A CMS is a software program to support the creation and modification of digital content. This system offers the possibility of adapting the content to the specific needs of users using data provided by them or collected by the website. This process includes the entire processing of the websites, starting with simple tools for creating the information, through publication to archiving. With the help of this simple authorization mechanism, the company itself can be entrusted with the opportunity to greatly simplify the maintenance of the site.
Innovative trends that lead marketing to success
Use of analytics to control content
It is anticipated that analytics capability will be a core offering within the CMS strategy and will be compatible with both internal and external analytics tools. This ensures that the right content type is available for the right segment of each audience. It also makes it easier to create different content for different contexts and also for a better understanding of which parts of the website need to be written differently. Content performance cannot be measured by the number of views. Measuring content effectiveness is one of the biggest challenges for marketers. Analytics provide insights into customer and CMS strategy. This data makes it possible to create relevant content based on audience segments and subsequently improve conversion and customer retention.
Hybrid cloud-based ECM
Hybrid cloud-based solutions are becoming increasingly attractive due to the advantages of the cloud combined with the security of sensitive information residing on a local server. These flexible cloud models allow organizations to manage, protect, and leverage the most secure on-premises systems within the same framework. As such, these solutions ensure future scalability and agility while avoiding resource-intensive deployment types that have been used for decades.
Many of the industry experts predict that machine learning will be the next big thing in future predictions. Machine learning is essentially a type of artificial intelligence (AI) that allows computers to learn by examining data and recognizing patterns. With this machine language, computers are able to find hidden insights. Machine learning integration will help build smarter applications that are more relevant to customers. This can be taken to the next level with location awareness based on different browsing habits at the time of day, exclusion of anomalies, socio-economic and also collaborative filtering attributes. The addition of machine learning to the content management system will deliver content better tailored to user needs, requirements and preferences, bringing significant value to the business. Innovations in machine learning will prevail in the coming years. It has already been observed that machine learning services offered by IBM, Azure and Amazon and integrated with CMS platforms are emerging.
Monolith to Micro Service CMS
The concept of microservices is evolving into a very appealing architectural approach these days. Microservices are a proven way to build business applications by being coordinated with small independent services from the business functions, each running their own processes, and by communicating with lightweight mechanisms. By applying micro-services concepts, the current monolithic system can be broken down into much smaller interchangeable parts. This concept brings numerous benefits, such as faster time-to-market with innovative features, attractive licensing where you only pay for what you need, and improved scalability, less risk of upgrading legacy features, and better interchangeability of services.
Approach to a template
Moving away from the monolithic approach requires end users to make ad hoc changes to the layout of their web pages. There used to be two extremes of CMS:
1. Systems with high flexibility that significantly jeopardize brand consistency and thus the visitor experience.
2. Systems of rigidity that each time an organization or user had to visit a developer resource or even a CMS provider to make even a minor change to a template’s layout
Companies expect a high level of security, complexity and functionality than the current CMS solutions offer. Low-quality authentication or authorization controls by organizations pose risk to security, operations, and financial characteristics. Aside from the mandatory expectations like passwords and data encryption, there are other complexities in corporate directory single sign-on, social logins, SOX levels of auditability, and integration with other services like multi-factor authentication and sales force. Businesses are demanding more security features like passwordless authentication, broken password detection, biometric security and Google Authenticator and so on. In the future, it is expected that the emerging CMS platforms will be integrated and configured with these special authentication and authorization functions.
Create once, publish anywhere
The ability to share content across multiple pages and websites is essential for CMS solutions. However, they should not be seen as just a tool to get the content onto the site. There is now a shift towards using the CMS as a data warehouse, allowing content to be published to multiple platforms and also to different formats as needed. Therefore, create once, publish anywhere (COPE) will be the viable way to manage content for the organization.
Holistic customer experience on all devices
Gone are the days when personal computers were the only way to reach the corporate organization’s website. Nowadays people use many different devices such as smartphones, tablets and laptops to interact with each other. Therefore, CMS should be able to accommodate this change. While it cannot be used to manage mobile apps or email newsletters, it still needs to be integrated with other components to be a successful approach. Content management systems must enable their users to identify problem areas and make changes quickly. Also, it should imperatively be able to offer the customer custom content based on user experience.
The advent of machine learning and artificial intelligence will rewrite CMS strategy and pave the way for radical change in both technology and business. Advanced personalization, omni-channel presence and always-on availability will increase engagement and conversions in the future. Ahead is the time when content management systems should prepare to rethink their strategies and procedures to meet evolving demands.