Marketing Automation tool adoption rate in Japan still very low

A Japanese digital marketing consulting firm, Nexal Inc. conducted a research on the usage of MA(marketing automation) tool within the 335k companies in Japan. The research was conducted May 2017.

According to this research, the adoption rate is still 0.5% within the 335k companies and 4.3% when you look at the 3654 listed companies in Japan within this group. There were many companies using multiple MA tools but this number excludes the duplication.

The most highest usage were seen in company size of 1B JPY~5B JPY capital companies - which can be categorized as upper mid market companies in Japan - at 4% adoption rate followed by 5B JPY~ capital companies at 3.6% adoption rate.

In terms of industries, the top 7 high adopting industries are IT/Media/Advertising at 1.3%, Services 0.63%, Consulting/Accounting/Law Firms 0.55%, Manufacture/Machines 0.5%, Real Estate 0.48%, Retail 0.36% and Construction 0.22%.

The top 3 most used MA tools are;
No.1 LIST FINDER
No.2 PARDOT
No.3 MARKETO

Details in Japanese; MA Tool Research by Nexal Inc. Sep. 30th 2017

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