The global marketing automation software market is expected to grow at a compound annual growth rate (CAGR) of nearly 9% from 2015 to 2019, according to a new report from Technavio.

Marketing automation is a part of digital marketing software, which focuses on streamlining, scheduling, segmentation and tracking of marketing campaigns, the firm says. It’s designed to reduce repetitive tasks associated with the process, and provide better user experience. 

Marketing automation software features include email marketing, campaign creation and management, data collection and storage, data analysis and reporting.

“The emergence of cloud-based marketing automation solutions has enabled organizational efficiency and helped to reduce the deployment costs of IT infrastructure,” Faisal Ghaus, vice president of Technavio, said in a statement. “The growing popularity of marketing automation software solutions, given their ability to help businesses store, secure access and maintain digital records and data, is further increasing the adoption of cloud-based solutions.”

The report covers the current market and the growth prospects for the global marketing automation software market. To calculate the market size, Technavio considers revenue generated from marketing automation of software, solutions, tools, applications, services, support and maintenance.

Market growth drivers include increased adoption of digital media and a growing focus on marketing effectiveness. The challenges for organizations include complexity in choosing appropriate marketing automation products and a lack of skilled professionals.

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