No.3872
Digital Marketing Software Market in Japan: Key Research Findings 2025
Digital Marketing Software 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 software market, and found out the market overview, the trends of market players, and future perspective. This press release reveals the size transition and forecasts of the digital marketing software market, which refers to CRM MA, and CDP software.
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 market for digital marketing software is expected to continue expanding, with AI capabilities and databases becoming its two main pillars. These advances are transforming digital marketing software from a simple efficiency tool into a strategic enterprise platform for building competitive advantage.
Moving forward, market growth will be influenced not only by the advancement of software functionality by vendors but also by the extent to which user companies can leverage these capabilities. Consequently, digital marketing software vendors are expected to provide value-added services that facilitate the full adoption of their software, alongside the ongoing development of innovative solutions.
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 software is utilized by enterprise for digital marketing. This research focuses on three categories of digital marketing software: marketing automation (MA), customer relationship management (CRM), and customer data platforms (CDP).
(1) Marketing Automation (MA): MA software leverages customer data, such as activity logs, email open rates, and demographic attributes, to deliver personalized communication automatically. By automating engagement, MA supports efficient and effective lead generation.
(2) Customer Relationship Management (CRM): CRM software is a tool for centralized management of personal data for building long-term brand loyalty. CRM software centralizes customer information to foster deeper relationships and long-term brand loyalty. Within this study, sales force automation (SFA) is treated as a key component of CRM.
(3) Customer Data Platform (CDP): CDP is a platform used for collecting, integrating, and analyzing customer data from multiple customer touch points and channels.
＜Products and Services in the Market＞
MA, CRM (including SFA), CDP
Published Report
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