With the online world now so important to businesses everywhere, companies need effective and streamlined ways to organise their digital inventory in order to effectively communicate with customers and employees alike – all while being compliant with accessibility and data privacy regulations.
And where there is content, there must also be content management systems (CMSs).
But the role of the CMS is changing.
Just as technology has evolved rapidly in recent times, so too has the software that manages so much of what we do online.
The evolution of the CMS has mainly been driven by the customer and changing needs. As more and more businesses bring what they do online, there is an urgent need for the technology being used to be an enabler, as opposed to an obstacle.
The early CMSs were typified by complex software systems that could only be operated by a user with significant technical know-how.
And while these systems certainly paved the way for what we use today, they are a far cry from the technology required today.
CMSs are tasked with giving customers an effective, enjoyable and personalised experience, throw in a little automation, all while also being easy enough to navigate for an everyday user.
The CMS of today is more a DXP – a Digital Experience Platform. The rise of the DXP has been in response to the emergence of new digital touchpoints beyond simply web like chat, mobile, voice and AR.
While we know how important Customer Experience is, the types of experiences customers now have are diversifying, meaning content management needs to be extremely adaptable.
A DXP brings together all the different experiences and touchpoints under one, (relatively) simple-to-use system.
The evolution towards the DXP has been initiated by more and more people and businesses moving online.
This means barriers to entry have been lowered to ensure CMS/DXP software comes ready ‘out-of-the-box’ and does not require any technical coding to program it for specific needs.
Striking the balance between advanced capabilities and simplicity for the user often means making sure the system is compatible with external programs.
Software company Progress has developed Sitefinity, a unique Web Content Management (WCM) system that aims to deliver seamless experiences across the business.
By enabling synchronisation with external systems like Salesforce and Marketo, Sitefinity allows users to manage multiple sites that may share content.
Additionally, it is no secret personalisation is at the top of any marketer’s wish list, along with customer journey analysis and advanced analytics. Looking beyond just personalisation, omnichannel personalisation is now in the picture for marketers.
Available on-premise or in the cloud, Sitefinity gives marketers the tools to deliver a personalised and multichannel user experience through its content management offerings.
By leveraging data and through the power of automation, the platform allows marketers to build target segments, which enables more effective tailored messaging.
Multichannel management features mean it is easy to engage with customers wherever they are in the digital world using cognitive capabilities.
For users, a single interface and single-click publication tool makes this multichannel engagement even easier.
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