Marketing technology (MarTech) is the software that helps execute the marketing activities. MarTech is the business-to-business (B2B) marketing industry’s term for applications that help succeed with modern marketing activities Marketing automation software is mainly used to streamline, schedule, segment, and track marketing campaigns. The software reduces the number of repetitive tasks associated with the conventional marketing processes and improves their overall efficiency. It also provides features such as e-mail marketing, campaign creation and management, data collection and storage, and data analysis and reporting. The software connects different marketing channels such as social media, e-mail, and content marketing to collect and analyze data. It assists organizations to generate more revenue and a better ROI. It also helps store customer-specific data used in customer segmentation and targeting, categorize customers based on common interests and behaviors, develops appropriate marketing patterns, and integrates marketing channels to deliver better customer experience.
Increasing demand for MarTech software and tools for offering improved customer satisfaction and experience through increased personalization and automation across various channels is propelling the growth of Global MarTech market. For instance, SALESmanago, artificial intelligence (AI) driven marketing automation platform, offers advanced analytics and artificial intelligence based personalization in order to deliver highly configurable personalized customer experiences across a comprehensive range of integrated marketing channels. Moreover, they also offer marketing automation system integrated with real-time bidding (RTB) network, which is the advanced version of advertising networks wherein the advertising inventory of advertisements are purchased and sold on real time basis through programmatic auction or bidding system. The marketing automation system enables the customers to reach their prospects with personalized messages, which can be displayed virtually on any website. Moreover, advances in Artificial Intelligence will enable predictive analytics tools to deliver actionable insights valid down to the level of individual customers. Artificial intelligence (AI) and cross-device identification (XDID) are cited as emerging technologies that aid marketers in the focus on customer experience. Furthermore, over the coming decade, the Internet of Things (IoT) is set to become a platform of choice for customers. IoT devices, from smart home appliances to store kiosks to digital banners will ensure personalized customer experience in both public and private spaces. To best leverage IoT opportunities, brands will need to ensure consistent messaging across a whole range of disparate IoT formats.
At present, the world economy is accelerating the transition to economic activities with the network information technology industry as an important content. The digital economy is profoundly changing the production and life style of human beings and has become a new driving force for economic growth. The development of the digital economy has become a global consensus and has attracted widespread attention from all countries in the world, industries and all sectors of society. Nevertheless, Data will become immensely valuable in the years to come. However, it brings its own set of challenges with it for Marketing Technology industry. Firms will need to architect infrastructure for data processing and management. Building data management platforms from scratch may prove difficult. Many firms, especially smaller ones, may opt for third-party Cloud-based SaaS solutions to manage their data. Hence, cloud Marketing Technology processes need to be monitored continuously to minimize risks and improve the security features of these solutions. Marketing Technology must ensure the safety of sensitive data while interacting via systems and services.
It is clear that companies need to know what is and what is not legal in order to trade successfully. The laws regulate and guides the non-standardized operation of enterprises, making enterprises more standardized in the work of Marketing Technology. Virtually every country has enacted some sort of data privacy laws to regulate how information is collected, how data subjects are informed, and what control a data subject has over his information once it is transferred. Failure to follow applicable data privacy may lead to fines, lawsuits, and even prohibition of a site's use in certain jurisdictions. Challenges and conflicts centering on data privacy and regulation will need to be addressed. Data privacy issues have tangible implications for businesses: As governments and individuals become increasingly cognizant of the sheer quantity of data being collected, legislation like the GDPR will increase the compliance burden. Going forward, firms will need to do serious introspection when it comes to data strategy.
In a word, legal factors often have an impact on Marketing Technology industry and how they do business. Manufacturers must meet various regulations promulgated by the government and operate in accordance with government policies. New entrants into the industry must also understand government policies and act in accordance with regulations. Organizations need to be able to respond to the current and anticipated future legislation, and adjust their marketing policy accordingly.
North America had the highest growth rate of all regions.
The top three companies are Google, Salesforce, Adobe Inc. with the revenue market share of 2.56%, 2.21%, 2.19% in 2021.
Google LLC is a global technology company specializes in internet-related services and products. The Company is primarily focused on web-based search and display advertising tools, search engine, cloud computing, software, and hardware. Google serves customers worldwide.
Salesforce designs and develops enterprise software. The Company supplies a customer relationship management service to businesses providing a technology platform for customers and developers to build and run business applications, as well as manage their customer, sales, and operational data. Salesforce serves customers worldwide.
Among different product types, Offline Marketing segment is anticipated to contribute the largest market share in 2027.
By application, the Retail and E-Commerce segment occupied the biggest share from 2017 to 2022.
The report covers a research time span from 2018 to 2029; combines extensive quantitative analysis and exhaustive qualitative analysis; presents not only an overview of the global Marketing Technology market in metrics of sales, revenue, growth rate, but also a deeper dive into the segmented market by region, product type and downstream industry, showing the readers a clear and distinct picture of how the market is distributed from different perspectives.
For competitive landscape, prominent players with considerable market shares are comprehensively analyzed in this report. With information regarding the concentration ratio and detailed data reflecting the market performance of each player shared, the readers can acquire a holistic view of the competitive situation and a better understanding of their competitors.
As the COVID-19 takes over the world, we are continuously tracking the changes in the markets. We analyzed the impact of the pandemic in detail, along with other key factors, such as macro-economy, regional conflicts, industry related news and policies. Meanwhile, market investment scenario, technology status and developments, supply chain challenges, among other essential research elements are all covered.
This report provides an overview of the global Marketing Technology market and analyzes the segmented market by product type, downstream industry, and region, presenting data points such as sales, revenue, growth rate, explaining the current status and future trends of the Marketing Technology and its sub-markets in an intuitive way.
Key Companies in the global Marketing Technology market covered in Chapter 3:
In Chapter 4 and Chapter 14.2, on the basis of types, the Marketing Technology market from 2018 to 2029 is primarily split into:
In Chapter 5 and Chapter 14.3, on the basis of Downstream Industry, the Marketing Technology market from 2018 to 2029 covers:
Retail and E-Commerce
Media and Entertainment
Sports and Events
Transportation and Logistics
Geographically, the detailed analysis of consumption, revenue, market share and growth rate, historic and forecast (2018-2029) of the following regions are covered in Chapter 8 to Chapter 14:
North America (United States, Canada)
Europe (Germany, UK, France, Italy, Spain, Russia, Netherlands, Turkey, Switzerland, Sweden)
Asia Pacific (China, Japan, South Korea, Australia, India, Indonesia, Philippines, Malaysia)
Latin America (Brazil, Mexico, Argentina)
Middle East & Africa (Saudi Arabia, UAE, Egypt, South Africa)
Key Factors Considered
Amid the COVID-19 crisis, the Marketing Technology market has definitely taken a hit. The report describes the market scenario during and post the pandemic in the vision of upstream raw materials, major market participants, downstream major customers, etc. Other aspects, such as changes in consumer behavior, demand, transport capacity, trade flow under COVID-19, have also been taken into consideration during the process of the research.
Regional Conflict / Russia-Ukraine War
The report also presents the impact of regional conflict on this market in an effort to aid the readers to understand how the market has been adversely influenced and how it’s going to evolve in the years to come.
Challenges & Opportunities
Factors that may help create opportunities and boost profits for market players, as well as challenges that may restrain or even pose a threat to the development of the players, are revealed in the report, which can shed a light on strategic decisions and implementation.
Chapter 1 starts the report with a brief overview of the research scope, as well as the definitions of the target market and the subdivisions.
Chapter 2 integrates and sketches the research findings and conclusions in a clear and explicit way.
Chapter 3 presents the competitive landscape by displaying the sales, revenue, and market shares of the top players. It also profiles the major market participants with their business introductions, sales, price, revenue, gross, growth rates, etc.
Chapter 4 breaks down the market by different product types and shares data correspondingly with the aim of helping the readers know how the market is distributed by type.
Chapter 5 segments the market by downstream industry, with data covers sales, revenue, and growth rate tracing back to 2018.
Chapter 6 is the analysis of the whole market industrial chain, ranging from upstream raw materials to downstream customers, with regional conflicts taken into consideration.
Chapter 7 elaborates on market dynamics. Factors that drive, challenge, or restrain the market are all listed, together with industry news, opportunities, impacts of COVID-19, and SWOT analysis.
Chapter 8 shows the breakdown data at the regional level, which enables the readers to picture the regional competitive pattern of the market and learn about the revenue, sales, and market share of all the major regions.
Chapter 9-13 focus on each and every of the major region, specifically, North America, Europe, Asia Pacific, Latin America, Middle East & Africa. Sales, price, revenue, gross, gross margin, among others, will be all be presented.
Chapter 14 forecasts the future trend of the market not only as a whole but also from the perspective of all segments.
Years considered for this report:
Frequently Asked Questions
This market study covers the global and regional market with an in-depth analysis of the overall growth prospects in the market. Furthermore, it sheds light on the comprehensive competitive landscape of the global market. The report further offers a dashboard overview of leading companies encompassing their successful marketing strategies, market contribution, recent developments in both historic and present contexts.
- By product type
- By End User/Applications
- By Technology
- By Region
The report provides a detailed evaluation of the market by highlighting information on different aspects which include drivers, restraints, opportunities, and threats. This information can help stakeholders to make appropriate decisions before investing.