Your customers are empowered like never before. They seek out information about your business on their own terms, on their own time. They can choose to visit your site or download your app - and just as easily, they can decide to leave. It’s their call. If you want to engage them, you have to provide appropriate, relevant and entertaining information, in a consistent way across any channel or device they may choose to use to access it.
So how can you tailor to ever changing customer needs in a manner that is easy for both your IT and Marketing teams to implement, without needing to overhaul all of your current tools, and that will set you up to be able to adapt to shifting industry trends in the future?
There is an answer. An agile web content management system is often the key for digital businesses looking to transform their digital environments from an online catalogue to a full-service shopping experience. Here are 6 reasons why the right content management system (CMS) may be the perfect fit:
1. Easy Adoption Regardless of Technology Background
A good CMS allows every member of your team to control content and its delivery, regardless of their technical knowledge. The CMS provides a user-friendly interface that makes it simple to distribute content consistently in all relevant channels. This means your marketing team can create and optimize content quickly and independently (and the IT team will not have to spend time individually implementing content updates across channels).
2. Better Integration
Your digital retail environment should be a harmonious part of your overall ecosystem, not a separate entity. This ensures that your customers have a consistent brand experience, but it also enables you to learn from and adapt to your customers’ behaviour regardless of how they come into contact with your brand, and to ensure continuous engagement with your customer by maintaining contact with them through intelligent retargeting and marketing activities. A good CMS will integrate with your eCommerce, marketing automation, CRM, PIM tools and any other 3rd party systems to allow you to easily maintain and manage all of your digital activities.
In addition to integration, extensibility is another important aspect. Business requirements are constantly changing, and your organization must be able to continuously learn and adapt in response to market and consumer insights. These adaptations require CMS support. It’s crucial for your system to remain agile and flexible, to respond to evolving business needs.
3. Meaningful Visitor Engagement
Your customers are impatient; if they do not see the content they are looking for as quickly as possible, they are not likely to stick around very long. The ability to meaningfully engage customers through content targeting and personalisation can be mastered with the right CMS solution. For example a customer who is on their phone on the way home from work, in the rain, is likely in need of different content than someone who is at work on a laptop on a sunny day. Or if you see that your visitors are from a small business, you might want to address them in a different tone than, say, visitors from a global franchise.
Through the intelligent use of targeting and personalization, you can deliver contextually tailored information to your visitors across all channels, encouraging them to engage better with your brand.
4. Testing and Optimization
In order to serve visitors personalized content it is of course necessary to first answer the question, ‘what content would my visitor like to see?’. While many businesses still risk answering this question based on gut feeling alone, in the age of big data, marketers have no excuse for not drawing on insights about actual visitor behaviour to know which content works best for their various audiences.
Using A/B or multivariate testing allows marketers to test content quickly to see, for example, what kind of keywords or images their visitors are most drawn to. They can also build out customer personas to be able to create content specifically targeted for audiences that consistently exhibit certain types of behaviours. In short, a good CMS solution can show you what content performs best with your audience based on facts, not feelings.
5. Multichannel Publishing
The kinds of devices from which your customer can access information about your business is growing exponentially, and users are often impatient with businesses that don’t adapt quickly to new channel executions. Using a CMS that supports multi-channel executions natively means you can ensure a consistent and satisfying customer journey across all current - and any future - business communication channels. It also makes sure that all of your content is tailored and responsive to the needs of each channel. A mobile channel, for example, requires more than just presenting your website text in a new format; with the right CMS you can give mobile visitors a uniquely tailored experience without changing your core messaging or brand consistency.
6. Perfect eCommerce Experience
Customers expect to be able to buy everything easily and quickly in any channel, and to have a consistent experience with your brand across all touchpoints. And while they are just as comfortable shopping online as in-store, they approach online retail environments with a more critical eye. Just one bad e-commerce interaction can mean losing them to a different vendor or brand.
An excellent CMS solution allows eCommerce businesses to offer their customers a personalized shopping experience that will adapt to their context and help them find exactly what they are looking for quickly. Using information such as behaviour tracking, user analytics, mobile vs. desktop visits, social media data and geolocation, eCommerce businesses can create rich, engaging experiences for each individual customer that will keep them coming back to you.
The Bottom Line
Omni-channel personalization, content testing, and the overall agility and scalability of your content solution will become increasingly important to your digital business strategy. A great CMS will enable your business to serve to visitors the information that they actually want, when they need it. With the right content management solution, your business can put in place a future-proof foundation for business growth that enables you to harness this powerful alternative to “push” marketing; to ensure your that your customers are happy to engage with your business on their own terms.
By Tjeerd Brenninkmeijer, CMO Hippo CMS