Marketing Automation Among Top Four Investment Priorities for Digital Solutions
Frost & Sullivan‘s Post-pandemic Growth Opportunity Analysis of the Marketing Automation Solutions Market forecasts how the marketing automation solutions (MAS) market is expected to perform from 2020 to 2025 under two likely scenarios. The aspirational forecast is under the assumption that the COVID-19 virus will be contained by August 2020 and the global markets will recover by the end of the calendar year. The conservative forecast assumes that virus containment will be dependent on the development and availability of a vaccine, and the recovery period is 18-24 months. Under an aspirational forecast scenario, the market is expected to more than double, reaching $6.21 billion by 2025 from $2.58 billion in 2019, growing at a compound annual growth rate (CAGR) of 15.7%. This is 0.5% less than the pre-COVID-19 projection of 16.2%. The conservative forecast scenario estimates that the MAS market will reach $3.62 billion by 2025 at a CAGR of 5.8% (2019-2025), which is a 10.4% decrease compared to the pre-COVID-19 forecast.
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“Marketers are adopting MAS to try and make sense of the unlimited amount of online customer data and turn this data into actionable, intelligent leads and lead scoring sales enablement,” said Melody Siefken, Research Analyst, Digital Transformation Practice at Frost & Sullivan. “Additionally, marketers are opting for an omnichannel approach to reach customers from all sides of engagement to create a seamless and consistent customer experience and journey.”
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Siefken added: “Despite the COVID-19 crisis, marketing automation is among the top four investment priorities for enterprise digital solutions in 2020 to streamline and automate marketing efforts and to be able to understand the customer journey while optimizing the experience. Further, vendors’ ability to provide attractive price-performance bundles, a robust reseller channel globally, ease of integration with other marketing tools such as customer relationship management systems, and effective customer support ensure high usage of the MAS solution.”
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