數字營銷軟件市場 - 增長、趨勢、COVID-19 影響和預測（2022-2027 年）

數字營銷軟件市場預計在預測期內的複合年增長率為 14%。

隨著數字營銷在組織整體營銷預算和實時營銷中的比例不斷上升，隨著數字營銷重要性的增加，對數字營銷軟件的需求也在增加。此外，隨著數字營銷的重要性日益增加，對數字營銷軟件的需求也在增加。

主要亮點

• Google 最近的一項研究發現，48% 的消費者在搜索引擎上發起查詢，33% 在品牌網站上進行搜索，26% 在移動應用程序中進行搜索。稻田。企業已準備好並願意在任何數字平台和任何設備上使用可以跟蹤和分析客戶習慣的數字營銷軟件與客戶互動。
• 大數據分析在數字營銷中的盛行，以及通過消除位置限制來簡化購買，預計將為市場增長創造機會。預計社交 CRM 解決方案將在預測期內受到希望與客戶互動並在 Facebook 和 Twitter 等社交網站上推廣其品牌和產品的組織的高度重視。
• 但是，預計缺乏熟練工人來處理營銷軟件將抑制市場的增長。合格專業人員的短缺導致軟件開發的固定成本很高。
• 為了應對當今世界的技術動盪，營銷經理正在戰略性地投資於自動化營銷流程和解決方案，以跟上最新的數字營銷趨勢。從社交媒體營銷到 SEO 和內容營銷，營銷經理大量投資以支持和增加銷售額。 Advertising Age 宣布，2021 年營銷服務的總支出預計將達到 2507 億美元，其中大部分將歸功於促銷活動。
• 由於大流行迫使每個人大部分時間都呆在家裡，在線購物已成為必需品和非必需品的優先事項。然而，由於難以確保雜貨店送貨窗口的安全以及大多數物品的運輸延遲，通過電話和互動來個性化和增強客戶服務的 ABM（基於帳戶的營銷）解決方案也在激增。

主要市場趨勢

電子郵件營銷佔據很大份額

• 鑑於有近 35 億電子郵件用戶，電子郵件營銷是主要的營銷渠道之一。世界各地的企業都在使用電子郵件營銷。電子郵件營銷被認為是向潛在客戶或消費者發送電子郵件以產生銷售的過程。
• 一般而言，電子郵件營銷包括通過電子郵件發送廣告、新聞通訊、銷售請求、捐贈請求和業務請求。
• 在過去幾年中，電子郵件營銷發生了巨大的變化。隨著電子商務和智能手機的出現，使用電子郵件服務的用戶數量在過去十年中有所增加，電子郵件營銷的覆蓋範圍也有所提高。
• 憑藉大量可用的用戶數據，公司正在轉向數據庫自動化來簡化流程並尋找新的電子郵件營銷方式。這為公司提供了探索自動化電子郵件營銷的機會。
• 網絡安全是頭等大事。電子郵件附件中的網絡釣魚詐騙和惡意軟件使越來越多的電子郵件帳戶面臨風險。結果，消費者對他們的電子郵件營銷失去信心，合法的電子郵件可能永遠未被報告或被阻止。

亞太地區佔有很大的市場份額

• 在印度和中國等國家/地區不斷提高的互聯網普及率已使大量地區的人口上網。因此，預計數字營銷將有更多的收入機會。
• 由於上述因素，預計社交媒體的影響力將會增長，從而導致使用社交媒體的營銷活動激增。
• 在過去幾年中，印度已發展成為一個非常適合投資數字領域的市場，特別是對於協助向數字領域過渡的諮詢公司而言。
• 隨著數字印度戰略的形成，“雲優先”的方法變得非常明確。該計劃旨在將遺留系統和本地系統遷移到基於雲的集成模型。這項工作將在該國採用基於雲的數字營銷軟件。
• 新興國家的初創公司正逐漸將業務擴展到全球戰場，並得到了期待它們成長的參與者的投資。例如，2022 年 1 月，The Moon Carl 將成為一家總部位於巴基斯坦的數字營銷機構，專注於提供高端跨國電子商務、網絡開發、應用程序開發和全光譜數字營銷解決方案。，收購 April 和 June Digital私人有限。

競爭格局

數字營銷軟件市場競爭激烈，由幾家大型企業組成。每家公司都通過獲得新合同和開發新市場來增加其在市場上的存在。

• 2021 年 1 月 - 萬事達卡將數字化並高效運營其在亞太地區的大部分網站，重點關注電子商務平台、數字營銷服務、網絡安全和減少漏洞的工具。有關業務運作的信息。
• 2021 年 1 月 - Bloomreach 宣布以 1.5 億美元投資和收購 CDP（消費者數據平台）和營銷自動化提供商 Exponere。 Bloomreach 專注於商務體驗，擁有深入的產品數據和人工智能，可幫助您找到合適的產品並在電子商務網站上提供出色的體驗。到 2020 年電子商務和數字營銷的巨大增長使我們做出了這個決定。

其他好處

• Excel 格式的市場預測 (ME) 表
• 3 個月的分析師支持

內容

第1章介紹

• 調查範圍
• 調查先決條件

第2章研究方法

• 研究階段
• 分析法

第 3 章執行摘要

第 4 章市場動態

• 市場概覽
• 工業吸引力 - 波特五力分析
  • 新進入者的威脅
  • 買方/消費者議價能力
  • 供應商的議價能力
  • 替代品的威脅
  • 競爭公司之間的敵對關係
• 市場驅動因素和市場製約因素介紹
• 市場驅動力
  • 擴大數字媒體的使用範圍
  • 越來越多地採用雲技術
  • 對改善客戶電子體驗的需求不斷增加
• 市場製約因素
  • 評估合適的數字營銷解決方案
• 評估 COVID-19 對行業的影響

第 5 章市場細分

• 部署
  • 本地
  • 雲
• 類型
  • 搜索引擎軟件
  • 內容營銷軟件
  • 社交媒體營銷
  • 電子郵件營銷
  • 移動營銷
  • 營銷自動化軟件
  • 其他類型
• 最終用戶行業
  • IT/通信
  • 媒體和娛樂
  • BFSI
  • 零售
  • 製造
  • 醫療保健
  • 其他最終用戶
• 按地區
  • 北美
  • 歐洲
  • 亞太地區
  • 拉丁美洲
  • 中東和非洲

第 6 章競爭格局

• 公司簡介
  • Adobe Systems Incorporated
  • SAP SE
  • Salesforce.com Inc.
  • IBM Corporation
  • Microsoft Corporation
  • Oracle Corporation
  • Google LLC
  • SAS Institute Inc.
  • Marketo Inc
  • HubSpot Inc.
  • Teradata Corporation
  • Infor Inc.
  • Criteo SA

第7章 投資分析

第8章 市場機會與將來動向

The digital marketing software market is expected to record a growth rate of CAGR of 14% during the forecast period. The digital marketing share in the overall marketing budget of organizations and real-time marketing is on the rise, owing to the increase in significant importance of digital marketing, which increases the need for digital marketing software. Buyers today are more empowered than ever and are using Omni-channels to buy a product.

Key Highlights

• A recent study by Google found that 48% of consumers start their inquiries on search engines, while 33% search brand websites and 26% search within mobile applications. Businesses are ready and willing to engage with their customers on every digital platform with different devices, using digital marketing software, where habits can be tracked and analyzed.
• The proliferation of Big Data analytics in digital marketing and the increasing ease of purchasing by removing location constraints are expected to create opportunities for market growth. Social CRM solution is expected to garner high significance over the forecast period as organizations try to engage with customers on social sites, such as Facebook and Twitter, to publicize the brand and product.
• However, the lack of skilled labor in handling marketing software is expected to restrain the market growth. The shortage of qualified working professionals has resulted in a high fixed cost of software development.
• To keep businesses updated with the recent technological disruptions worldwide, marketing managers are strategically spending on automating their marketing processes and solutions to adopt the latest digital marketing trends. From social media marketing to SEO or content marketing, marketing managers are investing significantly to support and boost their sales. According to a published article by Advertising Age, in 2021, the full marketing services spending may amount to an estimated sum of USD 250.7 billion, out of which the majority was attributed to sales promotion.
• As the pandemic forced everyone at home most of the time, online shopping gained importance for both essential and non-essential items. However, with difficulty getting delivery time slots for groceries and slower shipping times for most items, there has also been a spike in ABM (Account-based marketing) solutions to personalize and enhance customer service through calls and interactions.

Key Market Trends

Email Marketing to Hold a Significant Market Share

• Email marketing is one of the primary marketing channels, considering the number of email users is close to 3.5 billion. Businesses across the world have utilized email marketing. Broadcasting an email to a potential client or consumer that could help in closing the sale is considered email marketing.
• Generally, email marketing involves sending advertisements, and newsletters, soliciting sales, requesting donations, and requesting businesses via emails.
• Email marketing has evolved drastically over the past few years. With the advent of e-commerce and smartphones, the number of users utilizing email services has grown in the previous decade, improving email marketing reach.
• With the vast amount of user data available, companies are focusing on automating the database to streamline the process and explore new ways of email marketing. This has provided an opportunity for companies to explore automated email marketing.
• Cybersecurity poses the biggest concern, as more email accounts are compromised by phishing scams and malware contained in email attachments. As a result, consumers are less confident in email marketing, and legitimate emails may be permanently reported or blocked.

Asia-Pacific to hold a Major Market Share

• The rise in internet penetration in countries such as India and China has brought a significant region population online. This is expected to result in a profitable opportunity for digital marketing.
• The factor mentioned above is set to result in a growth of social media presence, leading to a surge in social media-based marketing campaigns.
• Over the last few years, India has evolved into a market remarkably suited for investment in the digital space, particularly for consulting firms that assist with transitioning to the digital sphere.
• As the Digital India strategy continues to take shape, it is very clear about a "cloud first" approach. The initiative aims to move legacy and on-premise systems to a cloud-based or integrated model. This initiative would result in the country's cloud-based digital marketing software adoption.
• Startups from developing countries are slowly expanding operations onto the global battlefield through investments from players intending to herald their growth. For instance, in January 2022, The Moon Carl acquired April and June Digital Private Limited, a digital marketing agency based in Pakistan that dabbles in delivering high-end multinational e-commerce, web development, app development, and full-spectrum digital marketing solutions.

Competitive Landscape

The digital marketing software market is highly competitive and consists of several major players. Companies are increasing their market presence by securing new contracts and tapping new markets.

• In January 2021 - Mastercard launched digital acceleration of small businesses microsites across most of its Asia-Pacific websites with information on digitizing and running businesses efficiently, focusing on e-commerce platforms, digital marketing services, cybersecurity, and tools to reduce vulnerabilities.
• In January 2021 - Bloomreach announced a USD 150 million investment and the acquisition of a CDP (Consumer Data Platform) and Marketing Automation Provider Exponea. Bloomreach majors in commerce experience, with deep product data and AI to help people find the right product and deliver great experiences on e-commerce sites. The astonishing growth of e-commerce and digital marketing over 2020 led to this decision.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Scope of the Study
• 1.2 Study Assumptions

2 RESEARCH METHODOLOGY

• 2.1 Research Phases
• 2.2 Analysis Methodology

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

• 4.1 Market Overview
• 4.2 Industry Attractiveness- Porter's Five Forces Analysis
  • 4.2.1 Threat of New Entrants
  • 4.2.2 Bargaining Power of Buyers/Consumers
  • 4.2.3 Bargaining Power of Suppliers
  • 4.2.4 Threat of Substitute Products
  • 4.2.5 Intensity of Competitive Rivalry
• 4.3 Introduction to Market Drivers and Restraints
• 4.4 Market Drivers
  • 4.4.1 Increased Utilization of Digital Media
  • 4.4.2 Rising Trend in Adoption of Cloud Technology
  • 4.4.3 Increasing Need to Improve Customer E-experience
• 4.5 Market Restraints
  • 4.5.1 Evaluating the Right Kind of Digital Marketing Solution
• 4.6 Assessment of COVID-19 impact on the industry

5 MARKET SEGMENTATION

• 5.1 DEPLOYMENT
  • 5.1.1 On-premise
  • 5.1.2 Cloud
• 5.2 TYPE
  • 5.2.1 Search Engine Software
  • 5.2.2 Content Marketing Software
  • 5.2.3 Social Media Marketing
  • 5.2.4 E-mail Marketing
  • 5.2.5 Mobile Marketing
  • 5.2.6 Marketing Automation Software
  • 5.2.7 Other Types
• 5.3 END-USER INDUSTRY
  • 5.3.1 IT and Telecom
  • 5.3.2 Media and Entertainment
  • 5.3.3 BFSI
  • 5.3.4 Retail
  • 5.3.5 Manufacturing
  • 5.3.6 Healthcare
  • 5.3.7 Other End-user Industries
• 5.4 Geography
  • 5.4.1 North America
  • 5.4.2 Europe
  • 5.4.3 Asia-Pacific
  • 5.4.4 Latin America
  • 5.4.5 Middle-East & Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Company Profiles
  • 6.1.1 Adobe Systems Incorporated
  • 6.1.2 SAP SE
  • 6.1.3 Salesforce.com Inc.
  • 6.1.4 IBM Corporation
  • 6.1.5 Microsoft Corporation
  • 6.1.6 Oracle Corporation
  • 6.1.7 Google LLC
  • 6.1.8 SAS Institute Inc.
  • 6.1.9 Marketo Inc
  • 6.1.10 HubSpot Inc.
  • 6.1.11 Teradata Corporation
  • 6.1.12 Infor Inc.
  • 6.1.13 Criteo SA

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS