Influencing Customers on a Multi-Channel Level with CMSs


A customer-centric digital environment commands businesses to be where their customers are. With proliferating dispersions of data-input platforms, ‘being there’ is becoming a heady promise to maintain – even for business tycoons. Going by recent trends, a study was conducted by Researchgate this year on impending big data risks. Going by the results, the amount of customer data stored from multiple channels will reach to an uneasy 40 billion terra-bytes, globally, by the end of this decade.

Challenges of managing multichannel content

Challenges of engaging an online customer have increased manifold, or rather on many channels:

  • Multiple input channels for customers each having their own set of engagement criteria
  • Dispersion of target groups taking away the advantage of bulk marketing budget allocations
  • Division of customer attention amongst rising number of digital competitors (websites)
  • Frequent expenditures for updating to the market’s latest web development technologies
  • Dynamic content updates to fulfil continuously shifting marketing and buying trends

Creating an engaging customer experience compatible with various device platforms is becoming a challenge. Expenses on expertise and enhancements are increasing while low and mid-level players are losing out on the advantage of an open online market.

Frankly, to achieve such a feat, requirements are more than the number of hands. Customers don’t just control the buying cycle, they also prefer an uninterrupted, uninfluenced flow of purchase all the way. Online customers interact with the interface, and only after perceiving, comparing, and then deciding, do they allow any sort of direct communication to be made by the seller. Human interaction generally takes place after 60% of the buying cycle is complete, but even that remaining portion can be bypassed with the latest web development technologies available today. Buyers’ reliance on the system gives way to a completely human-devoid influence paradigm.

This leaves brands and companies to indirectly influence their existing and potential customers. Content becomes the sole connector, acting as the company’s digital representative and the customer’s best online friend, simultaneously. To control the buyer’s journey from being a visitor to a customer with compelling content – that is the objective of a content management system today.

How CMSs Help in Optimizing & Organizing Multichannel Content

Today’s content might be outdated tomorrow. Automated content management solutions take up the task of solving multichannel engagement problems of businesses on an advanced, intuitive level. The above graph explains separate workflows of different strategic factors at play while updating content on multiple channels through CMSs.

Before the product gets sold, what must sell is the content. Fresh, relevant, compatible, and regularly maintained content is what sells. With proper programming back-up, CMSs reduce the intense workload in creating and updating content on multiple communication channels.


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