Keeping pace with technological changesManon Dubreuil
When one brand delights customers with a new digital experience, user expectations elevate. As other brands begin to follow, it’s impossible for a novel digital experience to differentiate a brand for long. That’s why being the first mover is critical.
Keeping pace with technological change is a challenge, especially for businesses that rely on outdated systems and siloed operations. More than half of CMOs and senior marketers surveyed by the Digital Marketing Institute voiced concerns about how their department and business will keep up.
So how can brands keep up? By rethinking back-end operations and the tools that support them.
Companies need to reinvent their customer experiences, but this reinvention must be tied to back-end operations. Here are three changes you can make to streamline operations.
Achieving a level of collaboration where marketing, customer service, product design, sales, advertising agencies and retail partners work together to create a single touchpoint is still a challenge.
Unifying content and data fosters collaboration by making assets accessible across products and channels within a single hub. Instead of managing fragmented data, teams are empowered to build new digital experiences with existing assets. Leaders can streamline processes by implementing automated governance.
Structure teams, content and tech for speed
When businesses unify siloed content and data, it’s imperative that they think about how to structure those assets for usability. For content this means creating reusable, modular components that teams can use to quickly spin up new experiences.
Once your content and data are structured, you can set up actions, triggers and webhooks to reduce the amount of intervention needed when routine updates are made.
Choose extensible technology that empowers people
To deliver better digital experiences faster, brands need to empower the people who care the most about their company with the right technology. For example, content creators want power over their own content and autonomy to change it without developer intervention.
Developers want to build without the grunt work of maintaining aging systems or content. And everyone wants platforms that integrates with their preferred tools and workflows.
To meet these needs, companies are replacing restrictive legacy systems with extensible, API-first tools that complement custom technology stacks.
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