Marketing Technology in the UK - Market Research Report (2014-2029)
London, United Kingdom
Last Updated: June 2024
SIC SP0.036Revenue
£4.9bn
Past 5-Year Growth
Profit
£X.Xbn
Employees
24,096
Businesses
651
Wages
£X.Xbn
Marketing Technology in the UK industry analysis
The sale of marketing technology (MarTech) has benefitted from rising demand by businesses to automate their marketing processes and workflow and develop an analytical understanding of their customers. Revenue is expected to expand at a compound annual rate of 2.8% over the five years through 2024-25 to £5.1 billion, including an anticipated 3.9% hike in 2024-25.
Trends and Insights
- MarTech growth is propelled by technological advances. Rapid advancements in AI and cloud technology are driving innovation in the MarTech industry, creating sophisticated tools for analysing consumer behaviour and market products.
- Workflow automation gains traction amid the pandemic. Advanced automation tools have spiked in popularity as businesses have adapted to remote work circumstances during the COVID-19 outbreak and in the post-pandemic era, improving processes like audits, budgeting and team collaboration.
- London is a hotspot for marketing technology developers. It provides a fertile ground for MarTech providers due to its substantial pool of skilled workforce, significant tech events, presence of top brands and access to a broad market.
- Market fragmentation dominates the MarTech industry. The sector’s low entry barriers allow numerous software developers to offer marketing solutions, creating a highly fragmented landscape where Salesforce UK holds a dominant market share.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 3.7 % over the past five years, to reach an estimated £4.9bn in 2024.
Trends and Insights
Solid marketing spend by businesses supports marketing technology (MarTech)
- Despite weak consumer and business confidence caused by Brexit uncertainty, businesses' marketing budgets and spending on related tech remained resilient.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Marketing Technology (MarTech) will continue to evolve as new technologies are developed, providing new opportunities
- The development of artificial intelligence (AI) and uptake of 5G will encourage greater innovation in MarTech. AI and machine learning tech will enable marketers to analyse huge volumes of data quickly and more accurately to gain deep insights, allowing for more efficient marketing strategies.
Biggest companies in the Marketing Technology in the UK
| Company | Market Share (%)
2024 | Revenue (£m)
2024 |
|---|---|---|
Salesforce UK Ltd | 380.4 | |
Dotdigital EMEA Ltd | 55.5 | |
Lead Forensics Ltd | 29.1 |
To view the market share and analysis for all 6 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Marketing intelligence , Marketing automation and Advanced workflow automation . Marketing intelligence is the largest segment of the Marketing Technology in the UK.
Trends and Insights
Advanced workflow automation tools are easy to produce and noticeably impact worker efficiency
- Advanced workflow automation encompasses the automation of internal marketing processes, helping manage employees' workflow while maintaining consistency and allowing them to scale processes quickly.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- There are no industries to display.
Complementors
- Public Relations & Communication Activities in the UK
- Advertising Agencies in the UK
- Marketing Consultants in the UK
- Digital Advertising Agencies in the UK
International industries
- Global Advertising Agencies
- Advertising Agencies in the US
- SEO & Internet Marketing Consultants in the US
- Marketing Consultants in the US
- Advertising Agencies in Canada
Table of Contents
About this industry
Industry definition
Operators in this industry develop marketing technology (MarTech) software that helps companies execute marketing activities. Firms offering advice on marketing techniques are excluded from the industry.
What's included in this industry?
Advanced workflow automationMarketing automationMarketing intelligenceCompanies
Salesforce UK LtdDotdigital EMEA LtdLead Forensics LtdPurchase this report to view all 6 major companies in this industry.
Related Terms
SOFTWARE AS A SERVICE (SAAS)CLOUD STORAGEBRANDIndustry Code
SIC 62.01 - Marketing Technology in the UK
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
MarTech growth is propelled by technological advances. Rapid advancements in AI and cloud technology are driving innovation in the MarTech industry, creating sophisticated to...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Workflow automation gains traction amid the pandemic. Advanced automation tools have spiked in popularity as businesses have adapted to remote work circumstances during the C...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
London is a hotspot for marketing technology developers. It provides a fertile ground for MarTech providers due to its substantial pool of skilled workforce, significant tech...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Market fragmentation dominates the MarTech industry. The sector’s low entry barriers allow numerous software developers to offer marketing solutions, creating a highly fragme...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Salesforce constantly innovates to better serve its clients. The company automates customer relationship management and offers complimentary services like marketing, analytic...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Salesforce UK Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Dotdigital EMEA Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Lead Forensics Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 3 additional companies
Detailed analysis
- Description and key data for Salesforce UK Ltd, and factors influencing its performance in the industry
- Description and key data for Dotdigital EMEA Ltd, and factors influencing its performance in the industry
- Description and key data for Lead Forensics Ltd, and factors influencing its performance in the industry
- Description, key data and performance trends for 3 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Tax relief is available for companies investing in R&D. Companies investing in research and development can achieve significant tax relief, with SMEs able to deduct an impres...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Fierce competition challenges MarTech industry profitability. With open-source software enabling the development of core MarTech tools, competition has intensified, leading t...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2018-2022)
- Coverage Ratios (2018-2022)
- Leverage Ratios (2018-2022)
- Operating Ratios (2018-2022)
- Assets (2018-2022)
- Liabilities (2018-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the UK include:
- Office for National Statistics
- Office for Budget Responsibility
- Bank of England
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Marketing Technology in the UK industry in United Kingdom in 2024?
The market size of the Marketing Technology in the UK industry in United Kingdom is £4.9bn in 2024.
How many businesses are there in the Marketing Technology in the UK industry in 2024?
There are 651 businesses in the Marketing Technology in the UK industry in United Kingdom, which has grown at a CAGR of 4.0 % between 2019 and 2024.
Has the Marketing Technology in the UK industry in United Kingdom grown or declined over the past 5 years?
The market size of the Marketing Technology in the UK industry in United Kingdom has been growing at a CAGR of 3.7 % between 2019 and 2024.
What is the forecast growth of the Marketing Technology in the UK industry in United Kingdom over the next 5 years?
Over the next five years, the Marketing Technology in the UK industry in United Kingdom is expected to grow.
What are the biggest companies in the Marketing Technology in the UK market in United Kingdom?
The biggest companies operating in the Marketing Technology market in United Kingdom are Salesforce UK Ltd, Dotdigital EMEA Ltd and Lead Forensics Ltd
What does the Marketing Technology in the UK in United Kingdom include?
Advanced workflow automation and Marketing automation are part of the Marketing Technology in the UK industry.
Which companies have the highest market share in the Marketing Technology in the UK in United Kingdom?
The company holding the most market share in United Kingdom is Salesforce UK Ltd.
How competitive is the Marketing Technology in the UK industry in United Kingdom?
The level of competition is high and increasing in the Marketing Technology in the UK industry in United Kingdom.
