Digital marketing software has revolutionized the marketing world. This software provides crucial information for digital marketing functions such as sales customer relationship management (CRM), e-commerce, e-mail, web content management, web analytics and social media trends.
All these software tools collectively help an organization to develop and implement effective marketing strategies. These tools are developed to serve specific functions in the Global Digital Marketing Software market as explained below:
The Global Digital Marketing Software Market was valued at US$ 14.32 billion in 2012 and is expected to reach US$ 24.40 billion by 2016, growing at a CAGR of 14.25 percent. This growth can be largely attributed to a few key trends listed below that are expected to influence the market in the next few years:
- Emergence of SaaS-based Solutions
- High Demand for Digital Marketing Solutions in Developing Countries
- Increasing Number of Mergers and Acquisitions
- Need for Location-based Analytics
In order to better understand how these trends will affect the market, TechNavio reached out to Product Manager Jackie Palmer from Infor, an enterprise software solutions company, who provided the following answers to our questions:
In your opinion, how do these trends impact differently across geographical regions?
“We have seen an increased interest in SaaS solutions in the North American market, not as much the EMEA market due to different policies of data protection, privacy and security. In EMEA we have seen interest in hosting but within a private cloud scenario, not a true multi-tenant SaaS scenario, as much as North America. Interestingly social and location-based data are of more interest to our EMEA customers than our North American customers – for now!”
To what extent are these trends applicable to large enterprises Vs. SMEs?
“We have seen more interest in true multi-tenant SaaS from smaller companies, not necessarily only SMEs but also the smaller end of the large enterprises. We are getting interest in private cloud hosting from the larger large enterprises. We have seen equal interest in digital marketing, or close enough, between large and SME enterprises.”
Do you think there are any other trends that might have a significant impact on this market in the coming years?
“Some other areas we have been interested in lately (and our customers, of course) are:
- Maintaining a scientific approach to digital marketing: common mistakes are still being made.
- Overcoming internal politics to achieve maximized digital marketing system implementations.
- Staffing and process considerations for digital marketing system implementations
- Reporting versus analysis: what is what and why does it matter?
- Data; how much do you need to be effective with your digital marketing system implementation?”
For more information, view our 2012-2016 Global Digital Marketing Software Market report.
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Jackie Palmer runs product management for Infor’s Epiphany and Orbis solutions, responsible for product strategy and direction. She brings over 19 years of CRM experience to the role, including four years in Infor’s Epiphany Consulting Group. Prior to joining Epiphany/Infor, Jackie was part of Accenture’s Customer Insight group within the CRM practice where she focused on customer analytics and data mining. Jackie has a B.A. in Math and Economics from Northwestern University. |
