Gartner: Digital experience platform providers face growing challenges

Research firms’ latest Magic Quadrant report finds a fragmented market, which is still evolving, but growing customer expectations raising the stakes on digital experience platforms

Adobe, Sitecore, Acquia, Liferay and Episever have taken the lead for digital experience platforms, according to Gartner’s latest Magic Quadrant for Digital Experience Platforms report.

The latest edition found Salesforce, Oracle, OpenText and SAP to be challengers in the race for digital experience technology adoption. The analyst firm also dropped IBM, Microsoft and SDL from the current report, but noted this doesn’t necessarily reflect a negative view of these companies, rather a result of changing evaluation criteria or focus of the businesses themselves.

Gartner reviewed companies using several criteria including how well they execute their digital platforms, broad functionality, financial health and marketing responsiveness, and how well vendors understand customers’ evolving needs. The report also takes into account sales and marketing strategies, business models and innovation in digital experiences including architecture, analytics, machine learning and the Internet of Things.

In terms of the overall picture of the DXP market, Gartner said customers’ growing expectations for digital experiences make DXP adoption an urgent necessity for global organisations. But the market is fragmented and still evolving.

For Gartner, the leaders - Adobe, Sitecore, Acquia, Liferay and Episever - have an accomplished ability to support a variety of DXP scenarios and consistently meet customers’ needs over substantial periods. They innovate to fulfill DXP requirements and have been successful in selling to new customers across industries.

Salesforce, Oracle, OpenText and SAP, as challengers, demonstrate a significant ability to execute on their DXP, with strong businesses and customer bases, as well as products that suit current demands. However, they lack the vision of leaders and visionaries, and may therefore struggle to fully satisfy future demands from a technology or business perspective, the analyst firm stated.

On the other hand, visionaries like Bloomreach were noted as forward-thinking vendors demonstrating a firm grasp of emerging customer needs and the potential impact of new technology. However, they lack some aspects of their offerings, service and support, which impairs their ability to execute.

Niche players, which include CoreMedia, Crownpeak, Kentico Software and Squiz, focus on limited DXP deployment scenarios, have limited geographic presence outside their home market, and are restricted with by focusing on a narrow set of industries, according to the Gartner report.

Gartner defines a digital experience platform (DXP) as an integrated technology for enabling, managing and optimising digital experiences for customer journeys across all digital touchpoints. Customer journeys include consumers, partners, employees, citizens and students, and apply to both business-to-consumer (B2C), business-to-business (B2B) and business-to-employee (B2E) interactions.

Across the board, the report found DXPs acting as the 'centre of gravity' in the extensive and interconnected technology landscape. Due to its integral role, organisations need to deliver highly contextualised experiences — not just simple websites and mobile apps — to meet the number and range of customer journeys.

In terms of the overall view, the DXP offerings are fragmented, with a growing chasm between product- and platform-oriented vendors, according to Gartner’s market analysis. 

The report also cited a growing need to have content accessed as a service, via APIs, and delivered to any channel or device throughout a customer journey. In addition, the growing list of requirements for digital transformation is feeding directly into the choice of DXP from Web content management systems at the entry point for digitally young organisations right through to complex DXPs that fully integrate with the tech stack of the business.

And while cloud-based DXPs are now commonplace, innovation, rather than infrastructure, is leading businesses away from basic hosted services to cloud-native which are scalable, and can apply personalisation and analytics. Finally, as DXPs are designed to be woven into the existing architecture of the business, there’s a growing focus on API-driven integrations.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in