No.3872
Digital Marketing Market in Japan: Key Research Findings 2025
Digital Marketing Market Expected to Reach 419,000 Million Yen in 2025
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic digital marketing market, and found out the market overview, the trends of market players, and future perspective. This press release reveals the transition and forecasts of the size of CRM, MA, and CDP markets.
Market Overview
The size of the domestic digital marketing software market in 2024 was valued at 367,240 million yen, based on the sales of businesses. It is projected to grow further by 14.1% to reach 419,020 million yen in 2025.The growth has been driven by functional advancements of digital marketing software, together with a rise in adoption across corporate divisions, which led to an increase in the total number of users. Unlike previous single-purpose software, today’s CRM, MA, and CDP software offer more extensive, hybrid functionalities. Multifunctional software that supports customer engagement holistically, as well as integration-oriented platforms, are gaining traction.This trend toward multifunctionality and integration-oriented platforms has broadened usage within enterprises, extending beyond traditional sales and marketing divisions to include customer support and back-office operations. Additionally, the market momentum is reinforced by enterprises striving to harness customer data for AI-driven analytics, fueling demand for digital marketing software that systematically collect and aggregate customer data.
Noteworthy Topics
Digital Marketing Software Enhanced with AI Functions
Recent developments in digital marketing software have primarily centered on functional enhancement through machine learning, including generative AI. The aim of AI-integrated Software is to help users streamline business operations, improve productivity, and design more effective strategies for personalized customer experiences.
AI-powered CRM software enhances sales productivity by summarizing business meeting logs, strengthening relationships with prospective customers, and generating automated responses to customer inquiries.
MA software enhanced with AI reduces marketers’ workload while maximizing impact through automated email creation, structured campaign design, and advanced analytics that provide deeper customer insights.
AI-driven CDP can process large volumes of unstructured data (such as text and images) and real-time data, enabling even more sophisticated one-to-one marketing.
Future Outlook
The digital marketing market is expected to continue its growth trajectory. Driven by advances in AI capabilities and the accumulation of customer data, digital marketing software is evolving beyond a tool for operational efficiency into a strategic enterprise platform that enables competitive differentiation.
Looking ahead, market growth will depend not only on vendors’ ability to enhance product functionality, but also on how effectively users leverage these advanced technologies to drive revenue growth. To support this shift, digital marketing software vendors are expected to accelerate product innovation and expand value-added services that help organizations maximize business outcomes through digital marketing.
Research Outline
2.Research Object： Vendors of digital marketing software (CRM/SFA, MA, CDP) and Business Intelligence (BI)
3.Research Methogology： Face-to-face interviews by our expert researchers (including online interviews), survey via telephone and email, and literature research
What is the Digital Marketing Software Market?
Digital marketing solutions in this report refer to software and applications used by enterprises to execute and manage digital marketing activities. The digital marketing market covered in this report includes marketing automation (MA), customer relationship management (CRM), and customer data platforms (CDP). Market size is measured based on the revenues of vendors providing these solutions.
The definitions of each solution category are provided below.
(1) Marketing Automation (MA):
MA software utilizes customer data attributes—such as activity logs, engagement rates, and demographic profiles—to systematically deploy targeted communication. By automating personalized outreach, MA facilitates scalable and highly efficient lead generation.
(2) Customer Relationship Management (CRM):
CRM systems centralize customer data to cultivate stronger engagement and drive long-term brand loyalty. For the purposes of this study, Sales Force Automation (SFA) is integrated as a core capability within the CRM framework.
(3) Customer Data Platform (CDP):
A CDP is a platform used to collect, integrate, and analyze customer data siloed across multiple channels.
＜Products and Services in the Market＞
MA, CRM (including SFA), CDP
Published Report
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