The power of flexibility: why your enterprise needs a flexible CMS

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Sera Filiz

With consumers' preferences shifting like the wind and new technologies emerging by the minute, large enterprise businesses find themselves in a perpetual battle to stay relevant and connect with their audience effectively. In this high-stakes game, the flexibility of your Content Management System (CMS) emerges as the critical tool that can make or break a brand's online presence. Today, we delve into why flexibility is the linchpin for large enterprise businesses aiming to establish a strong digital foothold. 

The digital marketing revolution: where we stand 

Before we dive into the importance of a flexible CMS, let's take a quick snapshot of the digital marketing landscape in 2023. The statistics paint a vivid picture of a rapidly evolving ecosystem: 

  • Explosive growth of e-commerce: According to Statista, e-commerce sales are projected to reach $3.6 trillion by the end of this year, making digital storefronts an indispensable part of any brand's revenue strategy. 

  • Mobile-first approach: With over 50% of internet traffic originating from mobile devices, brands must prioritize mobile-friendly experiences to cater to their on-the-go audience. 

  • Content is king: The phrase remains relevant as ever. According to HubSpot, companies that publish 16 or more blog posts per month generate 4.5 times more leads than those publishing 4 or fewer. 

  • Personalization rules: 80% of consumers are more likely to do business with a company that offers personalized experiences, as per Epsilon's research. 

  • AI and automation: The implementation of AI in marketing operations has increased by 44% since 2017, as indicated by Salesforce. 

In this dynamic environment, enterprises must navigate a complex web of consumer expectations, technological advancements, and data-driven decision-making. This is where a flexible CMS proves to be the linchpin. 

The flexibility dilemma 

A CMS is more than just a platform to publish content. It serves as the backbone of your digital presence, orchestrating everything from content creation and management to delivery and optimization. However, not all CMSs are created equal, and their flexibility—or lack thereof—can significantly impact an enterprise's ability to adapt and thrive. 

So, what exactly is a flexible CMS? In simple terms, it's a platform that empowers brands to shape their digital experiences in real-time, without being bogged down by technical constraints. Flexibility means having the agility to change layouts, content structures, and functionalities on the fly, giving marketers the creative freedom they need to stay ahead of the curve. 

Here's why this flexibility matters: 

  • Adapt to changing trends: Consumer preferences and industry trends change rapidly. With a flexible CMS, you can easily adapt your website or digital properties to accommodate these shifts. Whether it's incorporating new design elements or embracing the latest interactive features, agility is key. 

  • Optimize for mobile: As mobile continues to dominate, a flexible CMS allows you to create responsive and mobile-friendly experiences effortlessly. This ensures your brand remains accessible to a vast and growing mobile audience. 

  • Personalization at scale: AI-driven personalization is the future of customer engagement. A flexible CMS seamlessly integrates with personalization tools, allowing you to deliver tailored content to individual users, driving higher engagement and conversions. 

  • Agile marketing: In a world where content is king, a flexible CMS enables marketers to create and publish content quickly. This agility is essential for capitalizing on timely opportunities and keeping your brand's voice relevant. 

  • Future-proofing: With technology advancing at breakneck speed, a flexible CMS future-proofs your digital presence. It ensures that your platform can easily integrate emerging technologies like augmented reality, virtual reality, or IoT, providing a competitive edge. 

The data speaks for itself 

To emphasize the importance of a flexible CMS, let's look at some compelling insights from our partners: 

  • Init's André Fialho advocates for a comprehensive approach that encompasses scalability, flexibility, reliability, and security. CoreMedia exemplifies this approach, offering a holistic solution that caters to diverse organizational needs while ensuring the capacity to expand as businesses grow. 

  • A true testament to CoreMedia's flexibility and adaptability is vividly portrayed in a Gartner Peer Review quote: “CoreMedia’s countless customizations...works great as an enterprise solution.” 

  • Jörg Forchner of Telekom MMS adds that over more than two decades, CoreMedia has remained steadfast, showcasing great flexiblity across a number of valuable projects, without compromising performance or user experience. 

The flexibility imperative 

A flexible CMS isn't just a nice-to-have—it's a must-have. It's the linchpin that empowers large enterprise businesses to navigate the complex terrain of consumer expectations, technological innovation, and data-driven insights. 

To establish a robust online presence and thrive in the digital age, brands must be agile, responsive, and forward-thinking. Your CMS should be your most trusted ally in this endeavor, providing you with the creative freedom and technical capability to stay ahead of the curve. 

As you look to the future of your enterprise's digital strategy, remember this: Flexibility isn't an option; it's an imperative. Embrace the power of a flexible CMS, and watch your brand soar to new heights in the dynamic world of digital marketing. Your journey to digital excellence begins with the right foundation—a foundation built on flexibility. 

In the digital arena, only the flexible survive. Is your CMS up to the challenge? Request a demo and get up to speed today. 

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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