This week, e-Spirit was a gold sponsor at CMSWire’s DX Summit in Chicago where the buzz was all about customers, experiences, and digital dexterity. If you didn’t make the event, here are three key takeaways:
- Best-of-Breed is the defacto strategy for making your digital ecosystem future ready.
A best-of-breed focus helps organizations build custom digital marketing suites to suit their unique business needs using the richest and most modern set of capabilities available on the market. Translation: competitive differentiation and advantage. FirstSpirit is highly interoperable with any system, from CRM systems to e-commerce to DAM, ERP and so on. In fact, we’re so interoperable that you can easily integrate with any system, and pull or push content to any system, channel, or ‘thing’ in the Internet of Things. We play nice with everyone, and that approach helps marketers quickly adopt and capitalize on technologies that place the customer at the center of every interaction for competitive omnichannel experiences. FirstSpirit is the best-of-breed Web content management system for companies intent on delivering exceptional omnichannel experiences not just now, but in the future as well.
- The tsunami of new marketing tools requires a decoupled architecture/approach to leverage this innovation power
Today’s rapidly evolving marketplace demands a digital marketing infrastructure that enables you to quickly adapt. Gartner calls this critical capability “Digital Dexterity”, and CMS vendors are scrambling to enable it. CaaS CMS’ like FirstSpirit—also known as headless or decoupled CMS’—are the answer. Content-as-a-Service (CaaS) is a disrupting factor in the content management space. The biggest challenge organizations face is how to keep pace with the growth of tools and channels—such as IoT—as they continue to evolve. New IoT technologies crop up every day and that growth is only accelerating. Traditional CMS technology requires time and resource-consuming integrations with each new channel added. CaaS gets rid of that problem completely, eliminating the need for costly integrations while making organizations more agile by allowing them to add new channels to their mix with speed and efficiency.
- DX optimization takes a lot of time and thought - no tool can take away this effort
It’s true that no tool can do the optimization work for you, but they can greatly simplify the process for you as well as increase the speed with which you can deliver the next best digital experience. Again, CaaS is the answer. Think of CaaS as more like a digital experience platform or virtual content repository than a pure-play content management system. It gives marketers the ability to deliver content to and from any marketing tool or channel including the Internet of Things—wearables, smart home devices, digital signage, etc.—and present it instantly in the optimized format designed for each. It simplifies the delivery of content, eliminating the chaos that often comes with evolving channels and marketing tool sets.
Customer obsession is the new normal for the marketing mindset. That means that marketers must have a digital ecosystem in place that will enable the next best digital experience. The future is just around the corner and the changes will be massive. Here’s some food for thought about what’s to come that should reinforce the importance of a future-ready digital ecosystem:
- “Technology will be embedded in everything in the digital business of the future. Rich digital services will be delivered to everything, and intelligence will be embedded in everything behind the scenes. We call this mesh of people, devices, content and services the intelligent digital mesh...as a leader seeking to exploit the digital mesh, you must respond to the disruptive technology trends enabling this future.” Gartner, Top 10 Strategic Technology Trends for 2017
- According to Gartner, “WCM is being regarded now as a mission-critical priority to help drive the overall digital strategy. By year-end 2017, Gartner estimates that over 90% of organizations claiming success at digitalization will regard their WCM software as a mission-critical component of that success.”
- “By 2020, over 20 billion connected things will be in use across a range of industries; the IoT will touch every role across the enterprise.” Gartner Internet of Things Primer for 2016
- Analyst firm IDC recently called vendor and enterprise IoT spending “explosive” and projected it to reach $1.7 trillion in 2020.
- “The future of WCM isn’t the monolithic applications and marketing clouds we see today. [You] must focus on allowing customers to assemble digital experiences by easily connecting services and APIs.” Tom Wentworth, CMO of RapidMiner
- “By 2020, the average person will have more conversations with bots than with their spouse. Make no mistake, our interactions with technology are growing rapidly. The use of bots is encroaching on our lives due to the rise of AI and conversational user interfaces.” Gartner, Top Strategic Predictions for 2017 and Beyond: Surviving the Storm Winds of Digital Disruption
- “By 2020, 100 million consumers will shop in augmented reality.” Gartner, Top Strategic Predictions for 2017
- “Gartner predicts sales of HMDs for both AR and virtual reality (VR) applications to increase from less than 500,000 units in 2015 to nearly 40 million by 2020. By 2030, immersive interfaces will have replaced all other user experience paradigms in 80% of use cases that require human-to-machine interactions.” Gartner, Market Guide to Augmented Reality
Gartner rates e-Spirit's CaaS/headless approach as a strength in the 2016 Magic Quadrant for Web Content Management.