Power to the marketer – democratising building digital experiences

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Analysing the “what makes up the foundations of your Martech stack” is a constant challenge and one specific is digital experience management. Therefore, Website Content Management Systems (CMS) is an area that continues to be a focus of efficiency at the heart of the martech stack.

‘Low code’ website CMS applications or plugins are one of the biggest innovations to be born from the marketing technology evolution. In the last 2 years, the WordPress and the wider WordPress community has taken the lead in democratising technology, putting the power in the hands of marketers, designers and of course developers that still need to go beyond UI & UX configuration – Gutenberg and Elementor are prefect examples of page building experiences that deliver more control for marketers.

The movement of low to no code is helping businesses large or small to be empowered to evolve and improve their digital experience – with a delivery process instilled with predictability, speed, quality, and commercial efficiency.

What is a low code CMS?

It’s an interactive user interface (UI) layer typically encapsulated in an application layer that enables developers and design teams to increase delivery of website- or application assets. Based on micro technologies, that in WordPress’s case is a plugin layer that contains pre-built functionality that removes the development defect cycles you may go through when implementing other custom CMS products, which you ultimately pay for in time and money as a result of longer lead times to deliver projects.

 

A Low Code CMS platform enables digital teams to deliver enterprise-grade websites with little or no custom coding. Of-course you still need a digital strategy and UI / UX framework to build from, but technical skills are not required, just solid training to on-board onto the chosen platform functionality.

 

These types of CMS applications or plugins for example for WordPress provide a visual interface that enables users to quickly formulate a website in a much shorter lead time.

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End to end efficiencies

At the most basic level, a Low Code platform allows users to create page layouts with dynamic template builders, enabling a user to build a website framework in a matter of days rather than months. Once the multiple page framework is in place the designer or developer can then use micro building blocks (we call them Blocks or Atoms) to create modules of functionality which can be drag and dropped onto the pages and then re-size templates, load content and change colour schemes to achieve the desired creative UI design and user testing can commence.

Why low code is shaping the way organisations build and maintain their digital landscape

  • Democratises website delivery – with a clear strategy and UX blueprint building websites and applications can be disseminated across an entire marketing team rather than a select few.
  • Configuration & Development Speed – means 80% of your work is configuration with very little development work. This means you are building on a proven platform of features and functionality – removing the potentially long UAT defect cycles. Typically, project delivery times reduce by anything from 50-200%
  • Improved productivity of teams – Solutioning digital assets and experiences can become the premise of the entire team, not just the ‘elite’ digital natives. The head count needed to deliver a project reduces by approximately 25%
  • Reduces project failure – Implementation on a proven product solution ensures predictability of timelines and means managing the wider business expectations is much easier.

 

This demonstrates how marketing technology is moving away from being the domain of a select few elite digital specialists and into the hands of a wider community of users, putting the power of implementation into the hands of leaders that understand the business proposition, designers and marketers – where previously they would go through the hands of developers.

Ask yourself, does your platform provide you the option to bring your digital execution within your internal teams or are you still reliant on product / vender tension? Perhaps you need a mix of vendor and internal resources to achieve your digital footprint? Are you recruiting the digital native marketers that will be the next generation of marketers that know nothing other than Low Code?

 

Technology advances mean the delivery of digital solutions on CMS platforms is moving to a democratised framework. You may well still use a vendor to execute your website experience but the speed and commercial expenditure to deliver and maintain it are highly likely to reduce – the result is doing far more with less resource and shorter timeframes.

Discover how Nurture can help transform digital across your marketing, sales and client service teams to deliver a great customer experience

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