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市場調查報告書
商品編碼
2119061

中小企業的行銷即服務 (MaaS) 市場：市場佔有率分析、產業趨勢與統計、成長預測 (2026-2031)

SME marketing-as-a-Service Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
出版日期: | 出版商: Mordor Intelligence | 英文 181 Pages | 商品交期: 2-3個工作天內

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簡介目錄

據 Mordor Intelligence 稱，2025 年中小企業行銷即服務 (MaaS) 市場規模為 81.2 億美元，預計到 2031 年將達到 180.7 億美元，而 2026 年為 92.1 億美元，2026 年至 2031 年預測期為 14.3%。

中小企業即服務市場-IMG1

本報告按服務類型（需求產生/客戶獲取、內容/品牌管理等）、合作模式（全託管行銷服務等）、終端用戶行業（零售/電子商務、媒體/娛樂、醫療保健/生命科學、旅遊/酒店等）和地區進行細分。市場預測以美元計價。

全球中小企業行銷即服務 (MaaS) 市場趨勢與洞察。

中小企業對高水準行銷專業知識的需求日益成長，而這些企業並不需要全職員工。

經驗豐富的行銷人才短缺正推動企業對託管服務日益成長的興趣。許多公司無法在內部獲得所有必要的專業知識，預算限制更令其倍感壓力。德勤的報告顯示，到2025年2月，B2B服務公司將把12.2%的收入用於行銷。中小企業的行銷即服務（MaaS）市場使小規模企業無需聘請全職高管即可獲得高級指導。 Sagefrog的一項調查發現，22%的外包決策是由於缺乏內部資源，另有22%是由於與配備齊全的內部團隊相比，外包更具成本效益。然而，這項調查結果並不被視為可靠的獨立市場指標。此外，人工智慧驅動的工作流程將使高級專家能夠同時為多個客戶提供支持，從而顯著增加中小企業所需的兼職行銷領導人才。

透過多種管道獲取客戶的壓力日益增大，使得外包成為更受歡迎的執行方式。

中小企業 (SME) 對付費社群廣告、搜尋廣告、電子郵件和內容行銷等整合行銷活動的需求日益成長。單一內部通才可能難以掌握所有這些管道的最新專業知識。因此，中小企業行銷即服務 (MaaS) 市場傾向於採用混合模式內部團隊負責策略制定，而外部專家負責管理通路專案。瀏覽器隱私法規也增加了轉換追蹤和使用者許可管理的難度。管理不善的帳戶可能會遺失平台演算法用於最佳化廣告投放的品質訊號。 Vendasta 於 2026 年 7 月成為 TikTok 通路銷售合作夥伴，透過其 MatchCraft 工作流程支援宣傳活動的推出和管理。此舉反映了整合通路工具在本地商業廣告中日益重要的角色。

中小企業預算波動性大，合約期限短。

由於收入波動，與中小企業 (SME) 簽訂的合約比與大型企業簽訂的外包合約更難以預測。預算和工作範圍的不匹配可能導致客戶在宣傳活動效果明朗之前暫停營運。因此，中小企業行銷即服務 (MaaS) 市場越來越注重在每份合約的早期階段展現價值。許多供應商將報告和初步里程碑的完成集中在合約啟動後的 60 至 90 天內。較短的合約週期會使收入預測變得困難，並增加獲取客戶的壓力。採用基於線索數量、銷售通路價值或收入歸因的模組化定價可以緩解對經常性預付費用的擔憂。

細分市場分析

到2025年，需求創造和客戶獲取將佔中小企業行銷即服務 (MaaS) 市場的36.41%。這是最大的服務類別，主要原因是付費搜尋、付費社群媒體和搜尋引擎最佳化 (SEO) 專案的整合已成為許多中小企業的核心外包需求。 Meta Advantage+、Google Performance Max 和 TikTok 等服務能夠為管理良好、活動持續且品質穩定的帳戶帶來卓越的績效。這可能會拉大「持續運作」專案和「間歇性管理」宣傳活動之間的差距。服務提供者可以透過整合通路規劃、預算管理和追蹤來彌合這一差距。內容和品牌管理是第二大服務類別。該領域的重點正從內容數量轉向對適合人工智慧搜尋的主題和內容形式的權威性。隨著客戶希望在服務協議中獲得即時績效洞察，行銷分析和報告也變得越來越重要。

行銷自動化和客戶關係管理 (CRM) 管理是成長最快的服務類別，預計在 2026 年至 2031 年期間，中小企業行銷即服務 (MaaS) 市場中該細分領域的市場規模將以 15.29% 的複合年成長率 (CAGR) 成長。 HubSpot、Salesforce 和 Zoho 等平台使用戶能夠輕鬆存取整合式宣傳活動工作流程，但有效利用授權仍需要專業的實施技能。託管服務提供者可以將客戶記錄、宣傳活動活動和後續流程整合到可執行的工作流程中。兼職行銷領導是一個獨特的細分領域，它無需全職高階主管即可提供高階策略指南。人工智慧驅動的執行功能使經驗豐富的專業人員能夠同時管理 4-6 家中小企業客戶。專業的搜尋引擎最佳化 (SEO)、付費媒體和影片製作服務仍然非常重要。如果客戶希望減少與供應商的關係，這些服務可以整合到更廣泛的專案中。因此，中小企業行銷即服務 (MaaS) 市場既支援廣泛的託管項目，也支援更專業的服務合約。

區域分析

2025年，北美將佔據中小企業行銷即服務（MaaS）市場39.21%的佔有率。該地區MaaS平台高度集中，中小企業普遍採用相關技術。根據美國商會統計，到2025年，美國中小企業對生成式人工智慧（GI）的採用率將達到58%。 Thryv公司報告稱，其2025年的SaaS收入為4.61億美元，年增34.2%。在加拿大，英語和法語內容需求旺盛；而在墨西哥，與北美貿易相關的西班牙語計畫則備受青睞。

在歐洲，中小企業技能缺口以及日益嚴格的個人資料保護要求正在產生影響。 Weitkamp Marketing於2026年3月面向工業領域的中型企業推出了行銷即服務（MaaS）訂閱模式。根據IPA的報告，英國企業2026年第一季的淨預算餘額增加了7.3%。 GDPR和歐盟人工智慧法規有利於那些資料處理和人工智慧監管實踐有據可查的供應商。

亞太地區是成長最快的區域，預計2026年至2031年間，中小企業的行銷即服務（MaaS）市場將以14.84%的複合年成長率成長。中國、印度、韓國和東南亞等地的電子商務、社群電商以及中小企業的數位轉型專案是推動成長的主要動力。該地區的企業需要根據本地平台、語言和數據法規量身定做的服務。中東地區也蘊藏成長潛力，沙烏地阿拉伯正在娛樂、體育和旅遊領域發展以中小企業為中心的業務。非洲整體仍處於起步階段，但南非、奈及利亞和埃及在都市區金融科技、消費品和零售叢集已展現出應用的跡象。

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

  • 市場分析與定義的前提條件
  • 分析範圍

第2章 分析方法

第3章執行摘要

第4章 市場狀況

  • 市場概覽
  • 市場促進因素
    • 中小企業越來越需要尋找具有行銷專業知識的高級人才，而無需聘請全職員工。
    • 透過多通路策略獲取客戶的壓力使得業務流程外包更具優勢。
    • 需求創造正強烈轉向社交、搜尋和內容主導。
    • 經濟實惠的人工智慧和自動化技術正在擴大中小企業的服務範圍。
    • 處理第一方資料和人工智慧搜尋的能力正在創造對託管服務的新需求。
    • 分散化的行銷技術堆疊正在推動以訂閱主導的最佳化外包。
  • 市場限制因素
    • 中小企業的預算波動和短期合約週期
    • 與資料隱私、版權和人工智慧管治相關的風險
    • 中小企業管理階層主導的行銷決策中的瓶頸
    • 通路碎片化增加了歸因的複雜性，並提高了客戶流失的風險。
  • 宏觀經濟因素對市場的影響
  • 產業價值鏈分析
  • 科技趨勢
  • 監理情勢
  • 波特五力分析

第5章：預測市場規模與成長率

  • 按服務類型
    • 需求創造/客戶獲取
    • 內容品牌管理
    • 行銷自動化、CRM管理
    • 市場分析與報告撰寫
    • 兼職行銷領導（兼職行銷總監）
    • 其他
  • 按參與模式
    • 全方位行銷服務
    • 企劃為基礎的長期服務
    • 其他
  • 按最終用戶行業分類
    • 零售與電子商務
    • 媒體與娛樂
    • 醫學與生命科​​學
    • 旅遊與飯店
    • 消費品
    • 其他終端用戶產業（銀行、金融服務與保險、教育、汽車、IT/電信等）
  • 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
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 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
  • 市佔率分析
  • 公司簡介
    • Thryv Holdings, Inc.
    • Hibu Inc.
    • Vendasta Technologies Inc.
    • WebFX, Inc.
    • LYFE Marketing, LLC
    • Ignite Visibility LLC
    • Straight North, LLC
    • Chief Outsiders, LLC
    • yorCMO LLC
    • Marketri, LLC
    • CMOx, LLC
    • SmartSites LLC
    • KlientBoost, LLC
    • SmartBug Media, LLC
    • Ironpaper, Inc.
    • Heinz Marketing Inc.
    • Red Branch Media, LLC
    • Authentic Brand LLC
    • Impact Plus, LLC
    • Kuno Creative, LLC

第7章 市場機會與未來展望

簡介目錄
Product Code: 101236

According to Mordor Intelligence, the SME marketing-as-a-Service market size was valued at USD 8.12 billion in 2025 and is estimated to grow from USD 9.21 billion in 2026 to reach USD 18.07 billion by 2031, at a CAGR of 14.43% during the forecast period 2026-2031.

SME ing-as-a-Service Market - IMG1

This report is Segmented by Service Type (Demand Generation and Customer Acquisition, Content and Brand Management, and More), Engagement Model (Fully Managed Marketing Services, and More), End User Industry (Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, Travel and Hospitality, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global SME Marketing-as-a-Service Market Trends and Insights

Rising SME Need for Senior Marketing Expertise Without Full-Time Headcount

The shortage of experienced marketing talent is increasing interest in managed services. Budget limits add pressure because many firms cannot staff every required specialty internally. Deloitte reported that B2B services companies allocated 12.2% of revenue to marketing in February 2025. The SME Marketing-as-a-Service market provides smaller firms with access to senior-level guidance without a permanent executive hire. Sagefrog found that 22% of outsourcing decisions reflected limited internal bandwidth, and another 22% reflected cost-effectiveness relative to a full internal team, although this survey result is not relied on as an independent market indicator. AI-supported workflows also enable senior specialists to support multiple clients simultaneously. This expands the practical supply of fractional marketing leadership for smaller businesses.

Multi-Channel Customer Acquisition Pressure Favoring Outsourced Execution

SMEs increasingly need coordinated activity across paid social, search, email, and content. A single internal generalist may struggle to maintain current expertise across those channels. The SME Marketing-as-a-Service market, therefore, supports hybrid models in which internal teams retain strategy and external specialists run channel programs. Browser privacy restrictions have also made conversion tracking and consent management more demanding. Infrequently managed accounts can lose the quality signals that platform algorithms use to optimize delivery. Vendasta received TikTok Channel Sales Partner status in July 2026, allowing campaigns to be launched and managed through its MatchCraft workflow. This development reflects the growing role of integrated channel tools in local business advertising.

SME Budget Volatility and Short Contract Cycles

Revenue volatility can make SME contracts less predictable than enterprise outsourcing agreements. Budget or scope misalignment can lead clients to pause work before campaign results become visible. The SME Marketing-as-a-Service market consequently faces a higher need to demonstrate value early in each engagement. Many providers concentrate reporting and early milestones within the first 60 to 90 days. Shorter contract cycles can limit revenue visibility and increase customer acquisition pressure. Modular pricing tied to leads, pipeline value, or revenue attribution can reduce concern about recurring retainers.

Other drivers and restraints analyzed in the detailed report include:

  1. Strong Shift Toward Social, Search, and Content-Led Demand Generation
  2. Affordable AI and Automation Expanding Service Scope for SMEs
  3. Data Privacy, Copyright, and AI Governance Risk

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

Segment Analysis

Demand Generation and Customer Acquisition held 36.41% of the SME Marketing-as-a-Service market share in 2025. It is the largest service type because coordinated paid search, paid social, and SEO programs have become a central outsourcing need for many SMEs. Meta Advantage+, Google Performance Max, and TikTok reward well-managed accounts with consistent activity and quality signals. This can widen the gap between an always-on program and an intermittently managed campaign. Providers can address the gap through coordinated channel planning, budget management, and tracking. Content and Brand Management is the second-largest service category. It is moving from a focus on publishing volume toward topical authority and content formats suited to AI-supported search. Marketing Analytics and Reporting is also becoming increasingly important because clients expect real-time visibility into performance within their retainers.

Marketing Automation and CRM Management is the fastest-growing service type, with the SME Marketing-as-a-Service market size for this segment projected to expand at a 15.29% CAGR from 2026 to 2031. HubSpot, Salesforce, and Zoho make connected campaign workflows more accessible, but licenses still require skilled implementation. Managed providers can connect customer records, campaign activity, and follow-up processes in a practical workflow. Fractional Marketing Leadership is a separate niche that offers senior strategic direction without a full-time executive role. AI-supported execution enables experienced professionals to serve 4 to 6 SME clients simultaneously. Specialized SEO, paid media, and video production services also remain relevant. These services can be added to a broader program when clients seek fewer vendor relationships. The SME Marketing-as-a-Service market is therefore supporting both broad managed programs and more specialized service engagements.

Complete Report Scope:

  • By Service Type
    • Demand Generation and Customer Acquisition
    • Content and Brand Management
    • Marketing Automation and CRM Management
    • Marketing Analytics and Reporting
    • Fractional Marketing Leadership
    • Others
  • By Service Type
    • Fully Managed Marketing Services
    • Project-Based Retainer Services
    • Others
  • By End User Industry
    • Retail and E-commerce
    • Media and Entertainment
    • Healthcare and Life Sciences
    • Travel and Hospitality
    • Consumer Goods
    • Other End User Industries (BFSI, Education, Automotive, and IT and Telecom amongst Others)
  • 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
      • United Arab Emirates
      • Saudi Arabia
      • Qatar
      • Rest of Middle East
    • Africa
      • South Africa
      • Egypt
      • Nigeria
      • Rest of Africa

Geography Analysis

North America held 39.21% of the SME Marketing-as-a-Service market in 2025. The region has a high concentration of MaaS platforms and widespread use of technology among smaller businesses. U.S. small businesses' use of generative AI reached 58% in 2025, according to the U.S. Chamber of Commerce. Thryv reported USD 461 million in SaaS revenue for 2025, a 34.2% year-over-year increase. Canada requires English and French content, while Mexico supports Spanish-language programs connected to North American trade.

SME skill gaps and tighter requirements around personal data influence Europe. Weitkamp Marketing launched a Marketing-as-a-Service subscription model for industrial mid-market companies in March 2026. The IPA reported a net budget balance of +7.3% for United Kingdom companies in the first quarter of 2026. GDPR and the EU AI Act favor providers with documented practices for data processing and AI oversight.

Asia-Pacific is the fastest-growing region, with the SME Marketing-as-a-Service market projected to expand at a 14.84% CAGR from 2026 to 2031. China, India, South Korea, and Southeast Asia support growth through e-commerce, social commerce, and SME digital-transformation programs. Businesses in the region need services that address local platforms, languages, and data rules. The Middle East also retains growth potential as Saudi Arabia develops SME-intensive activity in entertainment, sports, and tourism. Africa remains in the early stages overall, while South Africa, Nigeria, and Egypt show initial adoption in urban fintech, consumer goods, and retail clusters.

  1. Thryv Holdings, Inc.
  2. Hibu Inc.
  3. Vendasta Technologies Inc.
  4. WebFX, Inc.
  5. LYFE Marketing, LLC
  6. Ignite Visibility LLC
  7. Straight North, LLC
  8. Chief Outsiders, LLC
  9. yorCMO LLC
  10. Marketri, LLC
  11. CMOx, LLC
  12. SmartSites LLC
  13. KlientBoost, LLC
  14. SmartBug Media, LLC
  15. Ironpaper, Inc.
  16. Heinz Marketing Inc.
  17. Red Branch Media, LLC
  18. Authentic Brand LLC
  19. Impact Plus, LLC
  20. Kuno Creative, LLC

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 SME Need for Senior Marketing Expertise Without Full-Time Headcount
    • 4.2.2 Multi-Channel Customer Acquisition Pressure Favoring Outsourced Execution
    • 4.2.3 Strong Shift Toward Social, Search, and Content-Led Demand Generation
    • 4.2.4 Affordable AI and Automation Expanding Service Scope for SMEs
    • 4.2.5 First-Party Data and AI Search Readiness Creating New Managed-Service Demand
    • 4.2.6 Fragmented MarTech Stacks Driving Subscription-Led Optimization Outsourcing
  • 4.3 Market Restraints
    • 4.3.1 SME Budget Volatility and Short Contract Cycles
    • 4.3.2 Data Privacy, Copyright, and AI Governance Risk
    • 4.3.3 Owner-Led Marketing Decision Bottlenecks in Smaller Firms
    • 4.3.4 Channel Fragmentation Raising Attribution Complexity and Churn Risk
  • 4.4 Impact of Macroeconomic Factors on the Market
  • 4.5 Industry Value-Chain Analysis
  • 4.6 Technology Outlook
  • 4.7 Regulatory Landscape
  • 4.8 Porter's Five Forces Analysis
    • 4.8.1 Threat of New Entrants
    • 4.8.2 Bargaining Power of Suppliers
    • 4.8.3 Bargaining Power of Buyers
    • 4.8.4 Threat of Substitutes
    • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Service Type
    • 5.1.1 Demand Generation and Customer Acquisition
    • 5.1.2 Content and Brand Management
    • 5.1.3 Marketing Automation and CRM Management
    • 5.1.4 Marketing Analytics and Reporting
    • 5.1.5 Fractional Marketing Leadership
    • 5.1.6 Others
  • 5.2 By Service Type
    • 5.2.1 Fully Managed Marketing Services
    • 5.2.2 Project-Based Retainer Services
    • 5.2.3 Others
  • 5.3 By End User Industry
    • 5.3.1 Retail and E-commerce
    • 5.3.2 Media and Entertainment
    • 5.3.3 Healthcare and Life Sciences
    • 5.3.4 Travel and Hospitality
    • 5.3.5 Consumer Goods
    • 5.3.6 Other End User Industries (BFSI, Education, Automotive, and IT and Telecom amongst Others)
  • 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 United Arab Emirates
      • 5.4.5.2 Saudi Arabia
      • 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 Market Share Analysis
  • 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Thryv Holdings, Inc.
    • 6.4.2 Hibu Inc.
    • 6.4.3 Vendasta Technologies Inc.
    • 6.4.4 WebFX, Inc.
    • 6.4.5 LYFE Marketing, LLC
    • 6.4.6 Ignite Visibility LLC
    • 6.4.7 Straight North, LLC
    • 6.4.8 Chief Outsiders, LLC
    • 6.4.9 yorCMO LLC
    • 6.4.10 Marketri, LLC
    • 6.4.11 CMOx, LLC
    • 6.4.12 SmartSites LLC
    • 6.4.13 KlientBoost, LLC
    • 6.4.14 SmartBug Media, LLC
    • 6.4.15 Ironpaper, Inc.
    • 6.4.16 Heinz Marketing Inc.
    • 6.4.17 Red Branch Media, LLC
    • 6.4.18 Authentic Brand LLC
    • 6.4.19 Impact Plus, LLC
    • 6.4.20 Kuno Creative, LLC

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-Space and Unmet-Need Assessment