Marketing automation refers to the use of technology to automate repeatable marketing and sales tasks. These automation systems can save businesses a significant amount of time while they continue to follow up on leads and guide potential customers through the conversion funnel. Every enterprise desires the same thing increased revenue and faster growth at a lower cost. However, to address the difficulty of aligning their processes, people, and technology in order to achieve these goals, many businesses are turning to automation. It enables businesses to automate, streamline, and measure marketing workflows and processes in order to increase efficiency and productivity, as well as accelerate revenue growth. This software technology is intended to help businesses market more effectively through multiple channels while also automating business processes. Marketing automation enables many modern marketing practices, such as lead generation, lead nurturing and scoring, segmentation, relationship marketing, retention, cross-sell and up-sell, ROI evaluation, and account-based marketing.

Drivers

·         The rapid adoption of SMAC (Social, Mobile, Analytics, and Cloud) technologies

·         Increasing adoption of digital marketing in industries

·         Rising internet penetration, as well as the prevalence of smartphones

Restraints

·         Privacy and security concerns for confidential information

·         High initial investment and an increase in cyber threats

Opportunity

·         AI and ML are becoming more popular

·         Increasing adoption of IoT devices

Marketing Automation Market Dynamics

The rising adoption of digital advertising, rising usage of social media around the world, and increasing implementation of the marketing automation tools by small and medium-sized businesses are the key factors driving the market growth. Besides that, increasing demand for personalized advertising messages, user engagement for business expansion, and the need for an aware advertisement campaign are some of the other key factors expected to drive growth. Furthermore, the use of various automation technologies for advertising to improve conversion rates and lower marketing costs will drive market growth. The market will grow due to advancements in big data and data analysis tools strategies, increased deployment of IoT devices, and demand for process automation and insights. Besides this, factors such as the high initial investment required and an increase in cyber security threats are expected to limit the market growth.

Market Segmentation

Market by Solution

·         Campaign Management

·         Inbound Marketing

·         Email Marketing

·         Lead Nurturing & Lead Scoring

·         Mobile Applications

·         Social Media Marketing

·         Reporting & Analytics

·         Others

Based on the solution, the email marketing segment will have the largest market share in 2021. Email marketing is a type of digital marketing in which emails are used to promote goods or services. It is a marketing strategy that uses various marketing channels to establish effective relationships with customers or clients. However, email marketing provides numerous benefits to both large and small businesses, resulting in greater adoption. Global email marketing participation is expected to increase as internet usage and penetration increase. Increasing enterprise awareness of the benefits of the automated email will create more opportunities for the e-mail marketing segment during the forecast period. Furthermore, the increased emphasis on promotional emails, such as nurture series emails, greeting series emails, birthday or anniversary emails, or registration and login emails provided by email software automation, will have a significant impact on the market in the projected years.

Market by Deployment

·         On-premise

·         Cloud

Over the forecasted timeframe, cloud-based deployment is expected to grow significantly in the market. Since of advantages such as secure & storage management, agile deployment, the low total cost of ownership, utility-based communicating models, and high-level computing, cloud services lead to increased productivity. Furthermore, cloud-based marketing automation services significantly decrease the amount of work that business owners must spend on such routine tasks, as well as ensure precision and resource optimization. Currently, Eloqua and Marketo are two of the most well-known cloud-based marketing automation platforms in the market.

Market by Enterprise Size

·         Large Enterprises

·         Small & Medium Enterprises

Based on the size of the enterprises, the small and medium enterprise segment is expected to grow significantly over the next few years. Marketing automation tools can assist small and medium-sized businesses and marketers in optimizing and automating consumer interaction and outreach. Marketers could use automation technology to gain a better understanding of customer behavior and how it influences marketing campaigns. Marketing automation, on the other hand, offers advanced lifecycle advertising to ensure that customers are never forgotten. It also helps to increase re-engagement with their brand and build trust. Many marketing automation software platforms now help small and medium-sized businesses automate marketing and sales tasks, as well as various workflows, to close deals, generate leads, and grow revenue more quickly.

Market by End-use

·         BFSI

·         Telecom & IT

·         Retail

·         Education

·         Healthcare

·         Government & Education

·         Discrete Manufacturing

·         Others

In terms of end-use, the telecom & IT segment was the market leader in 2021. Marketing automation can help telecom and IT companies succeed faster by providing prospects and customers with a more relevant and personalized experience. IT and telecom are two of the most active industries in terms of implementing marketing automation solutions in order to provide effective IT-enabled systems and services to their customers. As a Smartphone, cloud system, and automation trends have introduced multiple modes of delivery to increase customer contact, the vertical is shifting away from traditional marketing techniques. As a result, there is a growing preference for marketing automation in telecommunications and information technology, which can assist marketers in optimizing their marketing efforts.

Marketing Automation Market Regional Overview

North America

·         U.S.

·         Canada

Europe

·         U.K.

·         France

·         Germany

·         Spain

·         Rest of Europe

Latin America

·         Mexico

·         Brazil

·         Rest of Latin America

Asia-Pacific

·         India

·         China

·         Japan

·         Australia

·         South Korea

·         Rest of Asia-Pacific 

Middle East & Africa

·         South Africa

·         GCC

·         Rest of Middle East & Africa