Market Trends of Italy Industrying Automation Software Market
This section covers the major market trends shaping the Italy Marketing Automation Software Market according to our research experts:
Influencer Marketing Tools to Witness Significant Growth
- Influencer marketing focuses on using key leaders for driving the brand's message to the larger market. Rather than marketing directly to a large group of consumers, the company instead inspires/hires/pays influencers to get the word out for brand awareness. According to Assocom, expenditure on digital advertising in Italy in 2019 was EUR 2.23 billion, and it is expected to reach EUR 2.39 billion in 2020. Influencer marketing plays a vital role in the advertisement on social media platforms, such as Instagram, Facebook, and Youtube.
- In influencer marketing, the retention rate is approximately 37% higher than that for customers who come to the brand through other methods. So, not only does influencer marketing generate more customers, but those customers are also instantly more loyal. MNCs, small and medium enterprises (SME), and startup players are highly focused on investing in such marketing tools.
- Italian fashion luxury brands focused on creating social media engagement for which they take the help of influencer marketing tools. Players, such as Prada, Gucci, Versace, Valentino, and many others, are using these tools. LaunchMetrics provides access to campaign metrics, including reach and engagement results through platforms, such as Instagram and Youtube, for an in-depth look at the performance pertaining to fashion luxury brands, such as Gucci and Fendi.
- According to NapoleonCat, there were 20 million Instagram users in Italy in January 2020, which accounted for 34.6% of its entire population, whereas the number rose to 21 550 000 users in April 2020, which accounted for 36.4% of its entire population. This platform provides significant market growth to influencer marketing tools for fashion and retail brands.
- Further, the Italian marketing automation player, Buzzoole Srl, uses proprietary technology to understand and measure the effectiveness of influencer marketing investments. It offers real-time reporting across all KPIs, e-commerce and conversion tracking, true reach and brand uplift, and sentiment analysis. It has integration with SMEs and some multinational companies. Moreover, it has partnered with over 200 brands, including Amazon Italy, to aid influencer marketing campaigns.
- Nowadays, SaaS-based influencer marketing platforms are gaining momentum, due to their comprehensive offerings that provide end-to-end solutions to the marketers of SMEs in Italy. Onalytica is a SaaS-based influencer marketing platform that provides end-to-end tools and solutions to help brands develop their strategies, connect with influencers, gain campaign analytics, and access a dedicated customer service manager. The SaaS offerings provide significant scope for the market.
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Email Marketing Tools Account for a Significant Share
- Email marketing is the most used tool by companies to engage existing clients or to acquire potential customers. With companies going digital and many industries employing the internet in the early 2000s, the dependence on email marketing has grown drastically over the years. The combined receiving rate of emails of B2B and B2C is 98.5% among Italian companies.
- Further, in Italy, players, such as E-Business Consulting, can support all foreign companies interested in doing business in the Italian market, looking for a profiled database to deliver commercial offers. They manage the B2C consumer database for the Italian market, with over 5 million users and a B2B database of over 1.5 million Italian companies. Further, the opening rate of emails is higher in B2C, as compared to B2B.
- Integration with CRM activity helps provide more personalized, effective, and direct marketing contact with prospective clients. Various SMEs prefer to take solutions with CRM. For instance, HubSpot Email is automatically connected with the HubSpot CRM, where one can tailor relevant emails based on details, such as form submissions and website activity. Further, using CRM, one can include personalized content in emails. Moreover, the HubSpot tool is free for up to 2,000 emails per month, with upgrade solutions starting at USD 50 with the Marketing Hub Starter.
- According to MailUp, 13.6% of the share of the email had click to open rate of direct e-mail marketing in Italy in 2019 under the housing/building, manufacturing, and media/social sectors. Also, 15.6% of the email share had a click-through rate of newspapers in 2019 under retail and e-commerce. These sectors may have a high demand for automated email marketing tools for the future period.
- With the advent of e-commerce and smartphones, a number of users who utilize email service had increased in the previous decade, which improved the reach of email marketing. Further, in October 2019, Campaign Monitor unveiled CM Commerce, a new product built from the popular e-commerce platform, Conversio. This product offering is designed for retail businesses, to accelerate their growth through the use of advanced email marketing. The customers include Cafe Joe and Pastreez.
- CM Commerce assists these customers to overcome the specific e-commerce challenges faced during their growth process by giving them the ability to easily create professional, automated e-mail campaigns that streamline engagement throughout their lifecycle, increase conversions, and build trustworthy brands.
