Increasing demand for MarTech software and tools for offering improved customer satisfaction and experience through increased personalization and automation across various channels is propelling the growth of Europe MarTech market. For instance, SALESmanago, artificial intelligence (AI) driven marketing automation platform, offers advanced analytics and artificial intelligence based personalization in order to deliver highly configurable personalized customer experiences across a comprehensive range of integrated marketing channels. Moreover, they also offer marketing automation system integrated with real-time bidding (RTB) network, which is the advanced version of advertising networks wherein the advertising inventory of advertisements are purchased and sold on real time basis through programmatic auction or bidding system. The marketing automation system enables the customers to reach their prospects with personalized messages, which can be displayed virtually on any website.
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MarTech market players are establishing strategic partnerships to expand their offerings and provide improved customer engagement by developing personalized campaigns. For instance, in November 2018, Cyance announced their partnership with Punch!, which is an account-based marketing company. Through this partnership, the companies’ deployed the Cyance Nexus predictive marketing platform to support highly targeted and personalized marketing campaigns for their customers. Also, the Nexus behavior-based marketing platform used predictive analytics and machine learning technology to obtain information on the buying behaviors and intent signals, which various companies have displayed online. Market players are increasingly acquiring software companies and software as a service companies in order to develop and leverage their own MarTech solutions. For instance, in January 2018, SAP announced the acquisition of CallidusCloud, a software company engaged in offering cloud-based sales, marketing, learning, and customer experience solutions. This acquisition helped SAP to strengthen its position in the customer relationship management (CRM) area. Hence, similar strategic investments in the Europe MarTech market is anticipated to contribute towards its growth over the forecast period.
The covid-19 pandemic has affected the business operations of various organizations across the globe. Organizations are increasingly focusing on altering their business strategies, in order to keep up with the challenging market conditions. The companies have minimized their workforce due to the losses which the businesses have incurred amidst the disease outbreak. Companies are focusing on automating most of their business operations and manage the remaining operations by developing the workflows accordingly. Martech solutions are providing organizations with potential opportunity to balance the workflows by offering automated solutions, which require minimum human intervention in the designed workflows. Estimates indicate a generous influx of investments by organizations of all sizes towards MarTech solutions to analyze the changing consumer behavior in the rapidly changing environment. Moreover, owing to the growing prevalence of mobile-first approach, the mobile platforms in the MarTech market showcases positive growth prospects over the future years.
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In terms of revenue, Europe MarTech market was valued at US$ 30,999.89 Mn in 2019 and reach US$ 105,294.29 Mn by 2028, growing at a CAGR of 15.16% over the forecast period. The study analyses the market in terms of revenue across all the major countries in the region.
The detailed research study provides qualitative and quantitative analysis of Europe MarTech market. The market has been analyzed from demand as well as supply side. The demand side analysis covers market revenue across regions and further across all the major countries. The supply side analysis covers the major market players and their regional presence and strategies. The geographical analysis done emphasizes on each of the major countries across Europe including France, The UK, Spain, Germany, Italy, Nordic Countries, Benelux Union, and Rest of Europe.
Key Findings of the Report:
- MarTech solutions and services in Europe held prominent relevance for advertising and promotion application across organizations. Display and programmatic advertising, within advertising and promotional solutions, held a prominent share in 2019, and also showcases promissory growth trajectory over the future years.
- Increased spending towards MarTech solutions among large enterprises led to the segment’s highest share in Europe MerTech market in 2019. Studies highlighted that large organizations have planned substantial expenditure towards adoption of MarTech solutions equipped with advanced solutions, which indicates further growth opportunity for the segment.
- Retail & consumer goods industry held the highest share in Europe MarTech market in 2019 and is also anticipated to grow at the highest CAGR over the forecast period. Growing investment into the sector is contributing towards the segment’s growth.
- Some of the players operating in the Europe MarTech market are Adobe, Agent3, Artesian Solutions, Ltd., Brandworkz Ltd., BrightTALK, Concep, Cyance, dotdigital EMEA Limited, Episerver (Idio), Force24, Growth Intelligence (Pelucid Ltd), Lead Forensics, NextRoll, Inc., Oracle, Salesforce.com, SALESmanago, Spotler UK, ZEOTAP, amongst other market participants.
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Europe MarTech Market:
- By Offering
- Solutions
- Services
- By Deployment
- On-Premise
- Cloud-based
- By Application
- Advertising and Promotion
- Display and Programmatic Advertising
- Search and Social Advertising
- Native Advertising
- Others
- Content and Experience
- Email Marketing
- Interactive Content Marketing
- Optimization, Personalization and Testing
- Digital Asset Management and Marketing Resource Management (MRM and DAM)
- Product Information System
- Search Engine Optimization (SEO)
- Marketing Automation
- Web Experience Management
- Others
- Social and Customer Relationships
- Call Analytics
- Account-based Marketing
- Webinars and Other Events
- Social Media Monitoring
- Loyalty and Referrals
- Influencer Marketing
- Reputation Management
- CRM Systems
- Chatbots
- Commerce and Sales
- Proximity and IoT Marketing
- Channel Partner and Local Marketing
- Sales Automation
- Affiliate Marketing
- E-commerce Marketing
- Others
- Data Analytics
- Customer Data Platform
- Compliance and Privacy
- Marketing Analytics
- Others
- Other Applications (Roadmap Software, Budgeting and Finance etc.)
- By Platform
- Mobile
- Web
- By Organization Size
- Small and Medium Enterprises
- Large Enterprises
- By Technology
- Artificial Intelligence
- Machine Learning
- Augmented Reality and Virtual Reality
- Internet of Things (IoT)
- Others
- By End Use Industry
- Healthcare and Pharmaceuticals
- Banking, Financial Services and Insurance
- Information Technology and Telecommunications
- Government
- Education
- Media and Entertainment
- Retail & Consumer Goods
- Travel and Hospitality
- Transportation and Logistics
- Manufacturing & Automotive
- Food and Beverage
- Others
- By Country
- France
- The UK
- Spain
- Germany
- Italy
- Nordic Countries
- Denmark
- Finland
- Iceland
- Norway
- Sweden
- Benelux Union
- Belgium
- The Netherlands
- Luxemburg
- Rest of Europe
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