Once just a tool for uploading content and images to the Internet, the online content management system (CMS) has since established itself as the bedrock for all online business processes. But what does it take for a CMS to be omnichannel-ready?

"All roads lead to the website (and hence the CMS)," states Scott Brinker. Of all the marketing technology on Brinker's Marketing Technology Landscape, "CMS is arguably the only required category in the entire landscape."

The more channels emerge for customer engagement, the more crucial content becomes to securing business goals online. The mobile mindshift is well underway, and it's more crucial than ever that businesses have the Web content management technology to support and nurture customer relationships in their visitors' mobile moments.

The Semantics of Omnichannel and Multichannel

It's easy to dismiss omnichannel as the next in a series of marketing buzzwords.

Robert Rose makes an excellent point for omnichannel skepticism: "One of the reasons I hate the word 'omnichannel' is that it encourages us to be everywhere, and no one can." Gartner's Jake Sorofman echoes this sentiment, emphasizing that "it's less about omni or multi than it's about the right channels."

Though the "omni" prefix certainly carries a certain weight, omnichannel readiness is more about the ability to be anywhere and choosing where to be strategically. Brands need the choice to add whatever channels may come next, in an integrated way that supports a holistic, mutually reinforcing content strategy. A new channel (regardless of what it may be) should be added with ease, without silos.

Pushing the Boundaries of Multichannel

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Joanna Madej is content marketing manager at Hippo CMS, a content performance platform .

LinkedIn: Joanna Madej