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歐洲行銷自動化軟體市場 -市場佔有率分析、產業趨勢/統計、成長預測（2025-2030）

Europe Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

歐洲行銷自動化軟體市場預計在預測期內複合年成長率為 14.2%

歐洲市場-IMG1

主要亮點

  • 行銷自動化是旨在自動化行銷活動的軟體。一個允許經銷商處理各種行銷傳播以改善行銷和銷售一致性的平台。商家可以透過 HubSpot、Eloqua 和 Marketo 等平台產生合格線索並推動多點觸控行銷傳播。
  • 大多數使用自動化行銷平台的歐洲 B2B負責人表示，他們需要充分發揮其潛力。供應商專注於他們的軟體平台和行銷服務，以提供客製化服務，在該地區的商業界中強化 MaaS（行銷即服務）概念。不斷擴大的市場和越來越多的行銷管道也促使公司透過擴大業務範圍來探索新市場，從而推動行銷成長並引入自動化來簡化流程。
  • 數位行銷的日益普及、SaaS雲端服務、資料整合服務的需求不斷增加、5G網路覆蓋範圍的擴大等是該地區受訪市場規模巨大的一些關鍵因素。由於大多數地區最終用戶垂直市場的行銷投資不斷增加以及社交媒體滲透率的不斷提高，該市場預計將在預測期內顯著成長，從而使該地區成為利潤豐厚的研究市場中心。
  • 新的行銷自動化技術正在幫助 B2C 行銷人員管理客戶參與。 B2B負責人管理潛在客戶，兩種類型的負責人管理宣傳活動和其他行銷流程，例如數位資產管理 (DAM)。許多新的行銷自動化計劃都是獨立實施的，很少與後勤部門系統整合。 Royal Mail Market Reach 最近對來自擁有超過 250 名員工的英國公司的 200 名行銷總監和行銷主管進行的一項調查顯示，80% 的人已經採用了行銷自動化解決方案。
  • 對整合行銷活動（例如意識、客戶溝通、內容安排、社群媒體管理、潛在客戶培育、定位、支援和客戶評級）的需求不斷成長，推動了對行銷自動化解決方案的需求。自動化旨在提高效率，同時最佳化組織的資源、時間和成本。人工智慧 (AI) 和機器學習 (ML) 的出現進一步推動了預測個人化的成長，預計將成為預測期內利用行銷自動化的最顯著優勢。
  • 該地區的市場成長並非是採用自動化解決方案，而是需要更多熟練的專業人員來教育消費者如何利用分析解決方案並提供有用的資訊和見解，這可能會受到抑制。然而，考慮到數位轉型的需要，每個企業都需要軟體服務，因此歐洲對軟體開發服務有需求。外包服務可以創造對自動化軟體服務的需求並克服限制。
  • COVID-19 的爆發對市場產生了負面影響。然而，對自動化軟體服務的需求略有下降。疫情期間，許多行銷公司採取了安全策略：減少行銷費用，等待經濟狀況好轉，以減輕對業務的影響。根據 HubSpot 的一項研究，許多公司已經削減了 1% 到 25% 的行銷預算。此外，疫情期間，許多實體店被迫關閉，轉而進行線上銷售和行銷，這推動了電子商務的發展，增加了對行銷自動化軟體服務的需求。即使在大流行之後，由於對線上服務的需求增加和智慧型手機的廣泛使用，這種趨勢仍在繼續成長。

歐洲行銷自動化軟體市場趨勢

對數位行銷的需求不斷成長推動市場成長

  • 負責人正在策略性地投資於行銷自動化解決方案和工具，以掌握最新的數位行銷趨勢，並使他們的業務與最新的技術顛覆保持一致。從社群媒體行銷到搜尋引擎最佳化和內容行銷，行銷經理投入大量資金來支持和促進銷售。
  • 社群媒體行銷是娛樂和行銷供應商保持自動化粉絲群參與的首要任務，而對能夠同時管理多個社群媒體平台的軟體的需求也推動了市場需求。根據 Sortlist 的數據，去年歐洲投資最多的行銷領域是數位策略和線上廣告（19.3%）、社群媒體（14.5%）、網站創建和電子商務（13.9%）以及傳統廣告（13.3%）。
  • 例如，7Mind 在所有社群媒體管道上提供每日即時冥想，幫助用戶一起冥想。我們也透過活躍的 Facebook 群組與社群互動，用戶經常在群組中尋求建議。該品牌的 CRM宣傳活動得到了用戶的熱烈回應，他們分享了各種緩解壓力的技巧和應對這種情況的方法。
  • 7Mind 確保其內容資產（即文案和創新）專注於緩解壓力，而不是關注用戶厭倦聽到的 COVID-19 情況。我們注意到 CPI/CPS 顯著下降，並且根據通路的不同，用戶獲取成本也更低。
  • 此外，電子郵件行銷預計將廣受認可。根據 Royal Mail Market Reach 的數據，49% 的英國消費者更願意接收郵件而不是電子郵件。根據廣告從業者協會 (IPA) 的最新研究，在 12 個月的時間裡，38% 的消費者在收到電子郵件後購買或訂購產品或服務。預計這將推動該地區電子郵件行銷對行銷自動化的需求。
  • 歐洲行銷電子郵件的開啟率高於北美。根據 GetResponse Benchmarking 的數據，北美的平均開啟率為 18.13%，而歐洲為 21.75%。此外，點擊率為 2.64%，而北美為 2.41%。電子郵件開啟率表明電子郵件行銷是該地區的主要管道之一。

義大利佔有很大佔有率

  • 加上各行業自動化的進步，行銷對於銷售和客戶維繫的重要性越來越大，對自動化行銷服務的需求也越來越大。透過採用工業4.0，企業可以更了解客戶需求，提高本地製造能力，並開發整合客戶和偏好的新方法。
  • 電子郵件行銷是義大利企業最常使用的吸引現有客戶和開發潛在客戶的工具。隨著企業數位化，他們對電子郵件行銷的依賴正在迅速增加。義大利公司的 B2B 和 B2C 電子郵件收訊率合計為 98.5%。根據專門從事數位服務和產品開發的數位代理商 AKQA 進行的一項研究，義大利跨國公司去年在持續宣傳活動上平均花費了 12 萬美元，在一次性活動和影響力行銷上花費了 6 萬美元。同時，中小企業平均在持續宣傳活動上花費 61,000 美元，在一次性行銷活動上花費 30,000 歐元（32,000 美元）。
  • 電子商務領域預計將顯著促進該國的零售額。該國的公司已經在部署使用人工語言 (AI) 和機器語言 (ML) 的建議引擎來創建超個人化的客戶體驗。根據Trading Economics的數據，今年10月零售額年與前一年同期比較1.3%。電子商務和零售業的成長增加了該國對行銷自動化軟體的需求。
  • 預測個人化的發展正在為未來鋪平道路，透過大規模客製化策略為特定客戶群帶來更多個人化的內容提案。此外，社交媒體行銷自動化允許社交媒體經理提前安排帖子，並允許團隊重新安排常青內容以吸引新讀者。

歐洲行銷自動化軟體產業概述

歐洲行銷自動化軟體市場與國內外許多參與企業競爭激烈。市場參與企業正在採取多種策略性舉措，例如合作、合資和併購，以實現成長和競爭。許多公司相信升級現有的產品組合才能吸引客戶。最近的市場趨勢包括：

2022 年 12 月，雲端 CRM 供應商 Very Simple Systems 推出了新的工作流程自動化，讓公司可以透過建立工作流程並刪除 CRM 中的重複任務來簡化流程並提高生產力。

2022 年 6 月，Campaigner 將在英國紐卡斯爾開設新辦事處，為英國企業利用簡訊行銷、客戶旅程自動化、轉換追蹤和聲譽維護工具創造重要機會，並從當地團隊的支援中受益。

其他好處

  • Excel 格式的市場預測 (ME) 表
  • 3 個月分析師支持

目錄

第1章簡介

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章市場洞察

  • 市場概況
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 消費者議價能力
    • 新進入者的威脅
    • 競爭公司之間的敵對關係
    • 替代品的威脅
  • COVID-19 市場影響評估

第5章市場動態

  • 市場促進因素
    • 數位行銷需求不斷成長
    • 對整合行銷工作的需求不斷成長
  • 市場限制因素
    • 全行業缺乏熟練的專業人才

第6章 市場細分

  • 按發展
    • 雲端基礎
    • 本地
  • 按用途
    • 宣傳活動管理
    • 電子郵件行銷
    • 集客式行銷
    • 行動行銷
    • 社群媒體行銷
    • 其他
  • 按行業分類
    • 娛樂和媒體
    • 金融服務
    • 政府機構
    • 醫療保健
    • 製造業
    • 零售
    • 其他行業
  • 按國家/地區
    • 英國
    • 德國
    • 法國
    • 義大利
    • 歐洲其他地區

第7章 競爭格局

  • 公司簡介
    • Salesforce Inc.
    • Oracle Corporation
    • Microsoft Corporation
    • Hubspot Inc.
    • Marketo Inc.
    • Salesfusion Inc.
    • SAS Institute
    • Act-on Software Inc.
    • Dotmailer Ltd
    • Force24
    • Adobe Systems Inc.

第8章投資分析

第9章 市場機會及未來趨勢

簡介目錄
Product Code: 52360

The Europe Marketing Automation Software Market is expected to register a CAGR of 14.2% during the forecast period.

Europe Market - IMG1

Key Highlights

  • Marketing automation is software that exists intending to automate marketing actions. To increase the alignment between marketing and sales, it is a platform where dealers may handle a variety of marketing communications. Dealers can generate qualified leads and drive multi-touch marketing communications through platforms like HubSpot, Eloqua, and Marketo.
  • Most European B2B marketers using automated marketing platforms stated they must use them to their full potential. The vendors are focusing on a couple of their software platform offerings with marketing services to provide customized services, strengthening the Marketing as a Service (MaaS) concept among the region's business circles. The growing marketplace and the increasing number of marketing channels are also boosting companies to explore new markets by increasing their businesses' reach, which drives the growth in marketing and pushes companies to deploy automation to streamline the process.
  • The growing adoption of digital marketing, SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage are some of the significant factors that the market studied is estimated to have a massive scope in the region. The market is expected to grow significantly over the forecast period due to increased marketing investment by most regional end-user verticals and an ever-growing social media penetration making the region a lucrative hub for the studied market.
  • New marketing automation technologies have emerged to help B2C marketers manage customer engagement. B2B marketers manage leads, and marketers of both types manage other marketing processes, such as campaigns and digital asset management (DAM). Many new marketing automation projects were standalone implementations with little integration into back-office systems. A recent survey by the Royal Mail Market Reach of 200 CMOs in the United Kingdom's Marketing Directors and Heads of Marketing of companies having more than 250 employees revealed that 80% had already installed a marketing automation solution.
  • The rise in demand to integrate marketing efforts that include building awareness, customer communication, content scheduling, social media management, lead nurturing, positioning, supporting, and customer evaluation drives the need for Marketing Automation solutions. Automation aims to increase efficiency while optimizing the organization's resources, time, and cost. The advent of artificial intelligence (AI) and machine learning (ML) has further propelled the growth of predictive personalization, which is expected to be the most prolific advantage of utilizing marketing automation over the forecast period.
  • The need for more skilled professionals to instruct consumers on how to make the most of analytics solutions and use them for helpful information and insights in the region due to the introduction of automation solutions could restrain the market growth. However, considering the need for digital transformation, there is a demand for software development services in Europe, as every company needs a software service. Outsourcing the service creates a demand for Automation software services and could overcome the restraining factor.
  • The COVID-19 outbreak negatively impacted the market. However, there was a slight decrease in demand for Automation software services. During the pandemic, many marketing companies adopted a play-it-safe approach by reducing their marketing expenses so that the impact was less on their businesses, and they had to wait for the economic scenario to improve. According to a Hubspot survey, many enterprises reduced their marketing budgets by between 1% and 25%. Additionally, many physical stores were forced to close during the pandemic and switch to online sales and marketing, which boosted e-commerce and increased the need for Marketing Automation Software services. This trend continues to grow post-pandemic owing to the increasing demand for online services and smartphone penetration.

Europe Marketing Automation Software Market Trends

Increasing Demand for Digital Marketing is Driving the Market Growth

  • Marketing managers are strategically spending on marketing automation solutions and tools to adopt the latest digital marketing trends to keep businesses updated with the recent technological disruptions. From social media marketing to SEO or content marketing, marketing managers make significant investments to support and boost their sales.
  • With social media marketing, a high priority for entertainment and marketing vendors to maintain automated fan-base engagement, the need for software that can manage multiple social media platforms simultaneously is also driving the demand for the market. According to Sortlist, digital strategy and online advertising (19.3%), social edia (14.5%), website creation and e-commerce (13.9%), and traditional advertising (13.3%) are the most invested areas of marketing in the Europe region last year.
  • For instance, 7Mind offers daily live meditation across all social media channels, helping users meditate together. It is also engaging with its community on the active Facebook group, where it gets a lot of requests from users asking for advice. The CRM campaigns run by the brand about different tips on releasing stress and how to deal with the situation saw an overwhelmingly positive response from users.
  • 7Mind ensures that the content assets, i.e., the copy and creatives, are focusing on stress reduction without concentrating on the COVID-19 situation, which the users are tired of hearing about. It noticed that CPI/CPS dropped considerably, making user acquisition cheaper, depending on channels.
  • Moreover, email marketing is anticipated to gain significant recognition. According to Royal Mail Market Reach, 49% more consumers in the United Kingdom are willing to receive a piece of mail than they do an email. The latest Institute of Practitioners in Advertising (IPA) study shows that over 12 months, 38% of consumers bought or ordered products or services after receiving mail. This is anticipated to drive demand for marketing automation in email marketing in the region.
  • The marketing email open rates in Europe are better than in North America. According to GetResponse Benchmarking, the region has an average open rate of 21.75% compared to 18.13% in North America. Also, the click-through rate is 2.64% compared to 2.41% in North America. The open email rates suggest that email marketing is one of the main channels in the region.

Italy Holds Significant Market Share

  • The growing significance of marketing in generating sales and customer retention, coupled with increased automation in various industries, is increasing the need for automated marketing services. Adopting Industry 4.0 would enable companies to understand their customers' needs better, improve their manufacturing capabilities locally, and develop new ways to integrate their customers and preferences.
  • Email marketing is the most used tool by companies to engage existing clients or to acquire potential customers in Italy. With companies going digital, the dependence on email marketing has grown drastically. The combined receiving rate of B2B and B2C emails is 98.5% among Italian companies. According to a survey conducted by AKQA, a digital agency specializing in creating digital services and products, multinational companies in the country spent, on average, USD 120 thousand on ongoing campaigns and USD 61 thousand on one-shot initiatives and influencer marketing last year. At the same time, small- and medium-sized companies spent an average of USD 61000 for ongoing campaigns and EUR 30000 (USDE 32000) for single marketing actions.
  • The e-commerce sector is expected to boost retail sales in the country significantly. Enterprises in the country are already running with recommendation engines that use artificial language (AI) and machine language (ML) to create hyper-personalized customer experiences. Trading Economics said retail sales rose by 1.3% in October this year compared to the previous year. Such an increase in the e-commerce and retail sector drives the need for marketing automation software in the country.
  • The growth of predictive personalization is paving the way to the future, resulting in more personalized content suggestions through mass customization strategies for specific strata of clientele. Furthermore, automated social media marketing enables social media managers to schedule posts in advance, allowing teams to reschedule evergreen content to attract new readers and a platform for understanding social media analytics, like mentions and replies.

Europe Marketing Automation Software Industry Overview

The Europe marketing automation software market is competitive due to various domestic and international players. Players in the market adopt multiple strategic initiatives such as collaboration, joint ventures, and mergers and acquisitions to grow and compete. Many organizations believe in upgrading their current portfolio to attract their customers. Some of the recent developments in the market are:

In December 2022, Really Simple Systems, a cloud CRM vendor, launched its new workflow automation feature, which allows users to create workflows in the CRM, remove repetitive tasks, allowing businesses to streamline processes and improve productivity.

In June 2022, Campaigner launched its new office in Newcastle, UK, and created a huge opportunity for UK businesses to take advantage of SMS marketing, customer-journey automation, conversion tracking, and reputation defender tools and benefit from the support of local teams.

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 INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Intensity of Competitive Rivalry
    • 4.2.5 Threat of Substitutes
  • 4.3 Assessment of Impact of COVID-19 on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increasing Demand for Digital Marketing
    • 5.1.2 Rising Demand to Integrate Marketing Efforts
  • 5.2 Market Restraints
    • 5.2.1 Lack of Skilled Professionals Across the Industry

6 MARKET SEGMENTATION

  • 6.1 By Deployment
    • 6.1.1 Cloud-based
    • 6.1.2 On-premise
  • 6.2 By Application
    • 6.2.1 Campaign Management
    • 6.2.2 E-mail Marketing
    • 6.2.3 In-bound Marketing
    • 6.2.4 Mobile Marketing
    • 6.2.5 Social Media Marketing
    • 6.2.6 Other Applications
  • 6.3 By End-User Verticals
    • 6.3.1 Entertainment and Media
    • 6.3.2 Financial Services
    • 6.3.3 Government
    • 6.3.4 Healthcare
    • 6.3.5 Manufacturing
    • 6.3.6 Retail
    • 6.3.7 Other End-User Verticals
  • 6.4 By Country
    • 6.4.1 United Kingdom
    • 6.4.2 Germany
    • 6.4.3 France
    • 6.4.4 Italy
    • 6.4.5 Rest of Europe

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Salesforce Inc.
    • 7.1.2 Oracle Corporation
    • 7.1.3 Microsoft Corporation
    • 7.1.4 Hubspot Inc.
    • 7.1.5 Marketo Inc.
    • 7.1.6 Salesfusion Inc.
    • 7.1.7 SAS Institute
    • 7.1.8 Act-on Software Inc.
    • 7.1.9 Dotmailer Ltd
    • 7.1.10 Force24
    • 7.1.11 Adobe Systems Inc.

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS