Many years ago marketers planned and executed a campaign, analysed the results, and then used their findings to improve their next campaign. Nowadays, there’s no time for such a leisurely pace.
Consumers expect immediacy, and as such so do businesses themselves; there’s no time to sit and think when action could be taken. Planning, analysis and execution are carried out in tandem and continuously. Whether it’s removing sensitive information from a website, or being able to update a new product USPs when a competitor has just launched a rival product, agility is crucial. Being able to react to the wealth of sources of data and implement changes has become important. Soon it will be essential.
As the saying goes, it takes a long time to turn an oil tanker; many marketers feel that their marketing team represents an oil tanker when they need it to be a jet ski. Knowing you need to be agile, however, is far easier than actually achieving it. Why? Because agility is often hindered by the technical process.
Historically, marketers have approached developers to ask for relatively trivial website change requests such as changing the website structure to cascade throughout the site, moving a product from one sub menu to another, or changing the brand look and feel. However, due to a long list of priorities from multiple groups and sources, developers have not been as quick to take action on these as marketers would like.
The result is that marketing requests are pushed down the queue as developer workloads pile up with other tasks. This in turn causes lag time for marketing activity turnaround. But there is a solution that can help prevent the time lag headache, closing the gap between idea and execution. A CMS which provides a ‘drag and drop’ interface from which marketers can manage website changes helps them to restructure the site, add landing pages, add a module or build a mobile app all without relying on developer help.
Specifically, by using the tools and functionalities offered within a CMS, marketers can:
· Make content changes: Take straight forward content changes into their own hands. This is especially important when marketers need to change content quickly
· Easily incorporate translations: Multilingual asset support features ensure appropriate content is delivered to global audiences, with localised digital assets – documents, images, videos, files and more
· Collect data using landing pages: Usually sitting within the realm of the developer, by using an advanced CMS marketers, can connect landing pages to back end data bases, enabling data capture and storage
· Gain Omni-channel insight: A 360-degree view of customer data, compiled from different touch points across multiple channels - CRM, direct marketing or engagement on social media, enables marketers to make real-time, data-driven decisions.
Giving marketers more control is a win-win situation. They feel more empowered to make the changes that would have once been beyond them, whilst developers can focus on the bigger tasks which require their specialist skills. All of this frees up more time and lends more hands and eyes to the task of reacting quickly. Simply put, more gets done.
With today’s digital marketers more directly accountable for business results than ever before, the ability to execute and implement change based on data driven and market insights is key. Execution is the key differentiator between staying stagnant and change. Marketers should consider the benefits of advanced CMS to empower themselves to take control and drive business results.
By Mark Armstrong, VP and MD EMEA at Progress
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