MarTech is becoming increasingly popular due to the growth of cloud technology, as well as the proliferation of internet that is bringing more users online. MarTech companies are increasingly providing their tools through the medium of cloud computing. In 2011, there were over 150 MarTech tools available, but there were more than 7000 tools available in the market in 2018. The martech market is expected to mature in the coming years, especially in Eastern Europe. Companies are increasingly adopting marketing tools that allows them to reach clients across multiple countries in Europe in their regional languages. Dynamic content translation tools enable the companies to provide personalized, regional solutions to the consumers and business, thus enabling them to widen the customer base and enhance the overall revenue. Localized marketing strategies are being increasingly adopted by companies, especially by large companies that have presence in multiple countries. Sitecore, for instance, provides personalization solutions for marketing teams to increase customer engagement, interaction, and enhance KPIs using the delivery of personalized, relevant translated content in real time.
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The companies are expected to generate more revenue by providing customized marketing solutions to start-ups in regions such as France, Germany, Estonia, Poland, etc. Start-ups may face funding issues, and their adoption of marketing technology solutions will be diminished as a result of the same. Hence, customized subscription plans ensures that their budget isn’t affected, and the market participants can widen the customer base in the process. The incorporation of artificial intelligence technology in MarTech tools can help in personalization of marketing. AI has the ability to understand data, and create forecasting models for personalized marketing purposes. The user activity will be monitored, and insights can be drawn from the same using AI. Therefore, the end-users can have higher returns on investment by the usage of AI-driven MarTech tools. Such factors are driving the demand of martech market.
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.
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Key Findings of the Report:
- The European MarTech market was valued at US$ 35798.94 Mn in 2020 and is projected to grow at a CAGR of 16.4% over the forecast period. Increasing demand for personalized marketing solutions amongst enterprises, coupled with the proliferation of smart devices that is bringing more users online, thereby leading to a growth in usable data, is expected to drive the growth of the MarTech market in the coming years. By 2029, the market is expected to be worth US$ 139476.43 Mn.
- Based on countries present in Europe, Germany accounted for the highest revenue in 2020. Rising demand for technology-driven marketing amongst the companies in Germany, especially the retail, and the banking, financial services and insurance sector, contributed heavily towards the 32.92% of the market share of Germany in the Europe MarTech market. However, the UK is expected to show the highest growth during the forecast years in the Europe MarTech market, with an expected CAGR of 17.9%.
- Solutions segmented accounted for the highest revenue share in 2020. The rising demand for data-driven marketing solutions and software, especially cloud-based marketing technology tools, is a major reason for the larger share of solutions segment in the Europe MarTech market.
- 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
- Advertising and Promotion
- 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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