Why Digital Marketers Should Make a Push for CaaS in Their Organizations
Jul 20, 2016
By: Alexandra Barcelona
Try as they may, today’s digital marketers are falling behind when it comes to creating engaging user experiences on all the latest disruptive technologies. From social, to mobile, wearables and IoT (Internet of things), it’s no wonder why they’re lagging: creating content for each channel is usually managed on different platforms, requiring on-going maintenance, upkeep, and more.
How can digital marketers keep up with the latest technologies without over-burdening themselves to be constantly creating new content? Enter CaaS.
What is CaaS and how does it work?
CaaS (Content as a Service), or as it is sometimes called ‘decoupled architecture’ or ‘headless CMS’, differs from a traditional CMS in that it focuses on managing your content itself rather than how your content is presented. This means you can create, edit and publish content in one spot and push it out to a brand’s website, mobile app, wearable experience, and more.
With CaaS, your content is managed and accessed via REST APIs. The APIs then return the content in a structured format, like JSON or XML. This allows the content to be created, searched and reused by multiple external systems. For example, you can create product descriptions in CaaS and push them into your website, mobile app, or wearable device.
How does CaaS help marketers?
By not tying content to a certain display model, marketers now have the freedom to create content that enhances each customer journey. CaaS allows marketers to create a content repository items that can be published to the web, mobile, in-store displays, and more, giving customers the choice to consume on their device of choice.
With CaaS, marketers can better personalize customer experiences through dynamic delivery of their content. For example, newsletters can be structured to be based on topics that are of interest to each customer based on personalization triggers. The content is then dynamically pushed to the delivery platform of choice, whether a user likes to consume content on their desktop or a mobile app.
CaaS’s value to the digital marketer
CaaS takes away the added time and effort marketers have been putting forth to create different content for different devices. By allowing marketers to personalize customer experiences by providing relevant content to users on their platform of choice, CaaS makes it easier for marketers have a presence on latest disruptive technology.