Digital Marketing Software Market Size, Share & Trends Analysis Report By Solution, By Service, By Deployment, By Enterprise Size, By End Use, By Region, And Segment Forecasts, 2023 - 2030

Research Methodology

A three-pronged approach was followed for deducing the digital marketing software market estimates and forecasts. The process has three steps: information procurement, analysis, and validation. The whole process is cyclical, and steps repeat until the estimates are validated. The three steps are explained in detail below:

Information procurement: Information procurement is one of the most extensive and important stages in our research process, and quality data is critical for accurate analysis. We followed a multi-channel data collection process for digital marketing software market to gather the most reliable and current information possible.

• We buy access to paid databases such as Hoover’s and Factiva for company financials, industry information, white papers, industry journals, SME journals, and more.
• We tap into Grand View’s proprietary database of data points and insights from active and archived monitoring and reporting.
• We conduct primary research with industry experts through questionnaires and one-on-one phone interviews.
• We pull from reliable secondary sources such as white papers and government statistics, published by organizations like WHO, NGOs, World Bank, etc., Key Opinion Leaders (KoL) publications, company filings, investor documents, and more.
• We purchase and review investor analyst reports, broker reports, academic commentary, government quotes, and wealth management publications for insightful third-party perspectives.

Analysis: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilized different methods of digital marketing software market data depending on the type of information we’re trying to uncover in our research.

• Market Research Efforts: Bottom-up Approach for estimating and forecasting demand size and opportunity, top-down Approach for new product forecasting and penetration, and combined approach of both Bottom-up and Top-down for full coverage analysis.

• Value-Chain-Based Sizing & Forecasting: Supply-side estimates for understanding potential revenue through competitive benchmarking, forecasting, and penetration modeling.

• Demand-side estimates for identifying parent and ancillary markets, segment modeling, and heuristic forecasting.

• Qualitative Functional Deployment (QFD) Modelling for market share assessment.

Market formulation and validation: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilize different methods of data analysis depending on the type of information we’re trying to uncover in our research.

• Market Formulation: This step involves the finalization of market numbers. This step on an internal level is designed to manage outputs from the Data Analysis step.

• Data Normalization: The final market estimates and forecasts are then aligned and sent to industry experts, in-panel quality control managers for validation.

• This step also entails the finalization of the report scope and data representation pattern.

• Validation: The process entails multiple levels of validation. All these steps run in parallel, and the study is forwarded for publishing only if all three levels render validated results.

Digital Marketing Software Market Categorization:

The digital marketing software market was categorized into four segments, namely solution (CRM Software, Email Marketing, Social Media, Search Marketing, Content Management, Marketing Automation, Campaign Management), service (Wireless Protocols, Wired Protocols, Hybrid), deployment (Cloud, On-premise), enterprise size (Large Enterprises, Small & Medium Enterprises), end use (Automotive, BFSI, Education, Government, Healthcare, Manufacturing, Media & Entertainment), and regions (North America, Europe, Asia Pacific, Latin America, Middle East & Africa).

Segment Market Methodology:

The digital marketing software market was segmented into solution, service, deployment, enterprise size, end use, and regions. The demand at a segment level was deduced using a funnel method. Concepts like the TAM, SAM, SOM, etc., were put into practice to understand the demand. We at GVR deploy three methods to deduce market estimates and determine forecasts. These methods are explained below:

Market research approaches: Bottom-up

• Demand estimation of each product across countries/regions summed up to from the total market.

• Variable analysis for demand forecast.

• Demand estimation via analyzing paid database, and company financials either via annual reports or paid database.

• Primary interviews for data revalidation and insight collection.

Market research approaches: Top-down

• Used extensively for new product forecasting or analyzing penetration levels.

• Tool used invoice product flow and penetration models Use of regression multi-variant analysis for forecasting Involves extensive use of paid and public databases.

• Primary interviews and vendor-based primary research for variable impact analysis.

Market research approaches: Combined

• This is the most common method. We apply concepts from both the top-down and bottom-up approaches to arrive at a viable conclusion.

Regional Market Methodology:

The digital marketing software market was analyzed at a regional level. The globe was divided into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa, keeping in focus variables like consumption patterns, export-import regulations, consumer expectations, etc. These regions were further divided into nine countries, namely, the U.S., Canada, the UK., Germany, France, China, India, Japan, and Brazil

All three above-mentioned market research methodologies were applied to arrive at regional-level conclusions. The regions were then summed up to form the global market.

Digital marketing software market companies & financials:

The digital marketing software market was analyzed via companies operating in the sector. Analyzing these companies and cross-referencing them to the demand equation helped us validate our assumptions and conclusions. Key market players analyzed include:

• Adobe Inc. - Adobe Inc. is a multinational software company that specializes in a wide range of digital transaction management solutions. Traditionally, the company has primarily focused on the development of creativity and multimedia software. However, it has recently expanded its digital transaction management market presence. Adobe Inc. operates through three segments: Digital Experience, Digital Media, and Publishing and Advertising. The Digital Media segment of Adobe Inc. provides individuals and small- to medium-sized enterprises with tools and solutions to create, publish, and promote their digital content. On the other hand, the Digital Experience segment offers a comprehensive suite of products, solutions, and services that enable the creation, management, execution, assessment, and improvement of customer experiences. These solutions cater to various needs, such as social marketing, analytics, targeting, digital experience management, audience management, media optimization, and cross-channel campaign management. These solutions are seamlessly integrated under the Adobe Marketing Cloud, providing marketers with a unified platform to measure, personalize, and enhance their promotional campaigns and digital experiences across different channels. Lastly, the Publishing and Advertising segment of Adobe Inc. focuses on legacy products and services used for eLearning solutions, web application development, technical document publishing, and printing. In addition to its software offerings, Adobe Inc. provides various support services, including consulting, customer success account management, technical support, and digital learning. These services ensure that customers receive the necessary assistance and guidance to maximize their utilization of Adobe's products and solutions.

• Hewlett Packard Enterprise Development LP - Hewlett Packard Enterprise Development LP offers a wide range of IT infrastructure services, solutions, software, technologies, and products to enterprises and individual customers. The company's product portfolio encompasses networking equipment, printers, storage devices, and servers. Additionally, their services unit provides system integration, consulting, application development, IT and business processing outsourcing, and other technology services. Operating in more than 170 countries worldwide, the company is divided into various business segments: computing, high-performance computing and mission-critical systems, storage, advisory and professional services, intelligent edge, financial services, and corporate investments. To enhance the effectiveness and efficiency of its services and maintain a competitive edge, the company collaborates with system integration partners such as Accenture, DXC Technology Company, PwC, Infosys, Deloitte, and Tech Mahindra. With a strong presence across the Americas, Europe, the Middle East and Africa, and Asia Pacific, Hewlett Packard Enterprise Development LP conducts operations in Australia, China, India, Japan, South Korea, New Zealand, and Malaysia.

• HubSpot, Inc. - HubSpot, Inc. is a software provider that offers various products, including Marketing Hub, Sales Hub, Service Hub, and CMS Hub. These platforms cater to different aspects of business operations, such as sales, marketing, website management, and customer service. The company's primary goal is to equip businesses with effective tools for marketing and sales purposes, including search engine optimization, social media marketing, web analytics, and content management. With its regional headquarters in Dublin, Singapore, Sydney, Tokyo, and Berlin, HubSpot, Inc. has established a global presence in over 120 countries. In 2014, the company introduced HubSpot CRM Free, which helps companies manage and track client and customer interactions. HubSpot, Inc. serves customers across various industries, including healthcare, retail, manufacturing, and real estate. With over 103,990 customers worldwide, businesses rely on HubSpot, Inc.'s platforms to drive their growth. Notable companies utilizing HubSpot, Inc.'s platform include Grow Steak, TransFunnel, and Razorpay.

• International Business Machines Corporation - International Business Machines Corporation is a renowned technology and cognitive solutions company that specializes in the development and provision of IT solutions and services. These include integrated communications, business continuity and resiliency, IT strategy and architecture, security and privacy, maintenance and technical support, and storage and data services. With a presence in more than 175 countries, IBM Corporation offers diverse solutions tailored for digital marketing purposes, including cloud platforms and solutions. Serving over 15 industries, such as automotive, media and entertainment, construction, and government, IBM introduced IBM Watson in 2010. This cutting-edge supercomputing system combines analytical software and artificial intelligence to function as a question-answering system, delivering exceptional performance. IBM Watson aids in analyzing common behaviors and crucial customer patterns, providing valuable insights for customer engagement, marketing, commerce, and supply chain management. Industries such as retail, consumer products, telecom, banking, insurance, and electronics benefit from this advanced system. The company's operations are organized into geographical segments: North America, Europe, Latin America, Middle East and Africa (MEA), and Asia Pacific. International Business Machines Corporation demonstrates its commitment to innovation by investing over 9% of its annual revenue in research and development activities, focusing on high-growth and high-value opportunities.

• Marketo, Inc. - Marketo, Inc., an Adobe company, provides a cloud-based engagement platform that enables marketers to enhance their revenues and establish lasting relationships with their clients. In 2018, Adobe Inc. acquired Marketo for USD 4.73 billion and seamlessly integrated it into its Digital Experience reportable segment. Marketo, Inc. caters to various industries such as financial services, manufacturing, healthcare, technology, media, higher education, and pricing & packaging, offering solutions for lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing. Its platforms facilitate the measurement, execution, and management of customer interactions across offline, online, mobile, and social marketing channels. With a global presence, Marketo, Inc. serves prominent clients, including Centurylink, Charles Schwab, Fujitsu, Panasonic, Roche Diagnostics, Portland Trail, CloudFlare, CloudHealth Technologies, and Commvault.

• Microsoft Corporation - Microsoft Corporation is a renowned technology company that specializes in designing and developing software solutions and cloud-based offerings. With a wide range of products and tools, Microsoft aims to enhance productivity, competitiveness, and efficiency for businesses of all sizes, including small, large, and public-sector enterprises. The company's operations are divided into three segments: Productivity and Business Processes, Personal Computing, and Intelligent Cloud. Microsoft offers Content Delivery Network solutions like Azure CDN within the Intelligent Cloud segment. In addition to software, services, platforms, and content, Microsoft provides comprehensive support and consulting services for its cloud-based solutions. The company's global presence spans across North America, Asia Pacific, Europe, Middle East, Latin America, and Africa. Microsoft operates in the Asia Pacific region in countries such as India, Japan, and Korea. Over the fiscal years 2020, 2019, 2018, and 2017, Microsoft invested USD 19.2 billion, USD 16.8 billion, USD 14.7 billion, and USD 13.0 billion in research and development activities.

• Oracle Corporation - Oracle Corporation is a renowned company that specializes in the development and marketing of enterprise software products and computer hardware. The company offers various products and services, including multiple applications delivered globally through adaptable and cohesive IT deployment solutions. These solutions encompass on-premises deployment, cloud-based deployment, and hybrid deployment. For example, the Oracle Cloud Customer offering allows clients to have their own Oracle Cloud in their data centers. In addition to software products, Oracle Corporation also provides hardware systems and products such as Oracle-engineered systems, servers, storage, and industry-specific solutions. The company focuses on cloud-based services, with three primary offerings: Platform-as-a-Service, Software-as-a-Service, and Infrastructure-as-a-Service. Furthermore, Oracle Corporation offers consulting services to assist clients with product implementation, integration, IT strategy alignment, product upgrades, enhancement, and enterprise architecture design and planning. The company also provides social media management solutions through its Oracle Fusion Cloud applications. With a global presence, Oracle Corporation has established itself in the Americas, Middle East, Africa, Europe, and Asia Pacific regions. The company operates in the Asia Pacific region in countries such as India, Indonesia, New Zealand, Singapore, Vietnam, and Sri Lanka. Over the past fiscal years, Oracle Corporation has consistently invested in research and development activities, with expenditures of USD 6.5 billion in 2021, USD 6.1 billion in 2020, and USD 6.0 billion in 2019.

• Salesforce.com, Inc. - Salesforce.com, Inc. is a leading provider of customer relationship management (CRM) platforms that assist businesses in various areas, including sales, marketing, services, and IT operations. The company offers its cloud-based software through an internet-based service model, catering to a vast customer base of over 150,000 clients worldwide. Salesforce.com, Inc. provides a comprehensive range of services, including sales force automation, marketing automation, community management, digital commerce, collaboration, the Salesforce Platform, and industry-specific solutions. Their cloud service offerings encompass sales cloud, service cloud, commerce cloud, marketing cloud, community cloud, Quip, and other industry-specific solutions. Additionally, the Salesforce Platform includes various offerings such as Trailhead, Einstein AI, Salesforce Lightning, IoT, Heroku, Analytics, and AppExchange. The company caters to businesses of all sizes across the globe. Notable competitors of Salesforce.com, Inc. are software companies that offer free services and products, charging only for premium offerings. The company is committed to increasing its investments in research and development (R&D) activities to stay competitive. In 2019, 2020, and 2021, Salesforce.com, Inc. invested USD 1,886 million, USD 2,766 million, and USD 3,598 million in R&D activities, respectively. The company operates in various regions, including the Americas, Europe, MEA, and Asia Pacific. In the Asia Pacific region, Salesforce.com, Inc. has a presence in Australia, India, China, Japan, and Malaysia. In terms of revenue, the Americas accounted for the highest share in 2021, representing approximately 69%, with a total of USD 14,736 million. Meanwhile, Asia Pacific contributed nearly 10% of the company's overall revenue, amounting to USD 2,015 million.

• SAP SE - SAP SE, previously known as SAP AG, is a provider of software solutions that specializes in developing enterprise software for managing customer relations and business operations. The company offers various products, including analytics, content & collaboration, customer financial management, IT, mobile technology management, product lifecycle, supply chain management, human resource management, and supplier relationship management. Additionally, SAP provides retail solutions for customer-centric marketing & merchandising, supply chains, sourcing, buying, and omni-commerce customer experience. One of their notable offerings is the SAP Business Objects Business Intelligence (BI) suite, which grants users access to decision-ready intelligence at all times. This scalable and flexible BI solution is user-friendly, allowing users to determine and share insights in real-time easily. SAP also markets and sells cloud offerings developed by its subsidiaries, such as SAP Concur, SAP Ariba, and SAP Fieldglass. Serving industries such as manufacturing, consumer, financial services, and energy & natural resources, SAP SE is a publicly traded company listed on the New York Stock Exchange as SAP. The company significantly emphasizes research and development (R&D) activities to develop new software solutions, including new products, updates, and enhancements. It boasts a global partner network of over 22,000 companies, including notable names like HCL Technologies, HP Enterprise, Infosys, Mahindra & Mahindra, and Wipro. As of December 2020, SAP comprises 269 companies that develop, distribute, and provide a wide range of products, solutions, and services. In 2020, the company's R&D expense increased to 16.3% compared to 15.6% in 2019.

• SAS Institute, Inc. - SAS Institute, Inc. is a leading provider of business analytics software and services. With a strong presence in the business intelligence market, the company serves customers in 145 countries. Its business analytics software solutions have been successfully implemented in over 82,000 businesses, government agencies, and universities worldwide. These solutions empower customers to enhance their business performance and make informed decisions, thereby delivering value. The widespread adoption of the cloud drives the company's growth, Artificial Intelligence (AI), and Internet of Things (IoT) technologies globally. Its comprehensive solutions portfolio encompasses advanced analytics, data management, marketing analytics, risk management, and operationalizing analytics. SAS caters to various industries, including agriculture, healthcare, manufacturing, retail, IT & telecom, and utilities. In 2020, the company allocated approximately 27% of its revenue towards research and development (R&D) activities. With a strong focus on innovation and improving customer experience, SAS continues to develop cutting-edge products.

Value chain-based sizing & forecasting

Supply Side Estimates

• Company revenue estimation via referring to annual reports, investor presentations, and Hoover’s.

• Segment revenue determination via variable analysis and penetration modeling.

• Competitive benchmarking to identify market leaders and their collective revenue shares.

• Forecasting via analyzing commercialization rates, pipelines, market initiatives, distribution networks, etc.

Demand side estimates

• Identifying parent markets and ancillary markets

• Segment penetration analysis to obtain pertinent

• revenue/volume

• Heuristic forecasting with the help of subject matter experts

• Forecasting via variable analysis

Digital Marketing Software Market Report Objectives:

• Understanding market dynamics (in terms of drivers, restraints, & opportunities) in the countries.

• Understanding trends & variables in the individual countries & their impact on growth and using analytical tools to provide high-level insights into the market dynamics and the associated growth pattern.

• Understanding market estimates and forecasts (with the base year as 2022, historic information from 2018 to 2021, and forecast from 2023 to 2030). Regional estimates & forecasts for each category are available and are summed up to form the global market estimates.

Digital Marketing Software Market Report Assumptions:

• The report provides market value for the base year 2022 and a yearly forecast till 2030 in terms of revenue/volume or both. The market for each of the segment outlooks has been provided on region & country basis for the above-mentioned forecast period.

• The key industry dynamics, major technological trends, and application markets are evaluated to understand their impact on the demand for the forecast period. The growth rates were estimated using correlation, regression, and time-series analysis.

• We have used the bottom-up approach for market sizing, analyzing key regional markets, dynamics, & trends for various products and end-users. The total market has been estimated by integrating the country markets.

• All market estimates and forecasts have been validated through primary interviews with the key industry participants.

• Inflation has not been accounted for to estimate and forecast the market.

• Numbers may not add up due to rounding off.

• Europe consists of EU-8, Central & Eastern Europe, along with the Commonwealth of Independent States (CIS).

• Asia Pacific includes South Asia, East Asia, Southeast Asia, and Oceania (Australia & New Zealand).

• Latin America includes Central American countries and the South American continent

• Middle East includes Western Asia (as assigned by the UN Statistics Division) and the African continent.

Primary Research

GVR strives to procure the latest and unique information for reports directly from industry experts, which gives it a competitive edge. Quality is of utmost importance to us, therefore every year we focus on increasing our experts’ panel. Primary interviews are one of the critical steps in identifying recent market trends and scenarios. This process enables us to justify and validate our market estimates and forecasts to our clients. With more than 8,000 reports in our database, we have connected with some key opinion leaders across various domains, including healthcare, technology, consumer goods, and the chemical sector. Our process starts with identifying the right platform for a particular type of report, i.e., emails, LinkedIn, seminars, or telephonic conversation, as every report is unique and requires a differentiated approach.

We send out questionnaires to different experts from various regions/ countries, which is dependent on the following factors:

• Report/Market scope: If the market study is global, we send questionnaires to industry experts across various regions, including North America, Europe, Asia Pacific, Latin America, and MEA.

• Market Penetration: If the market is driven by technological advancements, population density, disease prevalence, or other factors, we identify experts and send out questionnaires based on region or country dominance.

The time to start receiving responses from industry experts varies based on how niche or well-penetrated the market is. Our reports include a detailed chapter on the KoL opinion section, which helps our clients understand the perspective of experts already in the market space.