La inteligencia artificial en el mercado de marketing se valoró en 12.044,46 millones de dólares en 2020 y se prevé que alcance los 107.535,57 millones de dólares en 2028; se espera que crezca a una tasa compuesta anual del 31,6 % durante 2021-2028.
La creciente adopción de estrategias de marketing centradas en el cliente y el creciente uso de plataformas de redes sociales para publicidad se encuentran entre los factores que impulsan la inteligencia artificial en el crecimiento del mercado de marketing. Sin embargo, la escasez de personal versado en conocimientos de IA obstaculiza el crecimiento del mercado. Además, el aumento en la adopción de aplicaciones y servicios basados en la nube crea oportunidades notables para la inteligencia artificial en los actores del mercado de marketing.
Mercados regionales lucrativos para la inteligencia artificial en marketing< br>
Perspectivas del mercado
Adopción creciente de estrategias de marketing centradas en el cliente
Muchas empresas, independientemente de la industria a la que pertenecen, se están concentrando en desarrollar relaciones a largo plazo y mutuamente beneficiosas con sus clientes, para sobrevivir en la competencia en rápido crecimiento en el mercado global. En los últimos años, las estrategias y acciones de participación del cliente han pasado de estar impulsadas por el producto a estar más centradas en el cliente. La centralidad en el cliente permite a las empresas comprender mejor a sus clientes y predecir, así como abordar sus necesidades, en cualquier momento. Está demostrado que las empresas que han pasado con éxito a un compromiso centrado en el cliente disfrutan de una importante ventaja competitiva y de un crecimiento en ventas e ingresos. Según Harvard Business Review, más de un tercio de las empresas Fortune 500 se han reformado en torno al cliente, utilizando preferencias, segmentos y recorridos como conceptos rectores. No obstante, muchas de las marcas de alto rango en los últimos años han adoptado con éxito la orientación al cliente. En Estados Unidos, las empresas populares centradas en el cliente incluyen American Express, Tumi y USAA. Aerolíneas como Emirates, Air New Zealand y Singapore Airlines están descontinuando los modelos tradicionales para cambiar a nuevos formatos publicitarios. El enfoque en el cliente es una estrategia comercial que enfatiza en brindar una excelente experiencia al cliente antes y después de la compra para crear oportunidades de repetición de pedidos, además de aumentar la lealtad del cliente e impulsar el desarrollo comercial. Por ejemplo, Zappos y Amazon son dos ejemplos destacados de empresas centradas en el cliente que han pasado décadas desarrollando una cultura que gira en torno a los clientes y sus preferencias.
Información basada en ofertas
Según la oferta, la inteligencia artificial en el mercado de marketing se segmenta en soluciones y servicios. En 2020, el segmento de soluciones tuvo la mayor participación de mercado y se proyecta que represente una mayor participación durante 2021-2028. Sin embargo, se espera que el segmento de servicios registre una CAGR más alta en el mercado durante el período de pronóstico.
Inteligencia artificial en el mercado de marketing, al ofrecer: 2020 y 2028
Información basada en aplicaciones
Basada en la aplicación, la inteligencia artificial en el mercado del marketing es segmentado en publicidad de búsqueda, publicidad en redes sociales, precios dinámicos, asistente virtual, curación de contenido, automatización de ventas y marketing, y otros. En 2020, el segmento de publicidad en redes sociales obtuvo una cuota de mercado dominante y se espera que continúe la misma tendencia durante el período previsto. Sin embargo, se prevé que el segmento de asistencia virtual registre la CAGR más alta en el mercado de inteligencia artificial en marketing durante 2021-2028.
Información sobre el uso final basada en la industria
Basado en la industria de uso final, la inteligencia artificial en el mercado de marketing se segmenta en BFSI, comercio minorista, bienes de consumo, medios y entretenimiento, y otros. La inteligencia artificial no es un concepto nuevo para los profesionales que se dedican a la planificación de campañas de marketing digital en diversas industrias. La publicidad PPC mejorada con IA, la experiencia personalizada en el sitio web, la creación de contenido impulsada por IA y los chatbots de creación de contenido se encuentran entre las funciones comúnmente utilizadas por varias empresas pequeñas y grandes en diferentes industrias de usuarios finales.
Información estratégica
La inteligencia artificial clave en los actores del mercado de marketing, como IBM, Amazon Web Services, Salesforce, Adobe y Accenture, tienen estado adoptando varias estrategias orgánicas e inorgánicas para mejorar sus ingresos y su posición en el mercado. Por ejemplo, en enero de 2021, Appier lanzó ARTIFICIAL INTELLIGENCEXPERT, un asistente publicitario basado en aplicaciones impulsado por INTELIGENCIA ARTIFICIAL que ayuda a los especialistas en marketing a escalar fácilmente el rendimiento de sus campañas de ventas a través de campArtificial Intelligencegns. A través de sus aplicaciones, ARTIFICIAL INTELLIGENCEXPERT permite la automatización de la asignación de presupuesto en las principales plataformas publicitarias como Facebook, Google y Apple Search Ads (ASA), además de ayudar a tomar mejores decisiones con sugerencias basadas en INTELIGENCIA ARTIFICIAL.
Inteligencia artificial en el mercado de marketing: ofreciendo
- Soluciones
- Servicios
Inteligencia artificial en el mercado de marketing – por aplicación
- Publicidad en redes sociales
- Publicidad en búsquedas
- Precios dinámicos
- Asistente virtual
- Contenido Curación
- Ventas y Automatización de marketing
- Plataforma de análisis
- Otros
Inteligencia artificial en el mercado de marketing – por usuario final
- BFSI
- Venta al por menor
- Bienes de consumo
- Medios y entretenimiento
- Otros< /li>
Inteligencia artificial en el mercado de marketing – por Geografía
- América del Norte
- Estados Unidos
- Canadá
- México
< li>Europa - Francia
- Alemania
- Italia
- Reino Unido
- Rusia
- Resto de Europa
- Asia Pacífico (APAC)
- China
- India
- Japón < li>Australia
- Corea del Sur
- Taiwán
- Resto de Asia Pacífico
- Sudáfrica
- Arabia Saudita
- EAU
- Resto de Medio Oriente y África
- Brasil
- Argentina
- Resto de América del Sur y Central
Perfiles de empresas
- Affectiva
- Appier Inc.
- Bidalgo
- Novantas (Amplero), Inc.
- CognitiveScale
- SAS Institute Inc.
- SAP SE
- Salesforce.com, inc.
- Oracle Corporation
- IBM Corporation
- Amazon Web Services
- Adobe
- Accenture
- Microsoft Corporation
- Xilinx, Inc.
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
Segment Covered
This text is related
to segments covered.
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country Scope
This text is related
to country scope.
Frequently Asked Questions
The artificial intelligence in marketing market is segmented into five major regions: North America, Europe, APAC, MEA, and SAM. Among these regions, North America is expected to dominate the global artificial intelligence in marketing market during the forecast period owing to the well-established economies in the region that include US and Canada. These countries are known for their significant dedicated expenditure toward research and development as well as artificial intelligence-based platforms incorporating technologies that include machine learning, natural language processing (NLP), virtual assistance, and others. Furthermore, the heavy adoption of social media platform in almost all the end-use industries. The US is a developed country in terms of modern technology, the standard of living, infrastructure, and many others.
Artificial intelligence in marketing helps the marketers to leverage customer's data to draw important insights like buying behavior of the customer. Artificial Intelligence in marketing makes use of various concepts like machine learning to know the pattern of the consumer which helps the companies to plan their next move accordingly. Artificial Intelligence in marketing is used in various applications such as dynamic pricing, social media advertising, and sales & marketing automation among others.
Rising adoption of customer-centric marketing strategies and increasing use of social media for advertising are among the factors expected to drive the artificial intelligence in marketing market worldwide. However, a limited number of AI experts may restrain the future growth of the market. Despite these limitations, the growth in adoption of cloud-based applications and services creates a huge opportunity for vendors operating in artificial intelligence in marketing market.
The List of Companies - Artificial Intelligence in Marketing Market
- Affectiva
- Appier Inc.
- Bidalgo
- Novantas (Amplero), Inc.
- CognitiveScale
- SAS Institute Inc.
- SAP SE
- Salesforce.com, inc.
- Oracle Corporation
- IBM Corporation
- Amazon Web Services
- Adobe
- Accenture
- Microsoft Corporation
- Xilinx, Inc.
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published and advised several client across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organization are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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