Gartner Magic Quadrant for Web Content Management 2018 August 03, 2018
The Path to Digital Transformation
Gartner published its latest Magic Quadrant for Web Content Management, reporting that WCM is more important than ever for digital transformation and optimisation. Among the 18 WCM vendors evaluated, the 2018 report features Dept’s six technology partners Adobe, BloomReach, Episerver, e-Spirit, SDL and Sitecore.
For Gartner, web content management (WCM) is defined as the process of controlling content for one or more digital channels through the use of specific management solutions. In response to the imperatives of customer experience strategies, the WCM industry is quickly evolving and is broadening its horizons. WCM technology increasingly serves as the central content hub in digital experience programs for the entire customer journey and across all digital touchpoints. Gartner has identified three key forces that are fuelling the current evolution of WCM:
- Digital transformation. WCM plays a central role in both effective personalisation and in customer analytics for organisations which are on a transformational path to becoming digital businesses.
- Digital platform. There is a growing need for better integration, flexibility and interoperability at both the back and front end to increase the success of digital business. Gartner expects that from 2020 onwards, integration work will account for half the time and cost of building a digital platform.
- AI capabilities. Requirements for AI-driven content management capabilities are rapidly developing as these can quickly generate measurable business results. Gartner believes that nearly half of all worldwide CEOs expect AI to have a serious impact on their businesses.
The 2018 Magic Quadrant for Web Content Management
Within their Magic Quadrant, Gartner defines four categories: Niche player, Visionary, Challenger and Leader. Gartner advises to not only select vendors from the leader quadrant, but, to also consider how the evaluations match an organisation’s particular needs. Depending on the market and the organisation’s digital maturity, a Challenger, a Niche Player or a Visionary could be the best choice.
Due to its higher degree for completeness of vision, Adobe was placed as the outermost Leader. Adobe Experience Manager (AEM) offers elevated levels of digital maturity to organisations that want to design and deliver sophisticated digital experiences across multiple touchpoints in the customer journey, including the web and in-venue interactive screens. Adobe’s investment in its AI and machine learning framework — Adobe Sensei — offers tangible capabilities such as intelligent content authoring and intelligent content delivery.
For a second year in a row, BloomReach was named a Leader in the Magic Quadrant for WMC. BloomReach Experience offers a practical, yet powerful UI for managing complex multisite, multilingual sites, projects and campaigns. The platform ensures quality and consistency to the level of a DXP. The API-driven, standards-based open architecture enables BloomReach Experience to provide a wide array of content delivery options for multichannel digital experience scenarios, ranging from single-page applications to head-optional and hybrid.
Episerver was positioned as a Leader for the fourth year in a row by Gartner. The vendor offers a broad product portfolio across content management, digital marketing and digital commerce. Highly regarded for usability by customers across IT and business, Episerver is well aligned with typical customer use cases and maturity levels. Advanced experience management capabilities, such as event triggering, AI-based personalisation, and customer journey analytics are incorporated into typical WCM processes and roles.
e-Spirit was this year acknowledged as a Visionary in the WCM space. FirstSpirit offers a high level of interoperability with adjacent technologies, services and sources of insight. Gartner notes the overhaul of its architecture for rapid deployment and faster development and the support of CaaS. e-Spirits offers more capabilities to appeal to business buyers, with functionalities like personalisation, campaign management and journey mapping geared for marketers.
Like last year, SDL is named as a Challenger close to the Leaders category. Their solution, SDL Tridion Sites, ideally fits organisations requiring global content creation, translation and delivery across many sites. It includes technical capabilities, architectural constructs and process-level guidance for organisations taking their digital presence to a global level. Gartner recognises SDL’s potential to transcend the content management software categories that have led some organisations to harbour information silos.
Sitecore was named a Leader for the ninth year in a row. Sitecore offers an architecture with “headless” capabilities in the interests of cross-channel capability and general content agility. It also incorporates business-logic-level capabilities such as advanced personalisation, contextualisation and content preview. Appealing to organisations in various industries and of various sizes, the integration of its acquired digital commerce engine adds to its attractiveness for digital commerce use case.
Web content management tools, like those provided by our partners, are essential for digital teams to manage the explosion of content created across multiple channels. However, correctly implementing these tools stills proves to be a complex and daunting task, which if done badly can limit the effectiveness of brand to communicate effectively through digital channels.
The Gartner 2018 report once again emphasises the importance of having experienced implementation partners to guide organisations through the process of getting their new Web Content Management tools working for their business in order to maximise the full benefits of their investment.
Download the 2018 Gartner Magic Quadrant for Web Content Management
The 2018 report evaluates the top 18 WCM vendors based on completeness of vision and ability to execute. It offers a comprehensive overview of today’s WCM technologies, market trends and detailed evaluations of the key technologies in the market. Using this report, decision makers can better identify the most suitable WCM vendor to deliver effective digital experiences. Download it here.