¼¼°è ¸¶ÄÉÆÃ ÀÚµ¿È ½ÃÀå ±Ô¸ð´Â 2024³â 69¾ï ´Þ·¯¿¡ ´ÞÇß½À´Ï´Ù. ÇâÈÄ IMARC GroupÀº ÀÌ ½ÃÀåÀÌ 2033³â±îÁö 224¾ï ´Þ·¯¿¡ ´ÞÇØ 2025³âºÎÅÍ 2033³â±îÁö 13.85%ÀÇ ¿¬Æò±Õ ¼ºÀå·ü(CAGR)À» ±â·ÏÇÒ °ÍÀ¸·Î ¿¹»óÇϰí ÀÖ½À´Ï´Ù. ÀÌ ½ÃÀåÀº AI ¹× ¸Ó½Å·¯´× äÅà Áõ°¡, ¿È´Ïä³Î ¸¶ÄÉÆÃ¿¡ ´ëÇÑ ¼ö¿ä Áõ°¡, ¼ÒºñÀÚ °æÇè Áß½Ã, µ¥ÀÌÅÍ ÇÁ¶óÀ̹ö½Ã ¹× ÄÄÇöóÀ̾𽺠¿ä±¸ »çÇ×, °èÁ¤ ±â¹Ý ¸¶ÄÉÆÃ(AVM)À¸·ÎÀÇ Àüȯ Áõ°¡ µî¿¡ ÈûÀÔ¾î ¼ºÀåÇϰí ÀÖ½À´Ï´Ù.
°³ÀÎÈµÈ ¼ÒºñÀÚ °æÇè¿¡ ´ëÇÑ ¼ö¿ä Áõ°¡
¸¶ÄÉÆÃ¿¡¼ °³ÀÎÈ´Â ´Ü¼øÇÑ Æ®·»µå¿¡¼ ¼ÒºñÀÚ¸¦ ²ø¾îµéÀ̱â À§ÇÑ ÇʼöÀûÀÎ ±âº» Àü·«À¸·Î ÁøÈÇϰí ÀÖ½À´Ï´Ù. ¸¶ÄÉÆÃ ÀÚµ¿È¸¦ ÅëÇØ ±â¾÷Àº À¥»çÀÌÆ®, ¼Ò¼È ¹Ìµð¾î, À̸ÞÀÏ µî ´Ù¾çÇÑ Á¢Á¡¿¡¼ ¹æ´ëÇÑ ¼ÒºñÀÚ µ¥ÀÌÅ͸¦ ¼öÁýÇÒ ¼ö ÀÖ½À´Ï´Ù. ÀÌ µ¥ÀÌÅ͸¦ ºÐ¼®ÇÏ¿© »ó¼¼ÇÑ ¼ÒºñÀÚ ÇÁ·ÎÇÊÀ» »ý¼ºÇÏ°í ¼±È£µµ, Çൿ, ±¸¸Å ÆÐÅÏÀ» ÆÄ¾ÇÇÒ ¼ö ÀÖ½À´Ï´Ù. ¸¶ÄÉÆÃ ÀÚµ¿È Ç÷§ÆûÀÇ Á¤±³ÇÑ ¾Ë°í¸®Áò°ú ¸Ó½Å·¯´× ±â´ÉÀ» Ȱ¿ëÇÏ¿© ±â¾÷Àº ÀáÀç°í°´À» Á¤È®ÇÏ°Ô ¼¼ºÐÈÇϰí, °íµµ·Î Ÿ°ÙÆÃµÈ ¸Þ½ÃÁö¿Í ¿ÀÆÛ¸¦ ½Ç½Ã°£À¸·Î Àü´ÞÇÒ ¼ö ÀÖ½À´Ï´Ù. ¶ÇÇÑ, °³ÀÎÈ´Â ¼ÒºñÀÚ¿¡°Ô À̸§À» ºÒ·¯ÁÖ´Â °Í»Ó¸¸ ¾Æ´Ï¶ó, ¼ÒºñÀÚ °³°³ÀÎÀÇ ´ÏÁî¿Í ÃëÇâ¿¡ ¸Â´Â ¸ÂÃãÇü °æÇèÀ» Á¦°øÇÔÀ¸·Î½á ¸¶ÄÉÆÃ ÀÚµ¿È ½ÃÀå¿¡ ´ëÇÑ ±àÁ¤ÀûÀÎ Àü¸ÁÀ» ¸¸µé¾î³À´Ï´Ù. ¸ÆÅ²Áö¿¡ µû¸£¸é, ¸¶ÄÉÆÃÀÇ °³ÀÎÈ´Â ºñ¿ëÀ» 50% Àý°¨Çϰí, ¼öÀÍÀ» 5-15% Áõ°¡½Ã۸ç, ¸¶ÄÉÆÃ ROI¸¦ 10-30% Áõ°¡½Ãų ¼ö ÀÖ´Ù°í ÇÕ´Ï´Ù.
µðÁöÅÐ ¸¶ÄÉÆÃ Àü·« µµÀÔ È®´ë
¼¼°è ¸¶ÄÉÆÃ ¼ÒÇÁÆ®¿þ¾î ½ÃÀåÀº µðÁöÅÐ ¸¶ÄÉÆÃ Àü·«ÀÇ ±Þ¼ÓÇÑ µµÀÔ°ú ´Ù¾çÇÑ µðÁöÅРä³Î¿¡¼ Ä·ÆäÀÎ °ü¸® ¹× ½ÇÇàÀ» ÃÖÀûÈÇϱâ À§ÇÑ ÀÚµ¿È µµ±¸¿¡ ´ëÇÑ ÀÇÁ¸µµ°¡ ³ô¾ÆÁü¿¡ µû¶ó ±Þ°ÝÇÑ ¼ºÀåÀ» °ÅµìÇϰí ÀÖ½À´Ï´Ù. IMARC GROUP¿¡ µû¸£¸é, ¼¼°è ¸¶ÄÉÆÃ ¼ÒÇÁÆ®¿þ¾î ½ÃÀåÀº 2023³â 773¾ï ´Þ·¯¿¡ ´ÞÇϰí 2032³â¿¡´Â 2,559¾ï ´Þ·¯¿¡ ´ÞÇÒ °ÍÀ¸·Î ¿¹»óµË´Ï´Ù. ÀÌ·¯ÇÑ ¼ºÀå¼¼´Â À̸ÞÀÏ, ¼Ò¼È ¹Ìµð¾î, À¥»çÀÌÆ®, ¸ð¹ÙÀÏ ¾Û, ±âŸ µðÁöÅÐ ÅÍÄ¡Æ÷ÀÎÆ®¿¡ °ÉÄ£ µðÁöÅÐ Ä·ÆäÀÎÀ» °ü¸®Çϰí ÃÖÀûÈÇÒ ¼ö ÀÖ´Â ±â¼ú¿¡ ´ëÇÑ ¼ö¿ä Áõ°¡¸¦ ¹Ý¿µÇϰí ÀÖ½À´Ï´Ù. ¼ÒºñÀÚ ÇൿÀÌ Á¤º¸ ¼öÁý, Ä¿¹Â´ÏÄÉÀ̼Ç, ±¸¸Å °áÁ¤¿¡ ÀÖ¾î µðÁöÅÐ Ç÷§ÆûÀ¸·Î À̵¿ÇÔ¿¡ µû¶ó, ±â¾÷Àº Ÿ°Ù °í°´¿¡°Ô È¿°úÀûÀ¸·Î µµ´ÞÇϰí Âü¿©½Ã۱â À§ÇØ µðÁöÅÐ ¸¶ÄÉÆÃ ¿ª·®À» °ÈÇØ¾ß ÇÒ Çʿ伺ÀÌ ´ëµÎµÇ°í ÀÖ½À´Ï´Ù. ¸¶ÄÉÆÃ ÀÚµ¿È Ç÷§ÆûÀº ¿öÅ©Ç÷ο츦 °£¼ÒÈÇϰí, ¹Ýº¹ÀûÀÎ ÀÛ¾÷À» ÀÚµ¿ÈÇϸç, µ¥ÀÌÅÍ ±â¹Ý ÀλçÀÌÆ®¸¦ ÅëÇÕÇÏ¿© º¸´Ù °³ÀÎȵǰí Ÿ°ÙÆÃµÈ ¸¶ÄÉÆÃ È°µ¿À» ¼öÇàÇÒ ¼ö ÀÖ´Â µµ±¸¸¦ Á¦°øÇÔÀ¸·Î½á ÀÌ »ýŰ迡¼ Áß¿äÇÑ ¿ªÇÒÀ» Çϰí ÀÖ½À´Ï´Ù. ¸¶ÄÉÆÃ ÀÚµ¿È ½ÃÀåÀÇ ±Þ¼ÓÇÑ ¼ºÀåÀ» °¡Á®¿À°í ÀÖ½À´Ï´Ù.
¸¶ÄÉÆÃ È¿À²¼º°ú ROI¿¡ ´ëÇÑ °ü½É Áõ°¡
°æÀïÀÌ Ä¡¿ÇØÁö°í ÀÚ¿øÀÌ ¾Ð¹Ú¹Þ´Â ÇöÀçÀÇ ºñÁî´Ï½º ȯ°æ¿¡¼´Â ¸¶ÄÉÆÃ ÁöÃâÀÇ ÃÖÀûÈ¿Í ROIÀÇ ±Ø´ëȰ¡ Áö¼Ó°¡´ÉÇÑ ¼ºÀåÀ» À§ÇØ °¡Àå Áß¿äÇÕ´Ï´Ù. ¸¶ÄÉÆÃ ÀÚµ¿È´Â ±â¾÷ÀÌ ¾÷¹«¸¦ È¿À²ÈÇÏ°í ´õ ³ôÀº È¿À²¼ºÀ» ´Þ¼ºÇÒ ¼ö ÀÖµµ·ÏÇÔÀ¸·Î½á ¸Å¿ì Áß¿äÇÑ ¿ªÇÒÀ» Çϰí ÀÖ½À´Ï´Ù. ¸¶ÄÉÆÃ ´ã´çÀÚ¸¦ À§ÇÑ ¸®¼Ä¡ °¡À̵åÀÎ ASCEND2ÀÇ º¸°í¼¿¡ µû¸£¸é, ¸¶ÄÉÆÃ ´ã´çÀÚÀÇ 65%°¡ À̸ÞÀÏ ¸¶ÄÉÆÃÀÇ ÀϺηΠ¸¶ÄÉÆÃ ÀÚµ¿È¸¦ Ȱ¿ëÇϰí ÀÖ´Ù°í ÇÕ´Ï´Ù. À̸ÞÀÏ ½ºÄÉÁÙ¸µ, ¼Ò¼È ¹Ìµð¾î Æ÷½ºÆÃ, ¼ÒºñÀÚ ¼¼ºÐÈ µî ¹Ýº¹ÀûÀÎ ÀÛ¾÷À» ÀÚµ¿ÈÇÔÀ¸·Î½á ±â¾÷Àº âÀǼº°ú ºñÆÇÀû »ç°í°¡ ÇÊ¿äÇÑ º¸´Ù Àü·«ÀûÀΠȰµ¿¿¡ ÀÎÀûÀÚ¿øÀ» ÇÒ´çÇÒ ¼ö ÀÖ½À´Ï´Ù. Çൿ°ú ¼Ó¼º¿¡ µû¶ó ¿Àµð¾ð½º¸¦ ¼¼ºÐÈÇÔÀ¸·Î½á ¸¶ÄÉÆÃ ´ã´çÀڴ ƯÁ¤ ¼ÒºñÀÚÀÇ ´ÏÁî¿Í ÃëÇâ¿¡ ºÎÇÕÇÏ´Â °íµµ·Î Ÿ°ÙÆÃµÈ ¸Þ½ÃÁö¸¦ Àü´ÞÇÒ ¼ö ÀÖÀ¸¸ç, À̸¦ ÅëÇØ Âü¿©µµ¿Í ÀüȯÀ²À» ³ôÀÏ ¼ö ÀÖ½À´Ï´Ù. ¶ÇÇÑ, ¸¶ÄÉÆÃ ÀÚµ¿È Ç÷§ÆûÀº µ¥ÀÌÅÍ ±â¹Ý ÀÇ»ç°áÁ¤À» °¡´ÉÇÏ°Ô ÇÏ´Â °·ÂÇÑ ºÐ¼® ¹× º¸°í ±â´ÉÀ» Á¦°øÇÏ¿© ¸¶ÄÉÆÃ ÀÚµ¿È »ê¾÷¿¡ ´ëÇÑ ±àÁ¤ÀûÀÎ Àü¸ÁÀ» Á¦½ÃÇÕ´Ï´Ù. Ŭ¸¯·ü, ÀüȯÀ², ¼ÒºñÀÚ »ý¾Ö°¡Ä¡ µî Ä·ÆäÀÎ ¼º°ú ÁöÇ¥¸¦ ºÐ¼®ÇÔÀ¸·Î½á ¸¶ÄÉÆÃ ´ã´çÀÚ´Â Æ®·»µå¸¦ ÆÄ¾ÇÇϰí, ½Ç½Ã°£À¸·Î Àü·«À» ÃÖÀûÈÇϸç, ÃÖ°íÀÇ ROI¸¦ °¡Á®´ÙÁÖ´Â ÀÌ´Ï¼ÅÆ¼ºê¿¡ ¿¹»êÀ» È¿°úÀûÀ¸·Î ÇÒ´çÇÒ ¼ö ÀÖ½À´Ï´Ù.
The global marketing automation market size reached USD 6.9 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 22.4 Billion by 2033, exhibiting a growth rate (CAGR) of 13.85% during 2025-2033. The market is propelled by the increasing adoption of AI and machine learning, increasing demand for omni-channel marketing, focus on consumer experience, data privacy and compliance requirements, and increasing shift toward account-based marketing (AVM).
Growing Demand for Personalized Consumer Experiences
Personalization in marketing has evolved from a mere trend to a fundamental strategy essential for engaging consumers. Enabled by marketing automation, businesses can collect vast amounts of consumer data across various touchpoints, such as websites, social media, and email interactions. This data is then analyzed to create detailed consumer profiles, understanding preferences, behaviors, and purchasing patterns. By leveraging sophisticated algorithms and machine learning capabilities within marketing automation platforms, companies can segment their audience with precision and deliver highly targeted messages and offers in real-time. Moreover, personalization goes beyond addressing consumers by their first name; it involves crafting individualized experiences that resonate with each consumer unique needs and preferences, thereby creating a positive marketing automation market outlook. According to McKinsey, personalization in marketing can reduce costs by as much as 50%, increase revenues by 5-15% and increasing marketing ROI by 10-30%.
Increasing Adoption of Digital Marketing Strategies
The global marketing software market has witnessed remarkable growth, fueled by the rapid adoption of digital marketing strategies and the increasing reliance on automation tools to optimize campaign management and execution across diverse digital channels. According to the IMARC GROUP, the global marketing software market has reached USD 77.3 Billion in 2023, and is expected to reach USD 255.9 Billion by 2032. This growth trajectory reflects the increasing demand for technologies that can manage and optimize digital campaigns across email, social media, websites, mobile apps, and other digital touchpoints. As consumer behavior shifts toward digital platforms for information gathering, communication, and purchasing decisions, businesses are compelled to enhance their digital marketing capabilities to effectively reach and engage their target audiences. Marketing automation platforms play a crucial role in this ecosystem by providing tools to streamline workflows, automate repetitive tasks, and integrate data-driven insights for more personalized and targeted marketing efforts, thus leading to a rapid marketing automation market growth.
Increasing Focus on Marketing Efficiency and ROI
In the current business environment, where competition is fierce and resources are scrutinized, optimizing marketing expenditures and maximizing ROI are paramount for sustainable growth. Marketing automation plays a pivotal role by enabling companies to streamline operations and achieve greater efficiency. According to a report by ASCEND2, a research-based guide for marketers, 65% of marketers are leveraging marketing automation as a part of their email marketing efforts. By automating repetitive tasks such as email scheduling, social media posting, and consumer segmentation, businesses can allocate their human resources to more strategic activities that require creativity and critical thinking. Segmenting audiences based on behavior and demographics allows marketers to deliver highly targeted messages that resonate with specific consumer needs and preferences, thereby increasing engagement and conversion rates. Moreover, marketing automation platforms provide robust analytics and reporting capabilities that enable data-driven decision-making, thereby creating a positive marketing automation industry outlook. By analyzing campaign performance metrics such as click-through rates, conversion rates, and consumer lifetime value, marketers can identify trends, optimize strategies in real-time, and allocate budgets more effectively toward initiatives that yield the highest ROI.
Software accounts for the majority of the market share
The marketing automation market research report has provided a detailed breakup and analysis of the market based on the component type. This includes software and services. According to the report, software represented the largest segment.
The software segment holds the largest share in the marketing automation market due to several key factors. Marketing automation software serves as the core technology that drives the entire automation process. These software platforms offer comprehensive functionalities such as email marketing, social media management, consumer relationship management (CRM) integration, campaign analytics, and workflow automation. Businesses rely on these software solutions to streamline marketing operations, enhance efficiency, and achieve greater consistency in messaging across various digital channels. Additionally, the rapid evolution of digital marketing practices and the increasing complexity of consumer interactions necessitate robust software solutions that can handle diverse tasks seamlessly. Marketing automation software automates repetitive tasks and facilitates sophisticated segmentation and targeting capabilities based on behavioral and demographic data, thus positively contributing to the marketing automation industry revenue.
Cloud-based holds the largest share in the industry
Cloud-based deployment has emerged as the largest segment in the marketing automation market breakdown by deployment type due to its numerous advantages and strategic benefits for businesses. Cloud-based solutions offer unparalleled scalability, allowing organizations to easily scale up or down their marketing operations based on changing business needs and seasonal demands without the constraints of physical infrastructure limitations. This flexibility is particularly valuable for businesses experiencing rapid growth or operating in dynamic markets where agility is essential. Additionally, cloud-based deployment eliminates the need for companies to invest heavily in on-premises hardware and IT infrastructure, thereby reducing upfront costs and ongoing maintenance expenses. This cost-effectiveness makes cloud-based solutions accessible to businesses of all sizes, from startups to large enterprises, democratizing access to advanced marketing automation capabilities.
SMEs represent the leading market segment
The marketing automation market research report has provided a detailed breakup and analysis of the market based on the end user. This includes SMEs and large enterprises. According to the report, SMEs represented the largest segment.
Small and Medium-sized Enterprises (SMEs) constitute the largest segment in the market breakup by end user in marketing automation due to several compelling reasons. SMEs often face resource constraints, including limited budgets and manpower, which necessitate efficient and cost-effective solutions to manage their marketing efforts. Marketing automation platforms offer SMEs the ability to automate repetitive tasks such as email campaigns, social media management, and lead nurturing, thereby creating a positive marketing automation market dynamic. Additionally, SMEs typically operate in highly competitive markets where effective consumer engagement and personalized marketing are crucial for differentiation and growth. Marketing automation allows SMEs to level the playing field by enabling them to implement sophisticated marketing strategies previously accessible only to larger enterprises. By leveraging automation tools for audience segmentation, behavior tracking, and personalized messaging, SMEs can enhance consumer targeting and engagement, driving higher conversion rates and consumer retention.
Campaign management accounts for the majority of the market share
The marketing automation market research report has provided a detailed breakup and analysis of the market based on the application. This includes campaign management, email marketing, lead nurturing and lead scoring, social media marketing, inbound marketing, and others. According to the report, campaign management represented the largest segment.
Campaign management holds the largest segment in the market breakup by application in marketing automation due to its pivotal role in orchestrating and optimizing marketing activities across various channels. Effective campaign management is essential for businesses to plan, execute, monitor, and analyze marketing campaigns efficiently and cohesively. Marketing automation platforms dedicated to campaign management streamline workflows by automating repetitive tasks such as scheduling emails, segmenting audiences, and tracking campaign performance metrics in real-time. Campaign management tools enable marketers to create targeted and personalized campaigns tailored to specific audience segments, demographics, and behavioral patterns. By leveraging advanced segmentation capabilities, businesses can deliver relevant content and offers that resonate with their audience, thereby enhancing engagement and conversion rates. This personalized approach improves consumer satisfaction and boosts overall campaign effectiveness and RO, while improving the marketing automation market value.
BFSI holds the largest share in the industry
The BFSI (Banking, Financial Services, and Insurance) sector stands out as the largest segment in the market breakup by vertical in marketing automation due to its unique needs for personalized consumer engagement, regulatory compliance, and competitive differentiation. Within BFSI, marketing automation plays a crucial role in fostering stronger consumer relationships through targeted communications and personalized experiences across various digital channels such as email, social media, and mobile apps. Moreover, the heavy reliance of the sector on data-driven decision-making makes marketing automation indispensable for analyzing consumer behavior, predicting trends, and optimizing marketing campaigns to drive acquisition, retention, and upsell opportunities.
North America leads the market, accounting for the largest marketing automation market share
The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America was the largest market for marketing automation.
North holds the largest share in the marketing automation market due to several key factors. The advanced technological infrastructure and widespread internet penetration provide a solid foundation for the adoption of sophisticated marketing tools. Companies in North America, particularly in the United States, are often early adopters of innovative technologies, which fuels the growth of the marketing automation sector. Additionally, the presence of major technology companies and marketing automation vendors, such as HubSpot, Marketo, and Salesforce, based in this region significantly contributes to its dominance. These companies develop cutting-edge solutions and drive market trends and standards globally.