SaaS CMS: The Mid-Market Brand's Key to Keeping Up With Customer Needs
It’s no secret that the Internet is now the battleground for brands vying for sales, subscriptions and audiences. Thus, a powerful online presence that flows with each customer’s needs, is vital.
Despite new channels emerging all the time, a brand’s website and web presence is still the biggest asset in its marketing and sales arsenal.
Mid-market brands in particular are now feeling the urge to evolve online faster than ever before. Customers now demand optimized, personalized and consistent message delivery on multiple marketing touchpoints. But, nearly all of it begins with a brand's online presence.
In fact, almost all customer experiences start online, with nearly 90% of all purchases starting with online searches followed by the customer's first impression of the vendor website. A Nielsen report, commissioned by Telmetrics and xAd, found that “ 64% Percent of mobile restaurant searchers convert immediately or within an hour.”
But, amazingly, businesses still haven't adapted to the rapid change in consumer behavior. Google, ahead of it’s mobile algorithm change in April, stated “40% of The Fortune 500 brand’s websites were not mobile friendly.” Bottom line: If a brand’s web presence isn't optimized, current, and easily consumable then revenue opportunity is being lost.
But, the traditional and “standard” Web Content Management Systems are too cumbersome and expensive to keep up with the rapid change of the incredibly empowered consumers. To keep up, brands need to adopt a lean approach to their online presence. Quickly.
The Challenges With “Traditional” WCMS Platforms
Let’s take a step back.
For more than fifteen years, “traditional” open source, on-premise, and, “cloud based” web content management systems have dominated the market. WordPress, Drupal, Sitecore and, Adobe have achieved success with technology that is either cobbled together, or heavily reliant on a community to drive scalable innovation.
Technically speaking, the aforementioned platforms are powerful, and there is little they can’t accomplish with the right amount of effort.
So, where’s the problem?
From a technical standpoint, one phrase suffices; Overly complex and cumbersome.
Plugins and third-party apps often clog up these already old and sluggish systems. This issue is often compounded when core software upgrades are made, leaving those add-ons broken.
Additionally, there can be expensive lifetime value associated with each: High costs due to IT overhead and capital expenditures, development overhead and the overall license costs.
As a result, mid-market brands can be severely weighed down, both technologically and financially, at a time where they need to be nimble in order to provide better customer experiences.
Stripping Down With SaaS CMS
Enterprise SaaS CMS provide mid-market and enterprise brands everything a traditional CMS provides, and more. And less.
SaaS empowers brands with the ability to develop with speed and efficiency and work with a lighter IT workload; a department renowned for hindering marketing processes due largely to technological restraints.
Unlike traditional WCMS, Enterprise SaaS CMS comes backed with a versionless software (no software version rollouts), consistent and predictable costs, no infrastructure to maintain or scale, and minimal to zero IT support. Brands can adapt their web presence quickly and efficiently allowing them to keep up with their empowered customers.
In other words, there’s no more cobbling together different plugins and third-party software from a variety of sources, concerns about scaling costs, and hoping it all comes together in harmony. Not to mention hoping that they even work after any core updates are made.
Here are the main benefits of a SaaS CMS:
Built on the latest infrastructure technology
Significant reduction in IT costs
Accelerated development to deployment
Worry free security, scale and control
Consistent and predictable costs
No cobbled together solutions and no software versions
All in all, the difference between SaaS content management systems and their traditional counterparts is clear to see. SaaS solutions offer more, simply by offering less.
The Future Is Lean
Zesty.io is a modern SaaS platform that empowers businesses to build intricate and effective web properties quickly, easily, and collaboratively. It was built to support and empower mid-market brands who have stuttered in the face rapid market change.
Zesty.io customers see:
Reduced IT costs by 40% or more
Accelerated deployment of digital web properties by 50%
Server management costs cut by 80%
Reduced development labor costs by 30%
Page load times 20% faster than leading competitors
Reduced team facilitation and communications time by 60%
More accurate, usable, data with 30% more metrics
Guaranteed uptimes of 99.99%
Highly flexible data management capabilities
Contact us to learn more about how Zesty.io can empower and streamline your brand’s online presence.
By Gerry Widmer
Over the last 30 years Gerry has used his experience in marketing, strategy, and running web software industry companies to help brands achieve their goals.