Marketing Automation Market

Marketing Automation Market Analysis By Component (Marketing Automation Software & Services) By Deployment (On Premise Marketing Automation, Cloud Based Marketing Automation) By Organization Size, By Vertical, By Application & Region, Forecast 2022-2032

Analysis of Marketing Automation market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Marketing Automation Market Outlook

The global marketing automation market is predicted to rise at a CAGR of 12.3% during 2022-2032. The marketing automation market share is estimated to reach US$ 15.7 Billion by 2032 from US$ 4.3 Billion in 2021.

Data Points

Market Insights

Marketing Automation Market Value (2021)

US$ 4.3 Billion

Estimated Market Value (2022)

US$ 4.9 Billion

Projected Market Value (2032)

US$ 15.7 Billion

Global Market Growth Rate (2022-2032)


Key Market Players

  • Adobe
  • Hubspot
  • Salesforce
  • SAS
  • Oracle
  • Acoustic
  • Act-on Software
  • SendinBlue
  • Activecampaign
  • Simplycast

Owing to the growing use of mobile phones, the marketing automation market size is expected to grow significantly through 2027. Customer retention and sales generation are becoming more important as digitization spreads which is changing the marketing automation market outlook.

The demand for marketing automation solutions have been significantly expanding due to the digitalization of businesses, rising internet penetration, and the use of mobile devices. Some of the primary causes projected to drive development of marketing automation are rising demand for targeted advertising, the need to retain users for business growth, and the requirement for an informed advertising strategy.

Furthermore, the marketing automation market is expected to develop due to an increase in the use of IoT devices, an increase in big data and data analytics solutions, and need for business automation and insights.

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Impact of COVID-19 on the Marketing Automation Systems Industry

Marketing automation market analysis indicates that many organisations, including large corporations and SMEs, have raised their marketing spend during and after the COVID-19 lockdown scenario as a result of the virus outbreak. The market for marketing automation has been affected by the COVID-19 pandemic, which has had a favourable impact on market growth.

Changes in advertising, marketing, promotional, and media spends have emerged from the COVID-19 global pandemic, pushing businesses and brands to rethink present and future advertising and marketing initiatives in order to retain a continuous stream of revenue.

Marketing automation is becoming ingrained in business structures, and as the number of IoT-connected devices grows, the use of automation is projected to grow and evolve. Marketers may use artificial intelligence (AI) and marketing automation to automate and optimise processes throughout the marketing spectrum. The negative impact of the pandemic is being reduced owing to the new marketing automation market opportunities.

Sales Analysis of Marketing Automation Market for 2022 to 2032

The marketing automation industry is predicted to grow as the number of marketing channels available to contact end customers expands.

In today's digital environment, businesses use new and innovative strategies to reach out to and influence their prospects. An increase in the number of marketing channels suggests that people are producing more data and information.

Understanding the consumer's brand choice boosts the chances of effectively contacting the right customer. The marketing automation market has advanced due to an expansion in the number of marketing channels via which marketers can easily communicate with their clients.

Marketing automation market forecast by Fact.MR

What are the Emerging Trends in the Marketing Automation Market?

In 2022, predictive personalization is a key trend of the marketing automation market which is altering the course of the industry. Netflix and Starbucks have already launched recommendation engines that leverage AI and Machine Learning to provide users with hyper-personalized experiences. Their success demonstrates that predictive personalisation is the way to go.

Another trend as per the marketing automation market study are chatbots. Chatbots are projected to become increasingly important in customer support and engagement in the future years. Chatbots are likely to become smarter in the future, with deep integration with third-party software and the ability to make behavioural recommendations. This is expected to alter the marketing automation market picture.

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How are Some Challenges Stifling Marketing Automation Market Growth?

Concerns about security and privacy of personal data are a major commercial barrier in the growth of the demand for marketing automation.

A study into the marketing automation market adoption trends indicates the use of SMAC technology has grown, companies now require more robust security and privacy to prevent breaches, which, if not addressed, would have a negative impact on the success of digitalization.

As the amount of client data grows, so does the number of security and privacy vulnerabilities, making it increasingly vulnerable to hacking. Data privacy and security is a critical issue that must be appropriately addressed.

Other security risks in cloud-based marketing automation software include account hijacking, insider threats, malware injections, insecure Application Programming Interfaces (APIs), shared vulnerabilities, and data loss. These security concerns about unauthorised data access could jeopardise the enterprise's data security and competitive business position and hamper the growth of the sales of marketing automation.

Furthermore, current data protection laws and regulations, such as the General Data Protection Regulation (GDPR), are a big concern for marketing automation software providers. Varied countries have different legislation and regulations regarding the protection of online users' privacy.

Visitors to a web portal in some countries must expressly consent to cookies being stored on their devices. Because most marketing automation platforms rely on cookies to track website visitors, the marketing automation market is severely limited.

Comparative View of Adjacent Marketing Automation Market


Marketing Automation Market

Marketing Resource Management Market

Digital Asset Management Market






Market Value


US$ 6.4 Billion

US$ 5.5 Billion

US$ 8 Billion

Growth Factor

Rising internet prevalence and the digitization of industries is leading to a high growth in the marketing automation market.

Increased digitalization across all sizes of businesses, as well as the emergence of cutting-edge technology like AI and machine learning is guiding the market forward.

Increased digitalization of content and the requirement for effective corporate asset collaboration, the advent of cloud-based delivery options, and the growing demand for limited access and greater protection of digital assets to avoid copyright issues are all predicted to drive the industry forward.


Marketing automation solutions are now being widely adopted by SMEs which is expected to open new opportunities for the growth of marketing automation market.

Hybrid cloud services are becoming more popular and increasing the influence of the marketing resource management market on a global scale.

DAM suppliers could expect plenty of opportunities as the demand for data integrity grows, and the trend of integrating encryption technologies with digital solutions to streamline safe digital commerce grows.

Key Trends

Demand for targeted advertising is increasing and leading to a change in marketing automation market trends.

Cyber-attacks and security challenges are on the rise which can hamper the growth of the market.

Emergence of artificial intelligence is also transforming the market outlook.

The growing practise of digital marketing and the growing number of people utilising social media are two main factors driving up demand for marketing automation. Furthermore, small and medium businesses (SMEs) are implementing these solutions to improve marketing efficiency and save expenses.

Companies of all sizes are increasingly using email, social media, and websites to promote their products and services. Companies are employing marketing automation software for lead generation and scoring, customer relationship management, cross-selling and up-selling, and targeted segmentation as a result of the increased usage of digital marketing.

Marketing automation is a technology that assists businesses in developing stronger consumer interaction campaigns by automating tedious operations and allowing marketing departments to focus on more important responsibilities. Among other things, the system helps with lead creation, customer lifecycle marketing, and client retention.

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Segment-wise Insights

What is the Segmentation Outlook for the Marketing Automation Market?

The marketing automation market is segmented into various categories based on component type, application, deployment, organization size, and vertical.

Based on the component, the market is divided into software and services.

The marketing automation market is categorised into campaign, management, email marketing, lead nurturing and lead scoring, social media marketing, inbound marketing, analytics and reporting, other applications mainly site tracking, activity tracking, and sales conversion tracking based on application.

Based on the deployment type, the market can be on-premises or cloud.

BFSI, IT and telecom, travel and hospitality, healthcare and life science, retail and consumer goods, education, media and entertainment, and manufacturing are the main verticals of the marketing automation market.

Which Segment is Likely to Lead the Marketing Automation Market by Component?

During the projected period, the software sector is expected to be a greater contributor to the marketing automation market growth.

During the projection years, the software segment is expected to hold the biggest market share. Demand for marketing automation software and services has increased as new technologies such as AI, machine learning, mobile, and cloud have become more widely adopted.

Marketing automation is growing in popularity as more people want to automate and improve their marketing processes. Marketing automation software was needed by businesses to increase their understanding of customer behaviour and provide new revenue streams.

Marketers from all industries are now using marketing automation to better understand their customers' journeys, track the performance of their efforts, and produce more leads.

Region-wise Outlook

What is the Regional Demand Analysis in the Marketing Automation Market?


CAGR (2022-2032)

US Market


UK Market


China Market


Japan Market


South Korea Market


IT spending is gradually expanding across firms in the region, which is expected to contribute to a spike in marketing automation adoption. Due to the increased usage of modern technologies such as cloud computing and IoT, Asia Pacific is likely to see significant growth in the next years. However, in comparison to North America and Europe, Asia Pacific has a low adoption of marketing automation.

This is due to a lack of understanding among the region's different small and medium-sized businesses (according to a survey by Vertiv, a cloud computing technology provider). Companies in this region that are expanding require marketing automation tools to assist them speed up their marketing efforts, track and report marketing initiatives, and generate more leads.

As a result, marketing automation software providers are eyeing Asia Pacific as a high-growth market for their products.

Furthermore, the adoption of emerging technologies and the improvement in the economies of some APAC countries, such as China, are propelling marketing automation market expansion and encouraging solution providers to offer marketing automation in this area.

Owing to the early adoption of marketing solutions, North America and Europe are projected to be major marketing automation markets over the forecast period. The adoption of marketing automation technologies is being impacted significantly by increased regulatory pressure in the European region and improvements in EU data protection standards for protecting enterprise data.

Competitive Landscape

Several organisations are focusing on using digital platforms to retain their clients, and the demand for marketing automation has been steadily rising during the pandemic.

Through inorganic marketing strategies such as collaborations, investments, and acquisitions, as well as strategic launches to bring changes to their services, the leading players are focusing on expanding their portfolio and enhancing their global footprint. These suppliers have a large customer base and a broad geographic footprint, as well as well-organized distribution systems, which aids in revenue growth.

Recent Developments in the Marketing Automation Market :

  • Adobe's journey optimizer gained mobile marketing personalisation features in February 2022, allowing users to better engage their customers on smartphones. Message Designer, which allows users to create personalised email, push notifications, and in-app messages for customers on mobile devices from a single console; personalised app experiences, which consider app usage and other factors; and unified customer profiles, which drive analytics in workflows, are among the seven capabilities.
  • The Dynamics 365 Marketing December 2021 update allows users to construct journey branches based on any attribute, track unsubscribed customers in real-time marketing insights, and manage Microsoft Teams meeting options from the Dynamics 365 Marketing app starting in December 2021. The update also includes bug fixes and general performance improvements.

Key Segments

  • By Component :

    • Software
    • Services
  • By Application :

    • Campaign Management
    • Email Marketing
    • Lead Nurturing and Lead Scoring
    • Social Media Marketing
    • Inbound Marketing
    • Analytics and Reporting
    • Other Applications (Site Tracking, Activity Tracking, and Sales Conversion Tracking)
  • By Deployment Type :

    • On-premises
    • Cloud
  • By Organization Size :

    • Small and Medium-Sized Enterprises
    • Large Enterprises
  • By Vertical :

    • BFSI
    • IT and Telecom
    • Travel and Hospitality
    • Healthcare and Lifesciences
    • Retail and Consumer Goods
    • Education
    • Media and Entertainment
    • Manufacturing
    • Other Vertical (Government, Logistics and Transportation, Automotive, and Energy and Utilities)
  • By Region :

    • North America
      • United States
      • Canada
    • Europe
      • United Kingdom
      • Germany
      • France
      • Italy
      • Spain
      • Rest of Europe
    • Asia Pacific
      • China
      • Japan
      • India
      • Australia and New Zealand
      • Rest of Asia Pacific
    • Middle East & Africa
      • United Arab Emirates
      • Kingdom of Saudi Arabia
      • South Africa
      • Rest of Middle East & Africa
    • Latin America
      • Brazil
      • Mexico
      • Rest of Latin America

- FAQs -

How is the Growth Outlook for the Marketing Automation Market?

The marketing automation market is projected to rise at a CAGR of 12.3% during the projected period.

What was the Marketing Automation Market Size In 2021?

The global marketing automation market was valued at US$ 4.3 Billion in 2021.

What is the Adoption Potential of Incident and Emergency Management Systems By 2032?

The global marketing automation market is likely to be worth nearly US$ 15.7 Billion by 2032.

Which Region Leads the Global Marketing Automation Market Report?

North America is a leading region for marketing automation market with a CAGR of 12.3% through 2032.

Which Component Segment is Anticipated to Dominate the Global Marketing Automation Market By 2032?

With a CAGR of 12.2%, the software segment dominates the marketing automation market during the forecast period.

Marketing Automation Market

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