Italy Marketing Automation Software Market Size

Italy Marketing Automation Software Market Analysis

The Italian marketing automation software market is estimated to record a CAGR of about 7.1% over the forecast period (2020 - 2025). As a marketing software lets the brand drive revenue with lead management, mobile marketing, and more, the majority of Italian B2B marketers, who are currently initiating the use of marketing automated platforms, have reported that they are not using these tools upto their full potential. The vendors are focused on combining their software platform offerings with customization of product offerings and digital content at an individual level.

• The growing adoption of SMAC tools and the increasing focus on omnichannel marketing are driving the market. According to MailUp, 75.6% of Italian companies implemented strategies of omnichannel communications in 2019. Further, two-thirds of companies in the consumer goods sector gave priority to strategies involving online and offline communications. Retailers are mostly tackling offline measurement of online ads, building personalized campaigns based on omnichannel behavior, and creating compelling creatives that convert both online and in-store through Facebook and other platforms. Currently, social media, particularly Facebook, are the most effective and the most widely used digital marketing tools in Italy for omnichannel.
• Over 80% of paid ads on the internet, in Italy, are Facebook ads. Further, according to Assocom (advertising agencies), the expenditure on video advertisement in Italy is expected to increase to EUR 852.1 million in 2020, from EUR 749.8 million in 2019. Further, integration of social, mobile, analytics, and cloud (SMAC tool) is witnesing a growing trend, along with creating a competitive advantage and providing new business opportunities mostly for startup companies and smaller brands in the country through cloud computing and mobile technology.
• The anticipated growth in demand from SMEs (small & medium enterprises) in Italy is driving the market. According to the Bank of Italy, in terms of economic relevance, the majority (99.9%) of enterprises active in the Italian economy (the third-largest in Europe after the German and the French) are SMEs, and they account for 81% of the workforce and 68.1% of the value-added in Italy. As SMEs have to deal with various entities, such as vendors, suppliers, customers, and financial firms, it can be challenging to manage increasingly complex operations. Tourism, retail, and financial services represent a significant part of the sector. Hence, SMEs form a massive target for selling software tools in Italy, such as process automation, CRM, accounting, invoicing, taxation, and chatbots, which may further help SMEs to reduce the unnecessary cost.
• Further, due to the impact of COVID-19 in Italy, according to the Adabra survey, between February and March 2020, marketplaces of the food and grocery sectors reported around the 86% increase in their clicks, compared to the same period in the previous year. In Italy, the online retail of pharmaceutical products reported the highest increase in sales, with a growth of about 68 percentage points. However, Italian consumers appeared less interested in shopping for clothing, as the clicks on the fashion marketplace grew by 38.45%, the lowest value among the considered sectors. With the shutdown of various enterprises of all sizes, services and manufacturing were stopped in line with the restrictions on purchase; hence, the demand for marketing automation software has decreased.