Insights into trends in content management systems: provocative analysis
A CMS is a software program used to support the creation and modification of digital content. This system offers the ability to tailor content based on the specific needs of users with the help of data provided by them or collected by the website. This process covers all the processing of web pages starting from simple tools to create the information, going through the publication and finally to the archive. With the help of this simple mechanism, authorization can be entrusted to the company itself with the ability to drastically simplify the maintenance of the website.
Innovative trends that will drive marketing to success
Use analytics to drive content
It is stated that the analytics capability within the CMS strategy will be a core offering and will be available with both internal and external analytics tools. This will ensure the ability to have the correct content type for the correct segment of the respective audience. Also, creating different content for different contexts will be easier and also for a better understanding of which part of the website you should write differently. Content performance cannot be measured by number of views. Measuring the effectiveness of content is a huge challenge for marketers. The analytics provide information about the customers and the CMS strategy. This data will allow you to create relevant content based on audience segments and subsequently improve customer conversion and retention.
Hybrid cloud-based ECM
Hybrid cloud-based solutions have started to gain appeal due to the benefits of the cloud combined with the security of confidential information located on a local server. These flexible cloud models allow the organization to effectively manage, protect, and use within the same framework using the most secure on-premises systems. Therefore, these solutions ensure future scalability and agility while avoiding the resource-intensive types of deployment that have been used for decades.
Many of the industry experts predict that machine learning is the next BIG advance in future predictions. Machine learning, in essence, is a type of artificial intelligence (AI) that enables computers to learn by examining data and recognizing patterns. With this machine language, computers can find hidden information. The integration of machine learning will help create smarter applications that are more relevant to customers. This can take you to the next level with location awareness, based on different browsing habits at the time of day, exclusion of anomalies, socio-economic attributes, and collaborative filtering. Complementing the content management system with machine learning will deliver content that is better tailored to user needs, demands and preferences and will bring significant value to the business. Machine learning innovation will prevail for years to come. It has already been seen that machine learning services offered by IBM, Azure and Amazon integrated with CMS platforms are emerging.
Monolith to Micro service CMS
The concept of microservices is becoming a very attractive architectural approach today. Microservices are a proven way to build business applications by coordinating with small services independent of business capabilities, each running through its own process and communicating with lightweight mechanisms. By applying microservices concepts, today’s monolithic system can be divided into much smaller interchangeable parts. This concept will bring numerous benefits such as faster time to market with innovative features, attractive licenses where you pay only for what you need and improved scalability, reduced risk when upgrading old features, and better service interchangeability.
Approach of a template
Moving away from the monolithic approach, end users will need to make design changes to their web pages on an ad hoc basis. Before, there are two extremes of CMS:
1. Highly flexible systems that significantly jeopardize brand consistency and consequently the visitor experience.
2. Rigidity systems that every time an organization or a user had to go through a developer resource, or even a CMS provider for a minor change in the design of a template
Businesses expect a high level of security, more complex and functional than what current CMS solutions offer. Low-quality authentication or authorization controls for companies will pose a risk to security, operational, and financial features. In addition to mandatory expectations such as passwords and data encryption, there are more complexities in enterprise directory single sign-on, social logins, SOX auditability levels, and integration with other services such as multi-factor authentication and the sales force. Businesses are demanding more security features like passwordless authentication, broken password detection, biometric security, and Google Authenticator, etc. Emerging CMS platforms are expected to be integrated and configured with these special authentication and authorization capabilities in the future.
Create once, publish everywhere
The ability to share content across multiple pages and websites is imperative for CMS solutions. However, they should not be seen as a simple tool to bring content to the website. Now you are moving towards a shift of leveraging the CMS as a data warehouse house allowing content to be published on multiple platforms and also in different formats as required. Therefore, “Create Once, Publish Everywhere” (COPE) will be the viable way to manage your organization’s content.
Holistic customer experience on all devices
Those days when PCs were the only way to get to the business organization’s website are long gone. Today, people use many different devices like smartphones, tablets, and laptops to interact. Therefore, CMS should have the ability to accommodate this change. Although it cannot be used to manage mobile apps or email newsletters, it does require that it be integrated with other components to be a winning approach. Content Management System will have to train its users to identify with problem areas and make changes quickly. You must also have as a requirement the ability to deliver personalized content to the customer based on the user experience.
The entry of machine learning and artificial intelligence will rewrite CMS strategy and pave the way for a sea change in both technology and business. Advanced customization, Omni-channel presence, and anytime availability will only drive future engagements and conversions. The next is the period when content management systems must prepare to review their strategies and procedures to meet changing demands.