Article

Linus Gregoriadis
Linus Gregoriadis 31 July 2017

Five Key Trends Driving CMS Investment

Companies continue to invest in content management systems because of the integral role the technology plays in underpinning digital operations across a range of business functions. Find out the five key trends driving CMS investment in this article!

Below we outline some of the key trends driving the web CMS market, taken from the business case template in our recently published CMS Vendor Selection Pack

Liberating marketers from antiquated software.

Marketers have become key internal stakeholders for web content management systems, usurping IT departments, which, generally speaking, were prone to making unilateral decisions about technology without due consideration for users.

Software has become much less technical for end-users, with marketers now able to spend less time bogged down with unwieldy technology and more time on tasks that genuinely add value for the business.

Content management becomes web experience management.

The quality of the digital experience across an array of devices including smartphones is an integral part of attempts by companies to improve the quality of the overall customer experience.

Better management and optimisation of content in the context of the customer journey can drive better business outcomes, including more brand consistency, better customer engagement and increased revenue.

Increased ability to integrate marketing technology.

The evolution of CMS and open application programming interfaces (APIs) have made it easier to connect with other marketing technologies such as digital analytics and marketing automation, driving a more joined-up approach and better performance for marketers.

Some vendors now include CMS as part of a wider suite of offerings, bringing efficiencies for marketers who want to consolidate the number of vendors they work with. For those who prefer to “mix and match” vendors, open APIs and built-in integrations make this easier than ever. 

Personalisation holds key to better digital experience.

A modern CMS enables more advanced segmentation based on a range of data sources, which helps to personalise the experience for consumers, even if it isn’t necessarily always true one-to-one marketing.

Marketers are getting better at content mapping, which helps them to define which content is most appropriate for which audience segment in which context, and at which point in the customer journey.

Rise of cloud-based solutions.

The software-as-a-service (SaaS) model brings with it well-documented benefits such as lower cost, faster implementation and a reduced burden on internal IT.

While the cloud means that companies don’t have to install and then re-install software into their own environment, hybrid solutions give companies the option of doing this if they need to. 

Download our CMS Vendor Selection Pack for more information about how to select the best web CMS for your business.

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