市場調查報告書
商品編碼
1154869
營銷雲平台全球市場規模、份額、行業趨勢分析報告:按組件(平台和服務)、營銷功能、實施類型、組織規模、行業、地區、展望和預測,2022-2028 年Global Marketing Cloud Platform Market Size, Share & Industry Trends Analysis Report By Component (Platforms and Services), By Marketing Function, By Deployment Mode, By Organization Size, By Vertical, By Regional Outlook and Forecast, 2022 - 2028 |
在預測期內,營銷雲平台的全球市場規模預計將以 8.0% 的複合年增長率增長,到 2028 年將達到 180 億美元。
包括社交媒體、內容創建、網絡個性化、內容管理、數據分析、廣告等。雲平台的目的是處理更多的營銷工作。借助 Marketing Cloud,企業還可以使用事件驅動的觸發器來觸發對消費者行為的特定響應。
例如,如果客戶註冊忠誠度計劃,Marketing Cloud 可以通過推送通知自動向每位客戶發送感謝信。 Marketing Cloud 的總體目標是使營銷人員能夠開發有凝聚力的多渠道體驗,以通過正確的渠道(例如 SMS、社交媒體、MMS 和消息傳遞(包括群組消息))在正確的時間到達客戶。增加銷售和收入。
COVID-19 影響分析
由於與現有和潛在客戶的溝通受到限制,COVID-19 對公司的競爭力產生了重大影響。在任何行業中,客戶都是公司的主要關注點。因此,企業可以從營銷人員在整個 COVID-19 大流行期間建立的客戶關係中受益。營銷雲平台使企業能夠衡量整個產品和消費者生命週期中的客戶互動。大流行迫使企業重新考慮他們的運營、客戶關係和營銷策略,增加了他們對廣告雲平台的依賴。在大流行期間,個人和企業轉向自動化系統並依賴基於雲的技術,增加了對營銷雲平台服務的需求。
市場增長因素
增強我們的消費者數據平台以改善您的營銷體驗
CDP(客戶數據平台)使營銷人員能夠跨網站、電子郵件、移動設備、社交媒體、廣告和線下渠道提供統一的客戶體驗。通過提供一致的、量身定制的全渠道體驗,營銷人員可以吸引客戶並推動他們的旅程。一個可擴展的平台可以隨著市場需求的發展而進化,而不必完全重寫。靈活的平台可以輕鬆整合新產品和服務,以滿足跨多個平台不斷變化的需求。
虛擬現實 (VR) 和增強現實的數字參與
VR(虛擬現實)和AR(增強現實)在遊戲領域被廣泛應用,這些尖端技術現在正被用於數字營銷,以助推企業增長。媒體、娛樂、遊戲、零售和教育等行業正在有意投資和整合 VR 和 AR 技術,以改善客戶體驗。 AR 通過在當前環境上疊加數字生成的覆蓋層來融合現實世界和數字世界,而 VR 則指的是完全數字化的現實。使用 AR 和 VR 的活動使產品和服務更加有形並留下持久的印象。
市場製約因素
增加供應商鎖定
供應商鎖定是指客戶變得依賴一個服務供應商,從而幾乎不可能更換服務。結果,客戶變得更加依賴於他們的服務提供商。鎖定是雲營銷平台的一個問題。這種依賴性是由於切換提供商所需的努力造成的,導致更少甚至看似不可能的選擇。當一個供應商壟斷技術並將消費者鎖定在該公司時,就會發生供應商鎖定。
組件視角
基於組件,營銷雲平台市場分為平台和服務。平台部分在 2021 年佔據了營銷雲平台市場的最高收入份額。營銷人員可以在網絡上訪問的營銷技術組合,而不是本地解決方案。雲營銷平台通常包括程序管理、內容創建、任務安排、通過社交網絡的客戶參與、分析和報告管理等工具,以優化營銷工作。
平台類型展望
營銷雲平台市場按平台類型細分為客戶關係管理、SaaS 和 B2B。軟件即服務部分在 2021 年佔據了營銷雲平台市場的最大收入份額。 SaaS 被認為是雲計算的一部分。這是因為用戶經常使用 Web 瀏覽器等瘦客戶端訪問 SaaS 應用程序。 SaaS 是許多業務應用程序的流行交付模型,包括辦公應用程序、消息軟件、薪資軟件、DBMS 軟件、管理軟件等。
營銷功能展望
按營銷功能,營銷雲平台市場分為廣告/品牌、設計、銷售渠道、客戶支持等。客戶支持部門在 2021 年的營銷雲平台市場中佔據了很大的收入份額。客戶支持是一系列服務,旨在幫助客戶高效、正確地使用我們的產品。它包括對產品規劃、引入、指導、故障排除、維護管理、升級和處置的支持。
部署模式展望
營銷雲平台市場根據部署模式分為公有雲和私有雲。公共雲部分在 2021 年佔據了營銷雲平台市場的最大收入份額。公共雲是一種信息技術方法,其中按需計算資源和基礎架構由第三方提供商維護,並通過 Internet 與許多企業共享。
按組織規模劃分的前景
按組織規模,營銷雲平台市場分為大型企業和中小型企業。在2021年的營銷雲平台市場中,中小企業細分市場收入佔比較大。因為它為小型企業提供了出色的自動化工具。幾乎任何人都可以使用 Salesforce 定價,並且可以利用它來開辦小型企業。 Salesforce 將您的業務提升到新的高度,並為您開闢新的領域。
行業展望
營銷雲平台市場分為零售/電子商務、銀行/金融服務/保險 (BFSI)、IT/電信、教育、旅遊/服務、媒體/娛樂/遊戲、醫療保健/生命科學等。分類為媒體、娛樂和遊戲領域見證了 2021 年營銷雲平台市場的可喜增長。媒體、娛樂和遊戲行業正在經歷轉型,以適應數字時代的運營方式以及內容的創建、管理和分發方式。
區域展望
按地區劃分,分析了北美、歐洲、亞太地區和 LAMEA 的營銷雲平台市場。 2021 年,北美市場在營銷雲平台市場的收入份額最高。這是由於美國和加拿大等北美國家強勁的經濟條件、龐大的 IT 預算、高科技的吸收以及人工智能、機器學習、網絡安全、數據分析和區塊鍊等先進技術的早期採用。 ,所有這些都有望增加北美公司對營銷雲平台的需求。
收購和產品發布是市場進入者採取的主要策略。根據基數矩陣中的分析,甲骨文公司是營銷雲平台市場的主要先驅。 Adobe, Inc.、Salesforce.com, Inc. 和 SAP SE 等公司是營銷雲平台市場的領先創新者。
The Global Marketing Cloud Platform Market size is expected to reach $18 billion by 2028, rising at a market growth of 8.0% CAGR during the forecast period.
The marketing Cloud platform provides relevant, personalized journeys across channels and devices, enabling marketers to deliver the appropriate message at the appropriate moment across all phases of the relationship. Marketing Cloud provides tools for customer experience management, mobile, email, social, site personalization, advertising, content production, managerial staff, and data analysis. Covering every possible customer touch and engagement, and guiding consumers on their 1-to-1 journeys with business has never been simpler or more effective.
Marketing clouds are a set of marketing solutions that are all delivered via the cloud and allow marketers to manage client interactions and marketing campaigns more. Marketing cloud platforms are aimed to simplify real-time monitoring, planning, and decision-making as part of the broader trend toward marketing automation. As expected, a marketing cloud offers a complete digital marketing platform with a wide range of features and solutions.
Social media, content production, web personalization, content management, data analysis, and advertising are included. The purpose of a cloud platform is to handle marketing efforts more. With the marketing cloud, businesses can furthermore employ event-driven triggers to set in motion particular responses to consumer behaviors.
For instance, if a customer enrolls in a loyalty program, marketing clouds can automatically send each of them thank-you letters via push notifications. The overall objective of the marketing cloud is to enable marketers to develop cohesive multiple-channel experiences, reaching custom through the proper channels - including SMS, social media, MMS, and messaging (along with group messaging) - at the appropriate moments, thereby increasing sales and revenue.
COVID-19 Impact Analysis
COVID-19 has had a substantial effect on the company's competitiveness due to the restrictions placed on communications with current and potential customers. In any industry, the customer is the major focus of enterprises. Consequently, businesses will gain from the relationships that marketers have created with their clients over time throughout the COVID-19 pandemic. The marketing cloud platform enables organizations to evaluate client interactions all through the lifecycle of a product or consumer. The pandemic has compelled organizations to rely increasingly on advertising cloud platforms to rethink corporate operations, customer relationships, and marketing strategies. During the pandemic, both individuals and businesses turned toward automated systems and were dependent on cloud-based technology, increasing in demand for marketing cloud platform services.
Market Growth Factor
Augmentation of The Consumer Data Platform to Enhance the Marketing Experience
The customer data platform (CDP) enables marketers to provide uniform customer experiences through websites, email, mobile, social media, advertising, and offline channels. By creating a consistent, tailored omnichannel experience, marketers can keep customers engaged and moving forward toward their journeys. A platform with extensibility can develop and evolve to meet the market's demands without having to be completely rewritten. A flexible platform makes it easy to incorporate new products and services to accommodate fluctuating demands across several platforms.
Digital Participation Via Virtual Reality (Vr) And Augmented Reality
Virtual Reality (VR) and Augmented Reality (AR) have been widely adopted in the gaming sector, and these cutting-edge technologies are currently being utilized in digital marketing to increase company. Vertical industries, such as media, entertainment, gaming; retail; and education, are deliberately investing in and integrating VR and AR technologies to enhance customer experiences. AR combines the actual and digital worlds by superimposing a digitally generated overlay onto the current environment, whereas VR refers to an entirely digital reality. Creating a lasting impression, campaigns utilizing AR and VR technology provide the audience with a greater sense of the products and services.
Market Restraining Factor
Increased Lock-In of Vendors
It is known as vendor lock-in when a customer's commitment to a single service supplier makes switching practically impossible. Consequently, the client's reliance on the service supplier increases. Lock-in is an issue with cloud marketing platforms. This dependency emerges as a result of the effort required to switch providers, which may make this a poor option or seem impossible. Vendor lock-in happens when a single vendor dominates the technology, binding the consumer to that company.
Component Outlook
Based on the Component, the Marketing Cloud Platform Market is segmented into Platforms and Services. The platforms segment acquired the highest revenue share in the marketing cloud platform market in 2021. A combination of marketing technology that marketers can access over the web, as opposed to on-premise solutions. Typically, a cloud marketing platform will contain tools for managing programs, creating content, scheduling tasks, engaging customers through social networks, and managing analytics and reporting to optimize marketing efforts.
Platforms Type Outlook
On the basis of Platforms Type, the Marketing Cloud Platform Market is divided into Customer Relationship Management, Software-as-a-Service, and Business-to-Business. The software-as-a-service segment procured the largest revenue share in the marketing cloud platform market in 2021. SaaS is considered part of cloud computing. It is because users often access SaaS applications using a thin client, such as a web browser. SaaS has become a prevalent delivery model for numerous business applications, such as office applications, messaging software, payroll management software, DBMS software, management software.
Marketing Function Outlook
On the basis of Marketing Function, the Marketing Cloud Platform Market is segmented into Advertising & branding, Designing, Sales Channels, and Customer Support and others. The customer support segment recorded a significant revenue share in the marketing cloud platform market in 2021. Customer support is a collection of services designed to aid customers in the efficient and proper usage of a product. It consists of assistance with product planning, implementation, teaching, troubleshooting, upkeep, upgrading, and disposal.
Deployment Mode Outlook
Based on the Deployment Mode, the Marketing Cloud Platform Market is bifurcated into Public Cloud and Private Cloud. The public cloud segment acquired the largest revenue share in the marketing cloud platform market in 2021. Public Cloud is an information technology approach in which on-demand computing resources and infrastructure are maintained by a third-party provider and shared with many companies over the Internet.
Organization Size Outlook
By Organization Size, the Marketing Cloud Platform Market is classified into Large Enterprises and SMEs. The SMEs segment registered a significant revenue share in the marketing cloud platform market in 2021. It is because it provides excellent automation tools for small enterprises. Salesforce's pricing is accessible to nearly everyone and may be utilized to launch a small business. Salesforce propels businesses to new heights and provides new areas for exploration.
Vertical Outlook
Based on the Verticals, the Marketing Cloud Platform Market is bifurcated into Retail & eCommerce, Banking, Financial Services, & Insurance (BFSI), IT & Telecom, Education, Travel & Hospitality, Media, Entertainment, & Gaming, Healthcare & Life Sciences, and Other. The media, entertainment, and gaming segment witnessed a promising growth rate in the marketing cloud platform market in 2021. The media, entertainment, and gaming industry have experienced a transition to adapt their business operations and how content is created, controlled, and distributed to the digital era.
Regional Outlook
Region-wise, the Marketing Cloud Platform Market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The North America segment acquired the highest revenue share in the marketing cloud platform market in 2021. It is because North American nations such as the United States and Canada have a robust economic landscape, enormous IT budgets, high technology assimilation, and early adoption of advanced technologies such as artificial intelligence, machine learning, cybersecurity, data analytics, and blockchain, all of which are anticipated to increase the demand for marketing cloud platforms among North American businesses.
The major strategies followed by the market participants are Acquisitions and Product Launches. Based on the Analysis presented in the Cardinal matrix; Oracle Corporation is the major forerunners in the Marketing Cloud Platform Market. Companies such as Adobe, Inc., Salesforce.com, Inc., SAP SE are some of the key innovators in Marketing Cloud Platform Market.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Adobe, Inc., Salesforce.com, Inc., Oracle Corporation, Pegasystems, Inc., HubSpot, Inc., SAP SE, SAS Institute, Inc., Redpoint Global, Inc., Cheetah Digital and Sitecore, Inc.
Recent Strategies deployed in Marketing Cloud Platform Market
Partnerships, Collaborations and Agreements:
May-2022: SAP came into a partnership with Accenture, an Irish-American professional services company. Together, the companies aimed to introduce a new joint portfolio to assist large companies to move to the cloud and provide continuous innovation. Moreover, the new joint portfolio integrates the RISE with an SAP solution and SOAR with Accenture services offering and has been enhanced with new features that contain Accenture's complete suite of transformation services, such as customized cloud services and proprietary intelligent tools, offered through a cohesive as-a-service model.
Mar-2022: Pegasystems came into a partnership with Google Cloud, a suite of cloud computing services. This partnership would help mutual customers to boost their digital modifications with Pega's low-code business software on Google Cloud's favorably reliable cloud services. Additionally, Pega would create Pega Cloud applications available on Google Cloud as a completely hosted and managed-as-a-service portfolio. Moreover, the partnership permits customers to decide how they want to implement Pega, delivering the selection, flexibility, and asset to configure their cloud environment to best suit their requirements and adjust to business changes.
Sep-2021: SAS came into a partnership with Microsoft Azure, a cloud computing service. Through this partnership, the implementation of SAS Cloud in the Azure Central India region in Pune brings the total number of Azure regions reinforced by SAS Cloud to 11, with locations across the US, UK, Germany, Australia, and Brazil, supported by future rollouts across the globe. Moreover, Microsoft and the significant local investment allow the company to further reinforce its commitment to consumers by delivering a broad choice of data processing locations to serve legal and company conditions.
Aug-2021: HubSpot came into a partnership with Envato, the world-leading online gathering for creative tools, assets, and talent. Together, the companies aimed to introduce more than 250 high-quality and various website themes on Envato Market, all created particularly for the HubSpot CMS Hub. Additionally, adding a CMS Hub variety on ThemeForest, makes it even more pleasing for scaling businesses for utilizing cloud-based CMS to get started fast and provide incredible digital experiences to their consumers.
Acquisition & Mergers:
May-2021: Sitecore took over Moosend, a SaaS-based marketing automation platform provider. This acquisition would complete Sitecore's capability to power the personalization conditions of trendy enterprises, with the combination of Moosend's cloud-native, API-first, and modular marketing automation medium. Moreover, Sitecore's development to evolve into a SaaS-based digital experience platform is competent of helping the most refined digital experiences.
Jan-2021: SAS completed the acquisition of Boemska, a privately held technology company. This acquisition would improve SAS Viya, a cloud-native, advanced analytics platform with a rich set of abilities that promote SAS' goal of sustaining the complete analytics life cycle and promoting customer migration to the cloud. Moreover, Boemska's technology puts SAS closer to where judgments are created and unrestricted in cloud marketplaces for applications inventors.
Dec-2020: Adobe took over Workfront, the dominant work management platform. This acquisition would bring efficiency, cooperation, and productivity advancements to marketing teams currently contested with siloed work administration solutions.
Oct-2020: SAP took over Emarsys, a supreme omnichannel consumer engagement platform provider. The new Emarsys allows businesses to engage more productively and more personally with their consumers. Additionally, improving the SAP Customer Experience offering with Emarsys would form a new paradigm for how business is managed digitally as it would deliver omnichannel engagements in real time, hyper personalized, allowing companies to ensure every engagement is appropriate and impactful.
Product Launches and Product Expansion:
Feb-2022: Salesforce introduced Safety Cloud, assisting people to get together safely. The Safety Cloud helps communities and companies better manage health, testing, and entry protocols to develop securer in-person experiences on occasion and in the workplace.
Sep-2021: Oracle launched Oracle Fusion Marketing, helping marketers manage campaigns that develop highly qualified sales possibilities. This launch allows marketers to efficiently create campaigns that traverse traditional advertising and marketing channels and is the first marketing automation solution that is designed to bypass the entire lead conversion and qualification procedure. Moreover, Fusion Marketing uses artificial intelligence (AI) to automatically score tips at the account level, except when customers are inclined to talk to a salesperson and develop a qualified sales prospect in any CRM strategy.
Jul-2021: Redpoint launched In Situ the foremost cloud-native, data quality-as-a-service. The In Situ delivers unified consumer data in place, at unprecedented comfort, pace, and scale without the need to transfer data across the internet. Moreover, In Situ also delivers radical transparency into the reliability, quality, and trust of all consumer data authorizing companies to confidently implement their data across all edge points of the company.
Apr-2021: HubSpot introduced Operations Hub. The product is developed to transform the role of procedures experts across the enterprise and certify them to take center stage in supporting their company's scale. Moreover, with Operations Hub, customers can unify consumer data in a connected CRM platform, automate a host of time-consuming jobs, maintain a clean database with comfort, and ultimately, play an active part in creating their organization's strategy.
Oct-2020: SAP introduced SAP Customer Data Platform, a next-generation consumer data platform. The SAP customer data platform permits institutions to reimagine the consumer experience across every engagement, from business and marketing to service and sales. Moreover, the SAP Customer Data Platform is planned to go further in marketing by adding rich context to sales, commerce, and service experiences, with relevant convenient marketing.
Sep-2020: Oracle launched a series of innovations within its customer data platform. The series would allow marketers to streamline the delivery of personalized marketing schedules that boost sales, enhance consumer fulfillment, and grow consumer lifetime value. Furthermore, the latest updates to Oracle Unity allow B2B and B2C marketers to stop expensive and complicated consumer data integration projects by delivering a single platform that unifies all consumer data and allows it to be rapidly and easily activated within living business operations.
Market Segments covered in the Report:
By Component
By Marketing Function
By Deployment Mode
By Organization Size
By Vertical
By Geography
Companies Profiled
Unique Offerings from KBV Research
9.1.6.1.1.1 US Marketing Cloud Platform Market by Platforms Type
9.1.6.2.1.1 Canada Marketing Cloud Platform Market by Platforms Type
9.1.6.3.1.1 Mexico Marketing Cloud Platform Market by Platforms Type
9.1.6.4.1.1 Rest of North America Marketing Cloud Platform Market by Platforms Type
9.2.6.1.1.1 Germany Marketing Cloud Platform Market by Platforms Type
9.2.6.2.1.1 UK Marketing Cloud Platform Market by Platforms Type
9.2.6.3.1.1 France Marketing Cloud Platform Market by Platforms Type
9.2.6.4.1.1 Russia Marketing Cloud Platform Market by Platforms Type
9.2.6.5.1.1 Spain Marketing Cloud Platform Market by Platforms Type
9.2.6.6.1.1 Italy Marketing Cloud Platform Market by Platforms Type
9.2.6.7.1.1 Rest of Europe Marketing Cloud Platform Market by Platforms Type
9.3.6.1.1.1 China Marketing Cloud Platform Market by Platforms Type
9.3.6.2.1.1 Japan Marketing Cloud Platform Market by Platforms Type
9.3.6.3.1.1 India Marketing Cloud Platform Market by Platforms Type
9.3.6.4.1.1 South Korea Marketing Cloud Platform Market by Platforms Type
9.3.6.5.1.1 Singapore Marketing Cloud Platform Market by Platforms Type
9.3.6.6.1.1 Malaysia Marketing Cloud Platform Market by Platforms Type
9.3.6.7.1.1 Rest of Asia Pacific Marketing Cloud Platform Market by Platforms Type
9.4.6.1.1.1 Brazil Marketing Cloud Platform Market by Platforms Type
9.4.6.2.1.1 Argentina Marketing Cloud Platform Market by Platforms Type
9.4.6.3.1.1 UAE Marketing Cloud Platform Market by Platforms Type
9.4.6.4.1.1 Saudi Arabia Marketing Cloud Platform Market by Platforms Type
9.4.6.5.1.1 South Africa Marketing Cloud Platform Market by Platforms Type
9.4.6.6.1.1 Nigeria Marketing Cloud Platform Market by Platforms Type
9.4.6.7.1.1 Rest of LAMEA Marketing Cloud Platform Market by Platforms Type
List of Figures