A CMS is a software program used to support creation and modification of digital content. This system offers the ability to tailor the content based on users specific needs with the help of data provided by them or gathered by the website. This process encompasses the whole processing of the web pages starting from simple tools to create the information, through publishing and finally to archiving. With the help of this simple mechanism authorization can be entrusted into the business itself with the capability of potential to dramatically simplify the maintenance of website.
Innovative trends that will drive the marketing to success
Using analytics to drive content
It is predicated that analytics capability within the CMS strategy will be a core offering and capable with both internal and external analytics tools. This will ensure the ability to have the correct content type for the right segment of the respective audience. Also creating different content for different contexts will be made easier and as well for the better understanding of which part of website need to write differently. Content performance cannot be measured by the number of views. Measuring the effectiveness of the content is a biggest challenge for the marketers. Analytics provide insight about the customers and CMS strategy. This data will enable to create relevant content based on audience segments and subsequently will improve conversion and retention of customer.
Hybrid Cloud-Based ECM
Hybrid Cloud-Based solutions have begun to gain attraction because of the benefits of cloud combined with security of sensitive information located on a local server. These flexible cloud models enables organisation to manage, protect and effectively use within the same framework by the most secured on-premises systems. Thus these solutions ensure future scalability and agility at the same time it avoids resource-intensive deployment types which has been in use for decades.
Many of the industry experts are forecasting that machine learning is the next BIG thing in the future predictions. Machine learning in essence a type of Artificial Intelligence (AI) which allows computers to learn by examining data and by recognising patterns. With this machine language computers are able to find hidden insights. Integrating machine learning will help to create smarter applications that are more relevant to the customers. This can take to the next level with location awareness, based on different browsing habits on the time of day, anomaly exclusion, socioeconomic and likewise collaborative filtering attributes. Supplementing Content Management System with machine learning will deliver better matched content to the needs of user, demands and preferences and brings significant value to the business. Machine learning innovation will take the hold in coming years. It has been already able to see that machine learning services offered by IBM, Azure and Amazon integrated with CMS platforms are emerging.
Monolith to Micro service CMS
The concept of micro services is becoming a very appealing architectural approach now- a-days. Micro services are a proven way to create business applications by coordinating with small independent service by the business capabilities, where each run by its own process and by communicating with lightweight mechanisms. By applying micro services concepts the current monolithic system can be split into much smaller interchangeable parts. This concept will bring numerous advantages like faster to market with innovative features, attractive licensing where you will pay only for you need and improved scalability, reduced risk while upgrading the old features and better service interchange ability.
Approach of One Template
When moving away from the monolithic approach, end users will need to make changes to the layout of their web pages on the basis of ad hoc. In earlier, there are two extremes of CMSs:
1. Systems of much flexibility which significantly put in danger he brand consistency and consequently, the visitor experience.
2. Systems of rigidness that every time an organization or a user had to go through a developer resource, or even to a CMS vendor for even a minor change to the layout of a template
Businesses expect high level of security, more complex and functionality than the current CMS solutions offer. Low quality authentication or authorisation controls of businesses will have the risk on the security, operational and financial features. Besides from the mandatory expectations like passwords and data encryption there are more complexities in enterprise directory single sign-on, social logins, SOX levels of auditability and integration with other services like multifactor authentication and sales force. Businesses demand more security features like password less authentication, broken password detection, biometric security and Google Authenticator and so on. It is anticipated that in future the emerging CMS platforms will be integrated and configured with these special authentication and authorization features.
Create Once, Publish Everywhere
The ability to share contents across multiple pages and websites is imperative for CMS solutions. Yet they should not be viewed as just a tool to push the content to the website. Now it is moving to a shift of leveraging the CMS as a data ware house which allows publishing content to multiple platforms and also in different formats as needed. Hence ‘Create once, publish everywhere’ (COPE) will be the viable way for managing content for the organisation.
Holistic customer experience across all devices
Those days where PCs were the only way to reach the business organisation website has gone. Today people use many different devices like smart phones, tablets and laptops to interact. Hence CMS should have the capability to adapt this change. Even though it cannot be used for managing mobile app or email newsletter yet it is required to integrate with other components to be a winning approach. Content Management System will have to empower their users to identify with the problem areas and do modifications quickly. Also it should have in mandatory of the ability to offer custom content to the customer based on the user experience.
The entry of Machine Learning and Artificial Intelligence will rewrite the CMS strategy and will pave the way for a radical shift in both technology and business. Advanced personalization, presence of Omni-channel, and anytime availability only will boost engagements and conversions in the forthcoming. Upcoming is the period where the content management systems should prepare to revisit their strategies and procedures to cater to the evolving demands.
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by Anand Jayam