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Recommended Read #3: Going Headless

Doug Heise, VP Marketing

Doug Heise

It's time for another edition of our ongoing series of recommended reads.

Although we love to share our own ideas on the CoreMedia blog, we'd also like this to be a place to post the thoughts and opinions of other industry leaders - including our partners, customers, and analysts. So, in addition to the guest posts that appear here from time to time, we also like to share links to articles on critical topics in the CMS and DX space. And today's topic is: the headless management of content and commerce.

The ability to separate content from layout – the so-called headless CMS – has become essential as omnichannel delivery options proliferate. Content providers are no longer required to render every end-user experience, since this can now be left to an individual user agent to delivers the best possible experience for each channel.

This allows content providers to focus on creating better user experiences. But CoreMedia believes headless delivery on its own is insufficient. Innovative front-ends favor a headless back-end, but brands often lack sufficient tools to provide a consistent experience across all touchpoints. For marketers, headless architectures are often extremely cumbersome.

But don't take our word for it. There are plenty of people debating the pros and cons of the headless approach. One is mobile developer Jon Scott-Sheldon who's written a blog post on this hot topic.

Read it here: What Every Developer Needs to Consider About Headless CMS

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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