The digital transformation changes everything and with it the fundamental requirements of a website in particular. We already live in a ubiquity of diverse, interconnected devices. Entire divisions are converted into digital products, or at least linked saucily with digital services.

Hans J. Even, CEO of TWT Interactive, explained spiritedly in one of his articles how you can get your Content Management System (CMS) ready for the digital transformation, and I thought what he had to say could interest you.

We all know that mobile devices are no longer a niche, but have evolved in recent years to become the dominant medium of the web. In mobilizing their content, many companies are, however, still placing their bet on a separate mobile website that provides selected content to the user depending on the environment and the devices in the vicinity. However, “responsive web design” would be the more suitable option, as it doesn’t patronize the user on what kind if content has to be consumed by which end device.

For sure, mobilization will remain one of the main drivers for digital projects in the coming years and many studies prove that. In fact, their findings show that the pent-up demand in mobile optimization is still very high, revealing that although responsive design is partly used, many websites are still static and neither adjust to browser sizes nor have an appropriate mobile version.

What’s holding them back, when actually more and more customers are acquired via digital channels?

Especially tablets and smartphones have developed in recent years from a niche channel to the dominant medium in the net, a fact that has to be taken into consideration. Companies need to make their websites mobile ready to be able to reach these mobile customers and reduce dropout rates. Furthermore, providers of content management systems need to develop comprehensive solutions that ensure a consistent customer experience across all channels and devices.

Success will depend particularly on the ability to integrate all of them into the content ecosystems - the various places where content is published (by or about the company), intelligently linked and inclusive of users’ return channels that generate benefits for the own performance.

The last point is particularly important because relevant content, as expected by the target groups, can’t be provided any longer solely by the in-house editorial department. The content producers of tomorrow are the application users, customers, suppliers or any other stakeholder of the company.

The easier it is to incorporate content from outside into the own system, the more the effects of an integrated content management will pay off as the logistical heart of all marketing and product content. Using appropriate software is the only solution.
Business models, services, platforms and not least customers' needs, simply change rapidly in the age of digital transformation. Versatility in the form of API-based services, that can co-exist independently and are still perceived by the user as an organic entity, is the ace you need to have.

If one thing is true when talking about digital transformation, it is that everything changes faster than you think. Therefore, move fast and convert your web content management system into an accelerator of your digital transformation.

By Daniela La Marca