TechNavio's analysts forecast the Global Marketing Automation market to grow at a CAGR of 8.16 percent over the period 2011-2015. One of the key factors contributing to this market growth is the need to enhance marketing communication. The Global Marketing Automation market has also been witnessing the emergence of SaaS-based marketing automation. However, the increasing complexity in the effective adoption of the software could pose a challenge to the growth of this market.
Other vendors mentioned in the report: Eloqua Inc., Marketo Inc., Teradata Corp., Neolane Inc., Microsoft Corp., ExactTarget Inc., and Responsys Inc.
Commenting on the report, an analyst from TechNavio's Enterprise Computing team said: "With the advent of cloud computing technology that offers huge space for data storage, access flexibility and scalability, software as a service (SaaS)-based marketing automation software is increasingly being developed. The SaaS model for marketing automation offers a pay-per-use model, which provides cost-effective accessibility and a paradigm where marketing automation software can be accessed at any time and in any place by multiple users. Furthermore, it enables organizations to scale their marketing automation modules much more easily. Hence, the Global Marketing Automation market is witnessing a trend where many vendors in the market have begun to offer their marketing automation software through the SaaS model to expand their services and enter new markets."
According to the report, one of the major drivers is the need to enhance marketing communication. The effective deployment of marketing automation software enables extended customer visualization, leading to assured, automatic, auditable, consistent and high-quality communication associated with marketing processes.
Further, the report discusses that the increasing complexity in the effective adoption of the software is one of the major challenges confronting the market.
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