Does a headless CMS help with omnichannel marketing?

Both headless and decoupled CMS give marketers the ability to deliver omnichannel customer experiences. 

Omnichannel marketing enables brands to deliver a seamless, integrated and continuous experience across all touchpoints and devices, preventing a disjointed customer journey if and when the customer switches from one device to another. Omnichannel marketing is different to multi-channel marketing, since the latter operates through each channel separately, and without connecting the experiences together. 

Headless content management can help brands launch and manage omnichannel marketing campaigns. Below, we’ve discussed how.

1. Faster to market

Consumers have now become used to getting what they want at speed—and that includes new experiences on new devices. 

With a traditional CMS, brands need to draft in developers to build custom integrations and platforms to present content on the new channel. With a headless CMS, developers can simply deliver content via API calls to the device or touchpoint in question, allowing them to focus solely on the UI and the end-user experience. Naturally, this greatly decreases the time to market when a brand wants to adopt a new touchpoint into its omnichannel experience. 

2. A flexible technology stack

Traditional CMSs usually attempt to be a jack of all trades, leaving companies bound to the tools and integrations made available to them by the vendor. This leads to a rigid technology stack that’s difficult to adapt or expand. The end result leads to the company having great technology in some areas of their business, but having no choice but to stick with poor technology in other parts of their business—for example, with their CRM system or support ticketing system.  

But with a headless CMS, APIs are used to integrate with any third-party tool, allowing marketers and developers to switch between tools and adopt new technologies—thus ensuring that they’re always using cutting-edge technology in all areas of the business.  

For example, you can have one tool that provides marketing automation, another tool that will help you deliver experiences to smartwatches and a subsequent tool for taking payments from voice-activated applications. All of these tools can be integrated and accessed via the headless CMS. 

Plus, if you begin to face problems with a tool, you can simply swap it out for a different one, putting the issue of vendor lock-in to bed. 

3. Deliver more personalized experiences 

A report by Business2Community shows that 56 percent of consumers are more likely to buy from a retailer that offers personalization. The same report also shared that a staggering 74 percent get frustrated when they see content that does not match their interests.

While a headless CMS doesn’t necessarily promote personalization in and of itself, it does open the door to headless commerce, enabling brands to deliver personalized shopping experiences to IoT devices and smart displays. Plus, thanks again to the APIs at play, the headless CMS can collect data which can, in turn, be used to fuel a personalization campaign across channels. perspective, your omnichannel strategy needs to be put personalized content right at the heart of the customer experience.

Some headless CMS providers, like Core dna, come with engagement tracking and analytics that can monitor a customer’s journey through different touchpoints. With this information, you can deliver personalized content at different stages in the customer journey, thereby improving the likelihood of conversion.