CMS Marketing Suites: Sweeter in 2010?
With 2010 closing in, here’s one Web content management trend bound to make our predictions list for next year: You will tire of CMS vendors trying to sell you on their integrated marketing suites.
It’s easy to see the future when it’s happening now. This week alone, I count at least three CMS vendors pitching webinars, or demos, or downloads of their integrated marketing tools, customer engagement suites, etc. Nothing wrong with the pitch – and, usually, nothing wrong with a CMS that can do more within the confines of the software.
If past is an indicator, vendors will double down in 2010 on the promise of an integrated CMS with online marketing tools like personalization, analytics, and email marketing, giving you the sense that all-in-one is the only way to go.
We’ve seen this before – and you have too – this debate over integrated tools vs. best-of-breed apps that integrate and play nice with your CMS and website. (See: editor tools, WYSISYG. Or Search. We could keep going.)
On one hand vendors are eager to differentiate with integrated marketing tools. There is merit to a single solution that works well. Switching in and out of apps to get to data and take actions isn’t fun when you’re already too busy. Make life easier for me.
On the other hand, the same vendors are eager to offer APIs and plug-in architectures – an open invitation for others to come to the party and play nice in a federated web ecosystem. Give me flexibility.
Which is it going to be? There may not be a “wrong” answer or a “right” answer, but bet you will be asked for an answer that’s best for you and your organization.