TECH SUPPLIER Jun 2020 - Market Forecast - Doc # US46456520

Worldwide Marketing Campaign Management Software Forecast, 2020–2024: Flattening the Growth Curve by $6.6 Billion

By: Gerry MurrayResearch Director, Marketing and Sales Technology

Abstract

This IDC study provides historical data (2015–2019) and forecast data (2020–2024) for the worldwide marketing campaign management software market.

"The effect of the global economic slowdown on marketing technology has been broad but not deep relative to other technology markets," said Gerry Murray, research director of IDC's Marketing and Sales Technology Research Service. "Market growth will slow to low-single digits for the next few years, and a return to 2019 growth rates will be pushed out beyond 2024. Smaller vendors that have not raised capital in the past 12 months are at greatest risk. But in the long run, the pandemic has accelerated the need for digital engagement and connected cloud infrastructures to support sustainable end-to-end customer experience (CX) operations, which bodes well for most martech vendors to survive and some to thrive."


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