Market Trends of Europe Industrying Automation Software Market
This section covers the major market trends shaping the Europe Marketing Automation Software Market according to our research experts:
Increasing Demand for Digital Marketing is Driving the Market Growth
- Marketing managers are strategically spending on marketing automation solutions and tools to adopt the latest digital marketing trends to keep businesses updated with the recent technological disruptions. From social media marketing to SEO or content marketing, marketing managers make significant investments to support and boost their sales.
- With social media marketing, a high priority for entertainment and marketing vendors to maintain automated fan-base engagement, the need for software that can manage multiple social media platforms simultaneously is also driving the demand for the market. According to Sortlist, digital strategy and online advertising (19.3%), social edia (14.5%), website creation and e-commerce (13.9%), and traditional advertising (13.3%) are the most invested areas of marketing in the Europe region last year.
- For instance, 7Mind offers daily live meditation across all social media channels, helping users meditate together. It is also engaging with its community on the active Facebook group, where it gets a lot of requests from users asking for advice. The CRM campaigns run by the brand about different tips on releasing stress and how to deal with the situation saw an overwhelmingly positive response from users.
- 7Mind ensures that the content assets, i.e., the copy and creatives, are focusing on stress reduction without concentrating on the COVID-19 situation, which the users are tired of hearing about. It noticed that CPI/CPS dropped considerably, making user acquisition cheaper, depending on channels.
- Moreover, email marketing is anticipated to gain significant recognition. According to Royal Mail Market Reach, 49% more consumers in the United Kingdom are willing to receive a piece of mail than they do an email. The latest Institute of Practitioners in Advertising (IPA) study shows that over 12 months, 38% of consumers bought or ordered products or services after receiving mail. This is anticipated to drive demand for marketing automation in email marketing in the region.
- The marketing email open rates in Europe are better than in North America. According to GetResponse Benchmarking, the region has an average open rate of 21.75% compared to 18.13% in North America. Also, the click-through rate is 2.64% compared to 2.41% in North America. The open email rates suggest that email marketing is one of the main channels in the region.
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Italy Holds Significant Market Share
- The growing significance of marketing in generating sales and customer retention, coupled with increased automation in various industries, is increasing the need for automated marketing services. Adopting Industry 4.0 would enable companies to understand their customers' needs better, improve their manufacturing capabilities locally, and develop new ways to integrate their customers and preferences.
- Email marketing is the most used tool by companies to engage existing clients or to acquire potential customers in Italy. With companies going digital, the dependence on email marketing has grown drastically. The combined receiving rate of B2B and B2C emails is 98.5% among Italian companies. According to a survey conducted by AKQA, a digital agency specializing in creating digital services and products, multinational companies in the country spent, on average, USD 120 thousand on ongoing campaigns and USD 61 thousand on one-shot initiatives and influencer marketing last year. At the same time, small- and medium-sized companies spent an average of USD 61000 for ongoing campaigns and EUR 30000 (USDE 32000) for single marketing actions.
- The e-commerce sector is expected to boost retail sales in the country significantly. Enterprises in the country are already running with recommendation engines that use artificial language (AI) and machine language (ML) to create hyper-personalized customer experiences. Trading Economics said retail sales rose by 1.3% in October this year compared to the previous year. Such an increase in the e-commerce and retail sector drives the need for marketing automation software in the country.
- The growth of predictive personalization is paving the way to the future, resulting in more personalized content suggestions through mass customization strategies for specific strata of clientele. Furthermore, automated social media marketing enables social media managers to schedule posts in advance, allowing teams to reschedule evergreen content to attract new readers and a platform for understanding social media analytics, like mentions and replies.
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