Page 18 - AeM_March_2020

BEST
PRACTICES
&
STRATEGIES e-Spirit, manufacturer of the FirstSpirit Digital With the API-based approach of Headless CMS, a
Experience Platform, presents three new back-end only content management system built
approaches in the field of digital content from the ground up as a content repository that
marketing, that might be useful for you to convince makes content accessible via a RESTful API for
customers individually and effectively. display on any device, there is now a uniform way
to retrieve content from a central instance in a
1. Concentration on core business format-neutral way that can be played out at all

through SaaS relevant touchpoints. Headless also supports the
autonomous operation of specialist teams and
In an increasingly complex world, companies must enables companies to achieve the necessary
focus and become at the same time more agile in "delivery speed" that gives them a strategic
their IT, making the topic of business software as competitive advantage.
a service (SaaS) the more interesting.
Decisive for the overall success of such a solution,
According to IDC, worldwide spending on public however, is the connection of the headless
cloud services and infrastructure will more than content distribution technology of the new world
double by 2023, and adoption of public (shared) with the enterprise-class CMS features and the
cloud services will continue to grow rapidly as comfort from the well-known CMS world. Only with
enterprises, especially in professional services, a so-called hybrid CMS like FirstSpirit do
telecommunications, and retail, continue to shift companies combine the usual efficiency and
from traditional application software to software as usability with the efficient distribution of content.
a service (SaaS).
3. AI-based optimization for the most
In fact, IDC expects SaaS being the largest
category of cloud computing, with leading successful content
applications such as customer relationship
management (CRM) and enterprise resource Whether text, layout, menu bars, banner
management (ERM). advertising or pop-ups - with modern
personalization technology it is possible to
Experts like FirstSpirit believe that “in addition to personalize every component of digital
user-based pricing and cost savings, the SaaS communication across channels. The success of
model scores above all by the possibility of personalization, in turn, can be measured with A /
concentrating on content and the core business.” B testing and brought to new heights.

The CMS manufacturer always keeps the This increase in success is hardly manageable by
complete software up to date and guarantees hand. Artificial intelligence (AI) called ‘Predictive
smooth operation at the most secure data Targeting’ supports the marketer by providing
locations. predictions about the success of possible
personalization strategies with just one click.
2. Play content automatically in all

channels As you can imagine, there are many more
examples of how an enterprise-class CMS takes
In the meantime, many companies have reached on a lot of work in creating, managing and
a point where the effort to manage content and analyzing content through automation and artificial
campaigns in a variety of channels becomes too intelligence. ◊
stressful. After all, not only the multilingual By MediaBUZZ
websites, but also web shops, mobile devices,
progressive web apps (PWA), kiosk systems,
digital signage and IoT devices must be used -
often done by independent teams for mobile,
website, digital display, etc.

March 2020: Content Marketing: authenticity, transparency & quality instead of keyword battle 18