We live in a world that’s more connected than ever. From our personal computers, smartphones, wearable devices and everything in between, we’re constantly receiving and consuming information. No matter where we are, the device we use, or the size of the screen.
So imagine then, as a consumer, that you’re unable to find the information you want about your favourite brand? Let’s go one step further and assume you’re able to find some information on their website but the mobile app you’ve been redirected to has completely different content? And what would really take the cake is if you could find information everywhere but it’s all giving you different details.
As consumers in a world like ours, it’s a blind expectation that we’re always going to find the information we need, that it’s accurate, and on our preferred device at any given point in time. Instant gratification.
Content creators, you have your work cut out for you. It’s one thing to be marketing products and services across platforms and devices to meet ever-changing customer demands and needs. It’s another ball game for brands whose unique proposition is their content itself—like news websites and publishers.
Here’s where web content management tools come in. The content management space is at an inflection point; businesses want even more granular control over their content to leverage how and where they need. Here are the basics.
Simply put, a Content Management System (CMS) is a back-end interface for any content creator to edit, modify and publish different mediums of digital content; be it for your website or blog. With it, you don’t have to worry about writing all the HTML and CSS codes from scratch. Essentially, you can easily and efficiently manage any media—videos, text, images, pop ups—that goes onto any page of your digital presence using a CMS.
It has helped content creators gain immense control over the content they’re putting out, the way in which this content gets consumed, version control, tracking and management. Great, right?
Here’s the thing though—as consumer demands evolve, the pressure for personalisation and providing a cohesive brand experience across multiple devices and platforms has risen dramatically. Leading to increased demands from the CMS. While some CMSs can, and do provide personalisation rules and management across different devices, the amount of time, effort and additional software required to meet these requirements requires something far more advanced and capable.
That’s where the Digital Experience Platform (DXP) comes in. At its core, it’s a CMS that can craft and manage in-depth customer engagement—at scale. A DXP will help you sync, manage and push any content across multiple verticals like web, app, mobile devices, kiosks, billboards and more. All this without any significant effort and development time, unlike with the traditional CMS.
A DXP is designed to help you build a meaningful relationship with your customers by giving them a unified, cohesive view of, and access to your brand. It can optimise data and layouts on the fly to meet specific customer needs. It will make you feel like you know—and can cater to—each unique customer in every geography, and their specific and changing needs and preferences. At the risk of exaggerating, it will make you (feel) omnipresent.
It’s all in the experience
Your customer experience needs to seem effortless to your customers. For you, you also need to be able to tailor and scale the experience you’re so carefully building, across channels and continents. The trick lies in delivering timely messages based on real-time user data and feedback. The CMS was once a solution to a problem, a DXP today is the solution to problems a CMS can't solve, your “centre of gravity”, if you will.