Who are GARTNER's major competitors and how are they differentiated from a content marketing perspectives?
Hello! It is my pleasure to respond to your query about Gartner’s main competitors and how the companies differ from content marketing perspectives, including the content they post on their websites, the content they appear in on other sites, and the content they post on their social media accounts.
Founded in 1979 in Stamford, Connecticut, according to Owler, “Gartner is a technology research and advisory firm that offers technology-related insights for businesses.” Owler lists Gartner as having more than 7800 employees and earning revenue of $2 billion last year (which is trailing the previous twelve months). Since it was founded, Gartner has acquired nine companies, including SCM World, Capterra, and Nubera.
CONTENT MARKETING PERSPECTIVES – GARTNER
WEBSITE CONTENT: Www. Gartner.com offers five “trending topics” on their homepage. Topics at the time of viewing included:
• Trends & Predictions (Top Predictions for 2016: The Future is a Digital Thing)
• Data & Analytics (Advance Your Business with Advanced Analytics)
• Cost Optimization (Realign Budget Priorities to Enable Digital Business)
• Information Security (Managing Risk and security at the Speed of Digital Business)
• CIO Mission Control (Launch Your Mission-Critical Solutions at CIO Mission Control)
They also offer specific technology research and industry insights for CIOs, IT executives and professionals, Digital Marketing professionals, High-Tech and Telecom professionals, and Supply Chain professionals. Additionally, the offer a quick-search engine that will search for “world-class technology research” related to 10 different roles, nine different industries, and/or 12 IT topics.
Gartner publishes several blogs a day on a variety of industry topics like, “Design Thinking Lies at the Corner of Risk Management and Innovation”, “New Research: The Data Warehouse and DMSA Market: Current and Future States: 2016”, and “Vision vs Strategy”.
CONTENT ON OTHER SITES: Gartner has 7118 Followers on Owler. The Gartner name appears in a variety of industry publications/sites like Information Management, 4-Traders, Equities, Business Wire, Digital News Asia, and CIO Asia. Some of these are articles related to research or survey information released by Gartner, while others are announcements / press releases, like the acquisition of SCM World.
SOCIAL MEDIA CONTENT: All of the content posted by Gartner on LinkedIn, Facebook, and Twitter is the same across all channels. They share updates typically several times a day, most days each week. Content topics are geared toward what the company is doing, what the company can do for other companies, and jobs (or other opportunities) available at Gartner. Many of the articles are written by Gartner staff (typically “analysts”) with taglines that include interesting statistics, like “83% of marketing leaders expect to maintain or increase their investment in mobile marketing analytics”, for example. Additionally, the company advertises a variety of free webinars hosted by Gartner staff. Webinar topics include things like “Compelling Desktop-as-a-Service Options for Midsize Enterprises” and “The Digital Marketing Leader’s First 100 Days”.
Gartner has more than 309,000 Followers on LinkedIn, and has over 48,000 Followers on Facebook, which is a 97% increase over the last three years. They have a 4.3 out of 5 stars rating on Facebook. The company has nearly 321,000 Followers on Twitter, which is a 122% increase over the past three years. They follow nearly 49,000 others, and have posted more than 16,000 Tweets.
On Youtube, Gartner Video has nearly 5700 Subscribers, and has a very active posting history beginning seven years ago, although they post only a few videos per month. Topics include a variety of industry-related topics of interest, like “Cost Optimization in the Age of Digital Business”, “Top 10 Strategic Technology Trends for 2016”, and “Bimodal IT: What CIOs Need to Know”. Additionally, their videos include analysts offering industry insights and video snippets from various Gartner events (like the Gartner Symposium/ITxpo and the Gartner Customer Strategies & Technologies Summit). Most videos receive a high number of views, ranging from over 300 to over 2500 views. Their Google+ Profile includes only the videos posted to their Youtube channel. They have 343 G+ Followers and their posts have been viewed nearly 100,000 times.
According to Owler, Gartner’s major competitors are:
• Nielsen Media Research
• Frost Sullivan
• Thomson Reuters
Next, we will take a more in-depth look at the top two competitors: Forrester and IDC.
Founded in 1983 in Cambridge, Massachusetts, according to Owler, “Forrester provides pragmatic and forward-thinking advice to business and technology customers”. Owler lists Forrester as having more than 1300 employees and earning revenue of $310.2 million last year (which is trailing the previous twelve months). Since it was founded, Forrester has acquired six companies, including Springboard Research, Strategic Oxygen, and Jupiter Research.
CONTENT MARKETING PERSPECTIVES - FORRESTER
WEBSITE CONTENT: On their website, Forrester offers Data Insights to “create great customer experiences that grow revenue” and research and insights into “what’s next in the age of the customer”. Additionally, their analysts offer free on-demand and live events on a variety of industry topics. Their next in-person event is “Forrester’s Age of the Customer Event Roadshow” in St. Louis on June 28. They offer 10 on-demand events, like a webinar series on driving buyer engagement with B2B marketing tools, a webinar on optimizing vendor negotiations, and what it’s like to be a CIO in a customer-led market.
Additionally, Forrester puts out a wide variety of blogs on 16 different major sections:
• Counterintuitive CEO
• Technology Management
• Application Development & Delivery
• Enterprise Architecture
• Infrastructure & Operations
• Security & Risk
• Sourcing & Vendor Management
• Marketing & Strategy
• B2B Marketing
• B2C Marketing
• Customer Experience
• Customer Insights
• Data Insights
• eBusiness & Channel Strategy
CONTENT ON OTHER SITES: The Forrester name appears (frequently) in a variety of industry publications/sites like Mobile Commerce Daily, IT Wire, MarketWired, Equities, Business Wire, Business Journals, 4-Traders, and TameBay. Some of these are articles related to research or survey information released by Forrester, while others are announcements / press releases, like the welcome of Mack Brothers as their new Chief Consulting Officer. They seem to appear in trade publications/sites much more often than Gartner.
SOCIAL MEDIA CONTENT: Although the posted content differs slightly across LinkedIn, Facebook, and Twitter, it is generally the same set of information being posted. On LinkedIn, Forrester has nearly 87,000 Followers. Their posts are mostly research-related on topics like, “Learn How to Turn Customer Experience into Competitive Advantage”, “Winning on the Battleground of Customer Experience (CX)”, and “Evolve Your Customer Experience Measurement Program”. Additionally, they advertise for their series of industry-related webinars.
On Facebook, they have just over 22,000 Followers (which is an 85% increase over the last three years), while they only post sporadically (a few times each month, it seems). Content includes the same things posted on LinkedIn (though the style may vary a bit), all of which link back to Forrester blogs or research reports. Additionally, they post topics that reach to a wider audience on Facebook, like survey results they posted on Mother’s Day about the top ways mothers are contacted by their children on that holiday.
Forrester has nearly 356,000 Followers on Twitter (a 75% increase over the last three years), while they are following about 15,400 others. They’ve posted over 13,100 Tweets, including content nearly identical to that which is posted on their LinkedIn and Facebook accounts. Topics include things like, “Ease of Use Decreases Time Spent on Mobile Bank Apps”, “Will You Be Sharing Your Cubicle with Robots in the Near Future?”, and “Journey Analytics Uses Quantitative & Qualitative Data to Analyze Behaviors & Motivations Over Time”. Additionally, they post items from various events like the CXNYC 2016 Conference.
On Youtube, Forrester has more than 3700 Subscribers, and have a very active video-posting history beginning eight years ago. Though some months, they post more than a dozen videos, some months they either don’t post any or only a few. Most of their videos are very short (under two minutes), but get a high number of views (averaging in the 1000 – 3000 view range for most videos). Their video topics seem “sectioned”, wherein they post 5 – 10 from the same thing, like the Digital Transformation 2016 Conference, for example, from which they posted five videos. The three videos posted previous to that were from the Marketing 2016 Conference. These videos are of Forrester analysts speaking at these conferences on a variety of industry-related topics. They also have a selection of videos from Forrester staff speaking about what different jobs are like at the company, including the Account Development Manager, Analysts, Salespeople, and Consultants. Their Google+ Profile shows a variety of posts (postings occur several times a month), including Forrester blogs, industry research, and infographics on topics like measuring customer experiences. They have 2935 G+ Followers and their posts have been viewed over 358,000 times.
Founded in 1964 in Framingham, Massachusetts, according to Owler, “IDC (International Data Corporation) helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy”. Owler lists IDC as having more than 1200 employees and earning revenue of $4 billion last year (which is trailing the last twelve months). They have made no acquisitions of other companies.
CONTENT MARKETING PERSPECTIVES - IDC
WEBSITE CONTENT: IDC’s website looks very similar to Gartner’s website in set-up and UX. They offer industry news, new research insights, links to their blogs, and links to upcoming events. Their industry news and research insights include posts like “IDC Government Insights and FedScoop Reveal 2016 Rankings of Top 100 Vendors and Top 25 Enterprises Selling IT to Federal Government” and “New IDC MaturityScape Provides a Framework for Business and IT Executives to Evaluate the Status of Their Digital Commerce Strategy”. It also includes press releases/announcements like “Henry Morris Named IDC Fellow for Big Data, Analytics, and Cognitive Software Research”. The New Research Section shows the latest research published by IDC Analysts, like “Worldwide Cognitive Systems, Content Analytics, and Discovery Software Forecast, 2016 – 2020”, “Worldwide Collaborative Applications Forecast, 2016 – 2020”, and “Worldwide High-Performance Data Analysis Forecast, 2016 – 2020”.
The content documents available on their websites include the following types:
• Insights-Only Research
• IDC DecisionScapes
• IDC Links
• Market Analysis Perspectives
• Event Proceedings
• Pivot Tables
• Top 10 Predictions
• Press Releases
They also offer dozens of free, on-demand web conferences on a variety of industry topics, with titles like “Thinking Different: DevOps and the Vendor Selection Conundrum”, “State of DCIM Market: Services Driving Growth”, and “Consumer IoT: Key Takeaways from IDC’s 2016 Consumer Internet of Things Survey”. Additionally, they publish information about upcoming in-person events like the IDC Internet of Things Conference 2016 (Portugal) and the IDC Enterprise Mobility Conference 2016 (Germany).
CONTENT ON OTHER SITES: The IDC name appears (frequently) in a variety of industry publications/sites like Healthcare IT News, Linux Sys-Con, Fox Business, Market Cheetah, Marketing Magazine, Equities, and Java Developer’s Journal. Some of these are articles related to research or survey information released by IDC, while others are announcements / press releases, like “International Data Corporation Lauds Innovations in Supercomputing with Innovation Excellence Awards”. They seem to appear in trade publications/sites much more often than Gartner, and about as often as Forrester.
SOCIAL MEDIA CONTENT: On LinkedIn, IDC has nearly 64,000 Followers. Most of their posts link back to blogs on their website, videos that they’ve created, or upcoming events or webinars hosted by the company.
On Twitter, IDC has more than 111,000 Followers, which represents a 203% increase over the last three years. They follow only 203 others on the site, and have posted nearly 7500 Tweets. Topics are very similar to their posts on LinkedIn. Titles include things like “US IoT revenues forecast to have 16.1% CAGR over the 2015-2019 forecast period, reaching over $357 billion in 2019” and “Worldwide PurposeBuilt Backup Appliance Market Starts Off 2016 with Solid Growth”.
On Facebook, IDC has more than 6000 Followers on Facebook, which is a 399% increase over the last three years. They have a 4 out of 5 stars rating on the site, and the content posted via this social media channel differs somewhat from that posted on LinkedIn and Twitter. Although some of the content is the same (like postings about webinars and research), they seem to want to reach a wider audience via this channel by posting items more interesting to not-just-industry-professionals. Topics include things like “A Quick View into the Future of the Electric Utility Market”, “Android Pay has entered the UK market, but can it hold its own against the competition?” (from their UK blog), and “Digital Transformation: Value Over Volume Is the Next Healthcare Challenge”.
On Youtube, they have 366 Subscribers, from a video-posting history that spans only the last two years. They post fairly frequently, with at least 5 – 15 videos posted per month. The most recent topics include things like “The Importance of Crowdsourcing”, “Digital Transformation Themes”, and “Enhancing IT Productivity”. Most of their videos are in the three-minute range and do not receive high numbers of views (many are under 100 – 300).
Overall, all three companies post very similar content sets across all channels, including their own websites, industry publications/sites, and social media avenues. Both Forrester and IDC seem to have larger, more expansive online presences and are more frequent posters of industry-related content. From a video content perspective, however, both Gartner and Forrester have much larger online presences.
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