Digital Marketing Software Market Size, Share & Trends Report

Digital Marketing Software Market Size, Share & Trends Analysis Report By Deployment (On-premise, Cloud), By End Use (Automotive, BFSI, Healthcare, Media & Entertainment, Manufacturing), By Type, And Segment Forecasts, 2019 - 2025

  • Published Date: Jan, 2019
  • Base Year for Estimate: 2017
  • Report ID: GVR-3-68038-001-9
  • Format: Electronic (PDF)
  • Historical Data: 2014 - 2016
  • Number of Pages: 120

Industry Insights

The global digital marketing software market size was valued at USD 35.24 billion in 2017. It is projected to expand at a CAGR of 15.2% from 2018 to 2025. Digital marketing software allows companies to build and strengthen their customer relationship using multiple digital marketing channels.

Various digital marketing software tools include email software, web analytics, customer relationship management (CRM), and market automation software. These tools enable companies to analyze and identify customer behavior and performance patterns. They also help in personalizing, measuring, and optimizing effectiveness of marketing campaigns.

U.S. digital marketing software market

Digital era has revolutionized the way organizations are executing their business strategies and operations. The digital market has provided companies an effective tool to connect with its various stakeholders in the market. Digital marketing software enables companies to strengthen customer engagement using multiple channels, such as instant messaging, social networking, and mobile apps.

It also helps companies in integrating various digital mediums and channels and analyzing their marketing campaigns in real time. Proliferation of the internet, growing usage of social media, and subsequent increase in spending on digital marketing by companies are fueling the adoption of digital marketing software.

Continued digitalization is allowing marketers and companies to connect with consumers directly, provide customized solutions, and enhance user experience. At the same time, as a result of intensifying competition, marketing strategies are evolving from selling to customer satisfaction and retention. Data aggregated through online marketing campaigns can be utilized to analyze consumer behavior and preferences. Derived insights can be utilized to recognize buying patterns and can be further customized to optimize marketing campaigns.

Type Insights

On the basis of type, the market has been bifurcated into software and services. Based on software, the CRM sub-segment accounted for dominant share in 2017 and was valued at USD 4.68 billion. This can be attributed to rapidly evolving technology landscape, which is prompting organizations to keep updating their systems with latest technology in order to gain an edge over their competitors.

However, the services segment is poised to witness a higher CAGR during the forecast period. This can be attributed to the fact that the adoption of industry solutions entails the need for services, such as training and support. The managed services sub-segment is likely to witness significant growth over the forecast period. The growth of managed services can be attributed to additional features, such as remote monitoring, cost-effective management of IT infrastructure through subscription-based pricing models offered as part of these services.

Deployment Insights

The cloud segment dominated the digital marketing software market in 2017 and was valued at USD 19.35 billion. Deployment of digital marketing software through cloud adds to flexibility and allows customization of products and services on a large scale, which in turn is benefiting the growth of the segment.

Cloud-based deployment helps in improving cost structures and setting up a control center to coordinate, monitor, and arrange various components of digital promotional campaign. It also enables companies to have an effective control over various campaigns being operated through multiple locations. It improves process visibility, thereby facilitating better decision-making, improving process efficiency, and ensuring a prompt digital marketing campaign analysis.

Cloud deployment further allows organizations to use combination of dedicated hosting infrastructure and virtual cloud servers. As a result, organizations can significantly reduce costs associated with installation of digital marketing software and hardware infrastructure.

End-use Insights

The BFSI sector was the most prominent end user of digital marketing software in 2017. The segment is expected to reach a value of USD 21.74 billion by 2025. The industry extensively uses the software, e-commerce, and other similar functionalities, including statement generation and automatic notifications.

Europe digital marketing software market

Incumbents of the retail and media & entertainment industries are also focusing on developing online promotional strategies as part of their efforts to capitalize on proliferation of the internet and smartphones. Similarly, government agencies are also using social media advertising to acquaint people with various government schemes.

Small & medium enterprises often lack financial resources required to launch expensive and mass media driven advertising campaigns. Hence, such enterprises are aggressively adopting cost-effective online marketing strategies in order to remain competitive in rapidly-evolving business environment as well as to challenge larger players in the market.

Regional Insights

The North America market accounted for a significant share and was valued at USD 16.04 billion in 2017. Major companies and brands in the region are finding a larger target audience to promote their content and market their products and services online, which in turn is supplementing the growth of the market. Growing preference of consumers for online shopping is also estimated to open opportunities for advertisers to market their products online, thereby augmenting the regional market.

However, Asia Pacific is anticipated to experience considerable growth over the coming years. The region is characterized by high population density, proliferation of internet, and burgeoning popularity of smartphones. Moreover, a large proportion of smartphone users in the region are accessing social media through their mobile devices. Hence, the region offers immense opportunities for online advertising. APAC has the highest number of smartphone users as compared to other regions.

Digital Marketing Software Market Share Insights

There are several players active in the market, including established players having worldwide operations as well as regional and local market players catering to a limited number of clients. Thus, the market is highly fragmented and is characterized by intense competitive rivalry.

Prominent players in the market include Adobe Systems Incorporated; Oracle Corporation; IBM Corporation; SAP AG; Microsoft Corporation; Marketo, Inc.;, Inc.; SAS Institute, Inc.; Hewlett-Packard Enterprise; and Hubspot, Inc. In order to withstand intensifying competition, market players are undertaking various strategic initiatives, such as partnerships, acquisitions, upgrading existing products, and launching new products.

Market incumbents are also tweaking their business strategies in line with proliferation of smartphones and growing preference for personalized advertising. Accordingly, they are trying to automate marketing process as part of their efforts to target customers personally, thereby stimulating the demand for digital marketing software.

Report Scope



Base year for estimation


Actual estimates/Historical data

2014 - 2016

Forecast period

2018 - 2025

Market representation

Revenue in USD Million and CAGR from 2017 to 2025

Regional scope

North America, Europe, Asia Pacific, Latin America, MEA

Country scope

U.S., Canada, U.K., Germany, India, Japan, China, Brazil

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global digital marketing software market report based on type, deployment, end use, and region:

  • Type Outlook (Revenue, USD Million, 2014 - 2025)

    • Software

      • CRM Software 

      • Email Marketing

      • Social Media

      • Search Marketing

      • Content Management

      • Marketing Automation

      • Campaign Management 

      • Others

    • Services

      • Professional Services

      • Managed Services

  • Deployment Outlook (Revenue, USD Million, 2014 - 2025)

    • Cloud

    • On-premise

  • End-use Outlook (Revenue, USD Million, 2014 - 2025)

    • Automotive

    • BFSI

    • Education

    • Government

    • Healthcare

    • Manufacturing

    • Media & Entertainment

    • Others

  • Regional Outlook (Revenue, USD Million, 2014 - 2025)

    • North America

      • U.S.

      • Canada

    • Europe

      • U.K.

      • Germany

    • Asia Pacific

      • China

      • India

      • Japan

    • Latin America

      • Brazil

    • MEA

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