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Advertising automation software program trade is continually evolving, as new contenders attempt to seize a slice of the market and acquire traction with prospects. As extra choices enter an already crowded market, its turning into more durable for entrepreneurs to decide on one platform over one other.With so many variables at play when choosing an automation device, how have you learnt which of them could have the most important influence on your online business? Every year Statista appears on the largest gamers available in the market. In response to their 2021 report, the highest 5 advertising automation options chosen by international trade professionals as of Might 2021 have been Hubspot, Adobe Expertise Cloud, Oracle Advertising Cloud, Energetic Marketing campaign, and Salesforce Pardot. These gamers account for barely greater than 63% % of the market. We’ll assessment them in slightly extra element down beneath and share the professionals and cons.


Table of Contents:

What Is Advertising Automation Software program?

Advertising automation software program is a set of instruments that assist automate most of the duties concerned in digital or offline advertising.  It allows entrepreneurs to construct up their buyer databases, phase them into teams primarily based on pursuits and conduct patterns, and ship out personalised messages by electronic mail campaigns or social media channels.

“Customers are researching and absorbing data greater than ever now. They anticipate companies to speak related messaging or else they’ll transfer on to a competitor who’s delivering the best data on the proper time,” stated Alex Gosney, Advertising Automation Supervisor at Raleigh, NC-based Machine Magic. Automation goals to extend engagement charges with prospects by delivering content material primarily based on what they need on the proper time.

Associated Article: What Is Advertising Automation and How Does It Assist Entrepreneurs?

Why Corporations Want Advertising Automation Software program?

Buyer journeys have develop into complicated and fragmented. More and more, persons are researching choices, participating with manufacturers, and finishing purchases throughout a number of channels and a number of units. The influence of this has grown dramatically over the previous 12 months because the shift to ecommerce and on-line companies has been accelerated by the pandemic.

With competitors rising and all corporations preventing to get shoppers’ consideration, advertising automation software program has develop into essential, based on Cheryl Cade, Senior Advertising Director at Plano, TX-based ArganoKeste. He considers that “past simply bettering advertising effectivity, absolutely built-in advertising automation software program empowers gross sales and ecommerce features with correct knowledge to shut offers quick. Companies with out this performance are going to have a tough time competing in at present’s digital financial system.”

Plus, not solely is the shopper journey extra complicated than up to now, however prospects are much less affected person, extra simply distracted, and have greater expectations. They need messages which are related and well timed and are much less tolerant of messages that aren’t. It is a troublesome line for companies to tread when industrial pressures are vital. New prospects are more durable to seek out, so conserving present prospects and growing their lifetime worth is paramount. In-house sources are stretched, and return on funding is a vital concern.

Balancing all these components and delivering one of the best expertise for purchasers at scale, in an more and more numerous and saturated market is sort of not possible with out the assistance of automation. Listed here are Statista’s prime 5 Leaders.


Based mostly in Cambridge, MA, Hubspot is the advertising automation device with essentially the most market share (29.51%). Hubspot is a very all-in-one platform for all the things advertising, automation, gross sales, and buyer support-related. It even features a free CRM. You can too use it as a CMS to construct your web site. Nonetheless, customers from assessment websites akin to G2 and Capterra shared that regardless of its nice providing, Hubspot is not very modular, and for entrepreneurs who want extra flexibility or a best-of-breed device, Hubspot might not be one of the best decide.

Adobe Expertise Cloud 

Based mostly in San Jose, CA, Adobe Expertise Cloud (AEC) is the second device with essentially the most market share worldwide (12.11%). AEC gives a complete content material administration resolution that may assist you to to construct web sites and purposes. The downside of AEC, based on reviewers from G2 and Capterra is that whereas it’s nice as a CMS and it gives intensive advertising automation instruments, it may be unwieldy due to its very steep studying curve.

Oracle Advertising Cloud 

Based mostly in Austin, TX, Oracle Advertising Cloud is the third most used automation device worldwide (8.63%). Oracle Advertising Cloud is an all-in-one suite of selling automation instruments oriented to the enterprise market that boasts integrations with different large gamers within the advertising area. Nonetheless, customers from the aforementioned assessment websites cite Oracle Advertising Cloud as the costliest device of the bunch; in addition they state that it may be sluggish to implement.

Energetic Marketing campaign

Based mostly in Chicago, IL, Energetic Marketing campaign has the 4th largest market share of selling automation software program at present (8.01%). Energetic Marketing campaign’s providing is extra geared towards the SMB sector and gives a clear interface that is simple to make use of and combine. On the flip facet, Energetic Marketing campaign’s CRM isn’t actually good and it may be arduous to get clear stories from the device, based on reviewers.

Salesforce Pardot

Based mostly in San Francisco, CA. Salesforce is the fifth most used automation device worldwide (4.89%). Pardot gives several types of plans for various sorts of customers, however it’s kind of on the costly facet for SMBs, particularly for these entrepreneurs enthusiastic about leveraging essentially the most superior advertising automation options of the device. Then again, Salesforce Pardot doesn’t play effectively with different CRMs, based on reviewers, and it appears that evidently one of the simplest ways to make use of it’s by Salesforce itself.