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TABLE OF CONTENTS

1 INTRODUCTION 12
1.1 OBJECTIVES OF THE STUDY 12
1.2 MARKET DEFINITION 12
1.3 MARKET SCOPE 12
1.3.1 MARKET COVERED 13
1.3.2 YEARS CONSIDERED FOR THE STUDY 14
1.4 CURRENCY 14
1.5 LIMITATIONS 14
1.6 STAKEHOLDERS 14

2 RESEARCH METHODOLOGY 15
2.1 MARKET SIZE ESTIMATION 16
2.2 MARKET BREAKDOWN AND DATA TRIANGULATION 19
2.3 MARKET SHARE ESTIMATION 20
2.3.1 KEY DATA FROM SECONDARY SOURCES 20
2.3.2 KEY DATA FROM PRIMARY SOURCES 21
2.3.3 ASSUMPTIONS 22
2.3.4 KEY INDUSTRY INSIGHTS 23

3 EXECUTIVE SUMMARY 24

4 PREMIUM INSIGHTS 28
4.1 ATTRACTIVE MARKET OPPORTUNITIES IN THE DMS MARKET 28
4.2 DMS MARKET: TECHNOLOGICAL SHIFT 29
4.3 GLOBAL DMS MARKET SIZE, BY ORGANIZATION SIZE (2014–2019) 30
4.4 GLOBAL DIGITAL MARKETING SOFTWARE 31
4.5 INDUSTRY VERTICAL GROWTH MATRIX 31
4.6 BFSI & RETAIL ARE THE TOP REVENUE GENERATING VERTICALS IN DMS MARKET 32
4.7 LIFECYCLE ANALYSIS, BY REGION 33

5 MARKET OVERVIEW 34
5.1 INTRODUCTION 35
5.2 MARKET SEGMENTATION 35
5.2.1 BY SOFTWARE 36
5.2.2 BY SERVICE 36
5.2.3 BY DEPLOYMENT MODE 37
5.2.4 BY ORGANIZATION SIZE 37
5.2.5 BY VERTICAL 38
5.2.6 BY REGION 38
5.3 MARKET DYNAMICS 39
5.3.1 DRIVERS 39
5.3.1.1 Growth of social media and social advertising 39
5.3.1.2 Popularity of mobile advertising with increasing mobile devices 40
5.3.1.3 Rising demand of handling large volume of structured and unstructured data 40
5.3.2 RESTRAINT 41
5.3.2.1 Lack of skilled personnel 41
5.3.3 OPPORTUNITIES 41
5.3.3.1 Evolving the need of big data analytics in digital marketing 41
5.3.3.2 Increasing digital marketing budget 42
5.3.4 CHALLENGES 42
5.3.4.1 Integrating DMS tools with other business applications 42
5.3.4.2 Selection of relevant digital technique and vendor 42
5.3.4.3 Increasing complexity due to multiple device and channel 42
5.3.5 KEY TRENDS 43
5.3.5.1 Increasing popularity of video 43

6 INDUSTRY TRENDS 44
6.1 INTRODUCTION 44
6.2 VALUE CHAIN ANALYSIS 44
6.3 PORTER’S FIVE FORCES ANALYSIS 46
6.3.1 THREAT FROM NEW ENTRANTS 46
6.3.2 THREAT FROM SUBSTITUTES 47
6.3.3 BARGAINING POWER OF SUPPLIERS 47
6.3.4 BARGAINING POWER OF BUYERS 47
6.3.5 INTENSITY OF COMPETITIVE RIVALRY 48

7 DMS MARKET ANALYSIS, BY SOFTWARE 49
7.1 INTRODUCTION 50
7.2 SOFTWARE 51
7.2.1 CRM SOFTWARE 52
7.2.2 E-MAIL SOFTWARE 53
7.2.3 E-COMMERCE SOFTWARE 53
7.2.4 MARKETING AUTOMATION SOFTWARE 54
7.2.5 WEB ANALYTICS SOFTWARE 55
7.2.6 WEB CONTENT MANAGEMET (WCM) 55
7.2.7 SOCIAL CRM 56

8 DMS MARKET ANALYSIS, BY SERVICE 57
8.1 INTRODUCTION 58
8.1.1 PROFESSIONAL SERVICES 59
8.1.2 MANAGED SERVICES 59
8.1.3 DEPLOYMENT AND INTEGRATION 60

9 DMS MARKET ANALYSIS, BY DEPLOYMENT MODE 61
9.1 INTRODUCTION 62
9.2 ON-DEMAND/CLOUD 63
9.3 ON-PREMISES 64

10 DMS MARKET ANALYSIS, BY ORGANIZATION SIZE 65
10.1 INTRODUCTION 66
10.2 SMALL AND MEDIUM BUSINESSES (SMBS) 67
10.3 LARGE ENTERPRISES 68

11 DMS MARKET ANALYSIS, BY VERTICAL 69
11.1 INTRODUCTION 70
11.2 BFSI 71
11.3 HEALTHCARE 72
11.4 RETAIL 73
11.5 AUTOMOTIVE 73
11.6 IT AND TELECOM 74
11.7 MANUFACTURING 75
11.8 EDUCATION 75
11.9 GOVERNMENT 76
11.10 MEDIA AND ENTERTAINMENT 77
11.11 OTHERS 78

12 GEOGRAPHIC ANALYSIS 79
12.1 INTRODUCTION 80
12.2 NORTH AMERICA (NA) 83
12.3 EUROPE 86
12.4 ASIA-PACIFIC (APAC) 88
12.5 MIDDLE EAST AND AFRICA (MEA) 91
12.6 LATIN AMERICA (LA) 93

13 COMPETITIVE LANDSCAPE 96
13.1 OVERVIEW 96

13.2 COMPETITIVE SITUATION AND TRENDS 98
13.2.1 NEW PRODUCT LAUNCHES 100
13.2.2 MERGERS AND ACQUISITIONS 102
13.2.3 PARTNERSHIPS AND COLLABORATIONS 104
13.2.4 VC FUNDING 105

14 COMPANY PROFILES 106
14.1 INTRODUCTION 106
14.2 ADOBE SYSTEMS 107
14.3 IBM CORPORATION 111
14.4 ORACLE CORPORATION 115
14.5 SAP AG 119
14.6 SALESFORCE.COM, INC 122
14.7 MARKETO 125
14.8 MICROSOFT 128
14.9 HUBSPOT 130
14.10 HEWLETT-PACKARD (HP) 133
14.11 SAS INSTITUTE, INC. 136

15 APPENDIX 138
15.1 INSIGHTS FROM INDUSTRY EXPERTS 138
15.2 DISCUSSION GUIDE 138
15.3 INTRODUCING RT: REAL-TIME MARKET INTELLIGENCE 141
15.4 AVAILABLE CUSTOMIZATIONS 142
15.5 RELATED REPORTS 143