1 INTRODUCTION 18
1.1 OBJECTIVES OF THE STUDY 18
1.2 MARKET DEFINITION 18
1.3 MARKET SCOPE 19
1.3.1 REGIONS COVERED 19
1.4 YEARS CONSIDERED FOR THE STUDY 20
1.5 CURRENCY 20
1.6 STAKEHOLDERS 20

2 RESEARCH METHODOLOGY 21
2.1 RESEARCH DATA 21
2.1.1 SECONDARY DATA 22
2.1.2 PRIMARY DATA 22
2.1.2.1 Breakup of primaries’ profiles 22
2.1.2.2 Key industry insights 23
2.2 MARKET BREAKUP AND DATA TRIANGULATION 24
2.3 MARKET SIZE ESTIMATION 25
2.3.1 BOTTOM-UP APPROACH 25
2.3.2 TOP-DOWN APPROACH 26
2.4 ASSUMPTIONS FOR THE STUDY 26
2.5 LIMITATIONS OF THE STUDY 27

3 EXECUTIVE SUMMARY 28

4 PREMIUM INSIGHTS 32
4.1 ATTRACTIVE OPPORTUNITIES IN THE MARKETING CLOUD PLATFORM MARKET 32
4.2 MARKETING CLOUD PLATFORM MARKET IN NORTH AMERICA, BY MARKETING FUNCTION AND COUNTRY 33
4.3 MARKETING CLOUD PLATFORM MARKET: MAJOR COUNTRIES 34

5 MARKET OVERVIEW AND INDUSTRY TRENDS 35
5.1 INTRODUCTION 35
5.2 MARKETING CLOUD PLATFORM WORKFLOW 35
5.3 CASE STUDIES/USE CASES 36
5.3.1 CASE STUDY 1: AES INTERNATIONAL: ALL-IN-ONE PLATFORM TO AUTOMATE REPETITIVE TASKS AND SAVE VALUABLE RESOURCES 36
5.3.2 CASE STUDY 2: ESET PIPELINES ITS DATA SEGMENTATION VIA ORACLE MARKETING CLOUD 36
5.3.3 CASE STUDY 3: HSE24: REDUCING LEAD TIME FOR CAMPAIGNS WITH SAP HYBRIS MARKETING AND SAPHANA 36
5.3.4 CASE STUDY 4: INTERCONTINENTAL HOTELS GROUP: TRANSFORMATION FROM NEAR-TIME TO REAL-TIME EMAIL MARKETING WITH SELLIGENT 37
5.3.5 CASE STUDY 5: ELECTRONIC ARTS: TRANSFORMING BUSINESS TO KEEP PACE WITH INNOVATIONS IN GAMING AND ENGAGE WITH CUSTOMERS THROUGHOUT THE LIFECYCLE 37
5.4 MARKET DYNAMICS 38
5.4.1 DRIVERS 38
5.4.1.1 Growing adoption of content marketing software for personalized marketing and customer engagement 38
5.4.1.2 Increased use of social media for advertising 39
5.4.1.3 Increase in smart mobile devices to drive the development of the mobile marketing platform 40
5.4.1.4 Emergence of location-based marketing 40
5.4.2 RESTRAINTS 41
5.4.2.1 Overdependence on one vendor 41
5.4.3 OPPORTUNITIES 41
5.4.3.1 Evolving need for artificial intelligence and big data analytics in digital marketing 41
5.4.3.2 Digital engagement through Virtual Reality (VR) and Augmented Reality (AR) 41
5.4.3.3 Meet the customer expectations caused by digitalization 42
5.4.4 CHALLENGES 42
5.4.4.1 Selecting the right marketing cloud strategy to meet rising demands from customers 42
5.4.4.2 Concerns to maintain security, scalability, and high availability 43

6 MARKETING CLOUD PLATFORM MARKET, BY TYPE 44
6.1 INTRODUCTION 45
6.2 PLATFORM 46
6.2.1 NEED FOR PERSONALIZED AND AUTOMATED WEB-BASED MARKETING CAMPAIGNS TO DRIVE THE MARKETING CLOUD PLATFORM MARKET 46
6.3 SERVICES 47
6.3.1 PROFESSIONAL SERVICES 47
6.3.1.1 Consulting 48
6.3.1.1.1 Benefits of higher RoI and reduced risks and complexities to drive the demand for consulting services 48
6.3.1.2 System integration and deployment 49
6.3.1.2.1 Need for compliance with standards and policies to drive the system integration and deployment market 49
6.3.1.3 Support and maintenance 50
6.3.1.3.1 Increasing deployment of marketing cloud platform to drive the demand for support and maintenance services 50
6.3.2 MANAGED SERVICES 50
6.3.2.1 MSPs help organizations deliver customer-centric and data-driven marketing strategies 50

7 MARKETING CLOUD PLATFORM MARKET, BY PLATFORM 52
7.1 INTRODUCTION 52
7.2 CUSTOMER RELATIONSHIP MANAGEMENT MARKETING CLOUD PLATFORM 52
7.2.1 MARKETING CLOUD PLATFORM TO UNITE CUSTOMER DATA WITH CUSTOMER BEHAVIOR IN REAL TIME 52
7.3 SOFTWARE-AS-A-SERVICE MARKETING CLOUD PLATFORM 52
7.3.1 SOFTWARE-AS-A-SERVICE MARKETING CLOUD PLATFORM TO PROVIDE A COMPLETE SOFTWARE SOLUTION BASED ON PAY-AS-YOU-GO MODEL FROM A CLOUD SERVICE PROVIDER 52
7.4 BUSINESS-TO-BUSINESS MARKETING CLOUD PLATFORM 53
7.4.1 BUSINESS-TO-BUSINESS MARKETING CLOUD PLATFORM TO HELP MARKETING TEAMS NURTURE PROSPECTS USING EMAIL MARKETING AND CROSS-CHANNEL MARKETING 53

8 MARKETING CLOUD PLATFORM MARKET, BY MARKETING FUNCTION 54
8.1 INTRODUCTION 55
8.2 ADVERTISING 56
8.2.1 MULTICHANNEL MARKETING SOLUTIONS TO BE STRATEGIZED, CREATED, AND DEPLOYED FOR SEGMENTED AUDIENCES 56
8.3 BRANDING 56
8.3.1 UNIQUE BRAND IDENTITIES AND BRAND LOYALTY TO BE BUILT USING MARKETING CLOUD PLATFORMS 56
8.4 DESIGNING 57
8.4.1 NEED TO CONSOLIDATE IMAGES, DOCUMENTS, AND OTHER CONTENT TO WORK THE WAY THE CUSTOMER WANTS 57
8.5 SALES CHANNEL 58
8.5.1 NEED TO PERSONALIZE CUSTOMER EXPERIENCE ACROSS EVERY DIGITAL MARKETING CHANNEL 58
8.6 COMMUNICATIONS 58
8.6.1 NEED TO KEEP TRACK OF COMPONENTS THAT MAKE A SUCCESSFUL MARKETING CAMPAIGN 58
8.7 CUSTOMER SUPPORT 59
8.7.1 PRODUCTIVITY TO BE IMPROVED BY AUTOMATING REPETITIVE TASKS TO ADDRESS CUSTOMER ISSUES 59

9 MARKETING CLOUD PLATFORM MARKET, BY DEPLOYMENT MODE 60
9.1 INTRODUCTION 61
9.2 PUBLIC CLOUD 62
9.2.1 EASE OF ACCESS AND FASTER DEPLOYMENT BENEFITS TO INCREASE THE ADOPTION OF PUBLIC CLOUD AMONG MARKETING CLOUD PLATFORM PROVIDERS 62
9.3 PRIVATE CLOUD 63
9.3.1 REDUCED RISKS, LESSER SECURITY ISSUES, AND DECREASED REGULATORY HURDLES BENEFITS OF CLOUD TO LEAD TO INCREASE IN ADOPTION OF PRIVATE CLOUD 63

10 MARKETING CLOUD PLATFORM MARKET, BY VERTICAL 64
10.1 INTRODUCTION 65
10.2 RETAIL AND ECOMMERCE 66
10.2.1 BUILDING PERSONALIZED AND SCALABLE JOURNEYS TO DELIVER RELEVANT OFFERS AT THE RIGHT TIME TO SHOPPERS VIA A SUITABLE MARKETING CHANNEL 66
10.3 TRAVEL AND HOSPITALITY 67
10.3.1 CUSTOMIZED MARKETING EXPERIENCE TO PROPEL THE GROWTH OF THE MARKETING CLOUD PLATFORM 67
10.4 BANKING, FINANCIAL SERVICES, AND INSURANCE 68
10.4.1 MINIMIZING REPETITIVE ADMINISTRATIVE TASKS AND STREAMLINING CUSTOMER ENGAGEMENT TO PROVIDE THE RIGHT SOLUTION AND DRIVE THE MARKET GROWTH 68
10.5 IT AND TELECOM 69
10.5.1 MARKETING CLOUD PLATFORM TO HELP CUSTOMERS COMPLY WITH GDPR AND OTHER COMPLIANCE REQUIREMENTS 69
10.6 MEDIA, ENTERTAINMENT, AND GAMING 69
10.6.1 ENHANCED GAMING EXPERIENCE OFFERED VIA MARKETING CLOUD PLATFORM TO BOOST THE MARKET GROWTH 69
10.7 HEALTHCARE AND LIFE SCIENCES 70
10.7.1 SHIFTING FOCUS FROM VOLUME OF PATIENTS TO VALUE OF PATIENTS BY BUILDING PATIENT RELATIONSHIPS USING MARKETING CLOUD TO DRIVE THE MARKET 70
10.8 EDUCATION 71
10.8.1 ENHANCED CLIENT PROFILING, CUSTOMIZED CONTENT PUBLISHING, AND TARGETING CAPABILITIES TO INCREASE CUSTOMER ENGAGEMENT AND SATISFACTION 71
10.9 OTHERS 72

11 MARKETING CLOUD PLATFORM MARKET, BY REGION 74
11.1 INTRODUCTION 75
11.2 NORTH AMERICA 76
11.2.1 UNITED STATES 80
11.2.1.1 High adoption of mobile devices and internet penetration to encourage enterprises to spend more on cloud-based marketing technology 80
11.2.2 CANADA 80
11.2.2.1 Rapid technological advancements in the retail and consumer goods and media and entertainment industry in Canada to drive the market growth 80
11.3 EUROPE 81
11.3.1 UNITED KINGDOM 84
11.3.1.1 Technological advancements, skilled personnel, and growing marketing channels to drive the UK marketing cloud platform market 84
11.3.2 GERMANY 84
11.3.2.1 Many enterprises’ digital marketing strategies to spur the demand for marketing cloud offerings in Germany 84
11.3.3 FRANCE 85
11.3.3.1 Large IT companies’ cloud-based offerings to provide significant growth opportunities for the market 85
11.3.4 REST OF EUROPE 85
11.3.4.1 Large globalization rate, deepening smartphone penetration, and growing digital marketing initiatives to drive the market 85
11.4 ASIA PACIFIC 85
11.4.1 CHINA 89
11.4.1.1 Domestic and foreign IT companies offering new cloud services for Chinese consumers and businesses to expand the availability of marketing cloud platforms 89
11.4.2 INDIA 89
11.4.2.1 Rapid digitalization, technological advancements, and large presence of SMEs to boost the market growth over the next 5 years 89
11.4.3 JAPAN 90
11.4.3.1 Shift from traditional marketing to digital marketing approach to spur the demand for marketing cloud technologies 90
11.4.4 REST OF ASIA PACIFIC 90
11.4.4.1 Technological advancements and economic growth in the rest of APAC to encourage companies to adopt cloud-based technologies for their marketing activities 90
11.5 MIDDLE EAST AND AFRICA 90
11.5.1 UNITED ARAB EMIRATES 94
11.5.1.1 UAE to adopt cloud-based marketing platforms to enhance business in the retail and eCommerce vertical 94
11.5.2 SOUTH AFRICA 94
11.5.2.1 High potential of the country to lead to adoption of latest technologies 94
11.5.3 KINGDOM OF SAUDI ARABIA 94
11.5.3.1 Cloud computing initiatives to help KSA enterprises in cloud adoption 94
11.5.4 REST OF MIDDLE EAST AND AFRICA 94
11.5.4.1 Presence of advanced cloud infrastructure and availability of technical expertise to probe the rest of MEA in cloud adoption 94
11.6 LATIN AMERICA 94
11.6.1 BRAZIL 98
11.6.1.1 Brazil’s strong economic conditions to be leveraged for cloud adoption 98
11.6.2 MEXICO 98
11.6.2.1 Mexico to become digitally advanced and provide growth opportunities for marketing cloud platform vendors 98
11.6.3 REST OF LATIN AMERICA 98
11.6.3.1 Chile to plan its investments for cloud adoption 98
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12 COMPETITIVE LANDSCAPE 99
12.1 OVERVIEW 99
12.2 MARKET RANKING ANALYSIS FOR THE MARKETING CLOUD PLATFORM MARKET 100
12.3 COMPETITIVE SCENARIO 100
12.3.1 NEW SERVICE/PRODUCT LAUNCHES 101
12.3.2 BUSINESS EXPANSIONS 102
12.3.3 MERGERS AND ACQUISITIONS 103
12.3.4 AGREEMENTS, COLLABORATIONS, AND PARTNERSHIPS 104

13 COMPANY PROFILES 107
(Business Overview, Products and Services Offered, Recent Developments, SWOT Analysis, and MNM View)*
13.1 ADOBE 107
13.2 ORACLE 111
13.3 SALESFORCE 115
13.4 IBM 118
13.5 SAP 121
13.6 SELLIGENT 124
13.7 PEGASYSTEMS 126
13.8 FICO 128
13.9 HUBSPOT 130
13.10 SAS 132
13.11 ORACLE 134
13.12 SITECORE 138
13.13 NIELSEN 140
13.14 CHEETAH DIGITAL 142
13.15 CISION 143
13.16 HATCHBUCK 145
13.17 REDPOINT GLOBAL 146
13.18 OPTIMOVE 148
13.19 MEDIAMATH 149
13.20 ZETA GLOBAL 151
13.21 KEY INNOVATORS 152
13.21.1 SAILTHRU 152
13.21.2 AGILONE 152
13.21.3 MAROPOST 152
13.21.4 EPISERVER 153
13.21.5 EMARSYS 153
13.21.6 INFUSIONSOFT 153
*Details on Business Overview, Products and Services Offered, Recent Developments, SWOT Analysis, and MNM View might not be captured in case of unlisted companies.

14 APPENDIX 154
14.1 DISCUSSION GUIDE 154
14.2 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 158
14.3 AVAILABLE CUSTOMIZATIONS 160
14.4 RELATED REPORTS 160
14.5 AUTHOR DETAILS 161
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