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Industry Landscape
The Marketing Technology (MarTech) and Agency Management Software industries are experiencing rapid growth, driven by the increasing demand for streamlined digital marketing operations, data-driven decision-making, and automation. There's a strong shift towards all-in-one platforms that consolidate various tools, addressing fragmentation and enhancing efficiency for agencies and in-house teams.
Total Assets Under Management (AUM)
Digital Marketing Software Market Size in United States
~Approximately $25.2 billion (2023) in the US
(15.7% CAGR)
Fueled by AI integration, cloud adoption, and increased spending on digital advertising.
Demand for unified platforms boosting growth.
Emphasis on data analytics and automation.
Total Addressable Market
50 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI
Generative AI can automate content creation, ad copy generation, and data analysis, significantly boosting efficiency and campaign effectiveness for agencies.
Advanced Predictive Analytics
Leveraging machine learning to forecast campaign performance, identify optimal targeting strategies, and predict customer behavior for proactive optimization.
Cross-Platform Unified Data Lakes
Integrating data from all marketing channels into a single, comprehensive data lake for holistic analysis, reporting, and AI-driven insights.
Impactful Policy Frameworks
American Data Privacy and Protection Act (ADPPA) - Proposed
A proposed comprehensive federal privacy law in the US aiming to establish national standards for data privacy, including data minimization, opt-out rights, and data security requirements.
This policy will necessitate stricter data handling practices for Sketchnote and its agency clients, particularly concerning consumer data used in performance marketing and analytics.
Federal Trade Commission (FTC) Endorsement Guides (2023 Update)
The FTC updated its Endorsement Guides in 2023, clarifying rules for social media influencers, testimonials, and disclosure requirements for material connections.
This impacts social media management features by requiring agencies to ensure their content publishing tools facilitate clear and conspicuous disclosures for client campaigns involving endorsements or testimonials.
California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA) Enforcement (2020/2023)
The CCPA (2020) and its expansion, CPRA (2023), grant California consumers extensive privacy rights over their personal information collected by businesses, including rights to access, delete, and opt-out of sales.
Sketchnote and its US-based agency clients must ensure their data collection, storage, and reporting mechanisms comply with these stringent privacy regulations, especially for targeted advertising and data analytics.
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