Top vendors in marketing campaign management software market

Research firm IDC has revealed the top vendors in marketing campaign management software market in the Asia Pacific excluding Japan.
IDC report on Campaign Management Software Market shareSalesforce, Microsoft, Adobe, HubSpot, Cision, SAP, and Sensors Data are the leading suppliers in marketing campaign management software market in the Asia Pacific.

Salesforce (11.6 percent), Microsoft (8.3 percent), Adobe (7.3 percent), HubSpot (4.5 percent), Cision (4.4 percent), SAP (4.3 percent), Sensors Data ( percent) are the leading suppliers in marketing campaign management software market in the Asia Pacific.

The marketing campaign management software market in the Asia Pacific excluding Japan grew by 22.7 percent in 2023 to $2.2 billion, according to IDC.

Sensors Data, Tencent, and Yonyou Network (listed in alphabetical order) are the top emerging Chinese vendors in the marketing campaign management software within the CRM market.

AI is revolutionizing marketing, with Generative AI (GenAI) offering automated content creation, customer segmentation, predictive analytics, and data-driven recommendations. Hyper localization of campaign assets, keeping in mind market nuances, and cultural appropriateness, is a key use case that holds a lot of value for Asia Pacific.

Marketing campaign management applications automate a wide range of individual and collaborative activities associated with the various components of the marketing process. 70.1 percent of marketers consider campaign management software to be the top priority in the next 12 months, according to IDC’s 2023 C-suite Tech Survey APJ results.

“The Asia/Pacific marketing campaign management software market has shown positive growth in 2023. The upward trend is fueled by the digitization of SMBs, widespread digital adoption, and heightened customer expectations for personalized experiences in the age of ubiquitous AI,” says Lavanya Jindal, Senior Research Analyst, IDC Asia Pacific Customer Experience, Martech, and Value Streams.

“As marketers explore high value use cases to achieve their business goals, it is equally crucial to prioritize data infrastructure enhancements. Strengthening the flow of data and insights will empower organizations to unlock the full potential of their marketing campaigns,” Lavanya Jindal said.

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