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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