Need to incorporate marketing efforts to optimize returns on marketing campaign investments is expected to be a driving force for the marketing automation market. Marketing automation software tools enable marketing departments to design strategies, monitor, improve customer communications and automate process. Growing demand for digital marketing has significantly increased demand for marketing automation software. In addition, increased usage of SaaS and development in cloud computing technology are the key market drivers.
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Growing use of social media, increased focus of vendors in developing nations and focus on Customer Relationship Management (CRM) are some the other drivers that are expected to boost market growth over the forecast period. Increasing demand for this software in verticals such as BFSI, healthcare, education, manufacturing & distribution, advertisement and retail is expected to favorably impact the market.
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Increasing usage of automation software in e-commerce is expected to drive regional markets including South Korea, India and China. The North America market has been implementing stringent security measures and is expected to remain dominant. This can be attributed to intense competition across various industry verticals which have increased demand for predictive analytics and community marketing. However, availability of complementary solutions, shift in technology and data privacy are some of the challenges that may curb marketing automation software industry growth through the forecast period.
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Key market players include Oracle Eloqua, Teradata Aprimo, IBM Silverpop, Sas Institute Inc., Hubspot Inc, Adobe Systems Incorporated, Salesforce, Marketo, Cognizant, Act-On Software Inc, Evolven, HP and SAP AG.

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