마케팅 클라우드 시장 : 점유율 분석, 업계 동향과 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the marketing cloud market size stood at USD 46.34 billion in 2025 and USD 51.09 billion in 2026 and is forecast to reach USD 97.11 billion by 2031, at a CAGR of 13.71% from 2026 to 2031.

This report is Segmented by Component (Platforms, and Services), Deployment Mode (Public Cloud, Hybrid Cloud, and Private Cloud) Organization Size (Large Enterprises, and Small and Medium-Sized Enterprises), Marketing Function (Advertising and Branding, and More), End User Industry (BFSI, IT and Telecom, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Marketing Cloud Market Trends and Insights

Ai-Driven Campaign Orchestration and Content Generation

Generative AI has moved from pilot activity into daily use across enterprise marketing stacks. Salesforce launched Agentforce Marketing in June 2026, and the platform allows AI agents to identify prospects, create omnichannel content, and optimize campaigns against revenue goals. Salesforce said early adopter Rawlings reported 75% faster campaign creation after implementation, which shows that automation is now affecting execution speed in measurable ways. This shift also changes how teams allocate work, because orchestration and repetitive production tasks can move away from manual workflows. Across the Marketing Cloud Market, vendors that deploy these capabilities earlier are likely to build stronger data and workflow advantages over slower rivals. The EU AI Act is also pushing platform providers to add transparency controls to automated customer-facing decisions in Europe.

Rising Need for Real-Time Personalization Across Customer Journeys

Real-time personalization now functions less as a differentiator and more as a basic customer expectation. Salesforce said AI-powered personalized recommendations and conversational agents drove 20% of all global retail orders during the 2025 holiday season, generating USD 262 billion in revenue. Salesforce also reported that 86% of marketers said AI has changed customer engagement, while 78% said the required volume of personalized content is beyond what human teams can produce alone. Klaviyo said its platform processed 3.4 billion daily customer interactions across more than 8 billion customer profiles in early 2026, which shows the infrastructure depth now needed for personalization at scale. The practical effect is that spending is moving toward unified customer profiles that bring together behavioral, transactional, and consent data into a single operating layer. The Marketing Cloud Market benefits from this shift because platforms that connect those data flows cleanly can support faster and more relevant customer decisions across channels.

Integration Complexity Across Crm, Cdp, Commerce, and Data Lakes

Integration complexity remains the most material restraint on wider deployment across the Marketing Cloud Market. Enterprise stacks now commonly combine CRM systems, CDPs, commerce platforms, and data lakes from different vendors, and each added layer increases the effort needed for identity matching, workflow design, and data movement. The problem becomes more visible when companies adopt AI tools, because those systems need cleaner and faster data connections than many legacy stacks can provide. Teams then spend more time maintaining connectors and less time improving campaigns, analysis, and customer programs. Vendors are trying to reduce this burden through native integration and acquisition activity, including Salesforce's June 2026 agreement for Contentful. Even so, the restraint remains significant because each new capability can create a new compatibility gap in heterogeneous environments.

Other drivers and restraints analyzed in the detailed report include:

1. First-Party Data Activation as Third-Party Cookies Fade
2. Composable Marketing Stacks Replacing Monolithic Suites
3. Enterprise Data Privacy, Residency, and Consent Compliance Burden

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Platforms held 81.46% of the Marketing Cloud Market share in 2025, while services are projected to grow at a 15.68% CAGR through 2031. That gap shows how strongly the category still depends on core software platforms for value capture and account control. It also shows that the installed base is maturing, because buyers who already licensed platforms are now spending more on implementation, optimization, and managed support. Within the marketing cloud industry, service demand is rising as enterprises try to operationalize AI agents, lifecycle automation, and connected data pipelines without overextending internal teams.

Managed services are particularly relevant for mid-market buyers who want sophisticated capability without building a large internal operating layer. Professional services also remain important because enterprise deployments often require workflow redesign, data preparation, and governance setup before expected gains appear. Adobe reported FY2025 revenue of USD 23.77 billion, with Creative and Marketing Professional subscriptions growing 11% year over year, which reflects the scale at which large software ecosystems can support attached services demand. In the marketing cloud industry, this leaves platforms as the economic anchor while services carry a growing share of the execution burden as deployments become more complex.

Public cloud deployment accounted for 68.92% of revenue in 2025 and is projected to record a 14.91% CAGR through 2031. That dual lead shows that cloud is no longer just the preferred model for new deployments, but the operating standard for the Marketing Cloud Market. Buyers favor it because it supports faster updates, easier API access, and better elasticity for data-heavy personalization use cases. The same pattern also reduces the appeal of older on-premise architectures that struggle to keep pace with AI release cycles and real-time processing needs.

Private cloud retains a role in regulated environments where control over data handling and internal governance still shapes buying criteria. Hybrid models also remain relevant for enterprises that want to modernize campaign and analytics layers while keeping sensitive records in legacy environments during transition. Salesforce's planned acquisition of Contentful reinforces the broader move toward cloud-first and composable operating models that connect content and orchestration more tightly. Across the Marketing Cloud Market, the main divide is no longer whether organizations will use cloud, but how fast they can move critical workflows there without disrupting security, compliance, or existing operations.

Complete Report Scope:

• By Component
  • Platforms
  • Services
    • Managed Services
    • Professional Services
• By Deployment Mode
  • Public Cloud
  • Hybrid Cloud
  • Private Cloud
• By Organization Size
  • Large Enterprises
  • Small and Medium-Sized Enterprises
• By Marketing Function
  • Advertising and Branding
  • Customer Data Management
  • Campaign Management
  • Content Management
  • Email Marketing
  • Social Media Marketing
  • Analytics and Reporting
• By End User Industry
  • BFSI
  • IT and Telecom
  • Healthcare and Life Sciences
  • Retail and E-Commerce
  • Media and Entertainment
  • Travel and Hospitality
  • Manufacturing
  • Education
  • Rest of End User Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East and Africa
    • Middle East
      • Turkey
      • Saudi Arabia
      • United Arab Emirates
      • Rest of Middle East
    • Africa
      • South Africa
      • Rest of Africa

Geography Analysis

North America held 40.27% of revenue in 2025, which kept it in the leading position across the Marketing Cloud Market. Salesforce reported FY2025 Marketing and Commerce cloud revenue of USD 5.281 billion, which reflects the depth of enterprise platform spending tied to this region. The region benefits from a dense vendor base, mature digital infrastructure, and enterprise budgets that can support integration-heavy deployments. Europe remains a major demand center, with Germany, the United Kingdom, and France anchoring a large share of regional activity. The EU AI Act is pushing more governance and transparency into customer-facing automated systems, which supports platforms that can combine AI capability with clearer compliance controls.

Asia-Pacific is projected to record an 18.92% CAGR through 2031, making it the fastest-growing regional segment in the Marketing Cloud Market. The growth rate reflects lower current penetration in several large markets and a faster shift toward cloud adoption among SMEs. Klaviyo reported that revenue outside the Americas grew 39% in Q1 2026, with EMEA excluding the United Kingdom up 51% year over year, which points to broader international demand expansion around modern customer engagement platforms. China remains the largest regional market by volume, while India and Southeast Asia present stronger velocity in adoption, especially among smaller businesses. Australia also supports premium budgets in banking and insurance where real-time personalization and governance capabilities carry higher strategic value.

South America remains a smaller part of the Marketing Cloud Market, but it is still gaining importance as digital marketing capability broadens in the region. Brazil remains the main regional demand center because it combines the largest business base with the strongest technology spending profile. The Middle East and Africa shows a split pattern, with Gulf countries investing more actively in digital diversification while sub-Saharan markets remain earlier in adoption. Together, these regions provide expansion room for vendors seeking growth beyond the more established North American and European base.

1. Adobe Inc.
2. ActiveCampaign, LLC
3. Acoustic, L.P.
4. Braze, Inc.
5. Cheetah Digital, LLC
6. CleverTap Private Limited
7. Emarsys eMarketing Systems AG
8. HubSpot, Inc.
9. Iterable, Inc.
10. Klaviyo, Inc.
11. Leanplum, Inc.
12. MoEngage, Inc.
13. Oracle Corporation
14. Pega Systems Inc.
15. Redpoint Global Inc.
16. Salesforce, Inc.
17. SAP SE
18. SAS Institute Inc.
19. Segment.io, Inc.
20. Sprinklr, Inc.
21. Tealium, Inc.
22. Teradata Corporation
23. Treasure Data, Inc.
24. WebEngage Technologies Pvt. Ltd.
25. Zeta Global Holdings Corp.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Need for Real-Time Personalization Across Customer Journeys
  • 4.2.2 AI-Driven Campaign Orchestration and Content Generation
  • 4.2.3 First-Party Data Activation as Third-Party Cookies Fade
  • 4.2.4 Composable Marketing Stacks Replacing Monolithic Suites
  • 4.2.5 Growth of Revenue-Tied Lifecycle Automation in B2B and B2C
  • 4.2.6 Expansion of Privacy-Safe Identity Resolution and Consent Management
• 4.3 Market Restraints
  • 4.3.1 Integration Complexity Across CRM, CDP, Commerce, and Data Lakes
  • 4.3.2 Enterprise Data Privacy, Residency, and Consent Compliance Burden
  • 4.3.3 Vendor Lock-In Risks From Closed Marketing Suites
  • 4.3.4 Skills Gap in Marketing Analytics, Automation, and AI Operations
• 4.4 Industry Value-Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Buyers
  • 4.7.2 Bargaining Power of Suppliers
  • 4.7.3 Threat of New Entrants
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Competitive Rivalry
• 4.8 Pricing Analysis
• 4.9 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Component
  • 5.1.1 Platforms
  • 5.1.2 Services
    • 5.1.2.1 Managed Services
    • 5.1.2.2 Professional Services
• 5.2 By Deployment Mode
  • 5.2.1 Public Cloud
  • 5.2.2 Hybrid Cloud
  • 5.2.3 Private Cloud
• 5.3 By Organization Size
  • 5.3.1 Large Enterprises
  • 5.3.2 Small and Medium-Sized Enterprises
• 5.4 By Marketing Function
  • 5.4.1 Advertising and Branding
  • 5.4.2 Customer Data Management
  • 5.4.3 Campaign Management
  • 5.4.4 Content Management
  • 5.4.5 Email Marketing
  • 5.4.6 Social Media Marketing
  • 5.4.7 Analytics and Reporting
• 5.5 By End User Industry
  • 5.5.1 BFSI
  • 5.5.2 IT and Telecom
  • 5.5.3 Healthcare and Life Sciences
  • 5.5.4 Retail and E-Commerce
  • 5.5.5 Media and Entertainment
  • 5.5.6 Travel and Hospitality
  • 5.5.7 Manufacturing
  • 5.5.8 Education
  • 5.5.9 Rest of End User Industries
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
  • 5.6.3 Europe
    • 5.6.3.1 Germany
    • 5.6.3.2 United Kingdom
    • 5.6.3.3 France
    • 5.6.3.4 Italy
    • 5.6.3.5 Spain
    • 5.6.3.6 Russia
    • 5.6.3.7 Rest of Europe
  • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 India
    • 5.6.4.3 Japan
    • 5.6.4.4 South Korea
    • 5.6.4.5 Australia
    • 5.6.4.6 Rest of Asia-Pacific
  • 5.6.5 Middle East and Africa
    • 5.6.5.1 Middle East
      • 5.6.5.1.1 Turkey
      • 5.6.5.1.2 Saudi Arabia
      • 5.6.5.1.3 United Arab Emirates
      • 5.6.5.1.4 Rest of Middle East
    • 5.6.5.2 Africa
      • 5.6.5.2.1 South Africa
      • 5.6.5.2.2 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Adobe Inc.
  • 6.4.2 ActiveCampaign, LLC
  • 6.4.3 Acoustic, L.P.
  • 6.4.4 Braze, Inc.
  • 6.4.5 Cheetah Digital, LLC
  • 6.4.6 CleverTap Private Limited
  • 6.4.7 Emarsys eMarketing Systems AG
  • 6.4.8 HubSpot, Inc.
  • 6.4.9 Iterable, Inc.
  • 6.4.10 Klaviyo, Inc.
  • 6.4.11 Leanplum, Inc.
  • 6.4.12 MoEngage, Inc.
  • 6.4.13 Oracle Corporation
  • 6.4.14 Pega Systems Inc.
  • 6.4.15 Redpoint Global Inc.
  • 6.4.16 Salesforce, Inc.
  • 6.4.17 SAP SE
  • 6.4.18 SAS Institute Inc.
  • 6.4.19 Segment.io, Inc.
  • 6.4.20 Sprinklr, Inc.
  • 6.4.21 Tealium, Inc.
  • 6.4.22 Teradata Corporation
  • 6.4.23 Treasure Data, Inc.
  • 6.4.24 WebEngage Technologies Pvt. Ltd.
  • 6.4.25 Zeta Global Holdings Corp.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment