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Marketing Automation Software Market Impact of COVID-19 on Global Demand, Trend Analysis, Top Companies, And Opportunity Outlook 2025

Kenneth Research has published a detailed report on Marketing Automation Software Market , which has been categorized by market size as well as growth indicators, and further encompasses detailed market analysis on macro trends and region-wise growth in North America, Latin America, Europe, Asia-Pacific and Middle East & Africa region. The report also includes the challenges that are affecting the growth of the industry and offers strategic evaluation that is required to boost the growth of the market over the period of 2021-2025.

As per the Eurostat, the total value of the ICT sector in Europe, including the ICT manufacturing and ICT services, was estimated to be more than EUR 475 billion in 2017. In this sector, the ICT services account for the major share as it is predicted to be ten times larger than the share held by ICT manufacturing. ICT services consist of computer programming, consultancy and related activities which held about 49.1% share while the telecommunications activities held around 30.3% share in the segment in 2017. These factors are estimated to impact the market growth in a positive manner in the next few years.

Market Synopsis

The Global Market For Marketing Automation Software is estimated to reach USD 10,418.6 million by 2025, registering a 12.7% CAGR during the forecast period from 2019 to 2025. Increasing adoption of social media platforms for advertising, rising adoption of marketing automation tools among enterprises from various industry verticals for marketing campaigns through multiple digital channels such as web search, online advertising, and websites, and rising utilization of e-mail based marketing and mobile marketing tools are driving the global market growth.

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Marketing automation software is a solution that enables marketers with ease of managing repetitive marketing tasks such as replying on e-mails, social media posts, and handling mobile marketing. It also helps enterprises to identify customers data transaction and multichannel behavior. These deep insights help marketers, including chief marketing officers (CMOs) to formulate strategies for providing effective marketing campaigns, which in turn help businesses to retain their existing customers as well as expand their customer base. Moreover, marketing automation software also provides real-time customer insights for recognizing the customer attributes and purchasing patterns. Marketing automation is creating a tremendous impact and is driving significant growth across all the industry verticals.

Marketing automation platform streamlines all the tasks and workflows efficiently to increase revenue and build up a considerable customer base. Increase digital initiatives in emerging economies such as digital India has led to the adoption of business-to-business (B2B) and business-to-customer (B2C) business models. Also, rapidly changing customer purchasing patterns have encouraged commercial enterprises to develop high-end marketing strategies.

In this regard, marketing automation software plays a crucial role for marketers to develop highly efficient solutions for launching effective marketing campaigns to target the ever-evolving customer base across all the type of marketing segments. The evolving number of small and medium enterprises in the retail and E-commerce sector are widely using marketing automation software for enhancing their existing relationship with customers to focus on their core business and outsource the non-core functions.

Growth in various types of digital marketing such as social media marketing, content marketing, search engine optimization (SEO), search engine marketing (SEM), and pay per click advertising (PPC) in the marketing industry also promotes the growth of marketing automation software. Marketing automation software plays a crucial role for marketers to develop highly efficient solutions for launching effective marketing campaigns to target the ever-evolving customer base across all the type of marketing segments.However, security and privacy concerns and the availability of open-source and free marketing automation software restrict the growth of the marketing automation software market during the forecast period.

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By deployment, the market has been segmented into on-premise and cloud.By application, the market has been divided into digital marketing, e-mail marketing, mobile marketing, inbound marketing,  social media marketing, campaign management, and others.By organization size, the market has been segregated into large enterprises, small and medium enterprises.By vertical, the market has been bifurcated into media & entertainment, BFSI, healthcare, retail, manufacturing, government, advertising, and others.

Key players

MRFR recognizes the key players in the global Marketing Automation Software market as Oracle Corporation, IBM Corporation, Act-On Software Inc., Adobe Systems Inc., Cognizant, SAP SE, SAS Institute Inc., HubSpot Inc., Inc., Teradata Corporation, Marketo, Inc., Ontraport, Sendinblue, Autopilot,, and ActiveCampaign.

Regional Analysis

The market for global marketing automation software is estimated to grow at a significant rate during the forecast period from 2018 to 2025. The geographical analysis of marketing automation software market has been studied for North America (the US, Canada, and Mexico), Europe (the UK, Germany, France, Spain, Italy, and the rest of Europe),  Asia-Pacific (China, Japan, India, Singapore, Australia, and the rest of Asia-Pacific), and the rest of the world (the Middle East & Africa and South America).

At present, North America accounts for the largest market share that valued USD 1681.8 million and is anticipated to grow at a CAGR of 12.03% during the forecast period. Among the North American countries, the US accounts for the largest market share due to rising adoption of marketing automation software in industry verticals such as media & entertainment, retail and E-commerce, and government and healthcare. Further, the concentration of key market players such as Adobe Inc., Oracle Corporation, and Cognizant operating in the US, Canada, and Mexico also drive the market growth in this region. Europe accounted for the second-largest market share and is expected to grow at a higher rate in the coming years due to rising adoption of marketing automation software in countries such as the UK, Germany, France, Spain, Italy, Sweden, Norway, the Netherlands, Austria, Belgium, Greece, and other European countries.

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Asia-Pacific accounted for the third-largest market share due to the adoption of marketing automation software in China, Japan, India, Australia, Singapore, South Korea, and other Asian countries. The South America and the Middle East & Africa region is expected to achieve a substantial market growth owing to high penetration of smartphones and social media platforms for marketing campaigns in countries such as Brazil, Colombia, Argentina, Chile, South Africa, Saudi Arabia, United Arab Emirates, and other Middle Eastern and African countries.

The prominent players keep innovating and investing in research and development to present a cost-effective product portfolio. There has been recent mergers and acquisitions among the key players, a strategy the business entities leverage to expand their reach to the customers.

Intended Audience

Marketing automation software developers

Technology investors

Social media platform providers

System Integrators

Application developers

Analytics companies

Data and content management companies

Value-added resellers

Retail and E-commerce enterprises

Government firms

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