Numerous studies prove the enormous importance of a personalized, digital customer dialogue at all touchpoints in the respective national language.
A classic Content Management System (CMS) is usually not enough to first of all convince customers and secondly to engage on all devices. More and more companies are therefore opting for a digital experience platform that offers the convenience of the "familiar", professional CMS and helps, in addition, with automation and artificial intelligence (AI) to more easily meet marketing and corporate goals.
e-Spirit, manufacturer of the FirstSpirit Digital Experience Platform, presents three new approaches in the field of digital content marketing, that might be useful for you to convince customers individually and effectively.
1. Concentration on core business through SaaS
In an increasingly complex world, companies must focus and become at the same time more agile in their IT, making the topic of business software as a service (SaaS) the more interesting.
According to IDC, worldwide spending on public cloud services and infrastructure will more than double by 2023, and adoption of public (shared) cloud services will continue to grow rapidly as enterprises, especially in professional services, telecommunications, and retail, continue to shift from traditional application software to software as a service (SaaS).
In fact, IDC expects SaaS being the largest category of cloud computing, with leading applications such as customer relationship management (CRM) and enterprise resource management (ERM).
Experts like FirstSpirit believe that “in addition to user-based pricing and cost savings, the SaaS model scores above all by the possibility of concentrating on content and the core business.”
The CMS manufacturer always keeps the complete software up to date and guarantees smooth operation at the most secure data locations.
2. Play content automatically in all channels
In the meantime, many companies have reached a point where the effort to manage content and campaigns in a variety of channels becomes too stressful. After all, not only the multilingual 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.
With the API-based approach of Headless CMS, a back-end only content management system built from the ground up as a content repository that makes content accessible via a RESTful API for display on any device, there is now a uniform way to retrieve content from a central instance in a format-neutral way that can be played out at all relevant touchpoints. Headless also supports the autonomous operation of specialist teams and enables companies to achieve the necessary "delivery speed" that gives them a strategic competitive advantage.
Decisive for the overall success of such a solution, however, is the connection of the headless content distribution technology of the new world with the enterprise-class CMS features and the comfort from the well-known CMS world. Only with a so-called hybrid CMS like FirstSpirit do companies combine the usual efficiency and usability with the efficient distribution of content.
3. AI-based optimization for the most successful content
Whether text, layout, menu bars, banner advertising or pop-ups - with modern personalization technology it is possible to personalize every component of digital communication across channels. The success of personalization, in turn, can be measured with A / B testing and brought to new heights.
This increase in success is hardly manageable by hand. Artificial intelligence (AI) called ‘Predictive Targeting’ supports the marketer by providing predictions about the success of possible personalization strategies with just one click.
As you can imagine, there are many more examples of how an enterprise-class CMS takes on a lot of work in creating, managing and analyzing content through automation and artificial intelligence.