Global E-Marketer IT Spending 2015-2019

Market definition of the global E-marketer IT spending

Increasing demand to measure marketing initiatives and increased mobile usage by customers primarily drives IT spending in E-marketer services. Technavio’s market research analysis estimates the E-marketer IT spending market will reach close to USD 125 billion in revenues by 2019.

The traditional method of advertising such as advertisements on TV and radio broadcast though effective, fail to provide an in-depth analysis of engagement with customers. It thus poses multiple difficulties for marketers to understand whether their brand’s outreach to customers is effective or not. However, with the increasing penetration of internet across the globe, e-marketing is gaining popularity among marketers. With the help of e-marketing, organizations can measure the effect of various marketing campaigns on different channels.

Market segmentation by product types

• Services
• Software
• Hardware

The spending in the software segment includes investments in marketing automation and analytical tools. Marketing automation software tools perform activities usually undertaken by marketing departments, and it also helps in enhancing the customer satisfaction rate.

It performs various functions such as event and loyalty management, interactivity management, marketing resource management, marketing performance management, campaign management, and relationship marketing. Various analytical tools are gaining popularity among e-marketers. Some of the highly popular analytical tools are web analytical tools, social media analytical tools, and mobile analytical tools.               

Geographical segmentation of the E-marketer IT spending

• APAC
• Americas
• EMEA

The Americas is the largest contributor to the global e-marketer IT spending. The region holds a market shares in excess of 57% of the overall market size. However, it is expected to witness a decline during the forecast period. The key leading countries in the region are US and Canada. The shift in consumer preference toward digital media and growth in data consumption will drive the market.

Competitive vendor landscape of the E-marketer IT spending market

• Accenture
• HubSpot
• IBM
• Marketo
• Microsoft
• Oracle
• Salesforce.com

Online shopping is witnessing resounding popularity in the APAC region, and this trend poses a significant opportunity for the leading vendors of the E-marketer IT spending market. Increased penetration of smartphones and tablets is propelling the browsing rate from smart devices, and this trend is booming the demand for e-marketer IT services from segments such as consumer goods, financial services, retail, restaurant, and telecom.

Other prominent vendors in the market include Act-on, CallidusCloud, Microsoft, OptifiNow, Oracle, SAP, Salesforce, and Salesfusion.

Key questions answered in the report

• What are the key factors driving the E-marketer IT spending market?
• What are the key market trends impacting the growth of the E-marketer IT spending market?
• What are the various opportunities and threats faced by the vendors in the E-marketer IT spending market?
• Trending factors influencing the market shares for EMEA, APAC, and Americas?
• Key outcome of the five forces analysis on the E-marketer IT spending market?
• Growth forecast of the E-marketer IT spending market until 2019?

Technavio also offers customization on reports based on specific client requirement.

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