Marketing Automation Market Analysis, Size, Share, Growth, Trends and Forecast - 2027

The marketing automation market size to reach USD 9.5 billion by 2027, at a CAGR of 12.8% between 2022 and 2027. The marketing automation software is driven by the rise in the adoption of IoT devices, an increase in big data, and data analytics solutions, and demand for business automation, and insights will drive the market growth.

Marketing Automation Market, with COVID-19 Impact Analysis, by Component (Software, Services), Application (Social Media Marketing, Email Marketing, Inbound Marketing), Deployment Type, Organization Size, Vertical, and Region - Global Forecast to 2027

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The Cloud-based marketing automation solutions help reduce the overall costs and provide highly flexible and scalable access to solutions through the IT infrastructure hosted by the cloud service provider.

The rising shift from On-premises to cloud infrastructure is propelling the demand for marketing automation solutions. This is due to various benefits of the cloud that include 24x7 data accessibility, rapid implementation, reduced setup, and operational cost, which is Capital Expenditure (CAPEX) and Operating Expense (OPEX), less maintenance cost, scalability, and ease of use for an organization with limited IT staff and budget. The adoption of cloud deployment has risen to grow substantially over the five years, especially in SMEs, as this deployment type provides features, such as pay-per-use, scalability, and flexibility, and offers reduced installation and maintenance costs. These features are expected to increase the demand for cloud-based marketing automation for improving customers' journeys and brand initiatives.

The email automation platform enables to create custom fields and integrates them with the eCommerce platform and CRM for dynamic segmentation

The email marketing sub-segment to hold larger market size during the forecast period. Automated email marketing is an automated series of emails that are only sent when qualifying thresholds are met for each customer. These automated email series are personalized to each customer's journey, tailored to their unique needs and interests. According to consumers are over 90% will shop with your brand when they have a personalized experience. Thus, email automation helps convert leads into customers, delight existing customers, and encourage activities such as greater product adoption, upsells, evangelism, and additional purchases.

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The intensely competitive market scenario has encouraged SMEs to invest in automated solutions to achieve high business efficiency

The SMEs segment is expected to experience a high adoption rate of marketing automation and its associated services. The marketing automation software makes cross-channeling content and strategies easier; saving small businesses even more time and overhead needs without compromising multi-channel reach. SMEs have been majorly dependent on manual processes to manage their resources, such as lead tracking, email marketing, and content creation, majorly due to the lack of awareness and budget constraints.

By employing automation, marketing teams and agencies can get the most impact out of content, thought-leadership, and brand touchpoints, as well as improve the lead-to-sale conversion rates, while driving retention with existing customers

IT and telecom is one of the top industries in the adoption of marketing automation solutions for providing its customers with better IT-enabled solutions and services. Marketers from this industry are in a strong need to increase their revenues by refining their traditional marketing approaches. The rising mobile, cloud, and digitalization trends have opened various channels of delivery to increase the point-of-contact with its customers. This, in turn, has created the demand for marketing automation that can help marketers in optimizing their marketing efforts. The other factors that are fueling the growth of marketing automation in the IT and telecom industry are social media engagement, targeting and personalization, and mobile optimization.

By region, Europe to hold the larger market share during the forecast period

Europe is the second-largest market for the market automation platform. Countries such the UK, Germany, France, and rest of Europe are considered for the analysis of Europe. The increasing competition among enterprises and the adoption of digitalization practices are compelling enterprises to adopt the marketing automation software during the forecast period. The region is focusing on transforming marketing activities. According to HubSpot 2016 European Content Marketing Report, the marketers stated that content marketing is the best way to generate leads and boost sales. Facebook is the most popular social media network in Europe. Further, SMEs form the backbone of the region's economy. SMEs represent 99% of business in Europe. Thus, the growing focus on integration of technologies, social marketing, data analytics, and content marketing, is expected to drive the demand for the marketing automation software during the forecast period.

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Key Players

The major Players for marketing automation market includes Adobe (US), IBM (US), Oracle (US), Salesforce (US), Microsoft (US), HubSpot (US), Keap (US), Thryv (US), Sendinblue (France), Teradata (US), Act-On Software (US), ActiveCampaign(US), SAS (US), GetResponse (Poland), SharpSpring (US), ClickDimensions (US).

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