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Gartner News & Analysis

Honest-to-God, Absolutely True Marketing Predictions for 2015

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The great thing about annual predictions is that we tend to forget about them by the time the next year rolls around. And that explains why every organization on the planet seems willing to gaze into a crystal ball this time of year. 

By this time next year, everyone will forget the predictions that went wrong — and a few lucky folks will have the luxury of basking in the glory of things they actually got right.

With that in mind, we're going to share some of the visions of digital marketing in 2015 that we've encountered in the past few days. Just take all of it with at least a few grains of salt. And be forewarned: we're predicting more stories on predictions in the days ahead.

An ECM Space Oddity: Still Chaotic After 6 Years, 2001 Stories

2014-02-December-Odyssey.jpgSometimes — and in some areas of IT — you feel like you’re going around in circles. Enterprise content management (ECM) is a case in point.

Six years and 2001 posts ago, when I started covering ECM for CMSWire, the single biggest issue was the struggle to keep content chaos at bay.

Fast forward to last week and the problem remains. Social media, customer experience management, digital marketing and big data management have emerged as driving forces across the content industry, but the cruel reality remains.

Effective content management still eludes many, many enterprises.

How to Interpret the Gartner ECM Magic Quadrant

2014-01-December-Interpreters-G20.jpgAmong the many tools organizations use to evaluate enterprise content management (ECM) solutions lies Gartner's research, specifically its Magic Quadrant (MQ), which scores ECM solutions and solution providers in specified categories. But before you turn to the MQ when seeking your next ECM solution, take the following factors into consideration.

Marketing Automation: Not All Agree on Leading Vendors

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Everyone wants a piece of marketing automation, it seems. But not everyone agrees on which vendors lead the pack.

The latest marketing automation software rankings -- crowdsourced G2 Crowd's Grid report released this month -- proves the rankings companies don't exactly agree when determining leaders.

But they do concur on one thing -- Oracle-Eloqua and Marketo deserve to be leaders. They were the lone vendors that got leader love in each of the five marketing automation vendor rankings we profiled. Salesforce-Pardot was ever so close, being named a leader in four out of five, with the fifth determining Salesforce-Pardot was a runner-up.

How Big Will the Internet of Things Grow?

How many devices are likely to be connected to the Internet of Things (IoT) — and which industries are most likely to be affected by its growth? At its Symposium/ITxpo 2014 in Barcelona last week, Gartner offered answers.

By 2020, there will be 25 billion connected devices. And the most forceful impact will be with consumer goods, outstripping its nearest rival category of generic business goods by 250 percent.

What's Going On in the Marketing Suite at Alfresco?

Hats off to Sydney Sloan, who nabbed the top marketing slot at Alfresco Software. The company announced her appointment this morning though, according to her LinkedIn profile, she started her new gig last month.

She is, at least, the third female to land a role in the company’s marketing suite this year. According to their LinkedIn profiles, two of the other executives have parted ways with the company since July.

Sloan joins the open source enterprise content management vendor at an important time in its growth; it’s not only trying to gain market share but to also displace Enterprise Content Management (ECM) incumbents like EMC Documentum, Open Text, and IBM from well entrenched positions at some of the world’s largest companies.

Lose the Fat, Embrace Lean Portals

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In its recently published Magic Quadrant for Horizontal Portals, Gartner identified a number of trends.

Among the most important: the convergence of web content management (WCM) customer demands with lean portal functionality and social technologies. The concept of lean (as opposed to bloated) portals has gained traction recently, with lean portal vendors starting to work their way further up the Magic Quadrant.

Large vendors claim they can offer all the functionality an enterprise could want and more — what smaller vendors describe as "bloat." Lean vendors claim they can respond rapidly to changing business conditions and have enough functionality for any office or mobile worker.

Chaos in the Video Content Management Market

Enterprise video content management (VCM) doesn't really fit into enterprise content management (ECM). So it's not all that surprising that it has now developed its own space, however chaotic that may be.

According to Gartner’s latest Magic Quadrant for Video Content Management, the video content management market is immature. But it is developing rapidly, driven by parallel technologies like customer relationship management (CRM), enterprise collaboration technologies and e-commerce. And companies like Qumu, Panopto and Kaltura are leading the charge.

Inside Acquia's Gartner Ascension, Web CMS' Next Road Trip

web cms, Inside Acquia's Gartner Ascension, Web CMS' Next Road Trip

The verdict's been in a while now regarding Gartner's Magic Quadrant for Web Content Management Systems.

The question now is where does the space go from here? Where's the innovation in 2015?

The convergence of content, community and commerce will continue to fuel innovation, the CMO of one of Gartner's leaders told CMSWire.

"Open platforms will unify these pieces into one cohesive customer experience, where content-driven brand stories will seamlessly integrate with commerce portals on sites," Tom Wentworth, CMO of Gartner leader Acquia, told CMSWire.

The proliferation of digital experiences will continue to become more contextually relevant, Wentworth also said, because marketers will "break down silos of data to paint a more complete picture of what a customer wants and needs at a specific time and place."

A longtime Web CMS user, meanwhile, said he hopes vendors will make a deep dive into analytics capabilities in the coming year.

Smaller Firms Nip at the Big Dogs in Gartner's Portal MQ

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Gartner cited six trends in its Magic Quadrant for Horizontal Portals, including a convergence of portal and Web Content Management (Web CMS) needs across enterprises. In addition, long-time traditional, portal vendors and their bloated, unwieldy architectures are losing ground to smaller, lighter portal vendors.

As evidence of both trends, just look at the companies who made it into this year's MQ: Ektron, Jahia, Sitecore, Squiz and WordPress.

6 Trends Dominate the Portal Space, Gartner Claims

In recent weeks we have spent a lot of time talking about data search and discovery. While there are many ways of finding content, access through portals is still one of the major pathways. This week, Gartner has published what it believes are the top horizontal portal vendors in a market that is changing rapidly.

While there are many trends in play, one of the most notable, Gartner noted, is convergence of Web Content Management (WCM) demands through lean portals that are also incorporating social technologies in the enterprise.

London Firm Bets Money on the Internet of Things

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Gartner expects the Internet of Things (IoT) will be driven by small entrepreneurs rather than big tech companies. And that means funding for those entrepreneurs is going to be crucial.

So far, compared with the funds available for start-ups in other areas like social or information management, there is relatively little investment in IoT start-ups. However, Reply, a London-based consulting, systems integration and digital services company, is taking up the torch and setting up a new trans-Atlantic initiative called Breed Reply.

Start-Ups - Not 'Enterprise Elephants' - Lead the Internet of Things

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The Internet of Things (IoT) was a hot topic at last week's Gartner Symposium/ITxpo 2014 in Orlando, Fla. and the focus of new research released during the event.

Pete Basiliere, research vice president at Gartner, said the organization’s latest Maverick research shows innovators, tinkerers and entrepreneurs — otherwise known as “makers” — will drive the growth, use and acceptance of the Internet of Things, and not “enterprise elephants.”

In fact, Gartner predicts that by 2017, 50 percent of IoT solutions will be created by companies that are less than three years old.

Small Fish Makes Big Leap in Gartner's WCM Rankings

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Acquia made the biggest leap in Gartner's Magic Quadrant for Web Content Management (WCM) this year, jumping from a "visionary" to a "leader" in a web software space packed with giants.

Gartner Research grouped the Burlington, Mass.-based company of about 500 employees into the WCM leaders space alongside returnees Adobe, Sitecore, Oracle and HP. Also making a surge was IBM, which jumped from last year's "challengers" pool into the leaders category.

SDL and OpenText got the boot from the leaders group, both being named by Gartner as "challengers." Microsoft stayed put in the challengers division.

Top 10 Strategic Tech Trends for 2015 #GartnerSYM [Infographic]

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Can’t get enough of lists? Another Top 10 was revealed during Gartner’s Symposium/ITxpo 2014 in Orlando, Fla., this time focusing on technology trends for the coming year. 

“It all starts with digital business,” said David W. Cearley, Vice President and Gartner Fellow. “Welcome to your digitized future.” In presenting the trends, Cearley noted that strategic trends are those likely to have the biggest impact in the next three years.

The 2015 trends fall into three groups:

  1. Merging the Real and Virtual World
  2. Intelligence Everywhere
  3. Emergence of the New IT Reality

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