Marketing as a Service (MaaS) Market Size (2025-2030)

The Marketing as a Service (MaaS) Market was valued at USD 6.4 billion in 2024 and is projected to reach a market size of USD 34.16 billion by the end of 2030. Over the forecast period of 2025-2030, the market is projected to grow at a CAGR of 32.20%.

The Marketing as a Service (MaaS) market is characterised as an adaptable and cloud-based system, which provides end-to-end marketing services to the evolving requirements of a contemporary business. It will merge high-tech solutions, data-led decisions, and business acumen to enable enterprises to streamline their campaigns, improve customer interaction, and record quantifiable expansion without the additional costs of supporting internal resources. In the past few years, MaaS has become a disruptive solution, fuelled by the increase in the number of people who have shifted to the digital world, the complexity of the omnichannel approach, and the need to have cost-efficient and scalable marketing processes. Organisations in various industries, such as retail and healthcare industries, IT and manufacturing industries, are using MaaS to remain competitive due to access to specialised skills, innovative technologies, and real-time analytics. The emergence of AI-related individualisation, automated systems, and customer-centricity also pushes the utilisation of this model further, as it enables companies to adjust to the changes in the market rapidly. Moreover, MaaS is of special interest to small and medium-sized enterprises since it seals the gaps in capability and reduces operational costs. The MaaS market is projected to keep expanding with the rise of globalisation and the accelerated development of digital ecosystems, making it an essential facilitator of the brands that pursue developing more meaningful customer relationships and ensuring sustainable business growth.

Key Market Insights:

Firms that lead on personalisation generate 40% more revenue from those activities than average players, showing that personalisation capabilities (data + AI + orchestration) are a high-value service clients will buy from MaaS providers.

In a recent global outsourcing survey, 80% of executives said they will maintain or increase investment in third-party outsourcing, and 50% already outsource front-office capabilities (sales/marketing), indicating a sustained appetite for outsourced MaaS models. Deloitte

Marketer budget optimism + digital allocation is creating scale opportunities for MaaS.
72% of global marketers expect larger ad budgets (2024), while 2/3 of media budgets are being allocated to digital channels (with CTV, search, and retail media increasing fastest), a structural shift that benefits MaaS providers who package digital planning, buying, and measurement services.

Global ad spend recently surpassed ~US$1.0–1.1 trillion (2024), and programmatic channels account for >80% of digital ad budgets, meaning MaaS players that provide programmatic orchestration, data-clean-rooms, and automated optimisation will capture a disproportionate share of digital spend.

China now accounts for roughly ~20% of the global ad market, and APAC shows among the fastest regional commercial growth and a disproportionate share of high-growth ad/tech companies signalling strong demand for localised MaaS offerings (retail media, social commerce, AI-enabled campaign ops). Additionally, ~30% of market winners say they’re experimenting with five or more new business models, underlining demand for innovative MaaS pricing and revenue-share models.

Market Drivers:

Growing Demand for Data-Driven Personalisation is Accelerating MaaS Adoption.

One of the factors that has driven the Marketing as a Service (MaaS) market is the growing need to offer a hyper-personalised customer experience. Contemporary consumers want brands to read their minds and provide their messages through personalised messages over digital touchpoints. Almost 71 per cent of customers have expressed a desire to have personalised experiences, so organisations are turning to MaaS solutions to leverage state-of-the-art analytics, AI-based insights, and machine learning algorithms that decode customer actions in real time. This force is further increased by the influx of omnichannel interactivity, where companies need to be consistent in personalisation in emails, social networks, or online shopping experiences. MaaS offers scalability and flexibility, which enable companies to combine customer data platforms, as well as automate campaign execution, without significant investment in-house. Eventually, the trend is transforming brand strategies, which now allow firms to abandon mass communication and adopt precision engagement, which promotes brand loyalty and facilitates faster growth.

Rising Preference for Cost-Efficient and Scalable Marketing Models is Driving Market Growth.

The next driving force in the MaaS market is the trend of the organisational shift towards flexible and cost-efficient marketing structures. In a world where marketing budgets are under examination, MaaS attracts more business to itself since it does not involve capital spending on tools, infrastructure, and full-time employees. Rather, the as-a-service model offers on-demand access to professional resources, the latest technologies, and campaign management. The studies point to the fact that almost 60 per cent of companies believe that outsourcing marketing activities can help them to increase ROI and decrease overhead. MaaS is also a way of allowing small and medium enterprises to compete with their bigger counterparts by providing them with scalable services that can meet the needs of their varying campaigns. Also, the model enables businesses to quickly change strategies based on the changing consumer trends without being crippled by legacy systems. This nimbleness, alongside cost optimisation, makes MaaS an option of choice among businesses that would like to stay competitive in the rapidly evolving digital economy.

Market Restraints and Challenges:

The rise of the Marketing as a Service (MaaS) market is not an entirely smooth sailing process, with two major obstacles that still restrict its wider usage. The first limitation is the increasing data security and privacy considerations, as MaaS services are based on the extensive use of consumer data collection and analysis, which can be easily challenged by governmental regulations through a framework like GDPR or CCPA. Any violation or abuse of personal information may lead to fines and reputational losses, and organisations, especially in sensitive industries such as healthcare or finance, may be reluctant to outsource their marketing processes completely. In conjunction with this, there is another major obstacle to the integration complexities with legacy systems. The use of old IT infrastructure and siloed CRM systems by many enterprises continues to be a barrier to interoperability with MaaS solutions. This mismatch not only adds to the cost of implementation but also slows down campaign efficiency and is opposed by internal teams that are intimidated by organisational change. As long as providers do not invest in effective security systems, compliance applications, and consumer-friendly integration designs, these limitations can keep undermining the scalability of the market in the long term.

Market Opportunities:

The Marketing as a Service (MaaS) market is going to be rapidly growing because new opportunities provide new areas of development. The adoption of artificial intelligence and automation is one of the biggest lies that allows providers to provide predictive analytics, personalised campaigns, and real-time engagement with the customer at scale. With AI-based MaaS models automating repetitive operations and finding more meaningful insights in large volumes of data, businesses are becoming increasingly efficient and achieving the greatest possible payoff on investment in marketing. In conjunction with this, the growing need for small and mid-sized enterprises (SMEs) is creating another good growth avenue. The fact that SMEs constitute more than 90 per cent of businesses in the world makes MaaS democratic in accessing the advanced marketing capabilities that were previously enjoyed by large corporations. MaaS enables smaller players to compete better in digital marketplaces by providing cost-effective, scalable, and on-demand solutions that enable them to experiment with innovative approaches without the heavy upfront investment component. Combined, these opportunities underscore the role of technological innovation and adoption of SMEs in the global proliferation of MaaS over the next few years.

MARKETING AS A SERVICE (MaaS) MARKET REPORT COVERAGE:

Marketing as a Service (MaaS) Market Segmentation:

Marketing as a Service (MaaS) Market Segmentation by Type:

• Full-Service MaaS
• Project-Based MaaS
• Niche or Specialised MaaS
• Hybrid MaaS
   

The largest market in the Marketing as a Service market is Full-Service MaaS due to the demand for end-to-end marketing solutions, including strategy, execution, analytics, and optimisation. The companies are also shifting to outsourcing full marketing services to other professionals to cut overheads, enhance the effectiveness of their campaigns, and make use of innovative technologies. Full-Service MaaS is an integrated service that encompasses creative, digital, and data-driven marketing services, and this makes it very appealing to enterprises interested in a one-stop service that enables them to address all marketing requirements.

Project-Based MaaS is becoming the fastest-growing segment because it is driven by businesses that aim to have a flexible and scalable overall solution to a particular campaign or temporary goal. Project-based MaaS is being embraced more rapidly by companies to achieve rapid launch of targeted marketing campaigns and test new tactics, and to tap into specialised expertise without obtaining long-term contracts. The increase in this segment is also promoted by the use of AI-powered tools, automation, and analytics, which allow executing campaigns quickly and getting measurable outcomes.

Marketing as a Service (MaaS) Market Segmentation by Application:

• Startups
• Small and Medium Enterprises (SMEs)
• Large Enterprises
• E-commerce Platforms
• Tech Companies
• Healthcare Providers
• Educational Institutions
• Non-Profit Organisations
   

The largest application segment in the MaaS market is Large Enterprises, which has been motivated by the necessity to have scalable marketing or have advanced analytics and personalised customer relations. These companies are taking advantage of MaaS to use multi-channel campaigns, promote complex marketing processes, and derive valuable insights based on ample consumer data. The need to find automated solutions based on AI and the emphasis on enhancing ROI in a variety of marketing programs only support the dominance of this segment. MaaS is becoming more popular among large enterprises that need to increase their brand awareness, allocate resources more efficiently, and stay competitive in the constantly changing markets.

The most dynamic application segment is startups driven by the requirement to have cost-efficient, agile, and innovative marketing solutions. Startups use MaaS to gain brand awareness, target audiences, and scale campaigns without having to spend significant resources on marketing teams in the office. Cloud-based MaaS platforms are flexible, which enables startups to compete effectively with other companies of larger size based on personalisation that is fueled by AI and real-time analytics. The high pace of expansion of the segment is also facilitated by an increasing number of tech-oriented startups, as well as the growing popularity of digital-first marketing approaches.

Marketing as a Service (MaaS) Market Segmentation: Regional Analysis:

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East & Africa

The Middle East & Africa region has the biggest percentage of the Marketing as a Service (MaaS) market, with the region being more receptive to adopting digital marketing services, increasing demand for customer-centric marketing, and diversification of the business services ecosystem. The UAE, Saudi Arabia, and South Africa are among the countries experiencing a major trend in investing in marketing infrastructure and cloud-based marketing solutions, which allow enterprises to simplify their marketing processes and improve the customer experience. The existing and growing interest of enterprises in omnichannel marketing tactics, combined with robust governmental infrastructure support of the digital transformation programs, supports the dominance of the region in the global MaaS market.

Asia-Pacific is taking the largest rate of growth, with a big rush towards digitalisation, high rates of smartphone and internet penetration, and the expansion of small and medium-sized enterprises (SMEs) using outsourced marketing solutions. China, India, Japan, and Australia are some of the markets that are moving towards the use of AI-based MaaS to streamline marketing initiatives, automate operations, and provide real-time analysis. Emerging e-commerce markets, increased social media use, and affordable technological tools in the region are driving faster MaaS adoption, with the Asia-Pacific being one of the growth hotspots in the future market expansion.

COVID-19 Impact Analysis:

The COVID-19 pandemic radically changed the Marketing as a Service (MaaS) environment, driving the rapid adoption of the digital sphere and changing the way companies interact with consumers. The lockdowns and social distancing have caused serious disruption to the traditional marketing channels, and companies have turned to MaaS platforms to conduct remote and data-driven campaigns. Companies were progressively looking to AI-driven applications, automation, and cloud-based applications to ensure constant interaction with customers, cost-effective marketing, and targeted experiences at scale. Agility and predictive analytics were also of importance to the crisis since firms had to strive to change strategies quickly based on changing consumer behaviour and economic unpredictability. Areas that had strong digital infrastructure, like North America and Asia-Pacific, recorded quicker adoption, and emerging markets had some difficulties in access and integration. Also, the pandemic drove the innovation of omnichannel marketing, which combines social media, email, and mobile platforms to keep the brand visible. Although the situation narrowed down at first with budgets, companies realised that MaaS could be cost-effective and scalable, which contributes to long-term growth potential. In general, COVID-19 was both a disruptor and driver, essentially transforming the MaaS market to embody the worth of digital, automated, and data-centric marketing tools, and placing the industry in a position to grow exponentially in the post-pandemic period.

Latest Market News:

• In November 2023, 2X, a pioneer in the MaaS platform for the B2B sector, announced its acquisition of StraightArrow Corporation, a leading provider of creative process outsourcing (CPO) with operations in Manila, Philippines. This acquisition expanded 2X's services across all time zones, integrating StraightArrow's capabilities to enhance its global reach and service offerings.
   
• In December 2024, as part of a strategic move to bolster its B2B growth strategy, 2X acquired Intelligent Demand (ID), a B2B growth strategy and execution firm. This acquisition combined ID's expertise in high-impact growth strategies with 2X's scalable execution capabilities, enabling B2B leaders to achieve accelerated growth in a resource-constrained environment.
   
• In August 2025, RE/MAX launched a new MaaS platform powered by Realforce, designed to empower its affiliates, including Broker/Owners, agents, and teams. The platform offers a seamless, AI-fueled system that enables affiliates to launch strategic marketing campaigns with minimal effort and maximum impact. Features include automated listing packages, customizable ad programs, and real-time analytics, consolidating top-tier marketing tools into a single, easy-to-navigate experience.
   
• In June 2025, Infosys and Adobe announced a strategic collaboration aimed at transforming the marketing lifecycle of global brands through the integration of artificial intelligence (AI). The partnership involves the launch of a joint offering combining Infosys' Aster marketing suite with Adobe’s capabilities. This initiative is intended to help brands and marketers provide a unified customer experience at scale, personalise content more effectively to stimulate growth, and streamline marketing workflows.
   

Latest Trends and Developments:

The sphere of Marketing as a Service (MaaS) in 2025 is changing drastically due to the adoption of advanced technologies and the development of business requirements. Firms are turning to MaaS services more and more to simplify their promotional activities and use AI-assisted systems to obtain personalised content and conduct automatic campaigns. The platforms are scalable and flexible, and businesses can also change their marketing strategies in real-time to suit the evolving market needs. Additionally, the focus on data-driven decision-making is also allowing organisations to maximise their marketing ROI because they can deliver the appropriate message with personalised messages. Because of this, MaaS is becoming a mandatory element among companies that want to increase marketing efficiency and effectiveness in a competitive digital world.

Key Players in the Market:

1. Hibu
2. Vendasta
3. Marketo
4. HubSpot
5. NinjaPromo
6. Kalungi
7. RE/MAX
8. Phiture
9. Gummicube
10. PreApps