Marketing Technology Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The marketing technology market size has grown exponentially in recent years. It will grow from $488.57 billion in 2024 to $591.57 billion in 2025 at a compound annual growth rate (CAGR) of 21.1%. The growth in the historic period can be attributed to digital transformation, social media growth, automation and personalization, customer relationship management, rise of digital marketing,.

The marketing technology market size is expected to see exponential growth in the next few years. It will grow to $1.29 trillion in 2029 at a compound annual growth rate (CAGR) of 21.7%. The growth in the forecast period can be attributed to e-commerce expansion, mobile marketing revolution, cloud computing adoption, metaverse marketing, omnichannel marketing automation. Major trends in the forecast period include martech stack consolidation, sustainability and ethical marketing, martech stack consolidation, conversational marketing, voice search and visual search marketing.

The growing adoption of digital marketing is anticipated to drive the expansion of the marketing technology market in the coming years. Digital marketing leverages digital channels, platforms, and technologies to promote products, services, or brands to a target audience. By utilizing various marketing technologies, digital marketing enhances the effectiveness, efficiency, and reach of campaigns in today's digital environment. For example, a study by IAB UK, a UK-based advertising company, revealed that in 2023, the digital advertising market grew by 11%, reaching a total of £29.6 billion (approximately $38.18 billion). Therefore, the increasing adoption of digital marketing is fueling the growth of the marketing technology market.

The growing demand for artificial intelligence (AI) is expected to drive the growth of the marketing technology market moving forward. AI refers to the replication of human intelligence processes by computer systems. Artificial intelligence is playing a pivotal role in advancing marketing technology by improving efficiency, personalization, and decision-making in marketing and customer engagement. For instance, according to the Department for Science, Innovation and Technology, a UK-based government department, the share of specialized companies offering AI-related services increased by over 10 percentage points, rising from 18% in 2022 to 31% in 2023. Therefore, the increasing demand for artificial intelligence is propelling the growth of the marketing technology market.

Major players in the marketing technology market are developing cutting-edge AI marketing technologies, such as AI-powered assistance tools, to foster organizational growth. AI-powered assistance technology refers to software programs that utilize artificial intelligence (AI) to help users by understanding natural language voice commands and completing tasks on their behalf. For example, in March 2023, Microsoft Corporation, a US-based technology company, launched Dynamics 365 Copilot. This innovative AI-powered assistant is designed to support marketers, customer representatives, and other users in their work. Powered by Microsoft's GPT-3 language model and built on a vast dataset of text and code, Copilot can understand the context of conversations, generate text, translate languages, create various forms of creative content, and provide informed responses to client inquiries. It also helps create marketing materials, optimize campaigns, personalize messaging, and measure results, enhancing the productivity of organizations of all sizes.

In March 2023, WPP plc, a UK-based communications company, acquired Obviously Inc. for an undisclosed amount. By acquiring Obviously's technology-driven services, WPP aims to enhance its marketing solutions, especially in influencer marketing, which is becoming increasingly important for effectively engaging consumers. Obviously is a US-based advertising company specializing in marketing technology.

Major companies operating in the marketing technology market are Apple Inc., Microsoft Corporation, Amazon Web Services Inc., Oracle Corporation, SAP SE, Salesforce Inc., Adobe Inc., Amdocs, Hubspot Inc., Aptean Inc., Tackle.io, Real Chemistry, Zoho Corporation, Acoustic L.P., ActiveCampaign, Crisp Thinking Group Limited., Adjust GmbH, Tableau Software LLC, Mediafly, Convoso Tech International Pvt. Ltd., SOCi Inc., Artesian Solutions Ltd., WebFX Inc., Share Local Media, Buzzoole, ContentGrow, Fullcircl, SpyFu Inc., Konnect Insights, Evergage.

North America was the largest region in the marketing technology market in 2024. The regions covered in marketing technology report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the marketing technology market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The marketing technology market consists of revenues earned by entities by providing marketing technology services such as consulting and strategy, personalization and customer journey mapping, customization and development, campaign management, social media management and email marketing services. The market value includes the value of related goods sold by the service provider or included within the service offering. The marketing technology market also includes sales of campaign monitors, sendgrid tools, pardot tools, pipedrive tools, salesforce tools, market tools and hootsuite tools. 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.

Marketing technology encompasses a suite of integrated tools and technologies that empower marketers to streamline their activities, engage with customers more effectively, and automate numerous repetitive tasks. These technologies serve a broad spectrum of purposes and find applications across various industries and business functions, ultimately enhancing marketing strategies, boosting customer engagement, and driving business growth.

The primary categories of products within marketing technology include social media tools, content marketing tools, rich media tools, automation tools, data analytics tools, and sales enablement tools. Social media tools consist of software applications and platforms specifically crafted to aid individuals, businesses, and organizations in managing and optimizing their presence on social media platforms. These tools can be deployed through on-premise or cloud-based modes, catering to diverse applications such as information technology, telecommunications, retail, e-commerce, healthcare, media, entertainment, sports, events, banking, financial services, insurance (BFSI), real estate, and other sectors.

The marketing technology market research report is one of a series of new reports that provides marketing technology market statistics, including marketing technology industry global market size, regional shares, competitors with a marketing technology market share, detailed marketing technology market segments, market trends and opportunities and any further data you may need to thrive in the marketing technology industry. This marketing technology market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

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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