Marketing automation to close in on $4.7B globally by 2028

Brands want to deliver multichannel marketing strategies and personalized content at scale.

(Image credit: Unsplash)

Marketing automation tools are being embraced by brands to help them deliver the customized and seamless experiences expected by their target audiences.

The global marketing automation market is expected to increase from $2.75 billion last year to hit nearly $4.71 billion in 2028, rising at a compound annual growth rate of 7.9% during that period, according to a report by Valuates.

The report reveals that email marketing automation will take the largest slice of market share at just over 32% and, geographically, North America will dominate with an almost 54% share of the global market.

What’s driving growth?

There are several factors influencing the automation boom, per the report, and these are rising internet penetration, industry digital transformation and increased use of mobile devices.

How are brands using marketing automation?

The digital shift during the pandemic is spurring marketers, both business-to-consumer and business-to-business, to invest in tools to help them deliver multichannel marketing strategies and personalized content at scale, the report states.

Automation can simplify processes across multichannel strategies, such as social media messaging, lead generation and nurturing, customer experience management and email marketing.

“Automation is one of the must-have marketing strategies for your business if you want to work smart and grow,” advised Attrock founder Gaurav Sharma in a recent SmartBrief article. “Automation can not only boost your team’s productivity but also supercharge your conversion rate,” Sharma wrote.

The key players

The report provides a list of the key players in the industry, such as HubSpot, SAP, Salesforce, Marketo, Adobe Systems, LeadSquared, IBM, Oracle and Infusionsoft.

Marketing agency executives offer their tips on useful automation tools in this Forbes article, including Sprout Social, Hootsuite and Bambu for social media automation and LinkedIn automations to drive B2B connections.

The future of marketing automation

Automated marketing solutions will develop at a fast rate due to the huge demand from marketers, the report predicts.

Chatbots in particular are expected to see a surge in popularity due to their ability to capture customer data and as technological advancements facilitate easier integration.

In addition, marketing campaigns will get a boost from new forms of big data analytics, machine learning and artificial intelligence that will help to forecast trends.

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