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APeJ marketing software grows 22.7% in 2023

According to a recent IDC report, C2G: CRM Marketing Campaign Management Market Share, 2023: Continued Opportunity for Growth, the Asia/Pacific excluding Japan (APeJ) marketing campaign management software market grew by 22.7% in 2023 compared to 2022, with a revenue of US$2.2 Billion. Sensors Data, Tencent, and Yonyou Network (listed in alphabetical order)are the top emerging Chinese vendors in the marketing campaign management software within the CRM market.

AI is revolutionizing marketing, with Generative AI (GenAI) offering automated content creation, customer segmentation, predictive analytics, and data-driven recommendations. Hyper localization of campaign assets, keeping in mind market nuances, and cultural appropriateness, is a key use case that holds a lot of value for Asia Pacific. Marketing campaign management applications automate a wide range of individual and collaborative activities associated with the various components of the marketing process. 70.1% of marketers consider campaign management software to be the top priority in the next 12 months, according to IDC’s 2023 C-suite Tech Survey APJ results.

“The Asia/Pacific marketing campaign management software market has shown positive growth in 2023. The upward trend is fueled by the digitization of SMBs, widespread digital adoption, and heightened customer expectations for personalized experiences in the age of ubiquitous AI. As marketers explore high value use cases to achieve their business goals, it is equally crucial to prioritize data infrastructure enhancements. Strengthening the flow of data and insights will empower organizations to unlock the full potential of their marketing campaigns, ” says Lavanya Jindal, Senior Research Analyst, IDC Asia/Pacific Customer Experience, Martech, and Value Streams. IDC

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