Global Marketing Automation Market: Introduction
Marketing automation is a technology that manages marketing processes and multifunctional campaigns across multiple channels, automatically. It enables customer targeting through automated messages across email, web, social, and text mediums. Messages are sent automatically, according to sets of instructions called workflows.
Marketing and sales departments majorly use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximize efficiency.
Global Marketing Automation Market – Dynamics
Scope for Public Relations via Digital Platforms
The scope of digital media and digital platforms has increased across the globe. The need for public relations via digital platforms is increasing exponentially. Demand for a platform that can easily communicate, generate leads, and advertise products has increased with the rising number of social media users and smartphone users. This has resulted in increasing adoption of marketing automation software which could help the sales and marketing department to easily communicate with the customers as well as maintain the efficiency in communication
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Improves Operational Efficiency
Marketing automation has reportedly increased the efficiency of companies with respect to spending on advertisements. Earlier, the cost of lead generation, communication, and campaigning was comparatively high, which restricted companies from investing more on advertising. But, the ROI with respect to investment has increased with marketing automation. Adoption by SMEs and startups to advertise their products via advance digital technology has also increased, which is driving the growth of the marketing automation market.
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Lack of Professional Expertise with Regards to Digital Advertising Platforms
The number of professional experts in digital content management and with the skill set to manage marketing automation is comparatively less. The level of HDI is low majorly in Asia Pacific and South America compared to other regions. Therefore, the number of skilled and professional workers is low in these regions. Lack of awareness and low HDI is restricting the growth of the marketing automation market.
North America Expected to Dominate the Global Marketing Automation Market
In terms of region, the global marketing automation market can be divided into North America, Europe, Asia Pacific, South America, and Middle East & Africa. North America is expected to dominate the global marketing automation market during the forecast period, due to strong digital infrastructure specifically in the field of advertising.
COVID-19 Impact on the Global Marketing Automation Market
It is estimated that the lock down period in many countries across the globe due to the outbreak of COVID-19 has positively impacted growth of the number of social media users and online users. With this, the scope of digital campaigning, broadcasting, and advertising has also increased and it is expected that increasing number of social media users would positively impact the growth of the marketing automation market.
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Global Marketing Automation Market – Competitive Landscape
- In December 2019, ZoomInfo, the global leader in go-to-market (GTM) intelligence solutions, announced the launch of Workflows. It is the company’s first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.
Zoom Information Inc.
Established in 2000, Zoom Information Inc. provides an innovative suite of software tools with deep, high-quality data, to transform and enable modern sales teams and go-to-market organizations. Zoom Information Inc. was acquired by DiscoverOrg in February 2019. The ZoomInfo platform offers best-in-class technology paired with unrivaled data coverage, accuracy, and depth of contacts, companies, and opportunities essential to empower sales, marketing, and recruiting professionals to hit their numbers.
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