Editorial
Businesses in every industry are undergoing digital transformation initiatives. Their goals are to modernize operations with a specific focus on improving the cross-channel customer journey.
Historically, marketers have relied heavily on developers and IT to support their online initiatives. But in the current real-time climate this dependence is ineffective for all parties involved.
Businesses now are expected to be more agile than ever and capable of responding immediately to changing businesses conditions. They must also manage and optimize customer experiences across multiple digital channels and devices.
To accomplish these digital initiatives, they rely on the latest evolution of content management systems (CMS). New CMS technology is simpler and easier for marketers and business users to operate. As a result, they can independently create customized experiences across digital channels and improve the abilities of their organizations to compete in the digital world.
The key is selecting the right CMS technology to support your digital transformation strategies.
Simple, Sophisticated CMS
Marketers are able to do much more with a CMS platform that is designed for them — one user-friendly enough to operate without IT assistance when they need to run reports or build forms. With simpler but still sophisticated templates, marketers can take control of personalization, analysis and SEO, and they can publish new content consistently across all channels.
CMS platforms have come a long way from their brochureware roots. New solutions offer features such as SEO, A/B testing and analytics that enable marketers to optimize personalized experiences.
By using these features, marketers can develop deeper relationships with their customers and provide them with the personalized content and vendor information that they actually want.
Agile CMS Platforms
The most valuable asset a marketer can have is agility. Like the technology behind CMS platforms, marketing initiatives are always evolving in response to industry trends and consumer demands.
Operating in this environment, marketers need to be agile to create, deliver and measure their programs and customer experiences in close to real-time.
But reliance on developers to build, maintain and adapt content for different channels is a huge impediment to the agility of marketer. While waiting for this task to be completed, marketers are rendered temporarily ineffective.
CMS platforms that equip marketing teams with the tools to be self-reliant are the best option because the pace of change constantly accelerates. The most successful organizations will be the ones with agile marketing teams that quickly identify, adapt and evolve programs to deliver personalized digital experiences.
Customized Content Across Screens
Marketers know that the content they create is going to be accessed on a myriad of screens. A CMS allows them to do just that — create content for specific personae that translates faultlessly across channels. And again, with the right platform they don’t have to rely on developers to recode for each medium.
This is crucial because consumers are savvier than ever. They know that their online presences are tracked.
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Most understand that every purchase they make proffers information that shapes their consumer profile. Because of this, they expect a fair give-and-take.
They give you their unique consumer information but expect a more relevant, personalized experience in return — however and wherever they access your website. They simply won’t put up with irrelevant content that clutters their experience.
Digital Transformation is Coming Here
The education around the transformation of CMS platforms is still lacking in some ways. That’s understandable, given the relentless pace of digital change. But it’s important to try to keep up.
There’s still a pervading belief that marketing technology that offers limited CMS functionality – like a CRM tool – will be enough to get by on. But the fact is that these don’t enable marketers to deliver the superior experiences that customers demand.
With all of the different marketing technologies that are available, it can be hard to determine which solution to use.
What’s more, undertaking a massive modernization initiative can rightly seem daunting so companies often opt for ultimately inferior, quick-fix solutions that do not empower the marketer. As more organizations increasingly rely on technology across all departments, investment in the best, most user-friendly technology is crucial.
The Bottom Line
Marketers need to be using technology that is specifically built to drive engagement and enhance the customer experience.
While relying on limited functionalities will eventually lead to failure, using purpose-built CMS platforms enables even the marketer to drive results and succeed with a simple, streamlined approach.
Title image "Sunflower" (CC BY-ND 2.0) by Grietje Haitsma
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