CPG Digital Marketing Market: Current Analysis and Forecast (2020-2027)


Emphasis on Format Type (Search Marketing, Email Marketing, Social Media Marketing, Content Marketing, Others); Programming Type (Programmatic Type, Non- Programmatic Type); by Platform (Desktop, Mobile) and Region & Country







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Research Methodology

Report Description

CPG Digital Marketing Market was valued at ~US$ 28 billion in 2020 and is expected to grow at a CAGR of ~8% over the forecast period (2021-2027). Digital marketing has turned out to be a practice of delivering promotional content to users through various online and digital channels. It leverages mediums such as social media, email, search engines, mobile applications, affiliate programs and websites to show advertisements and messages to audiences. The marketing industry has been an integral part of the global economy. A growing level of awareness for specific products and services among consumers via different types of advertising has helped in boosting sales and encouraging increased domestic consumption and export. Regulations have a legitimate role to play in every market economy and it becomes imperative to know and understand what these are and how they differ from one another and from ‘best practice’ norms. In a global economy where advertising is usually relied upon to open acceptance and create demand for one country’s products in another is, the diversity of advertising /marketing regulations can potentially prevent the progress of such efforts. Cost-efficient, better exposure, time efficiency, social currency and brand building are some of the major benefits digital marketing. However, with the coronavirus pandemic leading to a significant economic slowdown, it has also impacted the Digital Marketing industry. For instance, search ad spending in China declined between 7% and 12.4% in H1 2020. Among various service industries, advertising receives a maximum share of regulation which can be attributed to several factors. For instance, economies maintain legitimate objectives of preventing false or deceptive information, or of protecting public morals, or of ensuring ethical business competition, to cite a few. The marketing / advertising industry has also, historically, relied on newspapers, televisions, and other media outlets whose activities, including advertising, may be subject to some form of government or industry regulations.


Trends Emerged in Digital Marketing Sector Amid COVID-19

  • COVID-19 is dominating New Searches: It is undoubtedly not surprising that users are turning to Google for answers about the Coronavirus. Google Trends data displays that COVID-19 searches in the United States were at the peak in March 2020
  • Google is Banning Bad Advertisements: With the spike in COVID-19 searches, Google is blocking all ads that are capitalizing on the virus that promote phishing, conspiracy theories, malware, and misinformation
  • Facebook is Banning Advertisements that promote a COVID-19 cure: The social advertising platform is banning advertisements that promise to cure or prevent the Coronavirus or attempt to create a sense of urgency about necessities, such as sanitizers or toilet paper
  • Facebook’s Advertising Revenue is Taking a Huge Hit
  • Amazon is Reducing its Google Advertisements Spend: Since the end of January, Amazon has been gradually reducing its Google Ads spend and, as of March 11, 2020
  • Mobile Search Traffic Decreased by About 25% in March: While Google search ad traffic is falling across all devices, the decrease was felt more profoundly on mobile and tablet devices than on desktop. Since Monday, March 16, 2020, mobile traffic has consistently been down an average of 24%.

Top-Rated Digital Marketing Techniques, %, 2018


Insights Presented in the Report

“Search marketing was the most preferred digital marketing technique among the CPG companies, accounting for 43.3% share in 2019.”

Based on format, the CPG Digital Marketing market is bifurcated into Search Marketing, Email Marketing, Social Media Marketing, Content Marketing and Others marketing technique. It has been observed owing to ease of use, low budget way to reach the right audience has driven the preference for search marketing among the marketers. However, content marketing technique is expected to witness CAGR growth of 12.87% during the analyzed period.

“Programmatic digital marketing dominated the market with 78% share.”

Based on programming type, the CPG Digital Marketing market is bifurcated into programmatic and non-programmatic type. It has been observed that programmatic digital marketing technique held maximum share owing to greater transparency, ability to tackle ad frauds effectively and enhanced targeting capabilities. The market is anticipated to reach US$ 48.8 billion by 2027.

“Mobile digital marketing dominated the CPG digital marketing market and is expected to maintain its dominance throughout the forecast period.”

Based on the platform, the market is classified into desktop and mobile applications. In 2019, the mobile digital marketing was valued at US$ 16.27 billion. Increasing smartphone penetration, launch of user-friendly online shopping apps and booming internet scope has contributed towards the rising share of mobile phones during the analyzed period.

“North America dominated the CPG digital marketing market, generating revenue of US$ 12.01 billion in 2019.”

For a better understanding of the CPG Digital Marketing demand trend, a detailed analysis was conducted for the major region/country including North America (US, Canada); Europe (UK, Germany, France, Spain, Italy); Asia-Pacific (China, Japan, India) and Rest of the World. North America occupied the maximum share in the CPG Digital Marketing market in 2019. With the United States witnessing the marked shift in dynamics over the last decade due to surge in CPG Digital Marketing accredited to significant growth in mobile internet advertising along with digital ad spending in the country exceeding US$ 100 billion in 2018 has catalyzed the regional performance in the respective market.

Top 10 Competitive Players

Some of the major players operating in the market include Oracle Corporation, Microsoft Corporation, Accenture Interactive, PwC Digital Services, IBM Corporation, Amazon Inc., Deloitte Digital, Salesforce.com, Twitter, Google Inc. The industry has witnessed emergence of several digital marketing players in the local market in different countries.

Reasons to buy this report:

  • The study includes current and demand forecast of CPG Digital Marketing trend
  • The report presents a quick review of overall industry performance at one glance
  • The report covers in-depth analysis of prominent industry peers with a primary focus on key business financials, product portfolio, expansion strategies, and recent developments
  • Detailed examination of drivers, restraints, key trends, and opportunities prevailing in the industry
  • The study comprehensively covers the hand sanitizer demand and stakeholders’ approach in limiting its gap
  • Deep dive regional level analysis of CPG Digital Marketing trend

Customization Options:

The global CPG Digital marketing Market can further be customized as per the requirements. Besides this, UMI understands that you may have your own business needs, hence feel free to connect with us to get a report that completely suits your requirements.

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  1.1Market Definition
  1.2Objective of the Study
  1.5Currency used in the Report
  1.6Scope of the Global CPG Digital Marketing Market Study
  2.1Research Methodology for the Global CPG Digital Marketing Market Study
   2.1.1Main objective of the Global CPG Digital Marketing Market Study


  5.1General Overview
   5.1.1Digital Marketing Regulations in the US
   5.1.2Digital Marketing Regulations in the Europe
   5.1.3Digital Marketing Regulations in the Asia Pacific
 6.1Trends Emerged in Digital Marketing Sector Amid COVID-19
  7.1Search Marketing
  7.2Email Marketing
  7.3Social Media Marketing
  7.4Content Advertising


  10.1Market Attractiveness Index, By Region
  10.2North America CPG Digital Marketing Market
   10.2.1US CPG Digital Marketing Market
   10.2.2Canada CPG Digital Marketing Market
   10.2.3Rest of North America CPG Digital Marketing Market
  10.3Europe CPG Digital Marketing Market
   10.3.1UK CPG Digital Marketing Market
   10.3.2Germany CPG Digital Marketing Market
   10.3.3France CPG Digital Marketing Market
   10.3.4Italy CPG Digital Marketing Market
   10.3.5Spain CPG Digital Marketing Market
   10.3.6Rest of Europe CPG Digital Marketing Market
  10.4Asia Pacific CPG Digital Marketing Market
   10.4.1China CPG Digital Marketing Market
   10.4.2Japan CPG Digital Marketing Market
   10.4.3India CPG Digital Marketing Market
   10.4.4South Korea CPG Digital Marketing Market
   10.4.5Australia CPG Digital Marketing Market
   10.4.6Rest of APAC CPG Digital Marketing Market
  10.5Rest of World CPG Digital Marketing Market
   10.5.1Brazil CPG Digital Marketing Market
   10.5.2South Africa CPG Digital Marketing Market
   10.5.3Other Countries CPG Digital Marketing Market


  11.1Demand Side Analysis
   11.1.1Key Facts on Search Engine Marketing
   11.1.2Key Facts on Email Marketing
  11.2Supply Side Analysis
   11.2.1Top Product Launches
   11.2.2Top Mergers & Acquisitions
   11.2.3Top Business Expansion
  12.1How Digital Marketing Works
  12.2Elements of the digital marketing model in the value chain of an innovative product
  12.3Illustration of the Digital programmatic marketing supply chain
  13.1Market Drivers
   13.1.1Upsurge in Robotics & Artificial Intelligence
   13.1.2Rising Smartphone Penetration, majorly in the developing region
   13.1.3Evolution in the Digital Marketing arena
   13.1.4Rising trend of RTB and Digital OOH Media for Marketing
  13.2Market Challenges
   13.2.1Security & Privacy Concerns, about the fraud among the customers and marketers
  13.3Market Opportunities
   13.3.1Surging Job Opportunities in Digital Marketing Sector
  13.4Trends shaping the Digital Marketing Landscape
   13.4.1Key Trends shaping the Digital Marketing Landscape
   13.4.2General Suggestions / Guidelines For Digital Marketing
   13.4.3Prediction and Analysis of major Digital Marketing Platforms
   13.4.4Ways CPG Companies can Increase Relevancy with Digital Marketing
  14.1Market Share of Global Digital Marketing Company, by Revenue (%)
  14.2Comparison of Top Digital Marketing Agencies, US
  14.3Market Share of Key Players in Digital Advertisement Market, 2019 (%)
  15.1Oracle Corporation
  15.2Microsoft Corporation 
  15.3Accenture Interactive
  15.4PwC Digital Services
  15.5IBM Corporation
  15.6Amazon Inc.
  15.7Deloitte Digital
  15.10Google Inc.

Research Methodology

Analyzing historical availability, estimation of the current and forecasting the future demand for CPG Digital Marketing technique across the globe have been performed in the three major steps undertaken to create and analyze the availability and demand of Digital Marketing technique in the CPG industry. Exhaustive secondary research was conducted to collect the historical numbers and estimate the current demand. Secondly, to validate these insights, numerous findings and assumptions were taken into consideration. Moreover, exhaustive primary interviews were also conducted, with industry experts across the value chain of the media & entertainment sector. Post assumption and validation of the numbers through primary interviews, we employed a bottom-up approach to forecast the complete market size of CPG Digital Marketing. Detailed methodology is explained below:

Analysis of Historical Market Size

Step 1: In-Depth Study of Secondary Sources:

Detail secondary study was conducted to obtain the availability of CPG Digital Marketing technique across the major regions through various sources such as government statements, press releases, journals, news & articles, government publications, competitor publications, research surveys, third-party databases, and other credible publications. For economic data collection, sources such as Trading Economics, Trade Map, World Bank, IMF, and FAO were used.

Step 2: Countries Segmentation:

Segmentation of countries has been done based on the penetration of CPG Digital Marketing scope and internet connectivity in a particular country. Further, a detailed secondary analysis was conducted to gather information on connectivity penetration, adoption of smartphones, and the scope of artificial intelligence in the CPG sector.

Step 3: Factor Analysis:

After acquiring the information on the influence of CPG Digital Marketing on the consumer buying decision, we conducted a detailed factor analysis to estimate the current scope of CPG Digital Marketing across all regions. Further, we conducted factor analysis using dependent and independent variables such as the growing influence of social media, increasing demand for artificial intelligence, surging in smartphone penetration and rising level of awareness among the CPG companies and marketers around the world. A thorough analysis was conducted for demand and supply-side scenarios considering top partnerships, merger and acquisition, business expansion, product launches and analyzing the list of start-ups in the media and entertainment industry across the globe.

Current Market Size Estimate & Forecast

Current Demand Sizing: Based on actionable insights from the above steps, we arrived at the penetration of Digital Marketing technique across the CPG sector, globally, key players in the CPG Digital Marketing market and market shares of these players. All the required percentage shares split was determined using the above-mentioned secondary approach and were verified through primary interviews.

Estimation & Forecasting: For demand estimation and forecast, weights were assigned to different factors including drivers & trends, restraints, and opportunities available for the stakeholders. After analyzing these factors, relevant forecasting techniques i.e., Bottom-up approach were applied to arrive at the demand estimation forecast to 2027 for CPG Digital Marketing across the world. The research methodology adopted to estimate the market size encompasses:

  • Analyze the current and demand forecast of CPG Digital Marketing
  • Analyze the value chain involved with the presence of various intermediaries
  • Define and analyze the competitive landscape of the CPG Digital Marketing market and the growth strategies adopted by the market players to sustain in the growing market!

Market Size and Share Validation

Primary Research: In-depth interviews were conducted with the Key Opinion Leaders (KOLs) including Top Level Executives (CXO/VPs, Sales Head, Marketing Head, Operational Head, and Countries Head, Country Head, etc.) across major countries. Primary research findings were then summarized, and statistical analysis was performed to prove the stated hypothesis. Inputs from primary research were consolidated with secondary findings, hence turning information into actionable insights.

Split of Primary Participants in Different Countries

Market Engineering

Data triangulation technique was employed to complete the overall demand estimation and to arrive at precise statistical numbers for each studied segment and region/country.

Main objective of the CPG Digital Marketing Demand Market Study

The current & future CPG Digital Marketing demand trends are pinpointed in the study. Investors can gain strategic insights to base their discretion for investments from the qualitative and quantitative analysis performed in the study. Current and future demand trends were determined the overall attractiveness of the market at a country level, providing a platform for the industrial participant to exploit the untapped market to benefit as a first-mover advantage. Other quantitative goals of the studies include:

  • Analyze the current and demand forecast of CPG Digital Marketing industry trend
  • Analyze the value chain involved with the presence of various intermediaries, along with analyzing customer and competitor behaviors about the industry
  • Major countries studied in the report include North America, Europe, Asia Pacific, and the Rest of the World
  • Define and analyze the competitive landscape of the CPG Digital Marketing market and the growth strategies adopted by the market players to sustain in the growing market
  • Deep dive country-level analysis on the penetration of CPG Digital Marketing technique