CMS is a program used to support the creation and modification of digital content. This system offers the ability to tailor content according to the specific needs of users using data provided by them or collected on the website. This process includes all the processing of web pages, from simple tools for creating information, through publishing, and finally, to archiving. With this simple mechanism, authorization can be entrusted to the business itself, which can potentially greatly simplify the maintenance of a website.
Innovative Trends That Will Drive Marketing Success
Using analytics to manage content
The analytic capabilities within the CMS strategy are expected to be the core offering and be compatible with both internal and external analytic tools. This will ensure you have the right type of content for the right segment of the right audience. It will also make it easier to create different content for different contexts, as well as a better understanding of which part of the website needs to be written differently. The effectiveness of your content cannot be measured by the number of views. Measuring content performance is the biggest challenge for marketers. Analytics provides insight into customers and CMS strategy. This data will allow you to create relevant content based on audience segments and subsequently improve conversions and customer retention.
Hybrid Cloud ECM
Hybrid cloud solutions have begun to gain attention due to the benefits of the cloud combined with the security of sensitive information residing on an on-premises server. These flexible cloud models enable an organization to manage, secure, and leverage the most secure on-premises systems in a single platform. Thus, these solutions provide scalability and flexibility in the future, while avoiding the resource-intensive deployment types that have been in use for decades.
Many industry experts predict machine learning is the next BIG thing in future predictions. Essentially, machine learning is a form of artificial intelligence (AI) that allows computers to learn by exploring data and recognizing patterns. With this machine language, computers can find hidden ideas. Machine learning integration will help you create smarter apps that are more relevant to your customers. This can take it to the next level with location awareness based on different browsing habits based on time of day, anomaly exclusion, socio-economic and similar attributes of collaborative filtering. Complementing the content management system with machine learning will provide content that is better aligned with user needs, requirements and preferences, and will bring significant business benefits. In the coming years, innovation in machine learning will dominate. Already, you can see the emergence of machine learning services offered by IBM, Azure and Amazon, integrated with CMS platforms.
Monolith on microservice CMS
The concept of microservices is becoming a very attractive architectural approach these days. Microservices are a proven way to build business applications by coordinating with small, independent services through business opportunities, where each one runs in its own process and interacts with lightweight mechanisms. By applying microservices concepts, the current monolithic system can be split into much smaller, interchangeable parts. This concept will bring many benefits, such as faster time to market with innovative features, attractive licensing where you pay only for what you need, and improved scalability, reduced risk when upgrading old features, and better exchange of services.
One template approach
Moving away from a monolithic approach, end users will need to make changes to the layout of their web pages on an individual basis. Previously, there were two extremes of CMS:
1. Systems of great flexibility that significantly compromise the integrity of the brand and, as a result, the experience of visitors.
2. Systems of rigidity, which every time an organization or user had to turn to a developer resource or even a CMS provider for even a minor change in the template layout.
Companies expect higher levels of security, complexity and functionality than current CMS solutions offer. Poor quality enterprise authentication or authorization will pose a security, operational and financial risk. In addition to mandatory requirements such as passwords and data encryption, there are more complexities with corporate SSO, social logins, SOX audit levels, and integration with other services such as multi-factor authentication and sales. Businesses need more security features like passwordless authentication, cracked password detection, biometric security, Google Authenticator, and so on. It is expected that in the future, new CMS platforms will be integrated and configured with these special authentication and authorization features.
Create once, publish everywhere
The ability to share content across multiple pages and websites is a must for CMS solutions. However, they should not be seen as just a tool for promoting content on a website. It is now moving to using the CMS as a data store, which allows content to be published across multiple platforms, as well as in various formats as needed. Therefore, Create Once, Publish Anywhere (COPE) will be a viable way to manage content for an organization.
Comprehensive customer service across all devices
The days when PCs were the only way to access a business organization’s website are over. Today, people use many different devices to interact, such as smartphones, tablets and laptops. Therefore, the CMS should be able to adapt this change. While it cannot be used to manage a mobile app or email newsletter, it needs to be integrated with other components to provide a winning approach. The content management system will need to give its users the ability to identify problem areas and make changes quickly. Also, it must be possible to offer the customer customized content based on user experience.
The advent of machine learning and artificial intelligence will reshape CMS strategy and pave the way for a radical shift in both technology and business. Enhanced personalization, Omni-channel availability, and accessibility only at any time will improve engagement and conversions in the future. This is coming a time when content management systems must prepare to rethink their strategies and procedures to meet evolving needs.