Digitalization brings both new opportunities and confusion to even the most carefully planned selection processes for WCM. CIOs and IT leaders aiming to boost the effectiveness of their digital business strategy should use this document to help them select the most appropriate vendor and solution. (Source: Gartner Reprint, Sept. 2016 Magic Quadrant for Web Content Management)

Market Definition/Description

Gartner defines web content management (WCM) as the process of controlling content for consumption over digital channels through the use of specific management tools based on a core repository.

These tools may be procured as commercial products or as open-source or hosted-service offerings.

Product functions go beyond simply publishing web content, to include:

  • Content creation functions such as templating, workflow and change management
  • WCM repositories that organize and provide metadata about the content
  • Library services such as check-in/check-out, version control and security
  • Content deployment functions that deliver prepackaged or on-demand content to web servers
  • A high degree of interoperability with adjacent technologies, such as sales force automation, customer self-service, marketing resource management, digital asset management (DAM) and web analytics
  • Support for personalization/real-time adaptation to visitor interaction
  • Good integration with delivery tiers, such as digital commerce, social media and portal software

Magic Quadrant

Research image courtesy of Gartner, Inc.

Source: Gartner (September 2016)


  • Adobe Experience Manager is cutting-edge technology. Adobe should therefore be considered by any organization whose digital aspirations are high and whose required pace of progress is ambitiously fast.
  • Adobe Experience Manager is deeply integrated with Adobe Creative Cloud and Adobe Marketing Cloud — offerings that are already well-known to many decision makers in the WCM market.
  • Adobe has proven to be a strong and consistent Leader in this market, particularly in terms of its business strategy and capabilities. Many vendors regard Adobe as „the one to beat.“
  • Adobe’s strategy of pricing its software relatively highly may make it difficult for some organizations to achieve a worthwhile return on the required investment in a reasonable time. In addition, although Adobe has introduced a pricing structure more suitable for the midmarket, other vendors offer more cost-effective options, in some cases for comparable capabilities.
  • Decision makers involved in selection processes should ensure they understand which components used in Adobe’s demonstrations are (1) available „out of the box“ and (2) part of its core WCM offering. Feedback received by Gartner suggests that Adobe does not always make this clear, which leads to confusion, followed by surprise with regard to the products found to be required to deliver the capabilities demonstrated.
  • Gartner has received feedback from some organizations indicating that they have invested in Adobe’s WCM software but failed to realize the advertised benefits of the high-end features, due to associated customization complexities. Although this is not necessarily (or solely) Adobe’s fault, IT leaders should be realistic about their company’s ability to use Adobe’s features and seek appropriate Adobe training.

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One thought on “Magic Quadrant for Web Content Management – AEM

  • Mai 16, 2017 at 2:52 am

    Experience Manager also enables brands to manage and leverage digital assets, mobile forms and documents, as well as user-generated content from social networks. Leaders have the highest combined scores for Ability to Execute and Completeness of Vision.


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