Marketing Cloud Platform Market

Market Leadership - Marketing Cloud Platform Market

The global marketing cloud platform market size is expected to grow from USD 8.0 billion in 2018 to USD 11.8 billion by 2023, at a Compound Annual Growth Rate (CAGR) of 8.0% during the forecast period. Major growth factors for the marketing cloud platform market include the growing adoption of content marketing software for personalized marketing and customer engagement, an increasing use of social media for advertising, rapid development of the mobile marketing platform driven by increasing use of smart mobile devices, and the emergence of location-based marketing.

Major marketing cloud platform vendors include Adobe (US), Oracle (US), Salesforce (US), IBM (US), SAP (Germany), Selligent (Belgium), Pegasystems (US), FICO (US), HubSpot (US), SAS (US), Sitecore (Denmark), Nielsen (US), Cheetah Digital (US), Hatchbuck (US), RedPoint Global (US), Optimove (US), MediaMath (US), Zeta Global (US), Sailthru (US), AgilOne (US), Maropost (US), Episerver (US), Emarsys (Austria), and Infusionsoft (US). These players have adopted various growth strategies, such as partnerships, agreements, and collaborations and new product launches, to further expand their presence in the marketing cloud platform market. Partnerships and new product launches have been the most dominating strategies adopted by major players from 2016 to 2018, which have helped them innovate their offerings and broaden their customer base.

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Adobe has a broad product portfolio consisting of solutions for advertising, analytics, commerce, content management, data management platform, email marketing, and personalization. Adobe Marketing Cloud offers Adobe Analytics, which provides various capabilities, such as predictive marketing, customer churn analysis, advanced segmentation, mobile analytics, marketing attribution, big data analytics, social analytics, audience optimization, real-time web analytics, offline marketing channels, and advanced visualization. The company has majorly adopted organic growth strategies to enhance its business prospects. In October 2018, Adobe acquired Marketo, one of the leading players in B2B marketing engagement. Following the acquisition, customers will benefit from the combination of Adobe Experience Cloud’s analytics, and personalization and content capabilities with Marketo’s lead management, account-based marketing, and revenue attribution technology, thereby helping companies further connect marketing engagement to their revenue growth.

Oracle is another top player in the marketing cloud platform market. The company offers the Oracle Marketing Cloud for its commercial clients across the globe. The offering helps marketers connect the data in the marketing ecosystem to an individual customer. Oracle focuses on the growth of its SaaS and Platform-as-a-Service (PaaS) businesses to uplift its software license revenues. The company implements both the organic and inorganic growth strategies to enhance its growth in the marketing cloud platform market. For instance, in November 2018, Oracle launched a placement solution, named Pre-Bid by Moat, for marketers to identify and utilize ad inventory that meets their high standards for third-party view ability and Invalid Traffic (IVT). These new capabilities will join the existing brand safety segments that are available on the Oracle Data Cloud and create a suite of media spend protection offerings. In September 2017, Oracle partnered with WeChat, a social media platform, to enable marketers to deliver connected and personalized experiences in China and other countries across the globe by seamlessly extending the capabilities of Oracle Eloqua, including powerful campaign design, delivery, and monitoring capabilities, to WeChat.

Related Reports:

Marketing Cloud Platform Market by Type (Platform and Services), Marketing Function (Advertising, Designing, Sales Channel, Branding, and Communications), Deployment Mode (Private Cloud and Public Cloud), Vertical, and Region - Global Forecast to 2023

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Report Code
TC 6806
RI Published ON
12/11/2018
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