The Middle East and Africa (MEA) marketing automation software market generated a revenue of $824.0 million in 2018, and it is estimated to progress at a CAGR of 14.4% during forecast period (2019–2024), owing to the increasing digital marketing and social media penetration. In addition to this, the economic growth and rising government support are the other key factors encouraging the market players to invest in digital infrastructure, improve connectivity, establish new commerce channels, and accelerate the usage of social networks.
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In simple terms, marketing automation software is a platform that allows streamlining, automation, and analysis of market-related workflow, to create leads for sales. This software is specifically made for marketing departments of companies to catch leads and retain them for future, and effectively market their products and services on different online platforms, such as emails, social networking sites, and websites.
Based on solution, the Middle East and Africa marketing automation software market is categorized into content marketing platform (CMP), cross-channel campaign management (CCCM), lead-to-revenue management (L2RM), and through channel marketing automation (TCMA), real-time interaction management, and marketing resource management.
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Furthermore, with the growing number of business establishments and preference toward digital marketing, companies are opting for data management tools in order to manage and protect their customer database.
Out of these, in 2018, the CCCM category held the largest revenue share of more than 45.0% in the market. Its dominance is majorly a result of the increasing demand of MEA enterprises for software that helps in customer data management and analysis, coupled with the requirement for workflow tools for executing, designing, and assessing campaigns for both online and offline channels.