2026-2030年全球數位行銷支出

預計 2025 年至 2030 年間，全球數位行銷支出市場將成長 4,476 億美元，預測期內複合年成長率將達到 9.4%。

本報告對全球數位行銷支出市場進行了全面分析，包括市場規模和預測、趨勢、成長要素和挑戰，以及對約 25 家公司的供應商分析。

該報告對當前市場狀況、最新趨勢和促進因素以及整體市場環境進行了最新分析，而整體市場環境的促進因素包括人工智慧融入數位廣告生態系統、零售媒體網路的激增以及社交電商平台的激增。

本研究採用客觀的方法，結合一手和二手訊息，包括來自主要行業相關人員的意見。報告包含全面的市場規模數據、區域細分分析、供應商格局以及對主要企業的分析。報告提供歷史數據和預測數據。

研究發現，隱私優先廣告方式的興起將是未來幾年推動全球數位行銷支出市場成長的關鍵因素之一，而短影片內容的盛行以及創作者主導和影響者行銷生態系統的擴張將在市場上產生巨大的需求。

目錄

第1章執行摘要

第2章 Technavio 分析

• 價格、生命週期、顧客購買籃、採用率和購買標準分析
• 投入與差異化因素的重要性
• 混淆來源
• 促進因素和挑戰的影響

第3章 市場情勢

• 市場生態系統
• 市場特徵
• 價值鏈分析

第4章 市場規模

• 市場定義
• 市場區隔分析
• 2025年市場規模
• 2025-2030年市場展望

第5章 市場規模表現

• 2020-2024年全球數位行銷支出市場
• 應用細分市場分析，2020-2024 年
• 類型細分分析，2020-2024 年
• 2020-2024年價格細分市場分析
• 區域區隔市場分析，2020-2024 年
• 國家細分市場分析，2020-2024 年

第6章 定性分析

• 人工智慧的影響：全球數位行銷支出市場

第7章五力分析

• 五力分析概述
• 買方的議價能力
• 供應商的議價能力
• 新進入者的威脅
• 替代品的威脅
• 競爭威脅
• 市場狀況

第8章 按應用進行市場細分

• 比較：透過應用
• 行動裝置
• 桌面
• 按應用分類的市場機會

第9章 按類型分類的市場細分

• 比較：按類型
• 搜尋廣告
• 展示廣告
• 社群媒體
• 電子郵件行銷
• 其他
• 按類型分類的市場機會

第10章 依定價結構進行市場細分

• 比較：依價格結構
• 每次點擊成本
• 廣告曝光率成本
• 每次行動成本
• 其他
• 按定價結構分類的市場機會

第11章 客戶情況

第12章 區域情勢

• 區域細分
• 區域比較
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 韓國
  • 澳洲
  • 印尼
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 歐洲
  • 德國
  • 英國
  • 法國
  • 義大利
  • 荷蘭
  • 西班牙
• 南美洲
  • 巴西
  • 哥倫比亞
  • 阿根廷
• 中東和非洲
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國
  • 南非
  • 以色列
  • 土耳其
• 各區域的市場機遇

第13章：促進因素、挑戰與機遇

• 市場促進因素
• 市場挑戰
• 促進因素和挑戰的影響
• 市場機遇

第14章 競爭格局

• 概述
• 競爭格局
• 令人困惑的局面
• 產業風險

第15章 競爭分析

• 公司簡介
• 企業排名指數
• 公司市場定位
• Accenture Plc
• Acquia Inc.
• ActiveCampaign LLC
• Adobe Inc.
• Alibaba Group Holding Ltd.
• Amazon.com Inc.
• ByteDance Ltd.
• Dentsu Group Inc.
• Google LLC
• IBM Corp.
• Meta Platforms Inc.
• Microsoft Corp.
• Oracle Corp.
• Salesforce Inc.
• SAP SE

第16章附錄

The global digital marketing spending market is forecasted to grow by USD 447.6 bn during 2025-2030, accelerating at a CAGR of 9.4% during the forecast period. The report on the global digital marketing spending market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by integration of AI into digital advertising ecosystems, proliferation of retail media networks, surge in social commerce platforms.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global digital marketing spending market is segmented as below:

By Application

• Mobile devices
• Desktops

By Type

• Search ads
• Display ads
• Social media
• E-mail marketing
• Others

By Pricing Scheme

• Cost-per-click
• Cost-per-mille
• Cost-per-action
• Others

Geography

• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • The Netherlands
  • Spain
• South America
  • Brazil
  • Colombia
  • Argentina
• Middle East and Africa
  • UAE
  • South Africa
  • Turkey
• Rest of World (ROW)

This study identifies the rise of privacy first advertising approaches as one of the prime reasons driving the global digital marketing spending market growth during the next few years. Also, dominance of short form video content and expansion of creator led and influencer marketing ecosystems will lead to sizable demand in the market.

The report on the global digital marketing spending market covers the following areas:

• Global digital marketing spending market sizing
• Global digital marketing spending market forecast
• Global digital marketing spending market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global digital marketing spending market vendors that include Accenture Plc, Acquia Inc., Act On Software Inc., ActiveCampaign LLC, Adobe Inc., Alibaba Group Holding Ltd., Amazon.com Inc., ByteDance Ltd., Dentsu Group Inc., Disruptive Advertising Inc., Google LLC, HubSpot Inc., IBM Corp., Intuit Inc., Meta Platforms Inc., Microsoft Corp., Oracle Corp., Salesforce Inc., SAP SE. Also, the global digital marketing spending market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Application
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Market Segmentation by Pricing Scheme
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Digital Marketing Spending Market 2020 - 2024
  • Historic Market Size - Data Table on Global Digital Marketing Spending Market 2020 - 2024 ($ billion)
• 5.2 Application segment analysis 2020 - 2024
  • Historic Market Size - Application Segment 2020 - 2024 ($ billion)
• 5.3 Type segment analysis 2020 - 2024
  • Historic Market Size - Type Segment 2020 - 2024 ($ billion)
• 5.4 Pricing Scheme segment analysis 2020 - 2024
  • Historic Market Size - Pricing Scheme Segment 2020 - 2024 ($ billion)
• 5.5 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ billion)
• 5.6 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ billion)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Digital Marketing Spending Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Application

• 8.1 Market segments
• 8.2 Comparison by Application
• 8.3 Mobile devices - Market size and forecast 2025-2030
• 8.4 Desktops - Market size and forecast 2025-2030
• 8.5 Market opportunity by Application
  • Market opportunity by Application ($ billion)

9 Market Segmentation by Type

• 9.1 Market segments
• 9.2 Comparison by Type
• 9.3 Search ads - Market size and forecast 2025-2030
• 9.4 Display ads - Market size and forecast 2025-2030
• 9.5 Social media - Market size and forecast 2025-2030
• 9.6 E-mail marketing - Market size and forecast 2025-2030
• 9.7 Others - Market size and forecast 2025-2030
• 9.8 Market opportunity by Type
  • Market opportunity by Type ($ billion)

10 Market Segmentation by Pricing Scheme

• 10.1 Market segments
• 10.2 Comparison by Pricing Scheme
• 10.3 Cost-per-click - Market size and forecast 2025-2030
• 10.4 Cost-per-mille - Market size and forecast 2025-2030
• 10.5 Cost-per-action - Market size and forecast 2025-2030
• 10.6 Others - Market size and forecast 2025-2030
• 10.7 Market opportunity by Pricing Scheme
  • Market opportunity by Pricing Scheme ($ billion)

11 Customer Landscape

• 11.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

12 Geographic Landscape

• 12.1 Geographic segmentation
• 12.2 Geographic comparison
• 12.3 APAC - Market size and forecast 2025-2030
  • 12.3.1 China - Market size and forecast 2025-2030
  • 12.3.2 Japan - Market size and forecast 2025-2030
  • 12.3.3 India - Market size and forecast 2025-2030
  • 12.3.4 South Korea - Market size and forecast 2025-2030
  • 12.3.5 Australia - Market size and forecast 2025-2030
  • 12.3.6 Indonesia - Market size and forecast 2025-2030
• 12.4 North America - Market size and forecast 2025-2030
  • 12.4.1 US - Market size and forecast 2025-2030
  • 12.4.2 Canada - Market size and forecast 2025-2030
  • 12.4.3 Mexico - Market size and forecast 2025-2030
• 12.5 Europe - Market size and forecast 2025-2030
  • 12.5.1 Germany - Market size and forecast 2025-2030
  • 12.5.2 UK - Market size and forecast 2025-2030
  • 12.5.3 France - Market size and forecast 2025-2030
  • 12.5.4 Italy - Market size and forecast 2025-2030
  • 12.5.5 The Netherlands - Market size and forecast 2025-2030
  • 12.5.6 Spain - Market size and forecast 2025-2030
• 12.6 South America - Market size and forecast 2025-2030
  • 12.6.1 Brazil - Market size and forecast 2025-2030
  • 12.6.2 Colombia - Market size and forecast 2025-2030
  • 12.6.3 Argentina - Market size and forecast 2025-2030
• 12.7 Middle East and Africa - Market size and forecast 2025-2030
  • 12.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 12.7.2 UAE - Market size and forecast 2025-2030
  • 12.7.3 South Africa - Market size and forecast 2025-2030
  • 12.7.4 Israel - Market size and forecast 2025-2030
  • 12.7.5 Turkey - Market size and forecast 2025-2030
• 12.8 Market opportunity by geography
  • Market opportunity by geography ($ billion)
  • Data Tables on Market opportunity by geography ($ billion)

13 Drivers, Challenges, and Opportunity

• 13.1 Market drivers
  • Integration of AI into digital advertising ecosystems
  • Proliferation of retail media networks
  • Surge in social commerce platforms
• 13.2 Market challenges
  • Budget constraints and economic uncertainty
  • Persistent Ad fraud and scam proliferation
  • Attribution and measurement difficulties
• 13.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 13.4 Market opportunities
  • Rise of privacy first advertising approaches
  • Dominance of short form video content
  • Expansion of creator led and influencer marketing ecosystems

14 Competitive Landscape

• 14.1 Overview
• 14.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 14.3 Landscape disruption
  • Overview on factors of disruption
• 14.4 Industry risks
  • Impact of key risks on business

15 Competitive Analysis

• 15.1 Companies profiled
  • Companies covered
• 15.2 Company ranking index
  • Company ranking index
• 15.3 Market positioning of companies
  • Matrix on companies position and classification
• 15.4 Accenture Plc
  • Accenture Plc - Overview
  • Accenture Plc - Business segments
  • Accenture Plc - Key news
  • Accenture Plc - Key offerings
  • Accenture Plc - Segment focus
  • SWOT
• 15.5 Acquia Inc.
  • Acquia Inc. - Overview
  • Acquia Inc. - Product / Service
  • Acquia Inc. - Key news
  • Acquia Inc. - Key offerings
  • SWOT
• 15.6 ActiveCampaign LLC
  • ActiveCampaign LLC - Overview
  • ActiveCampaign LLC - Product / Service
  • ActiveCampaign LLC - Key offerings
  • SWOT
• 15.7 Adobe Inc.
  • Adobe Inc. - Overview
  • Adobe Inc. - Business segments
  • Adobe Inc. - Key news
  • Adobe Inc. - Key offerings
  • Adobe Inc. - Segment focus
  • SWOT
• 15.8 Alibaba Group Holding Ltd.
  • Alibaba Group Holding Ltd. - Overview
  • Alibaba Group Holding Ltd. - Business segments
  • Alibaba Group Holding Ltd. - Key news
  • Alibaba Group Holding Ltd. - Key offerings
  • Alibaba Group Holding Ltd. - Segment focus
  • SWOT
• 15.9 Amazon.com Inc.
  • Amazon.com Inc. - Overview
  • Amazon.com Inc. - Business segments
  • Amazon.com Inc. - Key news
  • Amazon.com Inc. - Key offerings
  • Amazon.com Inc. - Segment focus
  • SWOT
• 15.10 ByteDance Ltd.
  • ByteDance Ltd. - Overview
  • ByteDance Ltd. - Product / Service
  • ByteDance Ltd. - Key offerings
  • SWOT
• 15.11 Dentsu Group Inc.
  • Dentsu Group Inc. - Overview
  • Dentsu Group Inc. - Business segments
  • Dentsu Group Inc. - Key offerings
  • Dentsu Group Inc. - Segment focus
  • SWOT
• 15.12 Google LLC
  • Google LLC - Overview
  • Google LLC - Product / Service
  • Google LLC - Key offerings
  • SWOT
• 15.13 IBM Corp.
  • IBM Corp. - Overview
  • IBM Corp. - Business segments
  • IBM Corp. - Key news
  • IBM Corp. - Key offerings
  • IBM Corp. - Segment focus
  • SWOT
• 15.14 Meta Platforms Inc.
  • Meta Platforms Inc. - Overview
  • Meta Platforms Inc. - Business segments
  • Meta Platforms Inc. - Key offerings
  • Meta Platforms Inc. - Segment focus
  • SWOT
• 15.15 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
  • SWOT
• 15.16 Oracle Corp.
  • Oracle Corp. - Overview
  • Oracle Corp. - Business segments
  • Oracle Corp. - Key news
  • Oracle Corp. - Key offerings
  • Oracle Corp. - Segment focus
  • SWOT
• 15.17 Salesforce Inc.
  • Salesforce Inc. - Overview
  • Salesforce Inc. - Product / Service
  • Salesforce Inc. - Key news
  • Salesforce Inc. - Key offerings
  • SWOT
• 15.18 SAP SE
  • SAP SE - Overview
  • SAP SE - Business segments
  • SAP SE - Key news
  • SAP SE - Key offerings
  • SAP SE - Segment focus
  • SWOT

16 Appendix

• 16.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 16.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 16.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 16.4 Research methodology
  • Research methodology
• 16.5 Data procurement
  • Information sources
• 16.6 Data validation
  • Data validation
• 16.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 16.8 Data synthesis
  • Data synthesis
• 16.9 360 degree market analysis
  • 360 degree market analysis
• 16.10 List of abbreviations
  • List of abbreviations