Marketing Automation Market

Executive Summary

The global marketing automation market size is expected to grow from USD 4.48 billion in 2021 to USD 8.87 billion by 2027 at a CAGR of 12.0%.

Travel retail, and airport retail, in particular, has been experiencing tremendous growth in the past few years. Every year, over 1 billion people travel internationally — that is circa 15 percent of the global population. And with the recent upturns in the economy, passenger numbers are expected to increase even further, especially in emerging countries like China.

The fixed structure of arrivals and departures provides retailers with tremendous opportunities to offer improved customer service. Shops in airports have the privilege of knowing in advance when their customers will show up, where they are from and where they are heading. Travel retailers are using this data in inventive ways. For example, the World Duty-Free Group in Heathrow airport organizes its staffing and product displays based on flight schedules. This way passengers are welcomed by staff speaking their language and with the needed cultural sensitivities. Products are also changed based on which nationalities are crowding the airport, to make sure that the right products are visible to interested customers.

Retailers have realized that travel retail provides them with tremendous opportunities to create visibility for their products, increase customer loyalty and recruit new customers in different countries. Airports have become an area where brands test their possible success in new markets, based on customers’ nationalities and flight destinations. Many brands also offer “travel retail exclusive”, special products which are only available to travelers to entice shoppers to buy appealing to their desire for exclusive items. Travel retail is, in many ways, different from traditional retail spaces. Brands have managed to capitalize on the differences to tap into a very lucrative market. As travel retail is expected to grow steadily in the next few years, brands count on some of their success in airports to trickle down to their traditional stores and possibly help open new, profitable markets.

Duty and tax-Free sales are not ‘cross border trade’, are not ‘duty not paid’, and are not ‘Free Zone sales’. Duty-free sales take place in a highly regulated retail environment governed by customs allowances, e.g. airports, ports, ferries, cruise ships, and land border shops, and their operations are governed by national customs authorities. Products that can be sold duty-free vary by jurisdiction and different rules based on duty calculations, allowance restrictions, and other factors. Airports represent the majority of such sales globally but duty-free & travel retail is also available at border shops (under certain conditions, usually requiring the purchaser to spend a minimum amount of time outside the country), cruise & ferry shops on vessels in international waters, on board aircraft during international flights, at some international railway stations and for the provisioning of ships sailing in international waters. It can also include downtown stores where proof of travel is required to purchase.

In many states and certain international institutions, the right to buy duty-free goods is accorded to diplomatic and military personnel stationed outside their native country. The duty-free departments of many companies serve this market although it is not considered part of the mainstream duty-free industry. Some jurisdictions (for example in non-EU Europe, Australasia, the Middle East and Latin America) offer travelers the opportunity to buy duty-free goods on their arrival at their destination airport within the territory concerned. In such places, arrivals duty-free has become an important source of revenue for airports.

Key Players

The major players operating in the global marketing automation market are Adobe (US), IBM (US), Oracle (US), Salesforce (US), Microsoft (US), HubSpot (US), Keap (US), Thryv (US), Sendinblue (France), Teradata (US), Act-On Software (US), ActiveCampaign(US), SAS (US), GetResponse (Poland), SharpSpring (US), and ClickDimensions (US).

Recent Developments

February 2021: Hudson Group, a Dufry AG-owned retailing company, launched Amazon One, a technology-driven store at Dallas Love Field Airport (DAL), to offer an improved in-store shopping experience to the customers.

December 2021: Servy, a hospitality platform, partnered with Inflyter, a retail technology company, to develop an Ecommerce platform that offers a digital shopping experience to travelers at airports.

Market Overview

Definition

Marketing automation, or hydroelectric power, is a renewable energy source that generates power by using a dam or diversion structure to change the natural flow of a river or other water body.

Currency

Market Dynamics

Driver

Renewable energy use increased 3% in 2020 as demand for all other fuels declined. The primary driver was an almost 7% growth in electricity generation from renewable sources. Long-term contracts, priority access to the grid, and continuous installation of new plants underpinned renewables growth despite lower electricity demand, supply chain challenges, and construction delays in many parts of the world. Accordingly, the share of renewables in global electricity generation jumped to 29% in 2020, up from 27% in 2019. Bioenergy use in the industry grew 3% but was largely offset by a decline in biofuels as lower oil demand also reduced the use of blended biofuels.

Renewable electricity generation in 2021 is set to expand by more than 8% to reach 8 300 TWh, the fastest year-on-year growth since the 1970s. Solar PV and wind are set to contribute two-thirds of renewables growth. China alone should account for almost half of the global increase in renewable electricity in 2021, followed by the United States, the European Union, and India.

Restraint

It is an undeniable fact that we are forced to use renewable energy resources and many countries have already implemented renewable energy into many industries. Yet, with renewable energy sources, we are facing another obstacle which is a change in the stability of energy. Simply put, the energy production used to be steady but now with the usage of renewable energy, it is going to be super excited. Therefore, there is either too much-produced energy or not enough. Despite the inexhaustibility of renewables, we cannot control the sun, clouds, wind, or geothermal sites. That is why we may expect blackouts or a lack of energy in the future.

Opportunity

IoT is becoming enmeshed across the marketing automation industry. Cheap sensors with more or less zero maintenance overheads are appearing right across the marketing automation operational landscape as components of the industrial IoT. Location isn’t strictly limited to the dam itself: upstream and downstream, sensors can now transmit continually, for example, to provide a comprehensive flow of data.

With open data becoming increasingly important, the actual ownership of the means to generate data becomes less significant than the willingness to share and contribute. Extended networks of monitoring devices owned by power companies and river authorities, for example, can work together to build up ever-richer pictures of the changing state and impact of water resources.

Sensor use increases correspondingly inside the actual marketing automation facility too as the industrial IoT begins to take shape. Here again, sensors can provide a continuous, high-rate stream of data to keep operational staff informed on everything from stability to the heat generation in turbine bearings.

Challenge

The cost of electricity from solar and wind power has fallen, to very low levels. Since 2010, globally, a cumulative total of 644 GW of renewable power generation capacity has been added with estimated costs that have been lower than the cheapest fossil fuel-fired option in each respective year. In emerging economies, the 534 GW added at costs lower than fossil fuels, will reduce electricity generation costs by up to USD 32 billion this year.

New solar and wind projects are increasingly undercutting even the cheapest and least sustainable of existing coal-fired power plants. IRENA analysis suggests 800 GW of existing coal-fired capacity has operating costs higher than new utility-scale solar PV and onshore wind, including USD 0.005/kWh for integration costs. Replacing these coal-fired plants would cut annual system costs by USD 32 billion per year and reduce annual CO2 emissions by around 3 Gigatonnes of CO2.

By Component

Introduction

Software

Services

By Deployment Type

Introduction

Cloud

On-premises

By Application

Introduction

Campaign Management

Email Marketing

Lead Nurturing and Lead Scoring

Social Media Marketing

Inbound Marketing

Analytics and Reporting

Other Applications

By Organization Size

Introduction

Large Enterprises

Small and Medium-Sized Enterprises

By Vertical

Introduction

Banking, Financial Services, and Insurance

IT and Telecom

Retail and Consumer Goods

Travel and Hospitality

Healthcare and Life Sciences

Education

Media and Entertainment

Manufacturing

Other Vertical

Company Profiles

IBM

Company Overview

IBM was founded in 1911 and is headquartered in New York, US. Its employee strength is 430,000. The company has a wide direct and indirect presence across the regions of North America, Europe, Asia Pacific, Middle East and Africa, and Latin America. It is one of the global leaders of AI, robotic process automation, cloud, blockchain, and cognitive security. IBM serves diverse industry verticals that include healthcare and life sciences, media and entertainment, IT and telecom, retail, BFSI, government, aerospace and defense, automotive, education, and electronics.

Product Overview

Watson Campaign Automation

FAQs

What is meant by marketing automation?

Marketing automation, or hydroelectric power, is a renewable energy source that generates power by using a dam or diversion structure to change the natural flow of a river or other water body.

Which countries are covered under the European region?

The key countries studied under the European region are Germany, the UK, France, Spain, Italy, and Russia.

Which different industry verticals are covered in the research report?

The industry verticals covered in the report include banking, financial services, and insurance, it and telecom, retail and consumer goods, travel and hospitality, healthcare and life sciences, education, media and entertainment, and manufacturing.

What are the key drivers of the marketing automation market?

The key driving factors for the global marketing automation market are increasing demand for clean energy, rapid industrialization and urbanization, the growing need to reduce the dependency on fossil fuels.

What is the market size of global marketing automation market and CAGR for next five years?

The global marketing automation market size is expected to grow from USD 4.48 billion in 2021 to USD 8.87 billion by 2027 at a CAGR of 12.0%.

Who are the prominent vendors of the marketing automation market?

The major players operating in the global marketing automation market are Adobe (US), IBM (US), Oracle (US), Salesforce (US), Microsoft (US), HubSpot (US), Keap (US), Thryv (US), Sendinblue (France), Teradata (US), Act-On Software (US), ActiveCampaign(US), SAS (US), GetResponse (Poland), SharpSpring (US), and ClickDimensions (US).

Europe

Europe

Related Reports

Campaign Management

Campaign Management

Email Marketing

Lead Nurturing and Lead Scoring

Social Media Marketing

Inbound Marketing

Analytics and Reporting

Other Applications

Large Enterprises

Small and Medium-Sized Enterprises

Banking, Financial Services, and Insurance

Banking, Financial Services, and Insurance

IT and Telecom

Retail and Consumer Goods

Travel and Hospitality

Healthcare and Life Sciences

Education

Media and Entertainment

Manufacturing

Other Vertical

Asia Pacific

Middle East and Africa

Latin America

Driver

Restraint

Opportunity

Challenge