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멀티채널 캠페인 관리 시장 : 성장, 동향, COVID-19의 영향, 예측(2021-2026년)

Multichannel Campaign Management Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

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발행일 2022년 01월 상품코드 965597
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멀티채널 캠페인 관리 시장 : 성장, 동향, COVID-19의 영향, 예측(2021-2026년) Multichannel Campaign Management Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)
발행일 : 2022년 01월 페이지 정보 : 영문

본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

고객을 유치하고 고객 로열티를 강화하며 현재의 소셜 커머스 세계에서 경쟁하기 위해서 브랜드는 크로스채널 캠페인 관리 솔루션을 채택하고, 다양한 채널로부터의 고객 데이터를 통합하여 적절한 메시지를 적절한 타이밍과 적절한 매체에 전달할 필요가 있습니다.

  • 모바일과 스마트폰, 이메일, 웹사이트 등 다양한 채널을 통한 데이터 전송의 증가에 의해 멀티채널 캠페인 관리 시장의 수요가 높아지고 있습니다. Cisco Systems Inc.는 2022년까지 모바일 데이터 트래픽이 세계 전체에서 월평균 77.5엑사바이트에 달하고, 연평균 성장률 46%가 예측되며 시장의 성장을 지원하고 있다고 말했습니다.
  • 또한 디지털 마케팅 업계에서의 경쟁은 시장의 성장을 억제합니다. 고객 중심 솔루션과 이에 따른 근접 마케팅은 세계 멀티채널 캠페인 관리(MCCM) 시장의 성장에서 기회 요인으로서 기능합니다.
  • FICCI에 따르면 인도 전국 디지털 광고 업계의 시장 규모는 2015년도 470억 루피로부터 2019 회계연도에는 약 1,600억 루피였습니다. 이것은 2024 회계연도까지 약 5,390억 루피에 달할 것으로 예측되고 있습니다. 이것은 업계 부문의 대폭적인 성장을 나타내고 있으며 그 결과, 멀티채널 캠페인 관리 시장은 지원될 것으로 예상됩니다.
  • Teradata와 같은 기업은 브랜드 관여를 지원하기 위한 마케팅 리소스 관리와 데이터 구동형 마케팅에 강점을 가진 MCCM을 요구하는 대규모 B2C 조직을 지원하고 있습니다. 벤더로서 Teradata는 인수로 파도를 일으키며 소셜 모니터링과 컨트롤, Facebook 소셜 광고(Argyle Social), 모바일 관여(Appoxee) 등의 기능을 도입했습니다.
  • EnsembleIQ에 따르면 2019년에 미국 소비자의 약 반수가 양판점으로부터 온라인으로 주문하고, 점내에서 받는 서비스를 경험하고 있습니다. 미국 소비자의 20% 미만이 식료품점으로부터 같은 서비스를 체험했습니다.
  • 시장의 성장을 지원하는 기타 요인에는 스마트폰, 태블릿, 핸드헬드 디바이스를 통한 모바일 마케팅의 증가 동향, 네트워크와 통신의 진보, 디지털 마케팅 동향의 변화 등이 있습니다. PubMatic, Inc.에 따르면 2019년, 모바일 광고 지출에 대한 미국의 지출은 2018년의 613억 달러에 대해 725억 달러로 최대였습니다.
  • 광고 채널의 역학 변화, 더욱 더 많은 국가에 의한 모바일 마케팅의 엄격한 규제 채택, 호환성의 관점으로부터의 기술적인 복잡성 등은 멀티채널 캠페인 관리 툴 및 애플리케이션의 수요에 영향을 미치는 몇개의 제약입니다.

세계의 멀티채널 캠페인 관리 시장을 조사했으며, 시장의 개요, 시장 성장요인 및 저해요인 분석, 시장 기회, COVID­19의 영향, 도입 유형·업계·지역별 시장 규모의 추이와 예측, 경쟁 구도, 주요 기업의 개요 등의 정보를 정리하여 전해드립니다.

목차

제1장 서론

  • 조사의 가정과 시장의 정의
  • 조사 범위

제2장 조사 방법

제3장 주요 요약

제4장 시장 역학

  • 시장 개요
  • 시장 성장요인
    • 디지털 마케팅의 증가와 새로운 동향
    • 네트워크의 진보와 기술의 진화
  • 시장 억제요인
    • 멀티채널 캠페인의 복잡성
    • 고객의 프라이버시와 보안에 관한 우려
  • 시장 기회
  • Porter's Five Forces 분석
  • 밸류체인 분석
  • COVID-19의 영향

제5장 시장 세분화

  • 도입 유형별
    • 클라우드
    • 온프레미스
  • 업계별
    • 은행, 금융 서비스, 보험
    • IT, 통신
    • 소매
    • 제조
    • 의약품, 헬스케어
    • 기타
  • 지역별
    • 북미
    • 유럽
    • 아시아태평양
    • 라틴아메리카
    • 중동과 아프리카

제6장 경쟁 구도

  • 기업 개요*
    • Salesforce.com Inc.
    • Adobe Inc.
    • Oracle Corporation
    • IBM Corporation
    • SAP SE
    • SAS Institute, Inc.
    • Experian PLC
    • Infor Inc.
    • Teradata Corporation
    • Marketo, Inc.
    • Redpoint Global Inc.
    • Listrak Inc.
    • Pegasystems Inc.
    • Zeta Global Inc.
    • Selligent Marketing Cloud

제7장 투자 분석

제8장 시장의 미래

KSA 20.11.13

The Multichannel Campaign Management Market is expected to grow at a CAGR of 23.7% over the forecast period 2021 to 2026. To engage customers, foster customer loyalty, and compete in today's world of social commerce, brands need to adopt cross-channel campaign management solutions that unify customer data from various channels to deliver the right message at the right time the appropriate medium.

Key Highlights

  • An increment in data transfer through plenty of channels including mobile & smartphones, emails, and websites, among others is driving the demand for a multichannel campaign management market, as Cisco Systems Inc., states that by 2022, mobile data traffic is expected to reach 77.5 exabytes per month globally at a compound annual growth rate of 46%, thus fueling the market growth.
  • Besides, a high degree of competition in the digital marketing industry restrains the growth of the global Multichannel Campaign Management market. Customer-centric solutions followed by proximity marketing act as opportunity factors in the growth of the global Multichannel Campaign Management market (MCCM).
  • According to FICCI, the digital advertising industry across India had a market size of around INR 160 billion in the financial year 2019, up from just INR 47 billion in 2015. This was projected to go up to around INR 539 billion by the fiscal year 2024, indicating a significant growth in the industry segment, consequently the multichannel campaign management market is expected to get a boost.
  • Companies like Teradata are helping large B2C organizations seeking MCCM with strength in marketing resource management and data-driven marketing to support brand engagement. As a vendor, Teradata made waves with acquisitions, bringing in capabilities such as social monitoring and control, Facebook social advertising (Argyle Social), and mobile engagement (Appoxee).
  • According to EnsembleIQ, as of 2019, roughly half of consumers in the United States have experienced order online and pick up in-store services from mass merchandisers. Just under 20% of U.S. consumers experienced the same service from grocery stores.
  • Other factors supporting the growth of the multichannel campaign management market include the increasing trend of mobile marketing through smartphones, tablets, and handheld devices, network, and communication advancements, changing trends in digital marketing, etc. According to PubMatic, Inc., in 2019, the US spending on mobile advertising spending was the largest amounting to USD 72.5 billion against USD 61.3 billion in 2018.
  • Changing dynamics of advertisement channels, adoption of stringent regulations for mobile marketing by an increasing number of countries, the technological complexity involved in terms of compatibility, etc. are some of the restraints affecting the demand for multichannel campaign management tools and applications.

Key Market Trends

Retail Industry Vertical to Dominate the Mrket

  • Multi-channel retailing gives target customers the choice of where to buy, optimizing experience on the most relevant sales channels based on shopping behavior. It also integrates marketing and retailing strategies. As the retail industry increasingly goes digital owing to the proliferation of mobile devices and the explosion of social media channels, customers have come to expect personalized shopping experiences, with messages delivered to them through their preferred channels.
  • However, delivering consistent and efficient customer experiences across channels is complicated, with so many digital platforms continually emerging and evolving. Campaign management software such as Adobe Campaign helps brands engage customers in one-to-one communications and retain customers by delivering timely and personalized content throughout the customer lifecycle.
  • According to Eagle Operating Corp., in 2020, more than half of grocery retailers in the United States offered mobile shopping app services for their stores, doing it the most common omnichannel service in grocery stores that year. Third-party vendor home delivery and drive-up collection site services were also commonly provided. Just under 20% of grocery stores did not offer any omnichannel service for consumers to make use of.
  • In Europe, multinational retailers from Germany, France, and the Netherlands were at the forefront of providing shoppers with excellent retail experience based on their omnichannel performance. According to a benchmark report issued by Google, the Dutch outdoor sports retailer Bever ranked as the leading European omnichannel retailer, having fulfilled 67% of omnichannel CX criteria.
  • Today's customer, with access to a variety of retail outlets (websites, brick-and-mortar stores, social platforms, mail order catalog, direct mail, mobile, email, etc.), expects individually catered communications. By adopting a 360-degree view of the customer, retailers can determine how customers choose to communicate and be ready to respond accordingly. According to a survey by SAP SE, 74% of businesses increased sales with a multichannel strategy, 64% increased consumer loyalty/acquisition, 57% reported better customer experience.
  • For example, UK-based Halfords employed a campaign management approach when the growing retailer recognized it needed a more engaging email strategy to interact with its customers. Instead of using customer data to create personalized, targeted messages, Halfords investigated why customers were abandoning their shopping carts at various stages of the purchasing process, thus showing a jump in open rates and click-through rates.

North America to Dominate the Market

  • The adoption rate of multichannel campaign management solutions is increasing in the North America region due to the expansion of business operations and awareness among businesses to manage the marketing campaigns and the need to control the customers across all the channels.
  • Multichannel campaign management market in the United States is expected to dominate during the forecast period because of the support by increasing penetration of BFSI, IT and telecommunication companies, and an increasing number of digital marketing start-ups in the region. Moreover, owing to the substantial advancement in network and technology in North America, this region held the largest share of the Multichannel Campaign Management market.
  • Some of the prominent players in the field of multichannel campaign management market in the North American region include Salesforce.com Inc., Oracle Corporation, International Business Machines (IBM) Corporation, Adobe Systems Inc., SAS Institute, Inc., and Teradata Corporation, among others.

Competitive Landscape

The Multichannel Campaign Management Market is fragmented and consists of various new and major vendors with a strong focus on the small and medium enterprises that compete in the large enterprise segment. The major global multichannel campaign management solutions vendors included are IBM Corporation, Oracle, SAP AG, SAS Institute, Adobe Systems, Infor, Marketo, Adobe Systems, Salesforce.com, and Teradata Corporation, among others.

  • June 2020 - Zeta Global, announced the launch of Opportunity Explorer(SM), a real-time market and consumer data analytics and insights solution. Designed to help marketers identify, segment and act upon growth opportunities for their businesses, Opportunity Explorer(SM) ingests demographic, behavioral and location signals from Zeta's proprietary data set of 2.4 billion identities globally, synthesizes the information in real-time and creates a customizable, interactive display of actionable insights.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION​

  • 1.1 Study Assumptions​ and Market Definition​
  • 1.2 Scope of the Study​

2 RESEARCH METHODOLOGY​

3 EXECUTIVE SUMMARY​

4 MARKET DYNAMICS​

  • 4.1 Market Overview
  • 4.2 Marker Drivers
    • 4.2.1 Increasing and Emerging Trends in Digital Marketing
    • 4.2.2 Network Advancements and Technological Evolution
  • 4.3 Market Restraints
    • 4.3.1 Complexities in Multichannel Campaigns
    • 4.3.2 Customer Privacy and Security Concerns
  • 4.4 Market Opportunities ​
  • 4.5 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.5.1 Bargaining Power of Suppliers
    • 4.5.2 Bargaining Power of Buyers/Consumers
    • 4.5.3 Threat of New Entrants
    • 4.5.4 Threat of Substitute Products
    • 4.5.5 Intensity of Competitive Rivalry
  • 4.6 Industry Value Chain Analysis
  • 4.7 Impact of COVID-19 on the Multichannel Campaign Management Market

5 MARKET SEGMENTATION

  • 5.1 By Deployment Type
    • 5.1.1 Cloud
    • 5.1.2 On-Premise
  • 5.2 By Industry Vertical
    • 5.2.1 BFSI
    • 5.2.2 IT and Telecommunication
    • 5.2.3 Retail
    • 5.2.4 Manufacturing
    • 5.2.5 Pharmaceuticals & Healthcare
    • 5.2.6 Other Industry Verticals
  • 5.3 Geography
    • 5.3.1 North America
    • 5.3.2 Europe
    • 5.3.3 Asia-Pacific
    • 5.3.4 Latin America
    • 5.3.5 Middle East & Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles*
    • 6.1.1 Salesforce.com Inc.
    • 6.1.2 Adobe Inc.
    • 6.1.3 Oracle Corporation
    • 6.1.4 IBM Corporation
    • 6.1.5 SAP SE
    • 6.1.6 SAS Institute, Inc.
    • 6.1.7 Experian PLC
    • 6.1.8 Infor Inc.
    • 6.1.9 Teradata Corporation
    • 6.1.10 Marketo, Inc.
    • 6.1.11 Redpoint Global Inc.
    • 6.1.12 Listrak Inc.
    • 6.1.13 Pegasystems Inc.
    • 6.1.14 Zeta Global Inc.
    • 6.1.15 Selligent Marketing Cloud

7 INVESTMENT ANALYSIS

8 FUTURE OF THE MARKET

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