Marketing Cloud Platform Global Market Report 2024

The marketing cloud platform market has grown strongly in recent years. It will grow from $12.29 billion in 2023 to $13.45 billion in 2024 at a compound annual growth rate (CAGR) of 9.4%. The expansion observed in the historical period can be attributed to factors such as digital transformation initiatives, the adoption of data-driven marketing strategies, the execution of multi-channel marketing campaigns, efforts to enhance customer experience, and the increasing demand for marketing automation solutions.

The marketing cloud platform market is expected to see strong growth in the next few years. It will grow to $19.53 billion in 2028 at a compound annual growth rate (CAGR) of 9.8%. The anticipated growth in the forecast period can be attributed to the integration of artificial intelligence (AI) into marketing processes, an increased emphasis on account-based marketing (ABM), concerns related to privacy and compliance, the rise of conversational marketing, and a shift towards outcome-based marketing. Major trends expected in the forecast period include a continued focus on account-based marketing (ABM), advancements in customer journey mapping, the integration of voice search optimization, the incorporation of augmented reality (AR) and virtual reality (VR) experiences, and the formation of strategic partnerships and ecosystem expansion.

The anticipated rise in social media advertising usage is poised to drive the growth of the marketing cloud platform market in the future. Social media advertising involves promoting products or services through platforms such as Facebook, Instagram, Twitter, LinkedIn, and others. The marketing cloud platform offers several benefits to enhance social media marketing, including achieving email marketing goals, tracking total customer interaction on social media, and automating the marketing process. For example, DataReportal reported that LinkedIn's ad reach increased by 19.3% in both 2022 and 2023, Twitter's ad reach increased by 15.5%, and Snapchat's ad reach increased by 36.9% during the same period. Therefore, the increasing use of social media advertising is a driving force behind the growth of the marketing cloud platform market.

The growing penetration of smartphones is expected to contribute to the expansion of the marketing cloud platform market. Smartphones, handheld electronic devices with mobile communication capabilities, are integral to the market's growth. Marketing cloud platforms enhance the smartphone user experience by delivering targeted and personalized marketing content, campaigns, and communications through various channels. In 2022, the UK saw 71.8 million mobile connections, a 3.8% increase from 2021, and it is anticipated that 95% of the expected 68.3 million UK population by 2025, or around 65 million individuals, will own a smartphone. Therefore, the increasing penetration of smartphones is a driving factor in the marketing cloud platform market.

Technological advancement is a prominent trend gaining traction in the marketing cloud platform market. Companies in this market are adopting new technologies to maintain their market positions. For instance, in September 2022, Salesforce Inc. launched Salesforce Genie, a hyperscale platform providing real-time adjustments to changing client information and requirements, enhancing personalized experiences across sales and marketing.

Major companies in the marketing cloud platform market are concentrating on developing AI marketing clouds, such as AI-driven SaaS solutions, to empower marketers and optimize their profits. An AI-driven SaaS solution, hosted on the cloud, leverages artificial intelligence technologies to enhance capabilities, offering intelligent insights, automation, and predictive features. For example, HCL Software launched HCL Marketing Cloud, an AI-driven SaaS solution tailored for end-to-end marketing management in July 2023. This platform, powered by advanced predictive and generative AI capabilities, allows marketers to execute personalized and hyper-targeted omni-channel campaigns while gaining insights into customer behavior.

In July 2022, OSF Digital acquired Aarin Inc. to significantly strengthen and expand the Salesforce Marketing Cloud center in North America. This acquisition enhances both companies' ability to serve the growing North American customer base with innovative solutions. Aarin Inc. is a leader in Salesforce Marketing Cloud systems integration based in the United States.

Major companies operating in the marketing cloud platform market report are Salesforce Inc., Adobe Inc., Oracle Corporation, Pegasystems Inc., HubSpot Inc., International Business Machines Corporation, Statistical Analysis Software Inc., Cision Ltd., Redpoint Global Inc., Fair Isaac Corporation, Infusion Software Inc., Zen Cloud Technologies, Insider Pte. Ltd., Etrigue Corp., Optimizely Inc., WebEngage Technologies Private Limited, MoEngage Inc., CleverTap Inc., Braze Inc., Leanplum Inc., Airship Inc., Iterable Inc., Sailthru Inc., Bluecore Inc., Listrak Inc., Segment Inc., Tealium Inc., mParticle Inc., Treasure Data Inc., BlueConic Inc., SmarterHQ Inc.

North America was the largest region in the marketing cloud platform market in 2023. Asia-Pacific is expected to be the fastest-growing region in the global marketing cloud platform market during the forecast period. The regions covered in the marketing cloud platform market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the marketing cloud platform market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The main components of a marketing cloud platform can be categorized into services and platforms. Services refer to intangible and non-physical offerings that provide value to customers. This includes digital marketing solutions and integration solutions that are deployed in both public and private domains. These solutions encompass various marketing functions such as advertising, design, sales channels, branding, communications, and customer support. Marketing cloud platforms find applications in diverse industry verticals, including retail and e-commerce, IT and telecommunication, banking, financial services and insurance (BFSI), media and entertainment, healthcare, travel and hospitality, and other industry sectors.

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The marketing cloud platform market includes revenues earned by entities by providing services such as the hybrid cloud platform, adobe systems marketing cloud, and Oracle Corporation cx marketing cloud platform. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included. The marketing cloud platform market consists of sales of systems applications and products in Data Processing SE marketing cloud, Nielsen marketing cloud, and Agileone predictive marketing cloud platform. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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