What is the current level of MA awareness in 2022?

The market size of MA (marketing automation tools) is expanding, and the number of companies introducing it is increasing. Recently, small and medium-sized businesses are also actively introducing marketing automation tools.

For those who say, “I want to introduce a marketing automation tool in my company, but I don’t know which tool to use…”, I will introduce the most used tools in Japan. In addition, we will explain why the tool should be introduced and the size of the market in Japan and overseas.

Please use this article as a reference to consider implementing a marketing automation tool.

Domestic digital marketing market size in 2020

According to data released by IDC in December 2021, the domestic digital marketing market in 2020 was 430.5 billion yen , an increase of 2.6% from the previous year . The domestic market for digital marketing-related services is expanding year by year, and is expected to reach 610.2 billion yen by 2025 .

As you can see, the scale of the digital marketing market is very large and attracting attention. With the spread of COVID-19, the number of companies working on digitalization is increasing, so the market size is likely to expand further.

Domestic MA market size

What is the size of the MA market among digital marketing-related services?

According to a survey by Yano Research Institute Ltd., the size of the MA market in 2021 is expected to reach 60 billion yen. Compared to the previous year, it expanded by approximately 6 billion yen.

Factors that contributed to the expansion of the market include the development of online businesses due to the spread of COVID-19 and investment in e-commerce services by companies. The number of companies striving to expand their online business is expected to increase.

Overseas MA market size as of 2019

Then, how big is the MA market overseas?

According to data released by Grand View Research, the global MA market size is $4.06 billion as of 2019. And it is expected to grow by around 9.8% from 2020 to 2027.

Compared to the overseas market size, you can see that the Japanese MA market size is not so large. However, it can be said that there is a good possibility that the market will expand to a scale comparable to that of overseas markets through the active use of digital technology in the future .

The MA market is expected to expand

Yano Research Institute Ltd. forecasts the expansion of the MA market scale as follows.

As you can see from the graph, the market size is expected to exceed 80 billion yen in 2025. If the market expands smoothly, the quality of marketing will improve, and economic growth will also be targeted.

Two reasons for the expected expansion of the MA market

Why is this expansion expected? There are two main reasons.

1. Development of online business due to the spread of infectious diseases

The first is that online businesses are developing due to the spread of infectious diseases.

Since the start of the COVID-19 pandemic in 2020, many services have become available online. In particular, the number of online shopping opportunities has increased dramatically.

With more customers using e-commerce services, businesses are acquiring more data than ever before. In order to accumulate the acquired data and formulate better marketing strategies, I believe that more companies will introduce MA.

With the development of online businesses such as EC services, the MA market is expected to expand.

2. Investment in corporate sales tech

Second, because companies are investing more in sales tech. More and more companies are investing in sales tech such as MA to expand their online business .

In order to provide better service, it is necessary to understand customer behavior and preferences. MA is gaining attention because it helps make them happen.

Active investment in digital marketing-related services such as MA will further expand the market.

Marketing automation tool adoption rate

How many marketing automation tools are currently in place?

Adoption rate in 2021

Mtame Co., Ltd. conducted a survey on marketing automation tools in October 2021. According to this survey, 17% of the respondents answered that they have introduced MA at their workplace.

In addition, the most common reason for not introducing a marketing automation tool was “expensive”. If the cost of the tool drops, more companies may adopt it.

Marketing automation tool domestic market share

Here are some of the most popular MA tools currently in use. The following three MA tools are introduced this time.

• #3 Marketo | Attract prospects by tracking customer behavior
• 2nd place BowNow | Easy to install for free
• 1st place Pardot | Improve work efficiency by linking with Salesforce

#3 Marketo | Attract prospects by tracking customer behavior

Marketo is a tool used by over 5,000 companies worldwide.

Track customer behavior and send the right emails with customer- focused tools . You can build campaigns that are right for your customers and attract prospects.

2nd place BowNow | Easy to install for free

BowNow is a free-to-use tool with an emphasis on ease of use . By collecting information on prospective customers and distributing useful information to each individual, it is possible to create opportunities for prospective customers to purchase products.

In addition, the operation screen and price setting are simple, so it can be said that it is a very easy-to-use tool. Another advantage is that it is free to start, so it is easy to try.

1st place Pardot | Improve work efficiency by linking with Salesforce

Pardot is Salesforce’s MA tool.

It is possible to link with Salesforce, and if you use it in combination, you can greatly improve your work efficiency. It’s a great tool, especially if you’re already using Salesforce.

Pardot gives you high-quality leads and an easy-to-see ROI on your dashboard. It is used by a wide range of companies and is a very popular tool.

Two Reasons to Choose Pardot

Out of all the marketing automation tools out there, why choose Pardot? I’ll give you two big reasons.

1. Efficient data collection is possible by linking with Salesforce

Pardot integrates seamlessly with Salesforce, allowing you to centrally manage huge amounts of customer data . Since the data accumulated in Salesforce can be used in marketing, it is possible to come up with measures that are more suitable for customers.

2. ROI can be grasped at a glance

Pardot’s dashboard makes it easy to see your marketing ROI. Knowing your ROI at all times makes it easier to understand the current situation and formulate strategies.

Pardot automatically generates reports so you can easily see what you need to do to increase your ROI.

How to choose a marketing automation tool that doesn’t fail

Here are some things to consider when choosing a marketing automation tool. The following three points are introduced here.

1. For BtoB or BtoC
2. Does it have the features you need?
3. Do you have a support system in place?

Compare tools with these points in mind.

1.BtoB or BtoC

Some marketing automation tools are for BtoB and some for BtoC, and the number of leads supported by each differs greatly.

When purchasing a product or service, individuals do not take much time to make a purchase decision. Therefore, tools for BtoC come up with measures with a sense of speed .

However, since companies take time to make decisions, tools for B2B come up with long-term measures . Because of these differences, you should choose the right tool for your company.

Even if you are a BtoB company, if your company has a large number of leads, it is a good idea to choose a tool that supports both BtoB and BtoC.

2.Is the required function installed?

Make sure it has all the features you need for your company.

For example, marketing automation tools can do a wide range of things, such as email distribution functions, template functions, and customized advertising functions. Among them, choose a tool that specializes in the functions you need .

3.Is there a support system in place?

There are many marketing automation tools, but among them, we recommend products that include follow-up after introduction.

In particular, if there are few IT personnel in your company, we strongly recommend a tool with a well-established support system . If you have a problem with the tool, check if there is a service that will respond immediately.

What are marketing automation tools?

So far, we have explained the market, features, and how to choose a tool, but what exactly is a marketing automation tool in the first place?

Marketing automation tools are tools for automating marketing and developing better strategies . Specifically, it is possible to collect information on prospective customers, follow up after them, and distribute optimized advertisements.

In addition, you can measure the level of interest of prospective customers in your company from the open rate of delivered emails and the click rate of advertisements. By conducting sales activities to customers who are more likely to be interested in your company, you will be able to improve the success rate and sales of business negotiations.

3 reasons why you should use a marketing automation tool

Why should you implement a marketing automation tool? This time, I will explain the following three reasons.

1. Enables prospect development
2. You can aim to improve the order rate and sales
3. Efficiency can be improved by reducing processes

1. It is possible to develop prospects

The first is to develop prospective customers. Sending emails to individuals and companies that are likely to be interested in your company and conducting sales activities will lead to the acquisition of new customers.

You can perform efficient sales activities by understanding and prioritizing customers who are more interested in your products and services.

2. You can aim to improve the order rate and sales

The second is to improve the order rate and sales. By continuing to send information about your company’s products to customers, you can expect an increase in the order rate and sales.

In addition, if new customers are acquired through email distribution and sales activities, the market size will also expand. Focus on nurturing leads using tools .

3. Efficiency can be improved by reducing processes

The third is to reduce the number of steps in marketing activities and streamline operations. Marketing automation tools can automate several steps.

For example, high-quality emails can be automatically delivered using automatic email delivery and template functions. It is also possible to analyze the click rate of the homepage and the opening rate of the mail, etc., and measure the interest of prospective customers to your company.

By automating these steps, you can spend more time developing your marketing strategy .

Summary

This time, I explained the market, characteristics, and comparison points of marketing automation tools.

We hope this article deepens your interest and knowledge of marketing automation tools. Browse through the most popular tools and comparison points to see which one is right for your company.