e-Spirit: Trends in Digital Experience Management 2018

Innovations in digital experience management will change the way marketers design the digital experience for their customers in 2018. The CMS pioneer e-Spirit* sees four areas in particular where investments pay off quickly for companies. They enable an innovative leap in the new year and beyond.1. same-content-for-all was yesterday - intelligent personalization is here: In 2018, personalized customer experiences will be possible at all touchpoints and for every channel for the first time. Previously, the same, rigid content was often delivered on the web, mobile, in native apps, emails and digital signs. Intelligent personalization dramatically reduces complexity and makes successes transparent. From now on, content can react to the history, click behavior and other factors of each user, taking into account contextual information such as location, current weather or the actions of other users. With new, AI-driven experience marketing solutions, marketers can now define target groups much more easily and address these (micro) segments specifically and everywhere. As a result, users receive more relevant content or offers tailored to them. The applications are diverse: a homepage banner that matches the interest, a job offer that matches the geolocation, teasers perfectly matched to ongoing campaigns or social media content, offers in the web store, advertisements, ... and even page navigation, in-app messages or emails can not only be personalized, but personalized with maximum success, but it is not possible to control and optimize all this in real time manually. Artificial intelligence supports marketers - in all three areas: Data Management, Experience Management and Content Synchronization.2. texting yourself was yesterday - Natural Language Generation (NLG) is here: Weather reports, stock market news, traffic reports or sports news: in the publishing industry, software robots that write standard journalistic texts are already the norm (known as robot journalism), collecting and analyzing data, consulting databases, accessing thesauruses, metaphors and text modules and generating texts that look very real. One Study by the Ludwig-Maximilians-University of Munich even found that texts written using computer-generated data are even perceived as more credible. The underlying algorithms are fed with structured data, which is rule-based in unstructured data, "human" In e-commerce or for manufacturers, there is a very similar problem: A large amount of structured data on products (such as brand, product category, dimensions, material, accessories, etc.) has to be prepared manually by editors as advertising teasers and crisp headlines and published in various sources. "Natural Language Generation" will no longer be the case in future. By combining the Digital Experience Platform with NLG software, companies with large product inventories will be able to use artificial intelligence to automatically generate editorial product content for the first time in 2018.3. on-premises CMS infrastructure is a thing of the past - experience marketing in the cloud is here: Cloud computing is a perennial trend that is already standard in the USA and will continue to gain momentum in the DACH region in 2018. Scalability, security, cost savings and standardization are the well-known advantages of a cloud strategy. This year, companies will increasingly replace their traditional on-premises infrastructures for content and digital experience management with flexible SaaS offerings, taking their marketing to the next level.Software-as-a-Service (SaaS) fits into any cloud infrastructure and interacts perfectly with cloud-based e-commerce systems via integrations, for example. Content and digital experience management in the cloud is always technically and functionally up to date and includes processes and tools that enable IT to develop high-quality projects. This saves a lot of time and effort when setting up projects and in day-to-day operations.4. fixed content, layout and structure was yesterday - Headless CMS is here: So-called "Conversational Interfaces" such as Alexa, Google Home and the like are penetrating more and more areas. They explain everything we want to know, help with shopping and are the interface to our entertainment. Voice interaction will continue to develop from a nerd topic to a mass application in 2018. IoT applications of all kinds and interaction via large digital displays such as flat screens, screen steles and large-screen projections (Digital signage In order for companies to be able to use not only web and mobile, but also voice, IoT and digital signage in a perfect and synchronized way, the "Data threads" converge in the backend. The keyword for this innovation is "Content-as-a-Service". Content is stored in format-neutral fragments so that it can be easily accessed by any front end via a universal CaaS interface. This enables maximum flexibility in the synchronization and delivery of content to all channels.*e-Spirit was founded in 1999, is part of the adesso Group and, in addition to its headquarters in Dortmund, has offices in Europe, the USA and Singapore. Its customers include BASF, Bosch, Commerzbank, EDEKA, ECCO, Geberit, Lancôme, L'Oréal, Media-Saturn, Nintendo, Olympus, thyssenkrupp and many other global corporations and brands.