Maximizing CMS for omnichannel experiences | Bright Spot
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The aim of this whitepaper is to provide insight into the intricate and swiftly changing domain of Content Management Systems (CMS). Through surveys of over 150 decision-makers nationwide and extensive interviews with CMS market influencers, Winterberry Group has crafted an evidence-driven analysis.
Delving into various CMS platforms, the paper discusses their use cases, factors to consider, tradeoffs, and overall value. Moreover, it explores investment, technology, and strategic trends shaping the content and digital experience landscape supported by these platforms.
EXECUTIVE SUMMARY
In today’s rapidly changing digital landscape, organizations encounter the intricate task of delivering personalized and consistent experiences across an expanding range of touchpoints. To effectively tackle this challenge, businesses are increasingly turning to Content Management Systems (CMS).
Originally devised for managing content on basic web pages, CMS has undergone a remarkable transformation, now serving as a vital tool for creating, managing, and distributing multimedia content across various digital and offline channels. This report delves into the evolution and adaptability of CMS, exploring its ability to meet the demands of the modern customer journey.
Winterberry Group provides an in-depth analysis of the development and capabilities of different CMS platforms, offering insights for organizations to make informed decisions aligned with their specific business objectives. The report also highlights the limitations of legacy, monolithic CMS approaches in activating and managing omnichannel content and campaigns.
Within the past year, there has been a notable shift in adoption, with 42% of organizations opting for hybrid solutions over traditional CMS. This transition reflects users’ pursuit of best-in-class, composable solutions.
Cost considerations, data security, and compliance are primary drivers across all CMS platforms, with organizations seeking solutions that support omnichannel content management, AI-powered content creation, and data-driven personalization. Analytics, AI/ML capabilities, and out-of-the-box integrations are crucial factors when evaluating CMS platforms.
Ultimately, the selection criteria for CMS solutions depend on specific use cases, internal resources, and support, rather than clear distinctions between platforms. As organizations break free from the constraints of legacy CMS tools, many are embracing hybrid solutions to support their evolution towards composable solutions.
INTRODUCTION: WHAT IS A CONTENT MANAGEMENT SYSTEM?
DEFINING CONTENT MANAGEMENT SYSTEMS
A Content Management System (CMS) is a software application crafted to oversee the creation, storage, and dissemination of digital content. This includes text, images, videos, and various multimedia elements, which are distributed across digital channels like websites, mobile apps, and online platforms. CMS platforms empower users to streamline the creation, editing, and management of digital content across their chosen customer touchpoints.
THE EVOLUTION AND DRIVERS OF CMS PLATFORMS
The evolution of Content Management Systems (CMS) from their inception to their present state has been extraordinary, fueled by technological progress, shifting market needs, and the growing intricacy of customer interactions. Initially rooted in the early stages of website development, CMS platforms have evolved significantly, evident in the transition of user experiences—from basic static web pages to the proliferation of multi-page sites, culminating in the intricate, personalized omnichannel journeys observed today.
The contemporary CMS landscape is extensive, catering to a myriad of user needs across online and offline realms. While CMS platforms share core functionalities like content creation, management, and presentation, distinctions arise in their adaptability, customization, and integration capabilities. Many organizations employ multiple CMS tools to address their complex content requirements.
Hybrid CMS and Digital Experience Platforms (DXP) are among the most favored options, collectively chosen by about 55% of organizations.
Remarkably, there’s been a notable surge in hybrid CMS and DXP adoption, with 58% of organizations adopting one of these platforms in the past year. Of those selecting a CMS recently, 42% opted for hybrid solutions, while merely 4% chose traditional CMS.
This trend reflects evolving market dynamics and users’ transition from monolithic legacy tools to flexible headless or composable CMS solutions.
Organizations are liberating themselves from monolithic constraints, embracing composable solutions that retain content management capabilities while offering greater flexibility for delivering unique digital experiences.
SEVERAL MARKET FORCES HAVE INFLUENCED CMS ADOPTION AND THE EVOLUTION OF THESE PLATFORMS:
The proliferation of channels has heightened marketers’ focus on ensuring consistent brand experiences across a diverse array of channels. To achieve this alignment between channels and content elements, organizations seek CMS platforms capable of ensuring consistent brand experiences across key channels, including websites (88%), email (72%), and display (64%).
For omnichannel personalization to be executed at scale and speedily, organizations require a centralized content repository that can efficiently deploy content to multiple endpoints, ensuring consistent omnichannel experiences. About 41% of organizations prioritize CMS platforms with integrated personalization capabilities, encompassing content management, deployment, marketing automation, and customer relationship functionalities.
With a growing emphasis on delivering consistent and engaging experiences across online and offline channels, organizations face various challenges in content creation, management, and distribution. These challenges include legacy technology (47%), scattered data and content assets (45%), and budget and time constraints (44%).
The expansion of commerce beyond traditional brick-and-mortar setups to e-commerce, m-commerce, and social commerce underscores the need for CMS solutions that bridge the gap between in-person and online realms. Over 40% of organizations have integrated their CMS with Marketing Automation or Commerce Platforms, highlighting the significance of robust partner integrations in enabling real-time content delivery, fostering unique user experiences, and supporting agile content deployment.
Understanding these dynamics highlights the critical role of CMS platforms in shaping seamless cross-channel interactions in today’s digital landscape.
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The Table of Contents of “Maximizing CMS for omnichannel experiences” Report :
- Executive Summary
- Introduction: What is a Content Management System (CMS)?
- The Evolution and Drivers of CMS Platforms
- CMS Platform Use Cases
- Traditional, Monolithic CMS
- Open-Source CMS
- Digital Experience Platforms (DXP)
- Headless and Decoupled CMS
- Headless CMS
- Decoupled CMS
- Hybrid CMS
- Challenges and Considerations of CMS Platforms
- Total Cost of CMS Ownership
- The Outlook for the CMS Market
- Key Considerations for CMS Selection
- Organizational Decision Makers
- Glossary
- Methodology
Number of Pages:
- 28 pages
Pricing:
- Free
Methodology
The insights in this report were validated by extensive industry research, including a survey conducted in July 2023 of 154 experienced US-based decision makers and influencers of CMS tools, with both technical and non-technical backgrounds, appertaining to a broad array of industries, business sizes and organizational functions.
We are indebted to the diverse set of industry experts who provided their opinions in interviews conducted between June and August 2023.
