Global Multichannel Campaign Management Market - 2023-2030

Overview:

Global Multichannel Campaign Management Market reached US$ 5.3 billion in 2022 and is expected to reach US$ 22.6 billion by 2030, growing with a CAGR of 18.6% during the forecast period 2023-2030.

Social media, email, websites, mobile apps and other online and mobile platforms have proliferated as a result of the digital revolution. Marketers need to manage campaigns across these diverse channels to reach their audience where they are most active. Consumers now interact with brands through various touchpoints and expect a seamless experience across all channels. Multichannel campaign management allows marketers to deliver consistent messaging and experiences, increasing customer satisfaction and loyalty.

For instance, on 22 June 2023, Typeface, a generative AI platform for enterprise content creation, is partnering with Salesforce to integrate its brand-personalized generative AI capabilities with Salesforce Marketing GPT, a marketing platform built on the Salesforce CRM and this partnership aims to enable businesses to deliver contextual, customized content powered by generative AI across the entire customer journey.

Asia-Pacific is among the growing regions in the global multichannel campaign management market covering more than 2/5th of the market and the region is experiencing a rapid digital transformation, with businesses and consumers adopting digital technologies at an unprecedented rate and this shift has created a demand for multichannel campaign management solutions to engage customers across various digital channels effectively.

Dynamics:

Growing Trends in Digital Marketing

The digital landscape is continuously expanding, with an increasing number of channels available for marketing purposes and these channels include social media platforms, email, websites, mobile apps, chatbots and more. Managing campaigns across these diverse channels requires a comprehensive multichannel approach. Multichannel campaign management allows marketers to create consistent and cohesive experiences across these touchpoints, catering to consumer behavior.

For instance, on 27 June 2023, Nitrogen, a company focused on helping financial advisors and wealth management firms grow, formed a strategic alliance with FMG, a leading SaaS company specializing in marketing software and services for financial advisors and this collaboration integrates FMG's digital marketing platform, which includes email marketing and website creation capabilities, with Nitrogen's Growth Platform.

Increasing Data Transfer Through Various Channels

There is a growing demand for transferring data across numerous digital channels as organization's and consumers' lives become more and more digitalized. The e-commerce sector significantly relies on data transfer across a variety of channels in order to process commands, manage inventory and provide individualized shopping experiences. For targeting ads, customer engagement and analytics purposes, the increasing usage of social media platforms for marketing necessitates seamless data flow.

According to Cisco Systems, in 2022, the projection is that mobile data traffic is expected to reach 77.5 exabytes per month globally by 2022. According to Ericsson Global mobile data traffic, excluding Fixed Wireless Access (FWA), reached 93 exabytes (EB) per month at the end of 2022. Video traffic currently accounts for 71% of all mobile data traffic and is predicted to rise to 80% if the adoption of XR-type services exceeds expectations, data traffic could increase even more, especially in the uplink direction.

Revolutionizing Marketing with Advanced AI and Automation

Advanced technologies enable seamless integration of data from various sources, providing a unified view of customer information across channels. AI-driven algorithms and machine learning models help analyze customer behavior, personalize content and optimize campaign strategies for better results. Automation tools streamline campaign management by automating repetitive tasks, allowing marketers to focus on strategy and creativity.

For instance, on 7 September 2023 Cordial, a marketing platform, introduced Cordial AI, a suite of artificial intelligence tools for marketers. Cordial AI offers generative, predictive and prescriptive AI capabilities to help automate marketing tasks and provide insights for decision-making. Some key features of Cordial AI include AI-generated subject lines and content, machine learning-based behavioral predictions and customer propensity and AI-driven insights for customer actions and campaign strategies.

Siloed Data and Time-Consuming Process

Integrating data from various channels and platforms can be complex, leading to data silos. Siloed data inhibits a unified view of the customer and hinders personalized marketing efforts. Managing campaigns across multiple channels requires more effort and resources. Marketers must adapt to the intricacies of each channel, making it challenging to maintain consistency. Coordinating campaigns across different channels demands more time, staff and financial resources. Small businesses may find it particularly challenging.

Tailoring content for each channel can be time-consuming and may require different formats and strategies, stretching content creation resources. The number of marketing channels continues to grow. Managing campaigns across an expanding channel landscape can become overwhelming. Ensuring consistent branding and messaging across all channels can be difficult. Any deviation can confuse customers and harm brand identity.

Segment Analysis:

The global multichannel campaign management market is segmented based on channel type, platform, deployment type, services, application, end-user and region.

Cloud Deployment Boosts the Market

Cloud-based MCCM solutions offer scalability to businesses and they can easily scale their campaigns up or down based on their needs without the need for significant infrastructure investments. Cloud solutions reduce reduced on-premises hardware requirements and maintenance expenses. Because companies only pay for the items they use, it is a cost-effective option.

For instance, on 16 August 2023, AppsFlyer introduced a dynamic querying capabilities for its Data Clean Room, powered by OpenAI and this new feature allows marketers and users, even those without SQL expertise, to easily query data within the AppsFlyer Data Clean Room. It eliminates the need for SQL intermediaries, making it faster and simpler to use Data Clean Rooms for business intelligence purposes, this development is especially important in the context of privacy-focused marketing and the need for efficient data analysis in a multi-channel environment.

Geographical Penetration:

Increasing Shifts Towards Digital Platforms Boost the Market

North America is dominating the global multichannel campaign management market and it has been at the forefront of digital marketing adoption, with businesses increasingly shifting their advertising budgets from traditional channels to digital platforms and this transition has created a strong demand for multichannel campaign management tools to effectively manage and analyze campaigns across various digital channels.

For instance, on 17 July 2023, Red Havas Group introduced a global influencer marketing practice named Sway, which will assist brands in establishing long-term relationships with influencers. Sway will collaborate with the agency network's PR, social and experiential marketing teams to create social-first marketing campaigns with influencers that have a business impact and this initiative recognizes the growing importance of influencer marketing as a performance channel for brands.

Competitive Landscape

The major global players in the market include: Adobe Systems Incorporated, Experian plc., Infor, Marketo, Inc. oracle Corporation, International Business Machines Corporation, Societas Europaea, Salesforce.Com, Inc., Teradata Operations, Inc. and SAS Institute, Inc.

COVID-19 Impact Analysis:

With lockdowns and social distancing measures in place, consumer behavior changed dramatically. People spend more time online, increasing their digital footprint. Marketers had to adapt to these changing habits and focus more on digital channels. The economic impact of the pandemic led many businesses to reassess their marketing budgets. Marketers had to do more with less and prioritize cost-effective channels and strategies.

The messaging and content of marketing campaigns needed to be sensitive to the pandemic. Brands that adapted their messaging to address the challenges and concerns of their audience were better received. E-commerce experienced significant growth during the pandemic as more consumers turned to online shopping. Marketers had to ramp up their efforts in e-commerce and optimize multichannel campaigns to drive online sales.

Data-driven decision-making became even more critical during the pandemic. Marketers relied on data analytics to understand changing customer behavior and adjust their campaigns accordingly. The need for efficiency and personalization led to increased adoption of marketing automation and AI tools and these technologies helped manage campaigns across multiple channels effectively and at scale.

AI Impact

AI enables highly personalized marketing campaigns by analyzing customer data and behavior. It helps in segmenting the audience and tailoring messages, offers and content to individual preferences, increasing engagement and conversion rates. AI-driven predictive analytics can forecast customer behavior, such as purchase intent or churn likelihood. Marketers can use these insights to proactively target customers with the right message at the right time.

AI automates repetitive tasks like email marketing, social media posting and ad optimization. This saves time and allows marketers to focus on strategy and creativity. AI-powered chatbots and virtual assistants improve customer service and support by providing quick responses to customer inquiries across multiple channels. AI analyzes content performance and suggests improvements, ensuring that marketing materials are effective and relevant.

For instance, on 24 August 2023 Twilio, a customer engagement platform company, introduced a range of AI tools under the banner of CustomerAI, aimed at enhancing customer interactions and AI-readiness for businesses and these tools include CustomerAI Predictions, which empowers marketers to create hyper-targeted campaigns based on predictive insights and Voice Intelligence, which leverages natural language understanding for customer service and compliance management.

Russia- Ukraine War Impact

The conflict created geopolitical uncertainty in the region. Companies operating in or trading with Ukraine or Russia had to consider the potential impact on their marketing strategies. Multinational companies may have adjusted their campaigns to address regional instability. Economic sanctions, trade disruptions and currency fluctuations resulting from the conflict could affect companies' budgets and marketing priorities. Multichannel campaigns might need to adapt to changing economic conditions.

For businesses with supply chain links to the region, the conflict could have caused disruptions. Multichannel campaigns may have needed to communicate changes in product availability or delays to customers. Consumer sentiment can be influenced by global events and the conflict in Ukraine may have affected how people perceive brands and their values. Campaigns might need to address these sentiments or adapt to changes in consumer behavior.

By Channel Type

• Selling Through Intermediaries
• Dual Distribution
• Reverse Channel

By Platform

• GPS
• SEO
• Email
• Company Website

By Deployment Type

• Cloud
• On-Premises

By Services

• Consulting Services
• Training and Support
• System Implementation and Integration

By Application

• BFSI
• Retails
• Healthcare
• Travel and Tourism
• Media and Entertainment
• Others

By End-User

• Advertisers
• Publishers
• Enterprises

By Region

• North America
  • U.S.
  • Canada
  • Mexico

• Europe
  • Germany
  • UK
  • France
  • Italy
  • Russia
  • Rest of Europe

• South America
  • Brazil
  • Argentina
  • Rest of South America

• Asia-Pacific
  • China
  • India
  • Japan
  • Australia
  • Rest of Asia-Pacific

• Middle East and Africa

Key Developments

• In May 2023, AdRoll, a division of NextRoll Inc., introduced its automation builder, a tool designed to enable digital marketers to launch and manage social ads, display ads and email campaigns from a single interface and this consolidated platform aims to streamline multi-channel management and provide marketers with a more efficient way to create and analyze cross-channel campaigns.
• In May 2023, Acoustic, a marketing and customer engagement provider for B2C brands, launched Acoustic Connect, an all-in-one platform for multichannel marketing, personalized journey orchestration and behavioral experience insights. The platform aims to provide marketers with visibility from campaign to conversion, enabling them to leverage real-time behavioral insights for enhanced customer engagement and data-driven, intent-based strategies.
• In November 2020, CM Group, a collection of martech companies specializing in multichannel campaign management and email marketing, has acquired Selligent Marketing Cloud marking its fifth acquisition in 24 months. CM Group, which is primarily owned by Insight Partners acquired Selligent from HGGC, further solidifying its position as the largest family of multichannel marketing and email companies globally.

Why Purchase the Report?

• To visualize the global multichannel campaign management market segmentation based on channel type, platform, deployment type, services, application, end-user and region, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of multichannel campaign management market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The global multichannel campaign management market report would provide approximately 85 tables, 90 figures and 217 Pages.

Target Audience 2023

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies