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内容管理系统：全渠道体验的关键报告（英）

信息技术2023-10-15-Winterberry Group申***

AI智能总结

EXECUTIVE SUMMARY

Content Management Systems (CMS) play a pivotal role in delivering personalized and consistent experiences across multiple touchpoints in today's dynamic digital landscape. As organizations strive to create engaging, omnichannel experiences, the need for advanced CMS capabilities has grown exponentially.

Evolution and Adaptability

CMS platforms have evolved significantly, moving beyond simple web page management to become versatile tools capable of handling diverse digital experiences and offline content. This evolution underscores the increasing demand for CMS solutions that can effectively manage and distribute multimedia content across various digital and non-digital touchpoints.

Platform Diversity

Winterberry Group explores the landscape of CMS platforms, categorizing them into traditional, monolithic CMS, open-source CMS, digital experience platforms (DXPs), headless CMS, decoupled CMS, and hybrid CMS. Each category addresses specific needs and challenges, offering unique advantages and trade-offs.

Market Trends and Challenges

The report identifies the shift towards hybrid CMS solutions, with 42% of organizations adopting a hybrid approach within the past year, compared to just 4%. This trend reflects the preference for a best-in-class, composable solution over legacy monolithic CMS approaches.

Cost Considerations

Data security and compliance emerge as significant cost drivers across all CMS platforms, accounting for 35% of total costs. While DXP solutions can streamline certain aspects of data security and compliance, they often come with higher ownership costs due to setup expenses and limited customization options.

Key Considerations for Selection

Organizations should consider factors such as organizational size, use case requirements, internal resources, and support when selecting a CMS provider. The focus shifts beyond platform-specific characteristics to align solutions with specific business needs and strategies.

Growth and Future Directions

The report highlights the growing importance of AI-powered content creation, data-driven personalization, and analytics in supporting the continued growth of content. These capabilities are crucial for delivering high-performing brand experiences, particularly in the context of modern distributed workforces.

Conclusion

CMS users are transitioning away from constrained legacy CMS tools towards more adaptable, composable solutions, with a notable preference for hybrid platforms. This shift reflects a broader trend towards leveraging the best features of various CMS types to address the complexities of omnichannel content management and customer experience delivery.

INTRODUCTION: WHAT IS A CONTENT MANAGEMENT SYSTEM?

A Content Management System (CMS) is a software application designed to facilitate the creation, management, and distribution of digital content across various digital and offline channels. It simplifies the process of managing multimedia elements like text, images, videos, and other content types for websites, mobile applications, and other online platforms.

CATEGORIES OF CONTENT MANAGEMENT SYSTEMS

Decoupled CMS: Features a separation of content management functionalities from the presentation layer, enabling support for multiple front-end interfaces and platforms.
Open-source CMS: Free-to-use or freemium models, typically developed with contributions from a community of developers, offering flexibility in customization through extensions and plugins.
Hybrid CMS: Combines traditional CMS capabilities with headless or decoupled architecture, focusing on content creation and management while enabling marketers and developers to focus on personalization and customer experience.
Digital Experience Platform (DXP): An integrated platform encompassing solutions for data, intelligence, and activation, focusing comprehensively on content, analytics, orchestration, decisioning, activation, and commerce.
Headless CMS: Operates with an API-based model, separating content and presentation layers, allowing for the creation of component-based digital experiences compatible across various systems.
Traditional, Monolithic CMS: A more conventional approach where the back-end and front-end systems are integrated, focusing primarily on traditional CMS capabilities with less emphasis on separation of concerns.

These categories represent the diverse landscape of CMS solutions, each addressing specific needs and challenges in the realm of digital content management.

OCTOBER2023 CONTENTMANAGEMENTSYSTEMS:THEKEYTOOMNICHANNELEXPERIENCES WHITEPAPERPURPOSEANDAUTHORS Thiswhitepaper’spurposeistobringclaritytoacomplexandrapidlyevolvingtopic-thelandscapeofContentManagementSystems(CMS).Intheprocessofdevelopingthispaper,WinterberryGroupsurveyedmorethan150decision-makersacrosstheUSandconductedin-depthinterviewswithinfluencersintheCMSmarket. Theresultisanevidence-basedexaminationoftheusecases,considerations,tradeoffsandvalueofdifferentCMSplatformswhileexploringtheinvestment,technologyandstrategytrendsthatimpactthecontentanddigitalexperiencelandscapetheseplatformssupport. WinterberryGroupAuthors:MichaelHarrison(ManagingDirector),CharlesPing(ManagingDirectorEMEA),StephanieLoutsenko(SeniorEngagementManager) SPONSOR Theworld’sleadingbrandstrustBrightspottopowertheirdigitalcontentexperiences.Brightspot’scontentmanagementsolutionenablesitscustomerstoquicklylaunchandmanagecontentexperiencesacrossanydevicebyoffering anintuitiveandcustomizableplatformthatcanmeetuniquecontent,displayandworkflowrequirements.Brightspot’scomprehensivesuiteofflexibletechnology,expertservicesandpartnerecosystemprovidesbusinesseswiththetoolsnecessarytosuccessfullydeliverontheirdigitalstrategy. Formoreinformation,visitbrightspot.com. NOTICE Thisreportcontainsbrief,selectedinformationandanalysispertainingtotheadvertising,marketingandtechnologyindustriesandhasbeenpreparedbyWinterberryGroup.Itdoesnotpurporttobeall-inclusiveortocontainalloftheinformationthataprospectivemanager,investororlendermayrequire.Projectionsandopinionsinthisreporthavebeenpreparedbasedoninformationprovidedbythirdparties.NeitherWinterberryGroupnoritsrespectivesponsorsmakeanyrepresentationsorassurancesthatthisinformationiscompleteorcompletelyaccurate,asitreliesonself-reporteddatafromindustryleaders—includingadvertisers,marketingserviceproviders,technologydevelopersandagencies.Norshallanyoftheforgoing(ortheirrespectiveofficersorcontrollingpersons)haveanyliabilityresultingfromtheuseoftheinformationcontainedhereinorotherwisesupplied.Alltrademarksarethepropertyoftheirrespectiveowners. ©2023VeristaPartnersInc.d/b/aWinterberryGroup.Allrightsreserved. TABLE OFCONTENTS 05ExecutiveSummary 06Introduction:WhatisaContentManagementSystem(CMS)?07TheEvolutionandDriversofCMSPlatforms 11CMSPlatformUseCases 13Traditional,MonolithicCMS 13Open-SourceCMS 14DigitalExperiencePlatforms(DXP) 14HeadlessandDecoupledCMS 14HeadlessCMS 14DecoupledCMS 15HybridCMS 16ChallengesandConsiderationsofCMSPlatforms 17TotalCostofCMSOwnership 19TheOutlookfortheCMSMarket 21KeyConsiderationsforCMSSelection 23OrganizationalDecisionMakers 26Glossary 27Methodology TABLES ANDCHARTS 08ContentManagementSystemsIntegrateAcrosstheTechStacktoPowerBrandExperiences 09WhatTypeofCMSDoYouandYourCompanyUtilizeMostToday? 12WhichApplicationsorUseCasesDoYouCurrentlyUseYourCMSPlatformFor? 15WhichApplicationsorUseCasesDoYouCurrentlyUseYourHybridCMSFor? 16TopChallengesofCMSPlatformsbyType 17TopThreeMostSignificantCMSCostsbyPlatformType 18PrimaryCMSToolCostDriversRelativetoLengthofUse 20MostSignificantSupportingFunctionalitiesWhenEvaluatingCMSSolutions 21TopThreeConsiderationsWhenEvaluatingaCMSProvider 22MostSignificantIntegrationsWhenEvaluatingCMSTool 24TopDecisionMakersbyOrganizationalSize EXECUTIVESUMMARY Intoday’srapidlyevolvingdigitallandscape,organizationsfacethecomplexchallengeofdeliveringpersonalizedandconsistentexperiencesacrossanexpandingarrayoftouchpoints.Toaddressthischallengeeffectively,businessesareincreasinglyevaluatingandevolvingtowardContentManagementSystems. ContentManagementSystems,orCMS,serveasakeycomponentfororganizationsaimingtocreate,manageanddistributemultimediacontentacrossanarrayofdigitalandofflinetouchpoints.Whatinitiallybeganasameanstomanagecontentforbasicwebpageshasundergonearemarkabletransformation,evolvingintoversatileplatformscapableoffacilitatingandmanagingdiversedigitalexperiencesandofflinecontent. ThisreportembarksonanexplorationoftheCMSlandscape,sheddinglightonitsevolutionandadaptabilitytomeetthedemandsofthemoderncustomerjourney.WinterberryGroupdivesdeepintothedevelopmentandcapabilitiesofthevarioustypesofCMSplatforms,providinginsightsfororganizationstomakewell-informeddecisionsthatalignwiththeirspecificbusinessobjectives. Thispaperhighlightsthedeficienciesaroundalegacy,monolithicCMSapproachwhenitcomestoactivatingandmanagingomnichannelcontentandcampaigns,aswellasthechallengesincustomization,someofwhichcanbebetter addressedbythecapabilitiesofferedbyheadless,decoupledorhybridCMSplatforms.Withinthelast12-months,42%oforganizationshaveoptedforahybridsolution,comparedtojust4%thatselectedatraditionalCMS.Suchanuptickinadoptionoffersinsightintothetransitionusersarecurrentlyundertakingastheyshifttowardabest-in-class,composablesolution. Intermsofownershipcosts,datasecurityandcompliancerepresentedtheprimarydriversacrossallCMSplatforms,with 35%oforganizationsidentifyingitasthemajorcost.WhilesomeCMScapabilities,suchastheprebuiltfeaturesofDigital ExperiencePlatforms,canreducetheco

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