마케팅 자동화 시장 : 솔루션 유형, 용도, 자동화 도입 유형, 조직 규모, 최종 용도 산업별 - 세계 예측(2025-2030년)

The Marketing Automation Market was valued at USD 5.21 billion in 2024 and is projected to grow to USD 5.90 billion in 2025, with a CAGR of 13.44%, reaching USD 11.10 billion by 2030.

Marketing automation has steadily emerged as a cornerstone of modern digital strategies, enabling companies both large and small to efficiently connect with their target audiences. In today's dynamic marketplace, technological advancements alongside rapidly shifting consumer behaviors have pushed businesses to rethink traditional marketing approaches. Over the past few years, innovations in data analytics, artificial intelligence, and cloud infrastructures have reshaped the competitive landscape, fostering an environment where agility and precision are paramount. This report provides a comprehensive view of the market dynamics at play, examining the adoption of automation tools that streamline processes, enhance customer engagement, and yield measurable outcomes. By marrying deep-dive analysis with actionable insights, the overview presented here sets the stage for understanding one of the most disruptive forces in digital marketing. As companies continue to invest in refining their customer interactions, it is critical to appreciate the underlying trends and technological breakthroughs that are redefining the marketing process. The discussion that follows lays the groundwork for an in-depth exploration of segmentation, regional nuances, competitive dynamics, and recommendations that are essential for decision-makers navigating today's high-speed market environment.

Transformative Shifts Redefining the Marketing Landscape

The marketing automation landscape is undergoing profound transformation driven by increased digitalization and the confluence of emerging technologies. Evolving consumer expectations and the seamless integration of data-driven tools have created a paradigm shift that compels organizations to constantly innovate. Organizations are increasingly leveraging automated workflows, personalized content delivery, and omnichannel solutions to bridge the gaps between strategy and execution.

Recent shifts have seen the incorporation of advanced analytics and machine learning algorithms which not only streamline campaign management but also forecast future trends with impressive accuracy. Traditional silos are being dismantled as integration across platforms becomes more essential than ever in achieving cohesive customer journeys. The blending of cloud-based solutions with on-premise frameworks further underscores this tectonic change, offering companies scalable and customizable approaches suited to their unique operational needs. Throughout this evolving journey, digital transformation is acting as a catalyst, inviting both established industry giants and agile startups to reimagine how marketing technology can provide competitive advantages. In this period of rapid evolution, staying ahead requires not just the adoption of novel solutions but also a willingness to adapt strategies, manage risk, and fully embrace technology as an enabler of business growth.

Deep Dive into Segmentation Insights Shaping the Future

A granular look at market segmentation reveals how different components of marketing automation are tailored to meet varying industry demands. First, the analysis based on solution type uncovers two central categories: services and software, with services further dissected into consulting services and technical support, while the software segment is delineated by email marketing software and social media marketing software. Such a breakdown allows stakeholders to understand where investments in expertise and infrastructure can yield the greatest returns.

Equally important are insights derived from an application-based segmentation, which covers a spectrum of uses including customer relationship management, email marketing, lead management, pricing tools, and social media marketing. Each of these applications offers sub-categories; for example, customer relationship management is further enhanced by content management and customer support automation, while email marketing splits into automated campaigns and personalized emails. Lead management too unfolds into dimensions like lead generation, nurturing, and scoring. Further insights include automation deployment types that are classified as either cloud-based-encompassing hybrid cloud, private cloud, and public cloud-or on-premise, split between integrated systems and standalone solutions. Additional segmentation based on organization size distinguishes large enterprises from small and medium enterprises, and finally, the end-use is segmented by industry verticals such as banking, healthcare, IT and telecommunications, and retail, each with its own layered sub-segments. These detailed segmentation frameworks not only offer targeted intelligence but also pave the way for more refined strategic planning.

Based on Solution Type, market is studied across Services and Software. The Services is further studied across Consulting Services and Technical Support. The Software is further studied across Email Marketing Software and Social Media Marketing Software.

Based on Application, market is studied across Customer Relationship Management (CRM), Email Marketing, Lead Management, Pricing Tools, and Social Media Marketing. The Customer Relationship Management (CRM) is further studied across Content Management and Customer Support Automation. The Email Marketing is further studied across Automated Campaigns and Personalized Emails. The Lead Management is further studied across Lead Generation, Lead Nurturing, and Lead Scoring. The Pricing Tools is further studied across Discount Management and Dynamic Pricing. The Social Media Marketing is further studied across Analytics And Insights and Content Scheduling.

Based on Automation Deployment Type, market is studied across Cloud-Based and On-Premise. The Cloud-Based is further studied across Hybrid Cloud, Private Cloud, and Public Cloud. The On-Premise is further studied across Integrated Systems and Standalone Solutions.

Based on Organization Size, market is studied across Large Enterprises and Small And Medium Enterprises (SMEs).

Based on End-Use Industry, market is studied across Banking, Financial Services & Insurance, Healthcare, IT & Telecommunications, and Retail. The Banking, Financial Services & Insurance is further studied across Corporate Banking, Retail Banking, and Wealth Management. The Healthcare is further studied across Biotechnology, Hospitals, and Pharmaceuticals. The IT & Telecommunications is further studied across Cloud Services, Network Management, and Software Development Tools.

Uncovering Regional Nuances Influencing Market Trends

The regional analysis underscores how marketing automation's impact is not uniform across the globe. In the Americas, a strong emphasis on technological advancement and early-adopter culture drives the rapid integration of cutting-edge automation tools. In the Europe, Middle East & Africa region, diversity in market maturity and regulatory environments demands tailored solutions that can navigate complex compliance landscapes while still delivering on innovation. Meanwhile, the Asia-Pacific market is characterized by explosive digital growth, increasing broadband penetration, and an expanding base of digitally savvy consumers that compel rapid deployment of automation technologies.

Each region's unique economic conditions, technological infrastructure, and consumer trends play critical roles in shaping the adoption patterns of automation solutions. The interplay of these factors has prompted industry stakeholders to adjust product offerings, marketing strategies, and pricing models to align with regional preferences and challenges. This nuanced understanding of geographic tendencies is essential for organizations looking to optimize resource allocation and capitalize on opportunities within each market territory. The ability to dissect and leverage these regional insights ultimately strengthens competitive positioning in the fast-evolving global marketing automation ecosystem.

Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

Competitive Landscape: Insights on Key Players Shaping the Market

The competitive environment within the marketing automation space is defined by a blend of established industry players and innovative disruptors committed to evolving digital engagement strategies. Market leaders such as Act-On Software, Inc. and ActiveCampaign, LLC have carved out significant niches by providing solutions that integrate data intelligence with streamlined functionalities. Giants like Adobe Inc. and Cisco Systems, Inc. offer comprehensive product suites that tap into both creative and technical realms, while companies like Braze, Inc. and ClickDimensions LLC inject agility and unique perspectives into campaign management. Emerging organizations, including Damco Solutions and EngageBay Inc., are pushing boundaries with flexible systems that adapt swiftly to changing consumer behaviors.

Other notable contributors range from GetResponse S.A. and Google LLC by Alphabet Inc. to HubSpot, Inc. and Infusion Software, Inc., all of whom are known for their robust platforms that drive customer engagement. International Business Machines Corporation, LeadSquared Service, and Mailchimp by Intuit Inc. further illustrate the market's diversity by offering tailored solutions for different business sizes and industry demands. With additional prominence given to players such as Maropost Inc., Microsoft Corporation, NEC Corporation, Omnisend, LLC, Oracle Corporation, Salesforce, Inc., SAP SE, SAS Institute Inc., Sendinblue, Inc., Teradata Operations, Inc., and Thryv Holdings, Inc., the competitive landscape is layered and complex. Each of these companies brings forward a unique blend of technical expertise, industry experience, and innovative solutions that collectively drive the evolution of marketing automation practices globally.

The report delves into recent significant developments in the Marketing Automation Market, highlighting leading vendors and their innovative profiles. These include Act-On Software, Inc., ActiveCampaign, LLC, Adobe Inc., Braze, Inc., Cisco Systems, Inc., ClickDimensions LLC, Damco Solutions, EngageBay Inc., GetResponse S.A., Google LLC by Alphabet Inc., HubSpot, Inc., Infusion Software, Inc., International Business Machines Corporation, LeadSquared Service, Mailchimp by Intuit Inc., Maropost Inc., Microsoft Corporation, NEC Corporation, Omnisend, LLC, Oracle Corporation, Salesforce, Inc., SAP SE, SAS Institute Inc., Sendinblue, Inc., Teradata Operations, Inc., and Thryv Holdings, Inc.. Strategic Recommendations for Market Innovators and Leaders

For decision-makers looking to drive competitive advantage in the rapidly evolving marketing automation sector, several strategic recommendations emerge from the analysis. Leveraging detailed segmentation insights is paramount; organizations should align their investments with defined segments based on solution types, applications, deployment models, organizational size, and industry end use to optimize both operational efficiency and client satisfaction. Integrating comprehensive data analytics with AI-driven forecasting can also enhance the ability to predict shifts in consumer behavior, allowing for more proactive and agile response strategies.

In addition, companies should focus on fostering regional adaptability by tailoring their offerings to suit local market requirements. It is crucial to balance global scalability with localized differentiation to capture market share in diverse territories. Furthermore, partnerships and collaborations that bridge gaps between technology and service can offer a competitive edge, driving innovation while simultaneously reducing time-to-market for new functionalities. Finally, continuous investment in research and development-not just to improve existing solutions but also to explore new opportunities-will help industry leaders maintain a future-forward posture in an intensely competitive arena.

Conclusion: Reinforcing Market Opportunities and Strategic Insights

In summary, the marketing automation landscape is characterized by rapid innovation, evolving consumer expectations, and a multifaceted competitive environment. The comprehensive study reveals that deeper insights into segmentation-whether by solution type, application, deployment models, organizational size, or end-use industries-allow companies to tailor their strategic initiatives with greater precision. Simultaneously, regional nuances highlight the importance of adapting offerings to local market dynamics, while the competitive analysis underscores the value of robust technology partnerships and continuous innovation.

These findings confirm that organizations adopting a holistic approach that combines targeted segmentation, regional customization, and adaptive innovation are better positioned to thrive. As the digital frontier continues to evolve, the ability to interpret and act on market signals will be essential. The strategic imperatives derived from this analysis not only reinforce immediate opportunities but also offer a roadmap for long-term resilience and market leadership in the dynamic world of marketing automation.

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. The increasing need for personalized marketing strategies among organizations
    • 5.1.1.2. Rising trend of omnichannel retailing globally
    • 5.1.1.3. Expansion of e-commerce and digital platforms necessitating automated marketing approaches globally
  • 5.1.2. Restraints
    • 5.1.2.1. Interoperability issues associated with deploying multiple technology platforms
  • 5.1.3. Opportunities
    • 5.1.3.1. Deployment of blockchain into marketing automation for secure and transparent marketing automation data transactions
    • 5.1.3.2. Ongoing development of advanced email automation systems that integrate adaptive AI for optimal personalization
  • 5.1.4. Challenges
    • 5.1.4.1. Data privacy concerns associated with integrating marketing automation with existing systems
• 5.2. Market Segmentation Analysis
  • 5.2.1. Increasing preference for software marketing automation navigating complex marketing landscapes
  • 5.2.2. Expanding utilization of marketing automation in the IT & telecommunications industry
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. Marketing Automation Market, by Solution Type

• 6.1. Introduction
• 6.2. Services
  • 6.2.1. Consulting Services
  • 6.2.2. Technical Support
• 6.3. Software
  • 6.3.1. Email Marketing Software
  • 6.3.2. Social Media Marketing Software

7. Marketing Automation Market, by Application

• 7.1. Introduction
• 7.2. Customer Relationship Management (CRM)
  • 7.2.1. Content Management
  • 7.2.2. Customer Support Automation
• 7.3. Email Marketing
  • 7.3.1. Automated Campaigns
  • 7.3.2. Personalized Emails
• 7.4. Lead Management
  • 7.4.1. Lead Generation
  • 7.4.2. Lead Nurturing
  • 7.4.3. Lead Scoring
• 7.5. Pricing Tools
  • 7.5.1. Discount Management
  • 7.5.2. Dynamic Pricing
• 7.6. Social Media Marketing
  • 7.6.1. Analytics And Insights
  • 7.6.2. Content Scheduling

8. Marketing Automation Market, by Automation Deployment Type

• 8.1. Introduction
• 8.2. Cloud-Based
  • 8.2.1. Hybrid Cloud
  • 8.2.2. Private Cloud
  • 8.2.3. Public Cloud
• 8.3. On-Premise
  • 8.3.1. Integrated Systems
  • 8.3.2. Standalone Solutions

9. Marketing Automation Market, by Organization Size

• 9.1. Introduction
• 9.2. Large Enterprises
• 9.3. Small And Medium Enterprises (SMEs)

10. Marketing Automation Market, by End-Use Industry

• 10.1. Introduction
• 10.2. Banking, Financial Services & Insurance
  • 10.2.1. Corporate Banking
  • 10.2.2. Retail Banking
  • 10.2.3. Wealth Management
• 10.3. Healthcare
  • 10.3.1. Biotechnology
  • 10.3.2. Hospitals
  • 10.3.3. Pharmaceuticals
• 10.4. IT & Telecommunications
  • 10.4.1. Cloud Services
  • 10.4.2. Network Management
  • 10.4.3. Software Development Tools
• 10.5. Retail

11. Americas Marketing Automation Market

• 11.1. Introduction
• 11.2. Argentina
• 11.3. Brazil
• 11.4. Canada
• 11.5. Mexico
• 11.6. United States

12. Asia-Pacific Marketing Automation Market

• 12.1. Introduction
• 12.2. Australia
• 12.3. China
• 12.4. India
• 12.5. Indonesia
• 12.6. Japan
• 12.7. Malaysia
• 12.8. Philippines
• 12.9. Singapore
• 12.10. South Korea
• 12.11. Taiwan
• 12.12. Thailand
• 12.13. Vietnam

13. Europe, Middle East & Africa Marketing Automation Market

• 13.1. Introduction
• 13.2. Denmark
• 13.3. Egypt
• 13.4. Finland
• 13.5. France
• 13.6. Germany
• 13.7. Israel
• 13.8. Italy
• 13.9. Netherlands
• 13.10. Nigeria
• 13.11. Norway
• 13.12. Poland
• 13.13. Qatar
• 13.14. Russia
• 13.15. Saudi Arabia
• 13.16. South Africa
• 13.17. Spain
• 13.18. Sweden
• 13.19. Switzerland
• 13.20. Turkey
• 13.21. United Arab Emirates
• 13.22. United Kingdom

14. Competitive Landscape

• 14.1. Market Share Analysis, 2024
• 14.2. FPNV Positioning Matrix, 2024
• 14.3. Competitive Scenario Analysis
  • 14.3.1. Ansira Partners acquires BrandMuscle and SproutLoud
  • 14.3.2. Satisfi Labs acquires omnichannel marketing automation platform factoreal
  • 14.3.3. Maino.ai secures USD 1.8 million funding to boost AI-driven martech solutions for diverse industry sectors
• 14.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Act-On Software, Inc.
• 2. ActiveCampaign, LLC
• 3. Adobe Inc.
• 4. Braze, Inc.
• 5. Cisco Systems, Inc.
• 6. ClickDimensions LLC
• 7. Damco Solutions
• 8. EngageBay Inc.
• 9. GetResponse S.A.
• 10. Google LLC by Alphabet Inc.
• 11. HubSpot, Inc.
• 12. Infusion Software, Inc.
• 13. International Business Machines Corporation
• 14. LeadSquared Service
• 15. Mailchimp by Intuit Inc.
• 16. Maropost Inc.
• 17. Microsoft Corporation
• 18. NEC Corporation
• 19. Omnisend, LLC
• 20. Oracle Corporation
• 21. Salesforce, Inc.
• 22. SAP SE
• 23. SAS Institute Inc.
• 24. Sendinblue, Inc.
• 25. Teradata Operations, Inc.
• 26. Thryv Holdings, Inc.