Gartner Research’s first-ever Magic Quadrant for Digital Marketing Hubs, released Wednesday, assumes that ad tech, marketing tech and CRM will naturally converge. As such, it pits enterprise platforms like Salesforce.com against ad tech regulars like Rocket Fuel [x+1] and Turn.
No doubt many in the industry will debate whether or not this is fair, or whether Gartner might be jumping the gun using the same criteria to evaluate these very different vendors.
Given Gartner’s parameters, the vendors most commonly associated with marketing clouds – Adobe, Salesforce.com and Oracle – led the pack as “Leaders," gauged in terms of “completeness of vision” and “ability to execute.”
The “Visionaries” include ad tech regulars including Rocket Fuel/[x+1], IgnitionOne, Turn, Sitecore and Neustar.
The “Challengers” – vendors that need to match lip service with execution – include IBM and Marketo.
Finally the “Niche Players” – vendors expanding beyond their core backgrounds – include Alliance Data’s Conversant, MediaMath, DataXu, Teradata, HP and Infor.
Martin Kihn, research director at Gartner who co-authored the report alongside fellow analysts Andrew Frank and Jake Sorofman, is aware of the risk comparing apples and oranges.
“Gartner’s putting a stake in the ground and we feel the world of CRM and advertising are no longer separate from a marketer’s point of view,” he explained.