Marketing Resource Management Market: Industry Analysis, Opportunity Assessment and Forecast upto 2028

Tier 3 Players Accounting for Nearly 80% Revenue Share in Marketing Resource management (MRM) Space

The marketing resource management (MRM) market is highly fragmented as vendors focus on domestic players. Tier 3 players in the marketing resource management (MRM) market continue to remain focused on small and medium businesses due to cost advantage. The market fragmentation can be gauged from the fact that these tier 3 players account for nearly 80% revenue share of the global marketing resource management (MRM) market. Tier 3 companies are looking to scale up through partnerships with large players. For instance, Allocadia and Percolate initiated a strategic collaboration that was focused on using the expertise of both the companies in terms of content marketing platforms and marketing performance management to deliver a marketing process with better visibility.

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M&A Activities: A Prominent Strategy among Marketing Resource Management (MRM) Vendors to Address Data Silos

Consistently challenged by data silos, businesses are focused on enhancing customer experience. Against this backdrop, marketing resource management (MRM) companies are focusing on strategic acquisitions to gain technological knowhow delivering high quality data-driven business decisions.

  • In 2017, Aprimo LLC, one of the leader in the marketing resource management (MRM) market acquired ADAM software which delivers a digital asset management software solution. The acquisition will allow Aprimo to offer efficient and integrated marketing operations in terms of production and publication content.
  • Recently, Broadridge Financial Solutions, Inc., a leading provider of marketing resource management (MRM) solutions acquired ActivePath, an Israeli-based digital technology company to strengthen the Broadridge’s governance and communications businesses.
  • Bynder, a prominent leader in the marketing resource management (MRM) market has recently announced the acquisition of Webdam, a Shutterstock’s digital asset management business. The acquisition is targeted to deliver scalable and cloud-based digital marketing solutions.

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GDPR Compliance Regulates Marketing Resource Management (MRM) Marketplace

Digital marketing has taken a center stage among marketers for brand promotion and maintenance of brand consistency. In the post-GDPR era, the way businesses invest in brand promotion has dramatically changed, particularly the marketing activities that are allocated to the EU. Rather than a burden, GDPR compliance is focused on assisting businesses to establish a customer-centric legal marketing approach. Apart from maintaining status quo through data transparency, a complex marketing approach is involved in establishing a successful customer-centricity.

The post-GDPR period is marked by businesses vying to get the hold of their data-driven marketing strategies and vendors in the marketing resource management (MRM) market can leverage this opportunity to deliver efficient and legal marketing automation.

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Marketing Resource Management (MRM) Vendors Focus on Developing Cloud-based Solutions with Emphasis on Big Data

Business organizations, in particular, small enterprises are actively adopting could-based solutions to capture rapid return on investment (ROI). In addition, the emergence of cloud-based solutions has significantly reduced the time required in managing marketing resources. While small-scale businesses are actively adopting cloud-based marketing resource management (MRM) solutions for less amount of investment involved, larger enterprises are utilizing cloud-based marketing resource management (MRM) solutions to achieve greater control over their digital marketing assets. To accommodate this increasing demand, prominent market vendors in the marketing resource management (MRM) market are focusing on offering cloud-based MRM solutions.

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