Marketing Automation Market Size, Share & Trends Analysis Report By Solution (Email, Social Media), By Deployment (On-premise, Hosted), By Enterprise Size, By End-use (BFSI, Retail, Healthcare), By Region, And Segment Forecasts, 2025 - 2030

Marketing Automation Market Size & Trends

The global marketing automation market size was valued at USD 6.65 billion in 2024 and is expected to grow at a CAGR of 15.3% from 2025 to 2030. Owing to the digitalization of industries, rising internet penetration, and the use of mobile devices, the demand for automating marketing solutions has been increasing rapidly. Increasing demand for personalized advertising, retention of users for business growth, and the need for an informed advertising strategy are some of the major factors expected to drive growth. Moreover, the rise in the adoption of IoT devices, an increase in big data and data analytics solutions, and demand for business automation and insights will propel the market growth.

Marketing automation is a technology that helps companies build better customer engagement campaigns by eliminating repetitive tasks and allowing the marketing department to focus on other critical aspects. Technology facilitates lead generation management, customer lifecycle marketing, and customer retention, among other things.

Consumers around the globe have changed ways of perceiving information, sharing thoughts, and researching products and services before purchasing. Now, they are well-versed with the traditional tactics performed by sales and marketing departments and have found ways to avoid them. They have become smarter with the usage of technology, and rely heavily on information available on search engines, blogs, and other social media sites. Thus, providing an opportunity for companies to build a stronger relationship with consumers, by providing them with a delightful experience is expected to be the edge that marketers look for.

Solution Insights

Email marketing dominated the market with the largest revenue share of 26.7% in 2024. Email marketing remains a highly effective and cost-efficient channel for businesses to reach and engage their target audience. The ability to personalize email content and segment audiences based on various criteria enhances the relevance and impact of marketing campaigns. Additionally, email marketing provides measurable results, allowing businesses to track open rates, click-through rates, and conversion rates, which helps in refining strategies for better outcomes. The integration of email marketing with other marketing automation tools, such as customer relationship management (CRM) systems, further enhances its effectiveness by providing a cohesive and streamlined approach to customer engagement.

Reporting & analytics is expected to grow at the fastest CAGR of 18.4% over the forecast period. Businesses increasingly recognize the importance of data-driven decision-making and the value of insights from marketing campaigns. Reporting and analytics tools enable marketers to measure the performance of their strategies, track key performance indicators (KPIs), and identify areas for improvement. The growing complexity of marketing channels and the need for integrated, real-time analytics further drive the demand for these solutions. Moreover, AI is enabling companies to remain up-to-date with minimal input, bringing customers customized content and personalized recommendations and providing one-on-one human-like assistance with chatbots and virtual assistants. Besides, technology companies are also instrumental in building integrated software suits comprising analytics marketing automation, Customer Relationship Management (CRM), and Content Management System (CMS) to offer all-in-one solutions.

Deployment Insights

On-premises dominated the market with the largest revenue share in 2024. Many large enterprises prefer on-premises solutions because they need greater control over their data and infrastructure. On-premises deployment allows companies to maintain stringent data security and compliance standards, which is crucial for industries dealing with sensitive information, such as finance and healthcare. Additionally, organizations with complex IT environments and legacy systems often find on-premises solutions more compatible and customizable to their specific needs. The ability to tailor and integrate on-premises marketing automation tools with existing systems provides a seamless operational experience. Furthermore, the perception of enhanced reliability and performance of on-premises solutions contributes to their popularity among businesses with extensive marketing requirements.

Hosted is expected to grow at a significant CAGR over the forecast period. Hosted solutions, also known as cloud-based solutions, offer greater flexibility and scalability compared to on-premises counterparts. Businesses, especially small and medium-sized enterprises (SMEs), are increasingly adopting hosted marketing automation due to lower initial costs and reduced maintenance requirements. The ease of deployment and accessibility from anywhere with an internet connection make hosted solutions highly attractive for remote and distributed teams. Additionally, the continuous advancements in cloud technology and the integration of artificial intelligence and machine learning enhance the capabilities and efficiency of hosted marketing automation tools. The ability to quickly update and upgrade features without significant disruptions further supports the preference for hosted solutions.

Enterprise Size Insights

Large enterprises dominated the market with the largest revenue share in 2024. Large enterprises typically have extensive marketing needs and more complex customer engagement strategies, which require sophisticated and scalable marketing automation solutions. The ability to manage vast amounts of customer data and execute comprehensive marketing campaigns across multiple channels makes marketing automation essential for these organizations. Additionally, large enterprises have the financial resources to invest in advanced marketing automation tools that offer a wide range of features, such as personalized content delivery, predictive analytics, and real-time customer insights. The integration of marketing automation with other enterprise systems, such as customer relationship management (CRM) and enterprise resource planning (ERP) systems, further enhances efficiency and effectiveness.

The SMEs are expected to witness the fastest CAGR over the forecast period. SMEs are increasingly adopting marketing automation solutions to enhance their marketing efforts and compete more effectively with larger enterprises. The affordability and scalability of modern marketing automation tools make them accessible to SMEs, allowing them to implement sophisticated marketing strategies without significant financial investment. Additionally, the rise of digital marketing and the need for personalized customer engagement drive SMEs to leverage automation to streamline their marketing processes. The growing availability of cloud-based marketing automation solutions further supports the adoption among SMEs, as these solutions offer flexibility, ease of use, and minimal maintenance requirements. The emphasis on data-driven decision-making and the ability to measure and optimize marketing performance also contribute to the robust expansion of the SMEs segment in the marketing automation market.

End-use Insights

The telecom & IT sector dominated the market with the largest revenue share in 2024. The telecom and IT industries have complex customer bases requiring sophisticated and efficient marketing automation tools to manage customer relationships and engagement. These sectors often handle large volumes of data, making advanced analytics and data-driven decision-making critical for optimizing marketing strategies. Additionally, the high level of competition in these industries necessitates the use of automation to stay ahead, improve customer retention, and enhance personalized communication. The ability to integrate marketing automation with existing IT infrastructure, such as Customer Relationship Management (CRM) systems and Enterprise Resource Planning (ERP) systems, further enhances its appeal.

The discrete manufacturing segment is expected to grow at the fastest CAGR over the forecast period. Discrete manufacturing involves the production of distinct items, such as automobiles, electronics, and machinery, which require precise and efficient manufacturing processes. The increasing adoption of advanced technologies like artificial intelligence (AI), the Internet of Things (IoT), and robotics in discrete manufacturing enhances productivity and reduces operational costs. The growing demand for customized and high-quality products also pushes manufacturers to invest in innovative solutions. The emphasis on sustainability and eco-friendly practices also drives the adoption of efficient manufacturing processes.

Regional Insights

North America marketing automation market dominated the global market with the largest revenue share of 43.6% in 2024. The region's advanced digital infrastructure and high internet penetration support the widespread adoption of marketing automation tools. North American businesses, particularly in the U.S. and Canada, are early adopters of innovative technologies, which include marketing automation solutions that enhance customer engagement and optimize marketing strategies. The strong presence of major technology companies and the availability of skilled professionals in the region further drive the market.

U.S. Marketing Automation Market Trends

The U.S. marketing automation market is expected to grow significantly over the forecast period. An advanced digital infrastructure, high internet penetration rates, and the early adoption of new technologies drive the country’s growth. U.S. businesses prioritize data-driven decision-making and employ sophisticated marketing automation tools to optimize customer engagement strategies. The presence of major technology companies and a skilled workforce further fuel innovation in this space.

Europe Marketing Automation Market Trends

Europe marketing automation market held a considerable share in 2024. In Europe, businesses are increasingly focused on optimizing marketing spending and integrating marketing automation with CRM systems to enhance customer engagement and retention. The rise of digital marketing and the expansion of 5G networks are significant drivers, along with the growing use of AI and ML in marketing tools.

Asia Pacific Marketing Automation Market Trends

Asia Pacific marketing automation industry is expected to grow at the fastest CAGR of 17.8% over the forecast period. Rapid technological advancements and high internet and mobile penetration rates are key drivers. The booming e-commerce sector and a strong focus on personalized marketing strategies necessitate the use of efficient marketing automation tools. Government support for ICT and the expansion of digital infrastructure further support market growth.

Key Marketing Automation Company Insights

Some key companies in the marketing automation market includeAct-On Marketing Automation, Brevo, ActiveCampaign, Adobe Systems Inc., Cognizant, and others.

• Act-On is a marketing automation software company founded in 2008. Act-On offers a comprehensive suite of marketing automation tools designed to help businesses create, measure, and refine their marketing campaigns. The platform includes features such as email marketing, advanced marketing analytics, lead generation, lead scoring, and marketing automation.

Recent Developments

• In October 2024, Bloomreach launched Rich Communication Services (RCS), revolutionizing SMS marketing by enabling two-way, interactive communication within native messaging applications.

• In August 2024, Shiprocket introduced Engage 360, a data-driven marketing automation platform aimed at enhancing the growth of MSMEs in India. The platform is designed to empower over 150,000 merchants by providing advanced marketing intelligence to improve customer loyalty and optimize marketing expenditures.

Marketing Automation Market Report Scope

Global Marketing Automation Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global marketing automation market report based on solution, deployment, enterprise size, end-use, and region:

• Solution Outlook (Revenue, USD Billion, 2018 - 2030)

  • Campaign Management

  • Email Marketing

  • Inbound Marketing

  • Mobile Applications

  • Lead Nurturing & Lead Scoring

  • Reporting & Analytics

  • Social Media Marketing

  • Others

• Deployment Outlook (Revenue, USD Billion, 2018 - 2030)

  • On-premise

  • Hosted

• Enterprise Size Outlook (Revenue, USD Billion, 2018 - 2030)

  • Large Enterprises

  • Small & Medium Enterprises

• End-use Outlook (Revenue, USD Billion, 2018 - 2030)

  • BFSI

  • Retail

  • Healthcare

  • Telecom & IT

  • Discrete Manufacturing

  • Government & Education

  • Others

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

  • Asia Pacific

    • Japan

    • China

    • India

    • Australia

    • South Korea

  • Latin America

    • Argentina

    • Brazil

  • Middle East and Africa (MEA)

    • South Africa

    • Saudi Arabia

    • UAE