2017-2021 Global Campaign Management Software Market Growth and Forecast

The Global Campaign Management Software (CMS) market to grow steadily at a CAGR of above 19% by 2021. One of the major driver responsible for the growth of this market is the exponentially growing need for the improvement in market response and customer digital experience. Enterprises face higher customer demand and pricing pressures with the increase in market competition.

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Organizations are encouraged to improve the efficiency of their marketing campaigns and operations by improving the process of information delivery. CMS has enabled the automation of these processes for effective marketing. Moreover, customer behavior in online marketing has motivated organizations to make large investments in CMS, this rise in investments will, in turn, augment growth in the global CMS market in the coming years.

One of the latest trends gaining traction in this market is the emergence of omnichannel marketing. Omnichannel marketing is the utilization of multiple channels, such as mobile, desktop, telephone, and retail stores, for marketing and sales. It gives customers an integrated and seamless shopping experience. Further, the ability of omnichannel marketing to provides marketing and sales companies an opportunity to identify, engage, and convert their target audience, gain more revenue, and increase in ROI will propel growth in the global CMS market during the forecast period.

Competitive landscape and key vendors:

The global CMS market is highly fragmented due to the presence of several international and regional players. In an attempt to grow inorganically, established vendors are expected to acquire local and regional vendors. Also, these M&A will contribute to the expansion of their product portfolios and market reach.

Leading vendors in the market are –

• Adobe Systems
• IBM
• Salesforce.com
• SAS Institute
• Oracle

Other prominent vendors in the CMS market include AgilOne, Alterian, Comarch, Experian, Five9, HubSpot, Infor, Marin Software, Marketo, Microsoft, OpenText, RedPoint Global, Salesboom.com, SAP, and Selligent.
Segmentation by development model and analysis of the CMS market:

• Cloud-based
• On-premise

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During 2016, the on-premise development model dominated the CMS market and accounted for a major part of the overall market share. The major factor for the dominance of the on-premise development model is its popularity among large enterprises, as they have all the necessary infrastructure like in-house IT support and backup servers to provide an extra level of security.

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