Asia Pacific Marketing Automation Software Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Asia-Pacific Marketing Automation Software Market is segmented by Deployment (Cloud-based and On-premise), Application (Campaign Management, E-mail Marketing, Inbound Marketing, Mobile Marketing, Social Media Marketing, and Other Applications), End-User Vertical (Entertainment and Media, Financial Services, Government, Healthcare, and Other End-User Verticals), and Geography (China, Japan, India, and the Rest of Asia-Pacific). The report offers market size and forecasts for all the above segments in value (USD million). The market sizes and forecasts are provided in terms of value (USD million) for all the above segments.

Asia Pacific Marketing Automation Software Market Size

Asia Pacific Marketing Automation Software Market Summary
Study Period: 2018-2028
CAGR: 17.42 %

Major Players

Asia Pacific Marketing Automation Software Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Asia Pacific Marketing Automation Software Market Analysis

The Asia Pacific marketing automation software market is expected to register a CAGR of 17.42% over the forecast period. 

  • Marketing automation software can automate typical marketing tasks, eliminating the need for human intervention. Typical marketing automation operations include email marketing, behavioral targeting, lead prioritizing, and tailored advertising. The use of such solutions by E-commerce firms is on the rise, and the market in the region is expected to expand significantly in the near future. 
  • The growing Internet usage in the area has accelerated e-commerce development, and international corporations such as Amazon have made significant investments due to the region's enormous sales potential. Local businesses such as Alibaba and Rakuten are also making a name for themselves and growing rapidly.
  • Australia and New Zealand are embracing technological advancements, with a diverse ICT sector that includes geospatial, telecommunications, payments, agricultural technology, digital content, wireless infrastructure, and healthcare IT. It is expected that such ICT development activities will encourage the usage of marketing automation software in Australia and New Zealand in the future.
  • On the other hand, South Korean businesses are choosing from a wide range of cloud computing services, with many industries, including finance, ICT, and healthcare, adopting cloud technology. The online gaming business is particularly adopting this technology widely, causing the market for marketing automation software in South Korea to expand. This, combined with the availability of improved connections, well-developed infrastructure, and the growing significance of cybersecurity, is driving growth in the market.
  • Marketing automation strives to boost productivity while maximizing a company's time, money, and resources. By automating various tasks such as customer engagement, content development, social media management, lead promotion, market research, and analytics, marketing departments can enhance sales in the future. It also helps to identify each customer's preferences and suggests goods using machine learning and artificial intelligence algorithms running in the background.
  • The COVID-19 pandemic caused B2B marketers to divert the majority of their spending away from investing in physical events and toward digital channels, which had a greater impact. Marketers are focusing on campaigns for client retention, lead nurturing, and conversion rate optimization as a result of the pandemic. During the COVID-19-led lockdowns, there was a greater need to access the Internet.

Asia Pacific Marketing Automation Software Industry Segmentation

Marketing automation refers to the usage of software to automate marketing activities. Marketing departments are increasingly automating repetitive tasks such as e-mail marketing, social media posting, and even ad campaigns for efficiency and to provide a more personalized experience to their customers.

The Asia-Pacific marketing automation software market is segmented by deployment (cloud-based, on-premise), application (campaign management, e-mail marketing, inbound marketing, mobile marketing, social media marketing), end-user vertical (entertainment and media, financial services, government, healthcare), and geography (China, Japan, India, and the Rest of Asia-Pacific).

The market sizes and forecasts are provided in terms of value (USD million) for all the above segments.

By Deployment
By Application
Campaign Management
E-mail Marketing
Inbound Marketing
Mobile Marketing
Social Media Marketing
Other Applications
By End-User Verticals
Entertainment and Media
Financial Services
Other End-User Verticals
By Geography
Rest of Asia Pacific

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Asia Pacific Marketing Automation Software Market Trends

Shift Towards Digital Marketing is Expected to Drive the Market Growth

  • The Asia-Pacific region is witnessing rapid growth in its business landscape, especially in the e-commerce and Quick Commerce sectors. This growth is expected to drive the demand for social media marketing in the region. Quick Commerce is a faster version of e-commerce that delivers goods within a few minutes. As businesses require quick connections with their users and a mass audience to promote offers, discounts, and sales, marketing automation tools are expected to see a rise in demand in the region.
  • However, the coronavirus pandemic has led to a significant rise in the online population worldwide, making the sector even more appealing but also increasingly vulnerable due to rapidly evolving internet privacy laws and third-party cookie deprecation on Google Chrome in 2023.
  • According to the SME Finance Forum, small and medium-sized enterprises (SMEs) comprise over 98% of the number of enterprises in the Asia-Pacific region. These SMEs contribute about 17% to the national GDP in low-income countries like India and about 40-50% in higher-income countries like Malaysia and Singapore. The region has also seen a digital drive for SMEs, leading to the adoption of better software solutions to drive business growth.
  • The most important market sectors for digital advertising in the Asia-Pacific are search advertisements and video ads, which increasingly prioritize mobile devices over desktop advertising. However, advertisers face significant obstacles due to the region's linguistic and cultural diversity, as well as the range of local social media platforms and messaging applications. Therefore, businesses and advertising agencies prioritize localization when entering APAC countries. For example, Spotify launched ambitious video campaigns featuring regional artists for each country's launch in Indonesia, Thailand, and the Philippines.
  • According to DataReportal, Chinese citizens have a significant online presence, with 983.3 million active social media users in 2022. Other Asia-Pacific nations and regions rank behind China in terms of their use of social media, with India and Indonesia ranking second and third, respectively, with 467 million and 191.4 million active social media users in 2022.
Asia Pacific Marketing Automation Software Market: Number of active social media users, in millions, By Country, Asia Pacific, February 2022

China is Expected to Hold a Major Market Share

  • China's online marketing industry is highly dynamic, with businesses continuously adapting their software and strategies to maintain competitiveness. What works in Western markets may not necessarily be successful in China. In fact, China frequently sets the bar for innovative marketing techniques that later become popular in the West. However, some Chinese marketing strategies are unique to the local market and resonate only with Chinese consumers.
  • WeChat groups have proven to be a reliable method of generating private traffic in China. While a chatbot cannot replace a human administrator entirely, integrating it can enhance cost-effectiveness and utility for businesses. Chatbots can be programmed to perform various tasks, such as responding to frequently asked questions, advertising upcoming events, conducting surveys, gathering audience data, suggesting products based on keywords, and more. These marketing automation tools could be useful in the vast Chinese online market, benefiting both buyers and sellers.
  • Pinduoduo, an e-commerce platform where users can participate in group buying offers, has gained popularity due to its 66% user base from low-income cities. This phenomenon has alerted major corporations such as to the potential of these often-neglected cities. Even though these customers may have less disposable income, they represent 128 million internet users, compared to 74 million in first- and second-tier cities. Lower-tier cities have significant income-earning potential.
  • Another major factor contributing to the rise of e-commerce and online shopping is the growing disposable income of Chinese consumers. According to the National Bureau of Statistics China, the combined disposable income of Tier 1,2, lower and rural China is expected to reach around USD 4 trillion by 2030. This surplus income will likely lead to increased market penetration and online trade in both urban and rural areas. As a result, there will likely be an increase in demand for Marketing Automation Solutions.
  • China is home to major tech and e-commerce companies like Alibaba, Tencent,, and Xiaomi. For example, was the highest-earning Chinese internet corporation in 2022, according to the Fortune China 500 ranking, based on the company's 2021 annual revenues. Alibaba Group was its closest competitor. The past decade has seen three domestic digital giants known as the BATs—Baidu, Alibaba, and Tencent—dominate China's internet market.
Asia Pacific Marketing Automation Software Market: Leading Chinese Internet Companies on the Fortune China 500 Ranking, by Revenue, in CNY Billion, 2022

Asia Pacific Marketing Automation Software Industry Overview

The Asia Pacific Marketing Automation Software Market is a highly competitive space, with multiple domestic and international players vying for market share. The market is moderately concentrated, with major players adopting various strategies, such as product innovation, mergers, and acquisitions, to expand their clientele and market reach. Among the key players in the market are Hubspot Inc., Microsoft Corporation, Oracle Corporation, and Salesforce Inc., among others.

In September 2022, Pipedrive, a CRM and intelligent revenue management platform for small businesses focused on driving worldwide sales, announced the beta release of its workflow automation feature in Campaigns by Pipedrive. The new automated solutions are designed to empower marketers by optimizing their marketing strategy, reducing effort, and effectively utilizing data. The solutions aim to help companies streamline marketing campaign administration and unify their sales and marketing teams onto one platform.

Asia Pacific Marketing Automation Software Market Leaders

  1. Adobe Systems

  2. Salesforce Inc.

  3. Oracle Corporation

  4. Microsoft Corporation

  5. Hubspot Inc.

*Disclaimer: Major Players sorted in no particular order

Asia Pacific Marketing Automation Software Market Concentration

Asia Pacific Marketing Automation Software Market News

  • January 2023: MeridianLink, Inc., a major developer of contemporary software platforms for financial institutions and consumer reporting agencies, announced the expansion of its MeridianLink Engage platform. The company's marketing automation technology has been enhanced, enabling businesses to launch targeted marketing campaigns more quickly. This improvement allows for the delivery of appropriate offers to customers at the right time while also saving valuable time in the pre-screening and deposit account opening processes.
  • April 2022: ManyChat, the top chat marketing platform utilized by 1.5 million businesses worldwide, announced the launch of WhatsApp Chat Marketing Automation. Businesses and brands that use WhatsApp will now have the ability to interact with customers and automate their marketing and customer care efforts with the new channel offering.

APAC Marketing Automation Software Market Report - Table of Contents


    1. 1.1 Study Assumptions​ and Market Definition​

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Ongoing Shift Towards Digital Marketing

      2. 4.2.2 Organizations Realizing the Benefits of Data-backed Decision Process

    3. 4.3 Market Restraints

      1. 4.3.1 Legacy-related Implementation Challenges

    4. 4.4 Industry Attractiveness - Porter's Five Forces Analysis​

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry

    5. 4.5 Assessment of Impact of COVID-19 on the Market


    1. 5.1 By Deployment

      1. 5.1.1 Cloud-based

      2. 5.1.2 On-premise

    2. 5.2 By Application

      1. 5.2.1 Campaign Management

      2. 5.2.2 E-mail Marketing

      3. 5.2.3 Inbound Marketing

      4. 5.2.4 Mobile Marketing

      5. 5.2.5 Social Media Marketing

      6. 5.2.6 Other Applications

    3. 5.3 By End-User Verticals

      1. 5.3.1 Entertainment and Media

      2. 5.3.2 Financial Services

      3. 5.3.3 Government

      4. 5.3.4 Healthcare

      5. 5.3.5 Manufacturing

      6. 5.3.6 Retail

      7. 5.3.7 Other End-User Verticals

    4. 5.4 By Geography

      1. 5.4.1 China

      2. 5.4.2 Japan

      3. 5.4.3 India

      4. 5.4.4 Rest of Asia Pacific


    1. 6.1 Company Profiles

      1. 6.1.1 Adobe Systems

      2. 6.1.2, Inc.

      3. 6.1.3 Oracle Corporation

      4. 6.1.4 Microsoft Corporation

      5. 6.1.5 HubSpot Inc.

      6. 6.1.6 Marketo, Inc.

      7. 6.1.7 SugarCRM Inc.

      8. 6.1.8 SAS Institute Inc

      9. 6.1.9 Canis Solutions Pvt Ltd.

      10. 6.1.10 Marsello Limited

    2. *List Not Exhaustive


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APAC Marketing Automation Software Market Research FAQs

The Asia Pacific Marketing Automation Software Market is studied from 2018 - 2028.

The Asia Pacific Marketing Automation Software Market is growing at a CAGR of 17.42% over the next 5 years.

Adobe Systems, Salesforce Inc., Oracle Corporation, Microsoft Corporation, Hubspot Inc. are the major companies operating in Asia Pacific Marketing Automation Software Market.

Asia Pacific Marketing Automation Software Industry Report

Statistics for the 2023 Asia Pacific ing Automation Software market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Asia Pacific ing Automation Software analysis includes a market forecast outlook to for 2023 to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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