Marketing Automation Market Size, Share, Trends, & Growth to 2032
Global Marketing Automation Market Size, Share Analysis Report, 2024-2032

Marketing Automation Market Share, Size, Trends, Industry Analysis Report, By Component (Software, Services); By Deployment Type; By Organization Size; By Application; By End-Use; By Region; Segment Forecast, 2024 - 2032

  • Published Date:Jan-2024
  • Pages: 115
  • Format: PDF
  • Report ID: PM2644
  • Base Year: 2023
  • Historical Data: 2019-2022

Report Outlook

The global marketing automation market was valued at USD 7,310.1 million in 2023 and is expected to grow at a CAGR of 12.74% during the forecast period.

Marketing automation uses technology and software platforms to automate various marketing tasks, processes, and workflows. It is designed to streamline and optimize marketing activities, improve efficiency, and enhance customer engagement.

Marketing Automation Market Size

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Marketing automation permits industries to automate repetitive marketing tasks such as social media posting, email marketing, customer segmentation, main nurturing, campaign tracking, and reporting. It helps marketers deliver the right message to the right audience at the right time based on predefined triggers and customer behavior.

Businesses are increasingly focused on delivering personalized experiences to their customers. Marketing automation enables targeted and customized campaigns based on customer data and behavior, improving customer engagement and conversion rates.

Marketing automation solutions provide robust analytics and reporting capabilities, allowing businesses to measure the effectiveness of their marketing campaigns, track customer behavior, and make data-driven decisions to optimize their strategies. The marketing automation is expected to grow as businesses increasingly recognize the benefits of automation in their marketing efforts. It enables to promote different products and brands through social media platforms, email marketing, and advertising campaigns.

Similarly, marketing automation offers a higher return on investment than traditional marketing methods. The market for automation software surrounds various techniques and tools that streamline and integrate social media, multichannel campaigns, web marketing, and content marketing. Marketing automation identifies potential customers and automates the procedure of nurturing sales information. This component supplies customers with all the necessary information, allowing sales representatives to engage directly with clients and explain additional features. It expedites the sales process and enables the sales team to close deals more efficiently. Moreover, marketing automation has become an integral part of organizational structures. Automation processes have expanded and evolved with the increasing adoption of IoT-connected devices.

Furthermore, marketing automation enhances the productivity of the sales funnel and ensures customer satisfaction by promptly providing all the necessary details. Additionally, it aids in understanding customer behavior through behavioral tracking techniques. It allows businesses to track the information customers have provided during their initial search, helping to gauge their interests and purchasing journey. The COVID-19 pandemic positively impacted the market and its opportunities. The pandemic brought a transformative change across various sectors, including marketing, advertising, and public relations. The increased marketing funding during the pandemic has supported the industry's growth.

Marketing Automation

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Industry Dynamics

Growth Drivers

Increasing adoption of marketing automation platforms

The marketing automation market is driven by the increasing adoption of marketing automation platforms and the growth of advertising and social media. Developing Software-as-a-Service (SaaS) solutions has also created opportunities for the industry as small firms and other businesses pursue lower funds’ investments and tremendous flexibility.

Many providers have started offering their software to target the lower end of the market. For instance, Adobe Systems processes approximately 90 trillion data transactions annually through its SaaS products. However, the industry's growth is somewhat hindered by the need for more skilled employees. Nevertheless, investing in better training and development activities for employees to handle marketing automation software presents significant opportunities for the industry.

Report Segmentation

The market is primarily segmented based on component, deployment type, organization size, application, end-use and region.

By Component

By Deployment Type

By Organization Size


By Application

By End-Use

By Region

  • Software
  • Services
  • Cloud
  • On-Premises
  • Small & Medium Enterprises
  • Large Enterprises
  • Email Marketing
  • Social Media Marketing
  • Campaign Management
  • Others
  • BFSI
  • IT & Telecom
  • Media & Entertainment
  • Retail & E-Commerce
  • Others
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Netherlands, Spain, Russia)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia, South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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Software segment accounted for the highest market share in 2022

In 2022, the software segment accounted for the highest market share in the marketing automation industry, primarily driven by the growing adoption of innovative technologies like machine learning, artificial intelligence, and cloud computing. These advancements have increased the demand for marketing automation software and services. The industry is witnessing a rise in the willingness of businesses to automate and enhance their advertising methods, further stimulating the growth of marketing automation software.

Marketing Automation Seg

IT & Telecom segment accounted for the largest market share in 2022

In 2022, the IT & Telecom segment accounted for the largest marketing automation market share. Marketing automation is crucial in helping companies analyze their brand image among customers, particularly in the IT & telecom industry. It enables these companies to strategize their marketing efforts effectively.

A notable example is Sprint Corporation, an American telecommunication holding company, which faced a decline in its stock value following a merger with Nextel that resulted in poor service. Sprint Nextel revamped its social engagement programs and introduced new social media policies to address this issue. These initiatives had a positive impact on the company's financial status.

Asia Pacific accounted for the highest growth rate during the forecast period

The Asia Pacific region accounted for the highest growth rate in the marketing automation industry during the forecast period. This is due to the increasing adoption of digitalization in countries such as China, India, Japan, Singapore, and others.

China has a highly active social media environment with one of the largest Internet user bases globally. While social networking sites like Facebook and Twitter are banned in China, platforms like Sina Weibo have gained immense popularity with millions of daily users.

In India, the "Digital India" campaign has led to a significant digital revolution, promoting digitalization across various sectors. The country has also witnessed a substantial increase in internet penetration and e-commerce activities, which have considerably impacted the growth of the marketing automation industry in India. Also, the rising digitalization trends and internet usage in the Asia Pacific region are driving the demand for marketing automation solutions, creating favorable opportunities for growth in the industry.

Marketing Automation Reg

Competitive Insight

Some of the major players operating in the global market include ClickDimensions, Act-On Software, Adobe Inc., ActiveCampaign, HubSpot, GetResponse, IBM Corporation, Oracle Corporation, Keap, Salesforce Inc., Sendinblue, SAS, SharpSpring, Teradata Corporation, Thryv.

Recent Developments

  • In September 2021, Oracle Corporation unveiled the Oracle Fusion Marketing System, an innovative platform that leverages artificial intelligence (AI) to automate key aspects of digital marketing campaigns. This system streamlines and enhances the efficiency of marketing processes by utilizing advanced AI capabilities.
  • In January 2020, IBM Corporation expanded its product portfolio by introducing Advertising Accelerator with Watson. This solution harnesses the power of artificial intelligence technology provided by Watson to create captivating and engaging digital marketing campaigns. By leveraging AI, IBM aimed to deliver customers personalized and impactful advertising experiences.

Marketing Automation Market Report Scope

Report Attributes


Market size value in 2024

USD 8225.4 million

Revenue forecast in 2032

USD 21,700.9 million


12.9% from 2024 – 2032

Base year


Historical data

2019 – 2022

Forecast period

2024 – 2032

Quantitative units

Revenue in USD million and CAGR from 2024 to 2032

Segments Covered

By Component, By Deployment Type, By Organization Size, By Application, By End-Use, By Region

Regional scope

North America, Europe, Asia Pacific, Latin America; Middle East & Africa

Key Companies

ClickDimensions, Act-On Software, Adobe Inc., ActiveCampaign, HubSpot, GetResponse, IBM Corporation, Oracle Corporation, Keap, Salesforce Inc., Sendinblue, SAS, SharpSpring, Teradata Corporation, Thryv.


The global marketing automation market size is expected to reach USD 21,700.9 by 2032.

Key players in the market are ClickDimensions, Act-On Software, Adobe Inc., ActiveCampaign, HubSpot, GetResponse, IBM Corporation, Oracle Corporation.

Asia Pacific region contribute notably towards the global Marketing Automation Market.

The global marketing automation market is expected to grow at a CAGR of 12.9% during the forecast period.

Key segments in the Marketing Automation Market component, deployment type, organization size, application, end-use and region.