The power management system ensures that electricity generated from various sources — coal, gas, wind, water, solar — flows down miles of transmission lines to meet the ever-changing demands of devices and appliances from residences to industries.
You need a content management system with similar capabilities to deliver fluid experiences. Think end-to-end rather than investing any further in siloed technology. The right CMS gives you one place to quickly discover, manage, create, personalise, deliver and measure the performance of digital experiences across scores of devices. With it, you can make those devices — websites, mobile sites, on-site kiosks, in-venue screens, apps, point-of-sale systems, Internet of Things things — global in reach yet personally relevant and engaging.
Marketers can develop sites and pages that adjust responsively to all of a customer’s devices, taking the burden off IT. Drag-and-drop capabilities let you re-use content across channels and edit it in the context it’s being used. Context doesn’t just reflect the stage of the customer journey but also other elements, including previous online behaviours and current location. And changes are consistent across channels — you can update the content or experience just once for everything from web to mobile app.
A team organised around a central content strategy, with connected workflows across channels and an easy way to manage thousands of assets — plus a unified content management platform — supports several advantages.