Insights on Marketing & Technology

Within the next five years, digital will grow to account for 75% of the enterprise marketing budget—and the biggest chunk of that will focus on web content management. That means now, more than ever, it’s important to think about your enterprise content management system (CMS) as more than just a tool for adding pages to your corporate website.

When it comes to the options, technologies, philosophies, and approaches a CMS can deliver to an enterprise, there’s an avalanche of information to sift through—and it’s easy to find yourself buried very quickly.

The key is to focus on what led you down the CMS path in the first place: What problem are you trying to solve?

In most cases, organizations are looking to become more sophisticated in delivering a customer-centric experience that funnels leads—leads that will result in conversions. To that end, they require a platform that puts the business in control of content management. It should enable customer relationship management integration, as well as e-commerce, marketing efforts, campaign management, and analytics. It needs to integrate with the enterprise resource planning platform.

Table of content: 

1. Single view of customer
2. Real-time positioning and targeting
3. Multichannel support
4. Easy-to-use interface
5. Design flexibility