CMS Enters New Paradigm Shift

“Not every CMS is on the same product roadmap,” says Chris Chodnicki, executive director of strategic partnerships and IT at R2integrated.

To sort through the landscape, R2i launched its annual CMS Comparison Report to aid business leaders, marketers, and brands in differentiating CMS platform features.

The report, which was also launched on an interactive matrix, allows brands to examine the industry leading CMS platforms in a wide-range of categories, including security, support, ease of use, performance, management, interoperability, flexibility, built-in applications, and third-party integrations.

“In this market, one size does not fit all and there are many unique factors that will matter for an organization’s selection,” says Chodnicki. “This adds to the differentiation of the brand message but also starts to confuse the lines between marketing technology products, especially when it comes to analytics, personalization and even marketing automation capabilities and features.”

In response, Gartner, which helped inform the data in the report, advised marketers to examine the solutions across organizational and operational boundaries in four areas: master audience profile, workflow and collaboration, intelligent orchestration, and unified measurement and optimization.

This sort of martech maturity has created, and will continue to impact, a new paradigm shift in CMS, according to Chodnicki, whereby a brand’s management of multi-channel content will have little to no IT involvement.

“Organizations will need more marketing technologists and less IT engineers to enable marketing activities,” Chodnicki says. “What organizations need moving forward are platforms that offer better content distribution, semantic search, context-based personalization, and content impact metrics.”

So, it’s more important than ever, for brands to choose the right platform with the right functions and feature for their goals.

The R2i CMS Comparison Report was informed by Forrester’s Wave for Web Content Management, Gartner’s Magic Quadrant for Digital Marketing Hubs, original documentation, sandbox instances, community groups, and hundreds of actual implementations.

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