Middle East and Africa Marketing Automation Software Market is Gaining Interest of Consumers across the Globe

The Middle East and Africa (MEA) marketing automation software market is expected to reach $1.9 billion by 2024, registering a CAGR of 14.4% during the forecast period, according to P&S Intelligence.

The growth in the market can be mainly attributed to surging adoption of digital marketing and robustly growing e-commerce platforms.

Customers across the region are increasingly becoming tech-savvy and relying on information available on blogs, social media sites, and search engines, for making purchase decisions. With surging social media adoption, businesses across the region are focusing on investing heavily in digital/online marketing to leverage the opportunity of accessing and targeting larger customer base. These factors are expected to support the growth of the Middle East and Africa marketing automation software market.

 Insights into Market Segments
Based on solution, the market is classified into cross channel campaign management (CCCM), content marketing platform (CMP), lead-to-revenue management (L2RM), through channel marketing automation (TCMA), marketing resource management, and real-time interaction management. Among these, CCCM category is estimated to hold the largest revenue share in the Middle East and Africa marketing automation software market in 2018. This is attributed to the growing need of MEA enterprises for software that supports them in customer data management and analytics, along with the need for workflow tools for designing, executing, and measuring campaigns for digital and offline channels.

 Turkey is expected to be the largest marketing automation software market in MEA throughout the forecast period
Turkey is estimated to be the largest marketing automation software market in MEA in 2018, and is expected to continue holding the highest share during the forecast period. The country is posting the highest adoption of marketing automation software in its e-commerce industry, coupled with overall growth in digital marketing. The e-commerce industry of Turkey recorded a CAGR of over 12% during 2013–2017 and reached $11.7 billion in 2017. Rising usage of smartphones is reinforcing the e-commerce business in the country. E-commerce companies in Turkey are transforming their businesses to improve their leads via mass usage of smartphones.

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Additionally, increasing use of smartphones across the country is bolstering online retail market. Also, with the rise of mobile-first platforms such as Facebook, Instagram, and WhatsApp, the social media platforms are trending as a popular choice for marketing. Advertisers in Turkey are planning to increase their digital marketing expenditure in the near future, which results in a potential growth opportunity for marketing automation software vendors in the market.

The Middle East and Africa marketing automation software market is highly fragmented with the presence of a number of market players such as Cognizant Technology Solutions Corporation, Act-On Software Inc., Infusionsoft Inc., Teradata Corporation, Netcore Solutions Pvt. Ltd., Oracle Corporation, International Business Machines (IBM) Corporation, Adobe Systems Incorporated, Salesforce.com Inc., HubSpot Inc., SAS Institute Inc., SAP SE, and Liana Technologies.

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