What is Next For Content Management Systems
What is Next For Content Management Systems. Can content management systems help marketers upgrade the relevance of their content? Is the shift from content management to digital experience management a substantive step forward or alluring semantics?
To help sort out the shifting landscape, I asked Michael Sullivan, CEO of the digital experience firm Acquia, for his thoughts.
Paul Talbot: One would think it’s fairly straightforward to give users the content they want. Is it?
Michael Sullivan: It’s true that serving up a specific piece of content is not difficult. But that assumes that you know the user’s interests, you know which content is relevant, and that you know how to engage them through the right communications channel. Each of these things bring a lot of complexity.
To be successful, you need technology to build user profiles by correlating a variety of different data points from many different systems. You also need to be able to organize, and understand, content and have the intelligence to match this up with user profiles.
Easier said than done.
Talbot: When marketers try to line up their CMS with what they believe people want, what gets in the way of good decision making?
Sullivan: There are a number of challenges brands face when trying to deliver content online to customers and prospective customers. Acquia actually surveyed marketers last year about some of these challenges. We found that nearly three-fourths of marketers globally feel like technology has made it harder, not easier, to offer customers personalized experiences – with 83 percent saying that customer data lives in silos.
Ultimately, marketers are investing in technology to improve the digital experience for customers – to create efficiencies with automation, to better personalize content, etc.
However, there are so many disparate technologies that often are closed systems and do not connect. As a result, data lives in silos. So, despite this investment in technology, it’s becoming a barrier to digital experience, not an enabler.
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