美国营销技巧市场分析报告-培训课件外文版2024.4

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TRENDSMarketingtechnologyimplementationintheU.S.CHAPTER

01OverviewMarketingtechnology(MarTech)marketsizeworldwidein2022and2023(inbillionU.S.dollars)Marketingtechnologyrevenueworldwide2023800700600669.3508.95004003002001000202220233Description:Theglobalmarketingtechnologymarketsizegrewmorethan31percentin2023comparedtothepreviousyear.Thefigurestoodat508.9billionU.S.dollarsin2022andincreasedtoalmost670billionin2023.

ReadmoreNote(s):Worldwide;2022and2023Source(s):LXANumberofmarketingtechnologysolutionsavailableworldwidefrom2011to2023Numberofmartechsolutionsavailableworldwide2011-202312,00010,0008,0006,0004,00011,0389,9328,0007,0406,8295,3813,87420161,8762,000094735015020112012201420152017201820192020202220234Description:Accordingtoa2023globalstudyevaluatingthestateofmarketingtechnology,over11thousandmartechsolutionswereavailabletoindustryprofessionalsthatyear.Comparedtothefigurerecordedbeforethepandemic-7.04thousandin2019-therewasanincreaseofalmost60percent.ReadmoreNote(s):Worldwide;2011to2023Source(s):ChiefMartec(ScottBrinker)Numberofmergerandacquisitiontransactionsinthemarketingtechnologysectorworldwidefrom1stquarter2020to1stquarter2023QuarterlynumberofM&AtransactionsintheMarTechindustryworldwide2020-20235046464545403530252015105423939383636352115140Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'235Description:Inthefirstquarterof2023,marketingtechnology(MarTech)made36mergerandacquisition(M&A)transactionsworldwide,downfrom39inthepreviousquarter.Comparedtothefirstquarterof2022,therewasadecreaseofabout22percentinglobalMarTechM&Adeals.ReadmoreNote(s):Worldwide;Q12020toQ12023Source(s):LUMAPartnersDistributionofmarketingbudgetsaccordingtochiefmarketingofficers(CMOs)inNorthAmericaandNorthernandWesternEuropefrom2017to2023,bysegmentMarketingbudgets'shareinNorthAmerica&Europe2017-2023,bysegmentPaidmediaMarketingtechnologyLaborAgencies/services23%100%90%80%70%60%50%40%30%20%10%0%23%24%22%23.7%23.7%24.9%23.3%24.6%25%25%26%25%24.5%26.2%27%22%26.6%25.4%25.4%29%25%26%24.8%202025.1%202125.7%202225.6%202323%2017201820196Description:Duringa2023surveyamongchiefmarketingofficers(CMOs)andmarketingleadersinNorthAmericaandNorthernandWesternEurope,respondentsreportedallocating,onaverage,25.6percentoftheirbudgetstopaidmedia.Theresultwassimilartothatseenthroughoutthepastsixyears,duringwhichthatsegmentaccountedforroughlyone-quarteroftheirfinancialplans.Meanwhile,marketingtechnology(MarTech)sawitssharegrowfrom22percentin2017toover25percentin[...]

ReadmoreNote(s):NorthAmerica,Europe;2017to2023Source(s):Gartner;MarketingChartsSalariesofdigitalmarketingandmarketingtechnologyexecutivesintheUnitedStatesasofDecember2023,byposition(in1,000U.S.dollars)Salariesofdigitalmarketing&MarTechexecutivesintheU.S.2023,bypositionPositionMinimum250Maximum400ChiefMarketingOfficer(CMO)ChiefGrowthOfficerVPofdigitalmarketingDirectorofdigitalmarketingVPofMarTechsolutionsVPofmarketingcommunicationsVPofgrowth218360160300150300190280150254152250VPofe-commerce160200Directorofe-commerceDirectorofUX/UI145200130198DirectorofsocialmediaDirectorofWebAnalyticsDirectorofSEO/SEM1451651251481201467Description:Asoflate2023,theannualsalaryofaChiefMarketingOfficer(CMO)intheUnitedStatesrangedfrom250thousandto400thousandU.S.dollars,onaverage.Thesalaryofadirectorofsearchengineoptimization(SEO)and/orsearchenginemarketing(SEM)amountedtobetween120thousandand146thousanddollars.ReadmoreNote(s):UnitedStates;asofDecember2023Source(s):MondoCHAPTER

02Usage,strategies,andspendingMarketingtechnology(MarTech)spendingofB2BmarketersintheUnitedStatesfrom2021to2025(inbillionU.S.dollars)MarketingtechnologyspendingofB2BU.S.marketers20251210.11108.717.68864206.825.752021202220232024*2025*9Description:MarketingtechnologyspendingofB2BmarketersintheUnitedStatesgrew12.7percentin2023,reaching7.68billionU.S.dollars.Thefigurewasexpectedtoreachover8.7billionin2024.ReadmoreNote(s):Worldwide;2021to2023;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceMarketshareofleadingmarketinganalyticstechnologiesworldwidein2023Marketinganalyticssoftwaremarketshareworldwide202360%53.23%50%40%30%20%10%27.99%6.05%3.47%3.22%3.03%0%PinterestAnalyticsChartbeatParse.lyVisualIQIOTechnologiesOther10Description:PinterestAnalyticsledtheglobalmarketinganalyticssoftwareindustryin2023withamarketshareofover53percent,closelyfollowedbyChartbeatwithamarketshareofaround6percent.Marketinganalyticssoftwareallowsbusinessestoevaluatethesuccessoftheirvariousmarketinginitiatives.ReadmoreNote(s):Worldwide;2023Source(s):DatanyzeResponsibilitiesofmarketingtechnology(MarTech)professionalsinNorthAmericaandWesternEuropeasofJanuary2023ResponsibilitiesofMarTechprofessionalsinNorthAmerica&WesternEurope2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%ResearchandrecommendnewmartechproductsTrainandsupportmarketingstaffonusingmartechproductsDesignandmanageinternalworkflowsandprocessesIntegratemartechproductswitheachother81%80%78%77%Operatemartechproductsasanadministrator73%Monitordataqualitywithinmartechproducts64%63%ArchitecttheoverallstackofallmartechproductsusedIntegratemartechproductswithnon-marketingsystemsIdentify/consolidatemultipleinstancesofsameorsimilarmartechproductsMonitorperformanceandotherSLAsofmartechproductsusedIdentifyandsundownoutdatedorunusedmartechproductsPerformtechnicalreviewsofmarketingtechnologyproductsNegotiatebusinesstermsforpurchasingmartechproducts63%63%61%60%57%55%11Description:DuringasurveyconductedamongmarketersinNorthAmericaandWesternEuropeinDecember2022andJanuary2023,81percentoftherespondentsstatedthatresearchandrecommendingnewmartechproductswasoneoftheresponsibilitiesofmarketingtechnologyprofessionals.Trainingandsupportingmarketingstaffonusingmartechproductsfollowedwith80percent.ReadmoreNote(s):NorthAmerica,Europe;December2022toJanuary2023;349respondents;amongmarketersinNorthAmericaandWesternEuropeSource(s):ChiefMartec;MarketingCharts;MarTechLeadingdisadvantagesofthetechnologiesusedtoexecutedigitalmarketingstrategiesaccordingtomarketersworldwideasofMarch2023Topdrawbacksofthedigitalmarketingtechnologiesusedworldwideasof2023Shareofrespondents0%10%20%30%40%50%60%TooexpensiveToocomplex53%28%Lackofintegrationacrosstools/technologyLackofflexibility/abilitytocustomizeLackofcustomersupport25%20%17%16%15%15%LackofautomationInsufficientdashboardsandreportingMissingtools/technologiesInadequatehandlingofdataanddatasecurity12%12Description:DuringaMarch2023surveyamongmarketersworldwide,53percentofrespondentsclaimedthatthebiggestissuewiththetechnologiesusedindigitalmarketingistheirhighcost.Another28percentofmarketersstatedthatthesetechnologiesaretoocomplextodeploy,while25percentsaythereisalackofintegrationacrosstoolsandtechnology.ReadmoreNote(s):Worldwide;March2023;358respondents;AmongmarketingDecision-Makers(55percent:owners,partners,C-level)Source(s):Ascend2CHAPTER

03ArtificialintelligenceLeadingtasksexecutedwithartificialintelligence(AI)accordingtomarketersworldwideasofMay2023LeadingtasksexecutedwithAIaccordingtomarketersworldwide2023Shareofrespondents20%0%10%30%40%50%60%CreatefirstdraftsContentoptimization54%43%42%SpellingandgrammarParaphrasingandsummarizationContentreuse38%30%CreatetoneofvoicedocumentsContentgovernance27%25%25%Translationtasks14Description:DuringaglobalsurveyconductedamongcustomersofadigitalassetmanagementcompanyinMay2023,around54percentofrespondentssaidtheyutilizedartificialintelligence(AI)tocreatefirstdrafts.Thiswasfollowedby43percentofrespondentsstatingtheyusedAIforcontentoptimization,while42percentutilizeditforspellingandgrammarhelp.ReadmoreNote(s):Worldwide;May3,2023;104respondents;amongByndercustomersSource(s):BynderLeadingmarketingactivitiestransformedbygenerativeartificialintelligence(AI)accordingtomarketersintheUnitedStates,UnitedKingdom,andAustraliaasofMay2023TopmarketingactivitiestransformedbygenerativeAIinU.S.,UK&Australia2023Shareofrespondents0%10%20%30%40%50%AnalyzemarketdataAnalyzeperformancedata58%58%57%CreategroupsorsegmentsformarketingcampaignsCreatemarketingcampaignandjourneyplansPersonalizemessagingcontent55%54%ConductcopytestingandexperimentationBuildandoptimizeSEOstrategy53%53%15Description:AccordingtoaMay2023surveyconductedamongmarketingprofessionalsintheUnitedStates,UnitedKingdom,andAustralia,58percentofrespondentsthoughtgenerativeartificialintelligence(AI)wouldhaveatransformativeimpactonanalyzingbothmarketandperformancedata.ReadmoreNote(s):Australia,UnitedKingdom,UnitedStates;May2023;1,029respondents;amongfull-timemarketersatcompaniesofvarioussizesandsectorsSource(s):MarketingCharts;SalesforceResearchLikelihoodofsmallbusinesses(SMBs)toinvestinartificialtechnology(AI)and/orautomationtechnologyinthenext12monthsintheUnitedStatesasofJune2023LikelihoodofU.S.SMBstoinvestinAIformarketingpurposes2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%50%CurrentlyusingNotusingbutwouldliketostartNotusing,nointerestinstartingusingUnsure26%14%16%16Description:AccordingtothesurveyconductedintheUnitedStatesinJune2023,44percentofsmallbusinesses(SMBs)ownersandmarketingdecision-makersdidnotuseartificialintelligenceand/orautomation,butwouldliketostartadoptingthetechnology.Aroundone-quarterofSMBsreportedtheyalreadyuseAI.ReadmoreNote(s):UnitedStates;June2023;486respondents;amongsmallbusinessownersandmarketingdecision-makersSource(s):Ascend2;ConstantContactLeadingconcernsorhesitationsamongSMBsaboutusingartificialintelligence(AI)and/orautomationtechnologyformarketingpurposesintheUnitedStatesasofJune2023SMBsleadingconcernsorhesitationsaboutusingAIformarketingintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%50%I'mconcernedaboutthesecurityofmydataThetechnologyistooexpensivetoimplementItwouldtaketoomuchtimetolearn/implementTherearenoAI/automationtoolsbuiltforsmallbusinessesIdon'tfeeltheywouldhelpmybusiness41%33%27%26%Idon'tthinkit'sethicaltouseAI/automation12%17Description:AccordingtothesurveyconductedintheUnitedStatesinJune2023,44percentofsmallbusiness(SMB)ownersandmarketingdecision-makersstatedthattheirbiggestconcernregardingusingartificialintelligence(AI)and/orautomationtechnologyformarketingpurposeswastheirdatasecurity.Concernsaboutthepriceofimplementationofthetechnologyfollowedwith41percent.ReadmoreNote(s):UnitedStates;June2023;486respondents;amongsmallbusinessownersandmarketingdecision-makersSource(s):Ascend2;ConstantContactCHAPTER

04MarketingautomationMarketingautomationsoftwaremarketrevenueworldwidefrom2022to2031(inbillionU.S.dollars)Marketingautomationsoftwaremarketsizeworldwide2022-20311210811.2510.269.378.557.87.116.495.9264205.44.932022*2023**2024**2025**2026**2027**2028**2029**2030**2031*19Description:Thesourceforecastthat,in2023,theglobalmarketingautomationsoftwareindustry'srevenuewillamountto5.4billionU.S.dollars.Thatannualvaluewasprojectedtomorethandoubleby2031,surpassing11.2billiondollars.Accordingtoanothersource,theoverallglobalmarketingautomationindustryrevenuewillreachnearly5.9billiondollarsin2023.ReadmoreNote(s):Worldwide;2021;*Forecast.**Theestimateisbasedonvaluesin2027andthecompoundannualgrowthratefrom2023to2031of9.6%,whichwereprovidedbythesource.Anexponentialdevelopmentofthemarketwas[...]

ReadmoreSource(s):StraitsResearchAreasinwhichmarketersusedautomationthemostworldwideasofFebruary2024Areasinwhichmarketersusedautomationthemostworldwide2024Shareofrespondents20%

30%0%10%40%50%60%EmailmarketingSocialmediamanagementContentmanagementPaidads58%49%33%32%SMSmarketing30%CampaigntrackingLandingpages28%27%Livechat24%SEOefforts22%Account-basedmarketingWorkflows/visualizationSalesfunnelcommunicationsPushnotificationsDynamicwebformsLeadscoring20%20%19%18%18%17%20Description:DuringaFebruary2024globalsurveyamongmarketingdecision-makers,approximately58percentreportedautomatingtheiremailmarketingefforts.Socialmediaandcontentmanagementfollowed,asrespectively49and33percentofrespondentssaidtheyusedautomationinthoseareas.ReadmoreNote(s):Worldwide;February2024;387respondents;amongmarketingdecision-makersSource(s):Ascend2MarketshareoftheleadingmarketingautomationsolutionprovidersworldwideasofJanuary2024Marketshareoftheleadingmarketingautomationsolutionprovidersworldwide202440%35%30%25%20%15%10%5%38.32%31.92%7.98%7.37%7.35%7.06%0%HubSpotAdobeExperienceCloud

OracleMarketingCloudWelcomeActiveCampaignOther*21Description:Asofearly2024,HubSpotheldamarketshareofapproximately32.3percentamongmarketingautomationsolutionsworldwide.AdobeExperienceCloudandOracleMarketingCloudfollowedwithalmosteightand7.4percent,respectively.Therefore,thetopthreeconcentratedoverhalfoftheconsumerpreference.ReadmoreNote(s):Worldwide;December8,2024;basedonthesourceplatform;*Source(s):Datanyze;calculatedthefigurebasedonthesource'sdata,ReadmoreMarketshareoftheleadingmarketingautomationsolutionprovidersintheUnitedStatesasofJune2023MarketingautomationsolutionsmarketshareintheU.S.2023Marketshare15%0%5%10%20%25%30%35%40%37.22%HubSpotAdobeExperienceCloudOracleMarketingCloudActiveCampaignWelcome7.61%7.37%7.33%6.73%SaleforcePardotRDStation3.83%3.31%3.01%1.93%1.72%MarketoSharpSpringMautic22Description:AsofJune2023,HubSpotaloneheldashareofover37percentofthemarketingautomationsoftwareindustryintheUnitedStates.AdobeExperienceCloud,OracleMarketingCloud,andActiveCampaignfollowedwithverysimilarshares:7.6,7.4,and7.3percent,respectively.ReadmoreNote(s):UnitedStates;asofJune22,2023Source(s):DatanyzeCHAPTER

05SoftwareasaServiceRevenueofthecloudandsoftwareasaservice(SaaS)industriesworldwidebetween2021and2026,byregion(inbillionU.S.dollars)RevenueofthecloudandSaaSindustriesworldwide2021-2026,byregionLatinAmericaNorthAmericaRestoftheworldEurope1,2001,0008006004002000276199226.3158.5185.3125.915111799.899.861.579.7555467.6394332.7286238.2202026*68102023122024*162025*2021202224Description:Revenuegeneratedbythecloudandsoftwareasaservice(SaaS)marketsisexpectedtoincreaseacrossallregionsalltheworldbetween2021and2026.LatinAmericaisforecasttobethefastest-growingcloudandSaaSmarket,itsrevenuegrowingfrom6billionU.S.dollarsin2021to20billionU.S.dollarsby2026.between2021and2026,representingacompoundannualgrowthrateof28percent.ReadmoreNote(s):Worldwide;2023;*Forecast.ReadmoreSource(s):EBANX;LatitudUtilizationrateofsoftwareasaservice(SaaS)worldwidein2023,bycompanysizeSaaSutilizationrateworldwide2023,bycompanysize80%69%70%60%50%40%30%20%10%0%65%64%56%51%47%1-500501-25002501-50005001-1000010001+Totalaverage25Description:In2023,softwareasaservice(SaaS)usagereachedatotalaverageof56percentworldwide.SaaSwasmostutilizedincompaniesemployingbetweenoneand500people,withanadoptionrateofnearly70percent.Ontheotherhand,justoverhalfoflargecompaniesofover10,000staffwereusingSaaSin2023.ReadmoreNote(s):Worldwide;2023Source(s):Latitud;ZyloWhatarethetopsecurityconcernswhenadoptingSaaSapplicationsinyourcompany?MainsecurityconcernswhenadoptingSaaSapplicationsworldwide202350%43%45%40%35%30%25%20%15%10%5%40%32%31%31%29%14%9%1%0%Identityandaccessgovernance3rdpartyapplicationaccessandtheirlevelofDatalossConnectedThreatdetectionSaaSSaaSuserSaaSsecurity

Iamnotawaremanagement

maliciousapps

andresponse

misconfiguration

devicesandtheirriskpersonnelofanySaaS-relatedrisksorthreatspermissions26Description:In2023,43percentofrespondentsmentionedidentityandaccessgovernanceastheirmainsecurityconcernwhileadoptingsoftwareasaservice(SaaS),followedbythirdpartyapplicationaccessandtheirlevelofpermissions,highlightedby40percentofrespondents.Bycontrast,onlyninepercentofrespondentswereworriedaboutSaaSsecuritypersonnel.ReadmoreNote(s):Worldwide;March2023;1,130respondents;ITandsecurityprofessionalsSource(s):AdaptiveShield;CloudSecurityAllianceTop15publicsoftwareasaservice(SaaS)companiesonUnitedStatesstockexchanges2022,bymarketcapitalization(inbillionU.S.dollars)Top15publicSaaScompaniesonUnitedStatesstockexchanges2022,bymarketcapMarketcapitalizationinbillionU.S.dollars050100150200250300AdobeInc.S255.4218.7IntuitInc.154.3ServiceNow,Inc.ShopifyInc.122.480.8Workday,Inc.65.7Snowflake,Inc.AltlassianCorporationPlcAutodesk,Inc.CrowdStrikeHoldings,Inc.VeevaSystemsInc.SamsaraInc.PalantirTechnologiesInc.Block,Inc.54.753.246.940.134.632.732.632.431.7Datadog,Inc.27Description:AsofSeptember2023,Adobe,withnearly255billionU.S.dollarsinmarketcapitalization,isleadingthelistoftoppublicsoftwareasaservice(SaaS)companiesontheUnitedStatesstockexchanges.Adobeisamultinationalcomputersoftwarecompany,offeringitssolutionstocustomersviathecloud.SaaSsolutionsareremarkablypopular,asbusinessesaroundtheworldbenefitfromsubscription-basedmodelsversushavingtoinvestinsoftwareupfront.

ReadmoreNote(s):Worldwide;August1,2022Source(s):MikeSondersSoftwareasaservice(SaaS)companieswiththehighestGoogleAdsspendingworldwidein2022(inmillionU.S.dollars)SaaScompanieswithhighestGoogleAdsspendingworldwide2022GoogleAdsspendinginmillionU.S.dollars020406080100120140130.3AdobeInc.TheInternationalBusinessMachinesCorporation(IBM)85.780.4WordStreamInc.IntuitInc.59.8NetSuiteInc.50.1OnPayInc.27.823.32220.8Biz2CreditInc.andBiz2XFreshWorksInc.AmplitudeInc.DocuSignInc.1728Description:In2022,AdobeInc.wasthesoftware-as-a-service(SaaS)companywiththehighestGoogleAdsspendgloballyatapproximately130millionU.S.dollars.TheInternationalBusinessMachinesCorporation(IBM)andWordStreamInc.followedwith85.7milliondollarsand80.4milliondollars,respectively.ReadmoreNote(s):Worldwide;2022Source(s):GoFishDigitalBusiness-to-businesssoftware-as-a-service(B2BSaaS)organicvs.paidaveragecostperlead(CPL)intheUnitedStatesbetweenJanuary2018andNovember2022(inU.S.dollars)B2BSaaSindustry'sorganicvs.paidCPLintheU.S.2018-2022350310300250200164150100500PaidOrganic29Description:BetweenJanuary2018andNovember2022,theaveragecostperlead(CPL)inthebusiness-to-businesssoftware-as-a-service(B2BSaaS)industryintheUnitedStatesamountedto310U.S.dollarsforpaidchannels.Fororganicones,theCPLreachedalmost165dollars.ReadmoreNote(s):UnitedStates;betweenJanuary2018andNovember2022Source(s):Art-D;FirstPageSageCHAPTER

06CustomerDataPlatformsCustomerdataplatformindustryrevenueworldwidefrom2020to2023(inbillionU.S.dollars)CDPindustryrevenueworldwide2020-20232.52.01.52.321.61.31.00.50.0202020212022202331Description:In2023,thecustomerdataplatform(CDP)industryrevenuestoodatanestimated2.3billionU.S.dollars,up15percentfromavalueoftwobillionreportedayearearlier.CDPsarecommonlyusedindigitalmarketing.AsurveyfoundthatsolutionsbyDynamics365CustomerInsightsandSalesforcewerethemostpopularCDPsamongmarketingprofessionalsintheUnitedStates.ReadmoreNote(s):Worldwide;2020to2023;estimateSource(s):CDPInstituteNumberofcustomerdataplatformvendorsintheUnitedStatesinJune2022andJune2023NumberofCDPcompaniesintheU.S.2022-202390807772706050403020100July2022July202332/statistics/1426119/number-of-cdp-vendors-usaInJune2023,therewere77customerdataplatform(CDP)softwarevendorsworldwide,upsevenpercentcomparedtothevaluereportedinJune2022.ThesamesourceestimatedthevalueoftheglobalCDPindustryat2.3billionU.S.dollarsin2023.ReadmoreNote(s):NorthAmerica,UnitedStatesSource(s):CDPInstituteDistributionofthecumulativefundingofthecustomerdataplatform(CDP)industryworldwideasofJune2023,byregionFundingoftheCDPindustryworldwide2023,byregionEurope,theMiddleEast,andAfrica8%Asia-Pacific9%Americas83%33Description:ByJune2023,thecustomerdataplatform(CDP)industryattracted6.8billionU.S.dollarsinfunding,83percentofwhichwereinvestedincompanieslocatedintheAmericas.Asia-Pacificaccountedforninepercentofthetotal,whileEurope,theMiddleEast,andAfricafortheremainingeightpercent.ReadmoreNote(s):Worldwide;June2023Source(s):CDPInstituteDistributionofemployeesatcustomerdataplatform(CDP)vendorsworldwideinJune2023,byregionNumberofemployeesinCDPindustryworldwide2023,byregion70%62%60%50%40%30%20%10%0%22%16%AmericasEurope,theMiddleEast,andAfricaAsiaPacific34Description:InJune2023,customerdataplatform(CDP)softwarevendorsemployed16.5thousandpeopleworldwide,outofwhich62percentwerelocatedintheAmericas,22percentinEurope,theMiddleEast,andAfrica(EMEA),and16percentinAsiaPacific.ThesamesourceestimatedthevalueoftheCDPindustryat2.3billionU.S.dollarsin2023.ReadmoreNote(s):WorldwideSource(s):CDPInstituteLeadingwaystouseacustomerdataplatform(CDP)accordingtomarketingprofessionalsworldwideasofSeptember2022WaysinwhichCDPsareusedbymarketers