ICT RESEARCH REPORTS Digital-Marketing-Software-Market | Page 2

Increasing presence of social media and social advertising and growing dependence
on internet and broadband connection are responsible for driving growth of the
digital marketing software market.
Growing adoption of mobile phones is increasing the scope for mobile advertising, in turn
expected to drive growth of the market for digital marketing software in the near future. Growing
requirement for services on demand at anytime and anywhere, mobile advertising is very
powerful tool for effective communication to grab attention of consumers at an appropriate time
when they would most likely be ready to buy the product. This in turn, helps increase sales and
traffic. For instance, according to Coherent Market Insights’ Analysis, as of 2017, over 55% of
traffic on LinkedIn is estimated to be generated using mobile phones and over 80% of revenue
on Twitter is generated through mobile advertising. Mobile advertising consists of SMS & MMS
advertising, mobile web, mobile video & television, and several online advertising channels,
which are increasingly being used, in turn boosting market growth.
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North America market is expected to lead the global digital marketing software market during
the forecast period (2017 – 2025), owing to increasing adoption of social media. Social media
expands customer base by increasing the efficiency of digital marketing tools, including SEO and
SEM, building natural links, generating traffic, and other activities such as videos, images, and
content sharing along with paid social media advertising. According to Coherent Market Insights’
analysis, as of 2017, the global spending on social media is estimated to account for over US$ 32
billion, from which the U.S. individually holds over 40% of market share and accounted for 16%
of the global digital advertisement spending. The global spending on social media is expected to
increase, in turn, boosting growth of the market for digital marketing software over the forecast
period.
Competitive Background
Major players operating in the global digital marketing software market include Adobe Systems,
Oracle Corporation, SAP AG, Salesforce.Com, INC., IBM Corporation, Marketo Inc., Microsoft
Corporation, Hubspot Inc., SAS Institute Inc., and Act-On Software.
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