesforce automation system.
- Based on organization type segment, the market is segmented into small-medium scale size enterprise and large-scale enterprises.
- Based on end- users segment, the market is segmented into healthcare, automotive, media, and entertainments, financial sector, others
- Based on regions, the market has been segmented into North America, Europe, Asia Pacific, Middle East and Africa.
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