Marketing automation implies to the software which exists with the objective of applying the automating marketing functions. It is a kind of software which allows companies to effectively target businesses with a programed marketing messages across different modes including email, websites, social media and text messages for generating the sales starts. The automation technology is a sub segment of the customer relationship management, or CRM, and it is usually applied by marketing departments to eradicate monotonous assignments from staff workflows and improve overall marketing effectiveness.
Many marketing companies have programmed tasks and supported the business growth largely. Marketing automation software comprising data analytics to generate more specific personalization of content to individual customers to drive engagement and revenue. Business-to-business (B2B) and business-to-consumer (B2C) companies both can take significant advantage from this technology. It can use by both for automated marketing platforms to their marketing materials and send across to the mostly likely. Marketing automation permits companies to provide promotions on, sales, to minute segments of the customer established on targeted campaign purposes, or revenue goals for a particular territory or population.
According to the study, “Marketing Automation Software Market Research Report by Product (Digital Marketing, E-mail Marketing, Mobile Marketing, and Others), Application (SME, Large Enterprise, and Others), and Region (North America, Europe, APAC, Latin America, and RoW) – Global Forecast to 2023” the key companies operating in the marketing automation software market are SAS Institute Inc., Infusionsoft Inc., Hubspot Inc., IBM Corporation, Cognizant Technology Solutions Corporation, SAP SE, Act-On Software Inc., Salesforce.com Inc., Adobe Systems, Inc.
Based on product type, market is segmented into digital marketing, mobile marketing, e-mail marketing and inbound marketing. Based on solution type, market is segmented into Cross-Channel Campaign Management (CCCM), Lead-to-Revenue Management (L2RM), real-time interaction management, marketing resource management, Through Channel Marketing Automation (TCMA) and Content Marketing Platform (CMP). CCCM segment dominate the market owing to rise in need of large enterprises to manage large volume of data to be administered on multiple platforms/channels. Based on enterprise size, market is segmented into small & medium enterprises and large enterprises. Large enterprise segment is estimated to holds significant share due to increase in demand for marketing automation software by trades with higher investment capabilities during the forecast period. Based on deployment type, market is segmented into cloud and on-premises. Cloud-based deployment segment holds major share in market as a result of its advantages such as easy scalability, remote accessibility, and swift deployment as compared to on-premises. In addition, based on end-use industry, market is segmented into BFSI, retail, automotive, telecom & IT, manufacturing, hospitality, government, media & entertainment, healthcare, e-commerce, education and others.
The market is driven by rise in demand to integrate marketing efforts, followed by increase in demand for digital marketing, growth in social media usage and rise in adoption of digital marketing among enterprises. However, lack of skilled professionals across the industry may impact the market.
Based on geography, the North-American region dominates the market owing to rise in focus among enterprises to implement marketing automation software which help to improve customer experience and to obtain more information.
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Ankur Gupta, Head Marketing & Communications