Digital marketing software's offers the prospect of increasing and improving the interactions and relationships with current and prospective customers through, for instance, social networking sites, instant messaging systems and mobile applications (apps). The increasing need of digital marketing software market is attributed by increasing digital marketing proportion in overall marketing budget of organization, real time marketing, large volume of unstructured data, increasing internet usage and broadband connections, emerging social media platform, and increasing adoption of mobile devices. All these factors are driving the growth of DMS market.