The SaaS industry is continuing to boom, and its continued growth and popularity make it crucial for digital marketing businesses to be in tune with the latest trends as well as how software is changing the Digital Marketing industry.

According to Statista, revenue in the Software as a Service market is projected to reach US$13.61bn in 2024. Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 9.08%, resulting in a market volume of US$19.27bn by 2028.

From automation to analytics, SaaS has transformed how businesses engage with their audience and drive growth. 

We look at five ways SaaS has revolutionised digital marketing:

New data-driven decision-making approach 

SaaS tools provide marketers with real-time data analytics, which offer valuable insights into customer behaviours and the effectiveness of marketing campaigns. 

Leveraging this data for informed decision-making presents a direct path to enhancing marketing strategies. Certain software offers accurate and presentable insights into user behaviours, allowing users to make informed choices. By analysing metrics like website traffic, conversion rates, and demographics, marketing teams gain the necessary information to refine and optimise their strategies.

Enhanced personalisation of campaigns 

One of the major benefits of using CRM platforms and marketing automation is the ease with which marketing campaigns can be personalised; particularly on a large scale. This leads to increased engagement by individuals whose preferences are matched. 

Better team collaboration 

It’s no secret that the winning formula behind every team’s success is their ability to communicate and collaborate effectively, and SaaS platforms can facilitate project management and easy communication. Among the handy tools include real-time messaging and file sharing, and they increase the chances of marketing teams staying connected in the constantly-evolving industry. 

AI automation 

This is yet another sector in which AI is having an influence. An increasing number of SaaS platform developers are integrating AI to automate routine tasks and trend predictions. This in turn allows marketers to focus on the strategic areas of campaigns, whilst AI focuses on carrying out routine or repetitive tasks. One of the major benefits of AI in various sectors is its ability to minimise the time it takes to complete tasks. 

Cybersecurity protection 24/7 

Cybersecurity protection is paramount for all organisations; due to the increased nature of cyber-attacks such as data breaches. SaaS platforms are prioritising security to ensure their marketing campaigns are safe from potential threats. 

SaaS has reshaped the landscape of digital marketing, empowering businesses with scalable, data-driven, and collaborative solutions. From personalised customer experiences to streamlined automation, SaaS platforms continue to offer a wealth of opportunities for marketers to innovate and drive growth.