Thursday, November 01, 2012
By now, most marketers understand that online consumer behavior has evolved as they become more connected. This evolution demands far more personalized and streamlined content across multiple channels and screens.
To engage with consumers these days, marketers and content creators are left tailoring website content and functionalities for each screen, whether it’s a PC, mobile phone or tablet. But, these tedious and somewhat redundant updates and content changes take a lot of effort, sometimes more than the time available, and companies are often left missing the opportunity to provide their customers with a positive and consistent user journey. The other problem marketers are facing is that new devices and updated versions of devices are released faster than they can keep up with, and it is truly unrealistic in terms of resources and time to edit each platform each time a change is made.
I recently read an interesting report by Forrester Research, Inc, discussing responsive design and multi-touchpoint Web design, describing responsive design as an approach that “forces user experience developers to design and optimize from the outset for all touchpoints they need to support, regardless of screen size or device orientation." Though compatibility with CMS does seem to pose some obstacles, the multiscreen approach is the future, and pulling from existing knowledge and best practices, a solution is within reach.
That’s why I’m excited about the EPiServer 7 CMS platform we announced yesterday. This new release provides our customers with the flexibility and ease of use that allows marketers to seamlessly engage with their customers in a personalized and consistent manner. It is the first CMS platform of its kind to address the growing need for responsive design, and we are certain it is going to change the way marketers and content workers think about their cross-channel efforts moving forward.
By shifting to a responsive design mentality, where we allow user behaviors and preferences to guide the way a CMS platform is developed and how it functions, we can move the capabilities of CMS to the future, allowing for real time updates and a seamless, integrated experience for the customer regardless of the latest gadget they are using. With this shift in approach, we can both effectively manage content and offer smarter and more relevant design.
Outside the system, constant flows of information from social channels to mobile devices hold valuable information about customer behavior which can be leveraged to personalize the experience for each user and device. By effectively pulling in this data in a way that is integrated with their CMS technology, business can experience higher engagement and conversion rates while maintaining a positive and consistent customer experience across channels.