數位行銷：市場佔有率分析、產業趨勢與統計、成長預測（2026-2031）

根據 Mordor Intelligence 預測，數位行銷市場規模將從 2025 年的 6,700 億美元和 2026 年的 7,600 億美元成長到 2031 年的 1.27 兆美元，2026 年至 2031 年的複合年成長率為 10.91%。

本報告按數位管道（搜尋引擎最佳化、社交媒體行銷、線上廣告（搜尋和展示廣告）、內容行銷、電子郵件行銷等）、公司規模（大型企業、中小企業）、終端用戶行業（零售和電子商務、IT和電信、銀行、金融服務和保險等）以及地區進行細分。市場預測以美元計價。

全球數位行銷市場趨勢與洞察

快速轉向人工智慧驅動的宣傳活動規劃與最佳化

人工智慧驅動的宣傳活動服務正在改變數位行銷市場的運作方式，使代理商能夠規劃、測試和最佳化行銷活動，同時減少人工工作量。大型控股集團已率先行動，將這項轉變擴展到自身的作業系統和客戶工作流程。 2025年10月，WPP與Google簽署了一項為期五年、價值4億美元的夥伴關係，將生成式和基於代理的人工智慧工具整合到WPP Open平台，從而增強創新和宣傳活動交付的自動化程度。 2026年4月，陽獅集團擴大了與微軟的合作，為超過11.4萬名員工部署了Microsoft 365 Copilot，並將Azure指定為其首選雲端基礎設施。這項轉變對數位行銷市場至關重要，因為服務速度、工作流程一致性和數據連結的重要性與傳統創新製作不相上下。這也提高了准入門檻，因為小規模企業或許能夠採用這些工具，但仍然難以跟上企業級基礎設施、模型管治和整合客戶資料環境的步伐。

在「圍牆花園」中擴大第一方資料的使用

在數位行銷市場，隨著品牌尋求更強大的目標定位、效果衡量和客戶洞察控制力，對利用第一方數據的需求日益成長。隨著越來越多的媒體支出轉向封閉式平台，這種需求也隨之成長。在這些平台內，效果衡量功能強大，但跨通路衡量卻不足。根據互動式廣告局 (IAB) 預測，到 2025 年，全球數位廣告收入將接近 3,000 億美元，其中，作為程序化廣告中成長最快的細分市場，電商媒體的收入將達到 634 億美元，較去年同期成長 18.0%。在這種環境下，能夠將客戶資料平台、無塵室工作流程和伺服器端資料管道整合到可執行的宣傳活動活動中的數位行銷機構擁有顯著優勢。此外，客戶關係也在發生變化，與傳統媒體營運相比，資料所有權方面的諮詢服務與預算的關聯性越來越強。因此，數位行銷市場對資料架構、身分解析和閉合迴路彙報等服務的需求日益成長。

由於清除 cookie 和行動隱私控制導致的訊號遺失

訊號遺失仍然是數位行銷市場中最明顯的營運限制因素之一，因為它會降低整個客戶旅程的可見性，並削弱標準的歸因設定。瀏覽器、行動作業系統和使用者許可框架的隱私控制使得大規模地維持確定性追蹤變得困難。實際影響是，數位行銷市場被迫在伺服器端整合、身分拼接和實驗性測量方面投入更多資金，只是為了維持報告的可靠性。這會增加代理商和客戶的成本，如果資料流不完整或延遲，還會減緩最佳化進程。此外，由於不同市場的合規要求和使用者許可取得情況不同，不同地區的績效也會有所差異。在隱私保護型測量方法得到更廣泛的標準化之前，數位行銷市場在使用傳統追蹤方法證明宣傳活動效果方面仍將面臨挑戰。

細分市場分析

2025年，網路廣告（搜尋和展示廣告）佔數位行銷市場規模的33.32%，並持續維持其最大通路的地位。該領域在數位行銷市場中繼續佔據核心地位，因為它與直接回應、受眾導向和可衡量的轉換活動密切相關。零售媒體網路和程式化採購系統的持續成長鞏固了其地位，這些系統將曝光與購買意願聯繫起來。根據IAB預測，到2026年，電商媒體市場規模將達到620億美元，成為程式化廣告子領域中成長最快的領域。這一趨勢推動了廣告代理商對搜尋管理、展示廣告最佳化、零售媒體利用和閉合迴路報告的需求。社群媒體行銷和搜尋引擎最佳化（SEO）在數位行銷市場中仍然佔據重要地位，因為它們透過持續的流量獲取和內容曝光，對付費推廣起到了補充作用。

此外，數位行銷市場的搜尋引擎最佳化（SEO）也在改變。這是因為搜尋引擎的行為迫使代理商制定適應人工智慧主導的發現環境的內容策略。 2026年4月，HubSpot宣布，儘管其客戶的自然流量年減了27%，但透過人工智慧帶來的推薦流量卻增加了兩倍。為了因應這一趨勢，HubSpot推出了名為「HubSpot AEO」的專有服務功能。預計到2031年，網紅行銷將以15.13%的複合年成長率成長，成為數位行銷市場中成長最快的數位管道。互動廣告局（IAB）預測，到2026年，美國創作者經濟的廣告支出將達到439億美元，顯示該管道正迅速成為媒體策劃的核心。 CreatorIQ進一步指出，創作者產生的內容已佔付費媒體創新資產的平均44%。這表明，創作者如今正在影響媒體組合和資產創建。因此，數位行銷產業正在將更多資源投入創作者選擇、內容測試和基於歸因的夥伴關係模式。

區域分析

到2025年，北美將佔據全球數位行銷市場36.68%的佔有率，並持續維持最大貢獻區域的地位。這一主導地位歸功於成熟的平台應用、龐大的企業預算以及對人工智慧驅動的宣傳活動活動的早期投資。根據互動廣告局（IAB）預測，到2025年，美國數位廣告收入預計將接近3,000億美元，其中電商媒體收入將達到634億美元。加拿大和墨西哥正在為該地區市場注入新的活力，尤其是墨西哥，受益於不斷成長的原生數位消費者群體以及中小企業對社交媒體和搜尋管道的日益成長的使用。

預計到2031年，亞太地區的複合年成長率將達到16.12%，成為數位行銷市場成長最快的地區。電通的一份報告顯示，數位媒體佔亞太地區廣告總支出的70%，程式化廣告成長了24%，超過了全球平均。電通也指出，到2025年，印度的數位媒體廣告成長了20%，而中國六大平台較去年同期成長6.7%，其中抖音（TikTok）以11%的成長率領先。這些趨勢表明，在「行動優先」的商業環境下，隨著平台整合的不斷加強，數位行銷市場正在迅速擴張。在中東地區，IAB MENA的報告顯示，到2025年，中東地區的數位廣告市場規模將達到81.85億美元，年增17.8%，其中埃及的成長率高達23.1%。

歐洲在數位行銷市場仍然佔據較大佔有率，但與其他大多數地區相比，其成長更多是受到嚴格的合規要求所驅動。 GDPR 和歐盟人工智慧法的實施迫使廣告代理商和品牌設計注重隱私的宣傳活動、管理使用者授權並建立衡量框架。南美洲以巴西為中心，數位商務和主導廣告正在推動效果行銷管道的普及。非洲市場規模仍然較小，但隨著南非和奈及利亞持續吸引該地區大部分數位廣告投資，其數位行銷市場正在迅速發展。

其他好處：

• Excel格式的市場預測（ME）表
• 3個月的分析師支持

目錄

第1章：引言

• 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 市場狀況

• 市場概覽
• 市場促進因素
  • 在整個「圍牆花園」平台中擴大第一方資料的採用範圍。
  • 快速轉向人工智慧驅動的宣傳活動規劃與最佳化
  • 商業主導社交行銷和創作者行銷的擴展
  • 隱私容忍型測量和增量測試的成長
  • 對行業特定行銷技術工作流程的需求日益成長
  • 行銷自動化、CRM 和客戶數據平台的整合
• 市場限制因素
  • 由於 Cookie 棄用和行動裝置隱私控制導致訊號遺失
  • 行銷技術堆疊分散化和整合債務
  • 內容、人才和付費媒體成本不斷上漲
  • 跨裝置和多點觸控旅程中測量的複雜性
• 產業供應鏈分析
• 價值鏈分析
• 產業價值鏈分析
• 監理情勢
• 技術展望
• 宏觀經濟因素對市場的影響
• 波特五力分析

第5章 市場規模與成長預測

• 透過數位管道
  • 搜尋引擎最佳化（SEO）
  • 社群媒體行銷
  • 網路廣告、搜尋廣告、展示廣告
  • 內容行銷
  • 電子郵件行銷
  • 影響者行銷
  • 行銷自動化
  • 數位化客戶互動解決方案
  • 分析和彙報工具
  • 其他數位管道
• 按公司規模
  • 大公司
  • 小型企業
• 按最終用戶行業分類
  • 零售與電子商務
  • 資訊科技/通訊
  • BFSI
  • 醫療保健和生命科學
  • 媒體與娛樂
  • 旅遊與飯店
  • 製造業和工業部門
  • 其他終端用戶產業
• 按地區
  • 北美洲
    • 美國
    • 加拿大
    • 墨西哥
  • 南美洲
    • 巴西
    • 阿根廷
    • 智利
    • 其他南美國家
  • 歐洲
    • 德國
    • 英國
    • 法國
    • 義大利
    • 西班牙
    • 其他歐洲國家
  • 亞太地區
    • 中國
    • 日本
    • 印度
    • 韓國
    • 澳洲
    • 其他亞太國家
  • 中東
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 卡達
    • 其他中東國家
  • 非洲
    • 南非
    • 埃及
    • 奈及利亞
    • 其他非洲國家

第6章 競爭情勢

• 市場集中度
• 策略趨勢
• Vendor Positioning Analysis
• 公司簡介
  • Google LLC
  • Meta Platforms, Inc.
  • Adobe Inc.
  • Salesforce, Inc.
  • WPP plc
  • Publicis Groupe SA
  • Interpublic Group of Companies, Inc.
  • Dentsu Group Inc.
  • Accenture plc
  • HubSpot, Inc.
  • SAP SE
  • Microsoft Corporation
  • Oracle Corporation
  • IBM Corporation
  • Hootsuite Inc.
  • Sprinklr, Inc.
  • Braze, Inc.
  • Criteo SA
  • Klaviyo, Inc.
  • The Trade Desk, Inc.
• MARKET OPPORTUNITIES AND FUTURE OUTLOOK
• White-Space and Unmet-Need Assessment

According to Mordor Intelligence, the digital marketing market size is projected to expand from USD 0.67 trillion in 2025 and USD 0.76 trillion in 2026 to USD 1.27 trillion by 2031, registering a CAGR of 10.91% between 2026 and 2031.

This report is Segmented by Digital Channel (SEO, Social Media Marketing, Online Advertising Search and Display, Content Marketing, Email Marketing, and More), Enterprise Size (Large Enterprises, and Small and Medium Enterprises), End-User Industry (Retail and E-Commerce, IT and Telecommunications, BFSI, and More), and Geography. The Market Forecasts are Provided in Terms of Value in USD.

Global Digital Marketing Market Trends and Insights

Rapid Shift to AI-Assisted Campaign Planning and Optimization

AI-assisted campaign services are changing how the digital marketing market operates because agencies can now deliver planning, testing, and optimization with less manual effort. Large holding groups moved early to scale this shift across their operating systems and client workflows. WPP signed a five-year USD 400 million partnership with Google in October 2025 to integrate generative and agentic AI tools into WPP Open, which strengthened automation across creative and campaign delivery. Publicis Groupe expanded its partnership with Microsoft in April 2026 and deployed Microsoft 365 Copilot across more than 114,000 employees while naming Azure as its preferred cloud infrastructure. This shift matters in the digital marketing market because service speed, workflow consistency, and data connectivity are becoming as important as traditional creative execution. It also raises entry barriers, since smaller firms can adopt tools, but they still struggle to match enterprise-grade infrastructure, model governance, and integrated client data environments.

Rising First-Party Data Adoption across Walled Gardens

The digital marketing market is seeing stronger demand for first-party data work because brands want more control over targeting, measurement, and customer intelligence. This need has grown as more media spend moves into closed platforms where measurement is strong inside the platform but weaker across channels. IAB reported that digital advertising revenue approached USD 300 billion globally in 2025, and commerce media, the fastest-growing programmatic category, rose 18.0% year over year to USD 63.4 billion. That environment rewards agencies in the digital marketing market that can connect customer data platforms, clean-room workflows, and server-side data pipelines into usable campaign systems. It also changes the client relationship, because advisory work around data ownership now sits closer to budget decisions than standard media execution. As a result, the digital marketing market is capturing more service demand in data architecture, identity resolution, and closed-loop reporting.

Signal Loss From Cookie Deprecation and Mobile Privacy Controls

Signal loss remains one of the clearest operational limits on the digital marketing market because it reduces visibility across customer journeys and weakens standard attribution setups. Privacy controls across browsers, mobile operating systems, and consent frameworks have made deterministic tracking harder to maintain at scale. The practical effect is that the digital marketing market must spend more on server-side integration, identity stitching, and experimental measurement just to preserve reporting confidence. This adds cost for agencies and clients, and it can slow optimization when data flows are incomplete or delayed. It also creates uneven performance across regions, since compliance requirements and consent behaviors differ by market. Until privacy-resilient measurement becomes more widely standardized, the digital marketing market will continue to face friction in proving campaign impact with older tracking methods.

Other drivers and restraints analyzed in the detailed report include:

1. Expansion Of Commerce-Led Social and Creator Marketing
2. Growth Of Privacy-Resilient Measurement and Incrementality Testing
3. MarTech Stack Fragmentation and Integration Debt

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Online Advertising, Search and Display accounted for 33.32% share of the digital marketing market size in 2025, which kept it as the largest channel in this market. The segment remains central to the digital marketing market because it sits closest to direct response, audience targeting, and measurable conversion activity. Its position is supported by the continued rise of retail media networks and programmatic buying systems that tie exposure to purchase intent. IAB noted that commerce media reached USD 62 billion in 2026 and remained the fastest-growing programmatic subsegment. That pattern supports agency demand in search management, display optimization, retail media activation, and closed-loop reporting. Social Media Marketing and SEO still carry meaningful weight in the digital marketing market because they complement paid acquisition with ongoing traffic capture and content visibility.

SEO is also changing within the digital marketing market as answer-engine behavior pushes agencies to adapt content strategies for AI-led discovery environments. HubSpot stated in April 2026 that customer organic traffic had declined 27% year over year while AI referral traffic tripled, which supported the launch of HubSpot AEO as a distinct service capability. Influencer Marketing is projected to expand at a 15.13% CAGR through 2031, making it the fastest-growing digital channel in the digital marketing market. IAB projected U.S. creator economy ad spend at USD 43.9 billion in 2026, which shows how quickly this channel is moving into core media planning. CreatorIQ added that creator content already represented 44% of paid media creative assets on average, which suggests that creators now influence both media mix and asset production. As a result, the digital marketing industry is allocating more resources to creator sourcing, content testing, and attribution-ready partnership models.

Complete Report Scope:

• By Digital Channel
  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Online Advertising, Search and Display
  • Content Marketing
  • Email Marketing
  • Influencer Marketing
  • Marketing Automation
  • Digital Customer Engagement Solutions
  • Analytics and Reporting Tools
  • Other Digital Channels
• By Enterprise Size
  • Large Enterprises
  • Small and Medium Enterprises
• By End-User Industry
  • Retail and E-Commerce
  • IT and Telecommunications
  • BFSI
  • Healthcare and Life Sciences
  • Media and Entertainment
  • Travel and Hospitality
  • Manufacturing and Industrials
  • Other End-User Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 36.68% share of the digital marketing market size in 2025, which kept it as the leading regional contributor. The region remains the largest part of the digital marketing market because it combines mature platform adoption, large enterprise budgets, and early investment in AI-enabled campaign systems. The Interactive Advertising Bureau reported that U.S. digital advertising revenue approached USD 300 billion in 2025, while commerce media reached USD 63.4 billion. Canada and Mexico add regional depth, with Mexico benefiting from a growing digitally native consumer base and rising SME use of social and search channels.

Asia-Pacific is projected to grow at a 16.12% CAGR through 2031, making it the fastest-growing geography in the digital marketing market. Dentsu reported that digital media represented 70% of total APAC ad spend, while programmatic grew 24% and outpaced global benchmarks. Dentsu also noted that India's digital media advertising grew 20% in 2025, while China's top six platforms posted 6.7% year-over-year growth, led by Douyin or TikTok at 11%. These trends show why the digital marketing market is scaling quickly in mobile-first commerce environments with strong platform integration. In the Middle East, IAB MENA reported that digital advertising reached USD 8.185 billion in 2025, up 17.8% year over year, and that Egypt recorded 23.1% growth.

Europe continues to contribute a material share to the digital marketing market, but growth is shaped by stricter compliance requirements than in most other regions. GDPR enforcement and the EU AI Act are pushing agencies and brands toward more privacy-aware campaign design, consent management, and measurement frameworks. South America is anchored by Brazil, where digital commerce and mobile-led ad activity are supporting broader adoption across performance channels. Africa remains smaller in scale, but the digital marketing market is gaining momentum there as South Africa and Nigeria continue to attract most of the region's digital advertising investment.

1. Google LLC
2. Meta Platforms, Inc.
3. Adobe Inc.
4. Salesforce, Inc.
5. WPP plc
6. Publicis Groupe S.A.
7. Interpublic Group of Companies, Inc.
8. Dentsu Group Inc.
9. Accenture plc
10. HubSpot, Inc.
11. SAP SE
12. Microsoft Corporation
13. Oracle Corporation
14. IBM Corporation
15. Hootsuite Inc.
16. Sprinklr, Inc.
17. Braze, Inc.
18. Criteo S.A.
19. Klaviyo, Inc.
20. The Trade Desk, Inc.

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 LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising First-Party Data Adoption Across Walled Gardens
  • 4.2.2 Rapid Shift To AI-Assisted Campaign Planning And Optimization
  • 4.2.3 Expansion Of Commerce-Led Social And Creator Marketing
  • 4.2.4 Growth Of Privacy-Resilient Measurement And Incrementality Testing
  • 4.2.5 Increasing Demand For Vertical-Specific MarTech Workflows
  • 4.2.6 Convergence Of Marketing Automation With CRM And Customer Data Platforms
• 4.3 Market Restraints
  • 4.3.1 Signal Loss From Cookie Deprecation And Mobile Privacy Controls
  • 4.3.2 Martech Stack Fragmentation And Integration Debt
  • 4.3.3 Rising Content, Talent, And Paid Media Costs
  • 4.3.4 Measurement Complexity Across Cross-Device And Multi-Touch Journeys
• 4.4 Industry Supply-Chain Analysis
• 4.5 Value Chain Analysis
• 4.6 Industry Value Chain Analysis
• 4.7 Regulatory Landscape
• 4.8 Technological Outlook
• 4.9 Impact of Macroeconomic Factors on the Market
• 4.10 Porter's Five Forces Analysis
  • 4.10.1 Threat of New Entrants
  • 4.10.2 Bargaining Power of Suppliers
  • 4.10.3 Bargaining Power of Buyers
  • 4.10.4 Threat of Substitutes
  • 4.10.5 Industry Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Digital Channel
  • 5.1.1 Search Engine Optimization (SEO)
  • 5.1.2 Social Media Marketing
  • 5.1.3 Online Advertising, Search and Display
  • 5.1.4 Content Marketing
  • 5.1.5 Email Marketing
  • 5.1.6 Influencer Marketing
  • 5.1.7 Marketing Automation
  • 5.1.8 Digital Customer Engagement Solutions
  • 5.1.9 Analytics and Reporting Tools
  • 5.1.10 Other Digital Channels
• 5.2 By Enterprise Size
  • 5.2.1 Large Enterprises
  • 5.2.2 Small and Medium Enterprises
• 5.3 By End-User Industry
  • 5.3.1 Retail and E-Commerce
  • 5.3.2 IT and Telecommunications
  • 5.3.3 BFSI
  • 5.3.4 Healthcare and Life Sciences
  • 5.3.5 Media and Entertainment
  • 5.3.6 Travel and Hospitality
  • 5.3.7 Manufacturing and Industrials
  • 5.3.8 Other End-User Industries
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 Saudi Arabia
    • 5.4.5.2 United Arab Emirates
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Products and Services, Recent Developments)
  • 6.4.1 Google LLC
  • 6.4.2 Meta Platforms, Inc.
  • 6.4.3 Adobe Inc.
  • 6.4.4 Salesforce, Inc.
  • 6.4.5 WPP plc
  • 6.4.6 Publicis Groupe S.A.
  • 6.4.7 Interpublic Group of Companies, Inc.
  • 6.4.8 Dentsu Group Inc.
  • 6.4.9 Accenture plc
  • 6.4.10 HubSpot, Inc.
  • 6.4.11 SAP SE
  • 6.4.12 Microsoft Corporation
  • 6.4.13 Oracle Corporation
  • 6.4.14 IBM Corporation
  • 6.4.15 Hootsuite Inc.
  • 6.4.16 Sprinklr, Inc.
  • 6.4.17 Braze, Inc.
  • 6.4.18 Criteo S.A.
  • 6.4.19 Klaviyo, Inc.
  • 6.4.20 The Trade Desk, Inc.
• 6.5 MARKET OPPORTUNITIES AND FUTURE OUTLOOK
• 6.6 White-Space and Unmet-Need Assessment