Article

Leonie Mercedes
Leonie Mercedes 8 August 2017

Is your web content management system still coping with today’s digital challenges?

On a day-to-day basis, digital marketers deal with an increasing number of evolving challenges, including maintaining brand consistency across global markets, managing content on different channels, and avoiding data breaches. Can their demands be met by their existing web content management platforms?

We present five questions businesses should ask themselves to determine whether their system is still fit for purpose, or if it’s time to upgrade to a digital experience management system.

Is your organisation’s branding delivered consistently across all touchpoints?

Customers expect a consistent experience from their favourite brands, whether they engage with them via desktop, mobile or tablet. Digital quality management (DQM) capabilities, a built-in feature of some DXMs, can address some of the biggest challenges digital marketers face, including delivering consistent branding and messaging across every market it serves.

Brand consistency is essential for maintaining brand reputation, and as more devices connect to you, the need for a WCM system to uphold it isn’t going anywhere.

Can you deliver personalised messaging to your customers?

Customers like to feel special, and that they are valued and understood by the brands they engage with, so it’s no surprise that personalised content can boost conversion rates and increase the likelihood of them returning to you. In fact, not a single respondent to a 2015 Experian Marketing Services survey among UK consumers said that they didn’t think personalisation was important.

Delivering personalised content to audience segments, or to targeted users based on ambient, behavioural or third-party data is another DXM capability, as well as running tests within the platform.

Can your marketing team deal with content management without involving IT?

IT teams have their own challenges, and won’t always be available to respond to the requests of marketers looking to make a change to the site content. Therefore, it’s crucial that the organisation’s WCM system should allow marketing teams to own management of their online presence, whether this includes editing content online, carrying out A/B tests, or dynamically serving the right content to the right audience on the right device and at the right time.

Are you sure you’re complying with global standards?

If your business is online (which we assume it is), it’s operating in markets all over the world. Each of these is likely to have its own varying laws and regulations for how digital marketing should be done within their borders. DQM systems can allow marketers to assure they are following local standards and avoid any penalties for non-compliance.

Is the business protected against data breaches or DDoS attacks?

We’ve saved what’s probably the most important one for last. In recent years, we’ve witnessed the impact and fallout of data breaches on many high-profile businesses, including Sony, TalkTalk and Tesco Bank. Each breach not only carries potential penalties for breaching data protection laws, but can seriously harm a brand’s reputation.

DDoS attacks, which flood sites with junk requests with the intent of crashing the service, are another threat faced by digital businesses. Can your web content management system protect against attacks like these?

Newer platforms are developed with security in mind, focusing on resilient, scalable architecture that can withstand events like DDoS attacks. They might also have flexible system access controls to allow administrators to easily supervise advanced permissions management of large teams, and have audit trail capabilities that help InfoSec teams keep track of internal vulnerabilities.

To find out more about digital experience management systems and how to select one to satisfy the needs of your business, download your complimentary copy of Crownpeak’s eBook “Replacing your WCM: 7 essential features your marketing & IT teams will both endorse”.

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