[Webinar Recap] How To Build a Microsite in 30 Minutes – No Coding Required

Missed our webinar? Don’t sweat it. View the recording of our presentation and find out how you can build a microsite that will be easy to set up and engage your site visitors.

Marketers recognize the value of focusing on specific campaign goals. A microsite is one way to do this effectively. For many companies, finding the right platform to set up easily, engage, and update without the help of the IT department can present a challenge.

This webinar gives you precise step-by-step instructions on how to create a microsite and where to start. You can watch the full recording below — we also included a link to a non-audio version of the presentation on SlideShare. And, as a result of this popular webinar, we had questions come in, and we have answered them below. Enjoy!

Watch The Full Webinar:

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Video: How to Build a Microsite in 30 Minutes – No Coding Required

Check Out On SlideShare Here:

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How to Build a Microsite in 30 Minutes – No Coding Required from Craftersoftware.com

Questions that came in after the webinar:

1.  Can a microsite help to boost SEO?

Yes, employing a microsite will boost your brand’s overall SEO ranking and will allow new site visitors to find your business online. Visitors, who are unfamiliar with your enterprise, may discover the microsite through organic search, referral links, and social media. Including a logo and linking back to the parent website invites visitors to learn more.

2.  What types of content are supported (video, .pdf, audio files, XML and binary downloads)

Crafter CMS supports all types of content and can be integrated with any media player.

3.  Does Crafter CMS offer language translation for a microsite? What languages are supported?

Yes, the Crafter CMS platform supports language translation and workflow. Crafter CMS integrates seamlessly with most translation platforms and supports all languages worldwide.

4.  As a marketer, what are the biggest benefits of implementing a Crafter CMS microsite?

Since microsites can be deployed swiftly and cost-effectively, they represent a way to test multiple campaigns. The marketer can use targeted, personalized content and then use analytics to measure market engagement. Also, microsites can offer marketing teams the freedom to experiment without the restrictions that may exist on the primary website. By giving the marketing team this freedom to quickly run multiple campaigns, the enterprise may uncover new best practices and generate more sales opportunities, allowing your company to compete with other brands for the attention of site visitors.

More questions, comments or concerns? Let us know in the comments section.

Like more information about the webinar or Crafter CMS? Email us at info@craftersoftware.com.

 

3 Examples of Engaging Digital Experiences (and What They Can Teach Us)

What if I told you that your company could meaningfully engage more customers and grow your brand by offering more compelling digital experiences? Countless companies go through the motions of creating a digital user experience that never connects with individuals. Even big-budget, mainstream brands often stumble — no matter how many experts they use or how many different strategies they implement.

Consider this:

Building a seamless user experience can be simple!

Just let that sink in for a minute.

As you’re about to discover, technology and the ability to solve customers’ problems are far greater than any ineffective expert or strategy. Your company can connect with site visitors today by creating a helpful user experience. The best part is, once you learn how these companies understand their customer needs by examining real-world examples, you’ll be motivated to start.

Here are inspiring examples of brands that have created thriving interactive environments in the digital world.

1) Papa John’s Online Ordering App

The cutthroat U.S. restaurant industry is aggressive about technology because restaurants need to be competitive. Papa John’s understands that people rely more on their devices to buy food and they need to make it simple for customers to order and pay for their food.

So, how is a Papa John’s competing against well-known brands like Dominos?

One prime example of this is Papa John’s implementing an app on Apple TV. A pizza industry first!

The company noticed new ordering opportunities were happening all the time, especially with people streaming movies and binge-watching TV shows. Taking advantage of this opening, Papa John’s created an easy-to-use app. Now you don’t even need to reach for your phone; you can navigate to the app on your TV and create your next pizza order.

Why is the app so convenient?

It all comes down to the right location and features. Not only does the app allow consumers to customize all orders as well as storing past orders, payment, and delivery information, but it meets the customers where they are and the devices they are using, limiting the possibility of another choice coming into play by picking up another device.

papa-johns-apple-tvSource: brandchannel

60% of Papa John’s orders are made through digital channels, from desktops, mobile, to native apps. Digital ordering is one of the biggest battlegrounds in the pizza industry, and Papa John’s is staying ahead of the competition by finding new ways to connect with customers on preferred devices and creating an easy user experience.

What can you learn?

The most significant takeaway is looking at where your customers are located. Are they in an office setting? Do they love the outdoors or maybe prefer their homes? Think of original ways to create a digital experience related to that environment. Then, take it a step further – examine hobbies, professions and other interests related to your company. Have the goal of creating personas to help you better target your message to that audience, and you will see more engagement with your offerings.

2) PGA Tour Mobile App

The effort to use technology to bring fans closer to live events is vital to engage fans – and stakeholders are taking notice. The PGA Tour is looking at the new ways fans are consuming sports, mainly with live golf events – they aim to present an immersive fan experience across all platforms.

So how is this possible?

There are several strategies the PGA Tour uses to engage fans across multiple platforms – including live coverage, 3D radar tracking, on-course content, social media streaming, and 360-degree videos. The efficient way fans receive golf highlights is through this popular mobile app.

Why people love it?

Foremost, individuals like the functionality of the digital experience app. You can navigate to get news and live updates during a tournament, and receive up-to-date stats in real time. Plus, the app has a clean interface, which helps with the overall experience.

pga-courseSource: App store


Here’s what this app teaches you.

It’s important to be accessible to your customers by delivering real-time content through different devices. If you don’t, they will find another digital destination that can meet their needs, and mobile usage is only expected to increase. Once customers receive the content, it needs to be useful and appealing. Achieve this by having the right technology in place with the ability to create useful information and an engaging user experience.

3) AppNexus Website Experience

AppNexus is a powerhouse of a company you might not know about; it is a big ad technology company slated to be a potential challenger to Google and Facebook in online advertising. That said, it has to compel site visitors to connect and learn more about them and its technology solutions.

Here’s how it works.

Have you ever visited a website and thought, “What do they do?” or “This content doesn’t relate to me.” If you’re nodding your head yes, then you are not alone. AppNexus solves this issue right away, on the homepage and in the main header.

Let’s look together. Notice Image 1 at the top provides a company description and includes a call to action.

Image 1

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Source: AppNexus

Next, it talks about video technology and has two call-to-action buttons. It’s brilliant in its simplicity because it has a clear message and targets primary consumers. The same can be said for the example demonstrated in Image 2, but with a different product promotion.

Image 2

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The fourth rotating image (seen in Image 3) describes how to add value to an offered solution and a place to navigate to learn more. This carries over to the next image, before sliding back to the first image.

Image 3

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The AppNexus website creates an interactive and engaging digital experience in less than 30 seconds flat! With a well-thought-out plan on content, AppNexus was able to carry out a responsive and clear theme. The straightforward calls to action help to guide site visitors. Even if you’re not a prospective client, you understand the company, its offerings, and how to access relevant information.

The end result is a company that can sustain and gain new clients like Wayfair, Fox News, ESPN, and Bloomberg, by providing competitive solutions and designing a digital user experience that addresses the needs of each company’s clients.

How can you improve from this example?

When it comes to your website, are you telling customers what you’re offering and who you are (in 30 seconds or less)? If the answer is no, here is how you can fix it. Examine your message and let others that are not in the industry do the same and give feedback. It can help by taking a step back, getting advice, and taking action. I once had a painting instructor say, “Stop painting and walk across the room and look at the piece, then come back to it.” It’s perfect advice because just like in art, in business, we can be so involved it’s hard to see from a fresh perspective – such as that of a site visitor.

Outside of the companies and digital experiences shared, what other ideas you might have that produce appealing user experiences? Leave a comment below to let us know and help someone else develop a more meaningful user experience.

Curious about the how the right technology could help you create innovative user experiences? Contact info@craftersoftware.com and learn more about Crafter CMS.

How Your Web CMS Should Enable a Digital Experience

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Web content management is no longer about managing pages on a website; instead, it’s now at the center of where marketing activities and customer engagement is carried out. Once holding a focus on publishing and management of web content, marketers can now expect CMSs to improve the development and management of entire digital customer experiences. Digital experiences that are driven by content, optimized with data, and delivered across all online channels. Additionally, a modern web CMS will utilize and manage data from CRM, ERP and other applications to deliver unique, personalized experiences.

Consumers expect a seamless digital experience. The following are just a few of the ways your web CMS should be helping to make this a possibility:

Personalized Digital Experiences

Modern CMSs are making it easier than ever for small businesses to go beyond personalized emails to engage customers. They are able to design and content elements across websites, portals, mobile apps and more, create various user personas or user segments, display targeted and contextual content to these different user segments, and personalize the design on the basis of various criteria that has proven to work via analytics. Although it delivers profoundly better results, it is still by no means “easy.” Marketing managers still have their work cut out for them as they test and iterate working with CTOs to outline the depth of personalization while creating a map content to specific user groups and scenarios.

Multi-Channel

Instead of multiple marketing teams taking on efforts to globally promote an array of products and services on a single website, this should be done across various digital properties – microsites, mobile apps, social media, augmented and virtual reality, and more. A modern CMS natively supports an API-first approach to content management that enables multi-channel content authoring, publishing and delivery. Additionally, complete separation of presentation from content and data, and support for any type of UI development framework, combined simplify the task of delivering a wide variety of digital experiences across multiple platforms.

Data-driven

Everything a customer does on your web properties yields insights. This data can then be used to optimize the customer experience.  Because of this, you’ll want to look for CMSs equipped with full support for A/B testing, customer journey tracking, customer engagement analysis, predictions and recommendations, goal tracking, campaign tracking and other actions related to analyzing customer data. It’s in your best interest to go above and beyond and use CMS that offers intuitive backend interfaces with integrated BI insights along with the administrative capability to take swift actions on these insights by just a few clicks.

Ease of Integration

Your customers view your digital experiences as one entity. Because of this, if you do not integrate with siloed platforms like CRM, Portals, BI, analytics and other key systems and applications, then you’re just spinning your wheels. Your goal of reaching a 360-degree customer view will be in vain.

Modern CMSs enable easy integration by offering out-of-the-box connectors for major CRMs, search platforms, e-commerce, language translation, databases, publishing platforms, analytics, etc. Additionally, you need to be able to easily integrate with existing systems and web applications through APIs.

Next Steps

It is necessary for every company or organization to identify their own unique challenges, marketing objectives as well as their desired business outcomes, goals and expectations. This should be done prior to beginning the journey of selecting and implementing a web CMS. The key is knowing how to use your choice of tools. If you have any questions about how a modern web CMS can support your enterprise’s digital experience, drop us a line at Crafter. One of our professionals will be happy to discuss a solution with you.

Why It’s Time to Select a Headless and Content-as-a-Service CMS

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Believe it or not, your enterprise will soon need to move beyond the web. In fact, some companies have already made the move. So, what is stopping your enterprise from moving forward? Richard Jones, perhaps most known for his work as the technical director of Inviga, a London-based tech company specializing in content management systems, e-commerce and digital innovation recently spoke at a tech conference and offered his thoughts on the emergence of Content-as-a-Service (CaaS) and just how much it affects the creation of content. At the conference, Jones detailed how CaaS can be positioned as the digital hub of any given enterprise. Yes, even yours. But to add perspective to how to adopt CaaS and Headless CMS, it’s important to have a clearer understanding of what they are exactly. The following explanations should do just that.

Understanding CaaS and Headless CMS
CaaS refers to a use case in which the content on the web is created and written separately from the place it will be used. Its objective is that it will be consumed by a wide range of digital channels such as mobile apps, websites, social networks, virtual reality experiences, among others.

CaaS is only supported by certain, modern content management systems that provides robust APIs on the back-end. It is a component of a headless CMS. Unlike the original concept of a CMS, there is less concern about how the content will be delivered through a website’s pages, it has the single goal of providing content creators the tools to enhance their workflow to a point where content is ready to be consumed in any of a number of CaaS use cases.

Focused Content Creation
Irrespective of the technology they use, enterprises of all industries need to properly address and have a good understanding of their audience.  Not knowing the consumer is one of the biggest challenges, if not the biggest challenge for content creators. Additionally, the problem will only worsen as the Internet of Things (IoT) only gets even more embedded into the enterprise.

CaaS can enable the process of content creation for countless applications and devices. This means the content can be shaped accordingly to those likely to consume it. However, customer behavior is constantly changing – much faster than the ability of content developers have to keep up. Because of this, content creators are struggling to meet the needs of customers. There is a huge need to be innovative with the ways content is being brought to the consumer. But the questions remain, how do we present this data out to any given device? What are the possibilities and how might they change?

The Need for a Modern CMS
Organizations need CMS platforms that help them go beyond traditional static page thinking, the truth is, content creators need to think beyond pages, too.

Fueled by Mobile Apps, IoT, Virtual Reality, and other future digital channels, enterprises no longer have a choice — they must move forward despite their struggles with managing effective web presences and their natural reluctance to go beyond the web.  The sooner they make a change to a modern CMS, the better. The change is too dynamic to stop, and enterprises must jump on the bandwagon now to stay relevant and competitive.

To learn how Crafter CMS supports Content-as-a-Service and can prepare your organization for the digital future, contact us today.

Three Customer Experience Stats You Should Know

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As an enterprise, you’re very familiar with the calls to deliver the right content to the right people at the right time to best optimize the customer experience. You can credit the focus and investment in digital customer experience to crowd-sourced company and product reviews, numerous forms of social media, and savvy customers connected to companies and their competitors through a variety of digital platforms.

Read on for three important statistics that highlight the opportunities for successful customer experience, along with best practices and tips on how to address them.

1) Loyal customers are seven times as likely to test an offering, five times as likely to buy again, and four times as likely to refer. (Source)

Knowing your audience’s personal preferences and needs goes beyond understanding what products or services they are interested in and the money they’re willing to spend. This understanding of individual preferences is about analyzing behaviors and tendencies—even as they shift over time—to present the most relevant and compelling messages, content, and offerings. Also, leading enterprises are listening to consumers, and they understand what they will get in return for satisfying consumers’ demands.

A modern CMS platform, which serves as the centerpiece of any digital customer experience strategy, can help by converting that insight into action and by offering the right digital experiences in a way that resonates with site visitors each and every time, and collects relevant feedback that reinforces customer loyalty.

2) 94% of companies see “higher engagement and conversion rates” as benefits of a commitment to customer experience (Source)

Consumers have shown their willingness to invest more in the enterprises who deliver a customer experience that matches their expectations. Why do site visitors reward these companies so generously? It’s because they recognize the value of doing business with an enterprise that has taken the time to learn who they are and what they want and created a digital experience that delivers without fail across all devices and channels.

3) By 2017, 89% of marketers expect customer experience to be their primary differentiator. (Source)

Marketers are on the front lines when it comes to engaging customers, and they see how important it is to create appealing digital experiences. Everywhere you look, enterprises are vying for your attention; and once they have it, they strive to keep you coming back for more. As different digital platforms emerge, it will get even tougher to stand out from the pack and keep brand loyalty steady. That is why some of the most successful enterprises use personalization to engage site visitors.

So how do they provide this level of attention? Only with a modern CMS platform, built from the ground up to deliver high-performance personalized experiences, that enables marketers to target specific audiences and deliver compelling experiences that authentically connects with customers and ensures brand satisfaction.

Clearly, enterprises that can answer the call to not only meet but exceed the customer experience stand to win big. Simply put, both short- and long-term profits and brand loyalty are at stake. But providing great customer experience requires work. In fact, to get customer experience right, you must have the right technology in place. Explore our white paper: Building and Optimizing Multi-Channel Web-Experiences to learn about the most modern technology available to you to better engage your customers. Download it today and discover how to deliver modern digital experiences that today’s site visitors expect.

The Future is Now: Virtual Reality Transforming Retail

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When it comes to brick and mortar retail, every inch of retail space is crucial to keep the business booming. So it’s no wonder that Happy Family, an organic children’s food manufacturer, decided to turn to virtual reality to help them gather data from 800 shoppers. Turns out this method isn’t just working for them, but it’s working for many other retailers too. It’s quickly becoming the future of retail with an international reach.

While it may seem somewhat futuristic, the truth is scenarios in which using virtual reality are beneficial, isn’t that far reaching. Combining virtual and augmented reality are already transforming major retail locations in every way — from the aisles, to store design and signage.

The Difference Between Augmented Reality and Virtual Reality

Sometimes augmented reality and virtual reality are used interchangeably. However, there are significant differences that you need to know when using or discussing these technologies. Augmented reality is a blend of real life and virtual reality. In other words, the consumer is still in touch with the real world around them, yet interacts with virtual elements. Virtual reality, on the other hand, transforms the user into a different world. Goggles or some type of headset are required for experiencing virtual reality.

Virtual Reality is Here to Stay

Virtual reality is not just a hot technology item for gamers, and from the data, it doesn’t appear as if virtual reality is just a fad. While VR has been around for a long time, it has matured to something that benefits our work and home lives in addition to being fun for entertainment purposes.

With virtual reality constantly improving, it’s time for retailers to honestly consider adding the technology to the way they do business. It’s already been proven that brands who have embraced virtual reality have attracted a wider user base. In a world where technology is constantly evolving, consumers are continuously demanding more from brands. Keeping up with technology is how brands can stay among and ahead of their competition. Consumers are beginning to expect virtual and augmented reality as they do their online shopping.

V-Commerce is the Next Step

Clearly, a complete move to v-commerce is what lies ahead. Although the idea of new hardware may seem overwhelming to businesses, it really shouldn’t be. The concept is constantly evolving as is the equipment.  Because of this, there are multiple options with devices at different price points and even applications that allow smartphones to use augmented reality and virtual reality.

With this omni-channel strategy, consumers will be able to do everything from trying on clothes to looking at products or ingredients. With this technology, retailers will be able to deliver an in-store experience to users shopping online. The scenarios for using virtual reality are endless and the benefits for business success are priceless. From up-selling to cross-selling, virtual reality will allow consumers to engage more with the products and will help to create a much more personal experience. This will in turn, increase sales – a reality every business owner can get behind.

New Tool Tests Your Website for Mobile Friendliness

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A recent global mobile study has shown that, collectively, Americans check their smartphones 8 billion times per day. From shopping and checking social media to paying bills and responding to emails, that comes out to about 150 times a day per person. For those keeping tally, that’s up 33 more looks per day than last year. The frequency at which users look at their phones is a huge factor in the popularity of mobile-friendly sites. More than ever, companies are quickly discovering that their website speed and mobile-friendliness is a huge factor in sales and customer loyalty.

When things aren’t moving fast enough, users get frustrated and more than likely switch to a competitor’s site. In fact, according to Google, an average user will leave the site if it doesn’t load within three seconds. And, since more searchers occur on mobile devices than on computers, it has become excruciatingly clear that if a potential customer can’t get through to your company’s site in that timeframe, they are five times more likely to leave. Plainly, a good mobile design is crucial to the success of your business.

Because of this need, Google has come out with mobile speed testing tool to give enterprises an idea of just how fast (or slow) their site loads. They run all the numbers for you to help you take the guesswork out of it. You are even given a report showing where your site fails so you can upgrade your system.

The concept is simple. Using a scale of 1-100, the speed testing site takes your company’s URL and measures the loading speed and mobile-friendliness. Everything from HTML, CSS, and Javascript to how long it takes images to load (on both desktop and mobile) are considered. In addition to how well your site fares, you can also see the specific spots that need improvement. Knowing is half the battle, and seeking development in the inadequate areas as soon as possible will help you keep your company out in front of customers, and far ahead of your competitors.

Ironically, Google failed its own test receiving a 59/100 on mobile speed and a 66/100 on the desktop speed. Both are listed as “poor” ratings.  But these statistics are what Google will use to improve their site.  According to the tool, Google’s desktop speeds could be improved by optimizing images and prioritizing visible content. Certainly interesting (and no doubt humbling considering they got slapped on the wrist by their own site!).

In a mobile world, there’s no reason to have a slow, inadequate website. Allow your company to stand out by giving your users the mobile experience they are looking for – a fast, easy, user-friendly design.

If your company is one of the many out there that has a slow website or poor mobile support, rest assured, an upgrade to Crafter CMS will improve your website and make it mobile-friendly and blazingly fast.

Check out Google’s new tool here: https://testmysite.thinkwithgoogle.com/

Rethinking the Content Management System for Media and Publishing in the Mobile Era

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Ask anyone from the staff at Buzzfeed to the owner of your neighborhood antique store, and they will agree: it’s time to reinvent the CMS so every publisher has the same tools to succeed in a mobile world. After all, in a world of smartphones, users have come to expect a better experience on mobile. Whether they are flipping through apps consuming content from left to right or experiencing rich magazine-like features, keeping the reader engaged is a top priority.

When it comes to moving beyond the desktop, “themeing” in the CMS is necessary to build these experiences across multiple screens. The goal of responsive design is a good starting point, but it doesn’t do the job completely. We need to take it a step further with the CMS being WYSIWYG and component-based. By doing so, any publisher can deliver a rich, touch-enabled experience regardless of the screen or device or wearable the reader uses.

Creating richer experiences on mobile enables engagement, and even monetization, to live within the CMS. Up until now, most CMSs had monetization relegated to the right rail of the page, but with so many users experiencing sites via mobile, it’s become necessary to shift to in-stream experiences. Dynamic experiences and monetization is now living symbiotically with the content. While many legacy CMS vendors have created bridge solutions, the real solution in the long-term is to make the CMS the place where native advertising is created and trafficked in sync with a publisher’s existing ad server. And this requires a CMS built for today’s era of mobile engagement.

Of course, every reader has different tastes and expectations for any given site so in order for native ads to be a success, personal relevance should be a major factor. Rather than a chronological feed, a personalized feed directed at the user’s own interests is needed.  Personalizing the user experience for each individual reader should be at the core of any given CMS. This provides a superior reading experience and users are much more likely to frequently engage with the site.

It isn’t just responsive design that has changed, users have changed their online activity as well. They are no longer simply reading content, leaving comments and moving on. Today, they are sharing more than ever and CMS for the mobile world needs to offer the seamless ability to connect with the online community.

Additionally, writers or anyone interested in creating content should have the option to write on mobile. Unfortunately, CMSs built a decade ago are not a viable option on mobile. Authors should be able to write content from their phone as effortlessly as they tweet.

While we aren’t totally there yet, this reinvention will surely happen. Publishing has drastically changed since the mobile shift and there’s no doubt that reinventing the corresponding CMS software will occur in the near future.

To learn how Crafter CMS was designed and built for the modern era of mobile engagement, contact us today for a personalized demonstration.

 

#1 Digital Marketing Investment All Enterprises Should Make

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Each year, enterprises are investing more and more in digital marketing technology, primarily due to the growing need to engage customers through multiple online channels. In fact, Gartner found that nearly two-thirds of marketers say their marketing budgets will increase in 2016. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

So what is the number one digital marketing investment you should be making now?

#1 Digital Marketing Investment: A Modern Web Content Management System

Your website is still the number one digital touchpoint for your customers. And a modern Web CMS platform allows marketers to create and deliver personalized experiences, to the right person, at the right time, to the right device. This platform is vital for any enterprise, because a modern Web CMS doesn’t just manage content, but unifies the entire marketing technology ecosystem. Creating a consistent customer experience, no matter where the user is engaging with the brand.

Using a modern Web CMS to power your site could be one of the best digital marketing investments you make in 2016 – and your business. And you do need to invest – your website is the main digital touchpoint for engaging with your customers, and you want to make sure it competes in today’s era of customer engagement.

A modern Web CMS needs to marry both power and simplicity, so you can save time, money and focus on what is critical in growing your enterprise.

Here are a few key things to keep in mind when it comes to investing in the perfect Web CMS platform for your enterprise:

  • User-Friendly Content Authoring Tools – A platform that provides authors with powerful yet easy to use content authoring tools. An example of this would be, a simple drag and drop design and in-context review capabilities that anyone can use.

  • Easy Integration – You will want a modern Web CMS that can easily integrate with other best of breed technologies, including your CRM and marketing automation platforms to unite sales and marketing.

  • Multi-channel Experiences – It takes more than a responsive design to succeed in today’s multi-channel environment.  A modern Web CMS needs to be able to provide both “responsive” and “adaptive” design capabilities, and provide true multi-channel publishing.

  • High-Performance Content Delivery – So you’re able to deliver fast and highly personalized experiences to your target audiences.

  • Personalization and Content Targeting – The ability to engage your target audience with dynamic experiences that are immediately relevant to them with advanced targeting and personalization capabilities.

  • Modern Development Tools – Develop new experiences and services rapidly, by leveraging a Web CMS platform that uses leading modern development technology.

Need more information? Download our free White Paper for significant trends and principles surrounding Web CMS platforms.

3 Reasons to Upgrade to a Modern CMS

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The digital marketing world is quickly evolving as the era of engagement arrives. Customer engagement is the new marketing imperative. So as new technologies, channels and opportunities become available, enterprises are realizing the need for dramatically improved functionality, personalization, multi-channel delivery and speed from their content management systems (CMS) in order to stay competitive.

However, many enterprises still have a legacy CMS that may have been in place for a decade or more, and are in need of major upgrades or replacement.

As a result, leading enterprises are looking toward a modern CMS to create and optimize engaging digital experiences across all online channels.

3 Reasons To Ditch Your Legacy CMS

1. Support customers and their devices 

Thanks to the rise of mobile, social and cloud technologies, customers are changing the way they do business with companies. Today customers want to be to able access content and offerings anytime, anywhere and from any device or application. This has created a need for easy access to content across all online digital channels and devices. One way enterprises can engage customers is to adopt a modern CMS that allows for personalized experiences, multi-channel delivery, and blazing fast performance. After all, delivering unique experiences to every user across a multitude of channels requires robustness that yesterday’s page-based content management systems will never handle.

2. Integrating Modern Technologies

One important ingredient to a modern CMS is the ability to integrate with best of breed and modern open source software. For example, look at enterprises struggling to close the sales and marketing divide to generate leads and close sales. Traditionally they don’t use the same technologies; sales teams tend to use a CRM system to track sales opportunities, while marketing departments typically utilize marketing automation and CMS software to create and optimize digital content, promotions and experiences. However, sales and marketing must work together, and if disparate technologies do not integrate well, then bad things happen — leads are dropped, customer relationships are damaged, and revenue is lost. This insidious problem illustrates why a modern CMS that seamlessly integrates with all other enterprise software, whether on-premise or in the cloud, must be utilized to drive higher marketing efficiency, higher sales, and higher customer loyalty.

3. Personalized Customer Experiences 

To engage customers most effectively, you need to speak to them on a one-to-one basis. Not to a persona. Not to a geography. One to one.

The most innovative enterprises are now using modern CMS platforms to personalize customers’ experiences based on who they are, what they’ve been searching for, sales history, social media engagement, what’s in their cart, and so forth. Market leading enterprises can even use this information to choose which products and/or services to promote based on profitability. As a result, they have a higher conversion rates, higher margins, and more satisfied customers.

Need more information on how to upgrade your legacy CMS? Email us at info@craftersoftware.com or visit us our website at craftersoftware.com.

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