The Middle East and Africa (MEA) marketing automation software market generated a revenue of $824.0 million in 2018, and it is estimated to progress at a CAGR of 14.4% during forecast period (2019–2024), owing to the increasing digital marketing and social media penetration. In addition to this, the economic growth and rising government support are the other key factors encouraging the market players to invest in digital infrastructure, improve connectivity, establish new commerce channels, and accelerate the usage of social networks.
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In simple terms, marketing automation software is a platform that allows streamlining, automation, and analysis of market-related workflow, to create leads for sales. This software is specifically made for marketing departments of companies to catch leads and retain them for future, and effectively market their products and services on different online platforms, such as emails, social networking sites, and websites. Furthermore, with the growing number of business establishments and preference toward digital marketing, companies are opting for data management tools in order to manage and protect their customer database.
Based on solution, the Middle East and Africa marketing automation software market is categorized into content marketing platform (CMP), cross-channel campaign management (CCCM), lead-to-revenue management (L2RM), and through channel marketing automation (TCMA), real-time interaction management, and marketing resource management. Out of these, in 2018, the CCCM category held the largest revenue share of more than 45.0% in the market.
Now, in the Middle East region, e-commerce is one of the fastest-growing industries, where marking automation software plays a vital role. It is significant for e-commerce companies to come up with new plans to improve the online shopping experience of customers. That is why marketeers are more inclined toward the adoption of marking software solutions, as these help in customer engagement, automate communication process, and content personalization according to the customer’s choice.
Hence, with the increasing use of cloud-based solutions and surging number of e-commerce platforms, the MEA marketing automation software market will continue to progress in the near future.
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