Data

The latest evolution of Content Management System platforms indicate rapid change to enable consistent, personalized delivery of messaging and content across an array of media and channels, according to a new research report from Winterberry Group.

The paper is sponsored by Brightspot, a leader in CMS technology.

“What initially began as a means to manage content for basic web pages has undergone a remarkable transformation, evolving into versatile platforms capable of facilitating and managing diverse digital experiences and offline content,” according to the report.

“With so many channels – the need to give audiences consistent content is challenging in itself,” said Michael Harrison, managing director, Winterberry Group, who co-authored the new CMS white paper with Charles Ping, managing director, EMEA, and Stephanie Loutsenko, senior engagement manager, both of Winterberry Group. “Thankfully, the technology driving today’s state-of-the-art CMS is enabling organizations to adapt.”

“We’ve identified six types of CMS platforms – each with their own considerations for ownership costs, data security and legal compliance concerns, among others,” Ping said, all of which are detailed in the 28-page report. The white paper findings are based on survey research of more than 150 experienced US-based decision makers and influencers of CMS tools, from both tech and non-tech backgrounds, as well as in-depth interviews with experts in the field – all conducted from June through August 2023.

The research identifies four current market forces driving today’s CMS platform development: proliferation of channels, omnichannel personalization at scale, growing investment in content, and growth of digital commerce.

Furthermore, the paper investigates newer innovations – such as enriched analytics reporting, artificial intelligence (AI)-powered content creation to support data-driven personalization for customer-facing systems, and CMS tools’ ability to “out-of-the-box” integrate with tech stacks and legacy systems – reflecting current desires and priorities of the CMS marketplace.

“This research highlights how a content management system should empower evolving business strategies over a long duration, not just a snapshot in time” says Raleigh McClayton, CEO at Brightspot. “Companies must take the time to understand their own content needs so they can select a CMS that has enough sophistication to make their specific digital experiences thrive across multiple channels.”

Additionally, the research found:

–Among organization users of CMS platforms surveyed in the report, 88% say they use such systems for consistent brand experience across websites; 72% for email; and 64% for digital display advertising;
–Online and offline content development consistency is also a driver of CMS investments with numerous challenges cited: legacy technology (47%); dispersed data and content assets (45%) and budgetary/time restraints (44%);
–41% of organizations look for CMS platforms that include integrated personalization capabilities, such as content management and deployment, marketing automation and customer relationship functionality; and,
–40% of organizations have integrated their CMS platform with their marketing automation or commerce platform, underscoring the need for robust partner integration capabilities of CMS tools.

“Content Management Systems: The Key to Omnichannel Media Experiences,” including an executive summary, is available for download from Winterberry Group, via a free registration.