Keep IT and marketing happy with a combined headless and traditional CMS.
Every day, businesses are managing an enormous amount of content changes — sometimes as high as thousands of content changes per day. With content-driven experiences on the rise and the subsequent demand to constantly be pushing out new content experiences, the need to find efficient and effective ways to manage content across all channels is an increasingly high priority for digital leaders. Not surprisingly, between 2016 and 2023, the value of the global content management system (CMS) market is expected to increase by $65,929 million, according to a report by Allied Market Research.
Yet even as the market for CMS grows, the question remains whether a headless, traditional or hybrid system is best. Traditional web-orientated content management systems, which tie the front-end back-end architecture together, have been the primary method for managing and delivering content experiences historically.
But with the need to reach customers through new channels and devices — mobile apps, smart devices, digital assistants and more — traditional CMS is being disrupted by headless CMS, which decouples the front-end back-end systems. In fact, headless CMS adoption is predicted to double within a year according to a Kentico Software report.
With customers spending almost one-third of their days engaging with digital content and frequently engaging on multiple channels, according to an Adobe survey, it’s undeniable that developers need a better and faster way to create digitally engaging experiences across multiple channels. Yet despite the appeal of headless for developers, a headless-only CMS may not be the best approach.
By moving to a headless-only CMS, businesses limit the opportunities for marketing to manage and update experiences. This poses a risk to the customer experience and to the business. Research published in the Harvard Business Review points out that as many companies move too early to adopt disruptive technologies as move too late. A better strategy for embracing new technology, the article argues, is taking a “Prius Approach” or a hybrid approach.
When it comes to selecting a CMS, Paul McMahon, managing director at Accenture Interactive, agrees. “The benefits of a hybrid approach come down to getting the best of both worlds,” he says. “Marketers get to control and optimise the customer experience while developers get to be more efficient and bring application updates to market faster.”