Headless Content Delivery and the Rise of the Hybrid CMS

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IDC ANALYST CONNECTION Sponsored by: Adobe H eadless Content Delivery and the Rise of the Hybrid C MS September 2018 Questions posed by: Adobe Answers by: Melissa Webster, VP Content & Digital Media Technologies Q How critical is headless content delivery to an overall content management strategy? A IDC believes headless content delivery is an essential ingredient of an omni-channel strategy. Brands must engage their customers via an ever-growing array of digital touchpoints including web sites and social properties, web and mobile apps, email campaigns, advertising, and new Internet of Things (IoT) experiences. Some of these experiences require custom-developed user interfaces (UIs). Headless content delivery frees developers from UI constraints and lets them leverage enterprise assets to create customized experiences. Headless content delivery already plays a significant role in the delivery of both web and native app experiences: » eCommerce and business apps. Headless content delivery lets developers pull merchandising and lifestyle content into eCommerce sites, enriching the shopping experience. Similarly, headless delivery lets developers incorporate content into customized "utility" web apps such as booking systems, online banking apps, and product configurators. » Native apps. Many brands have developed mobile apps and some are creating apps for smartwatches, smart TVs, in-venue digital signs, digital screens in connected cars, and other IoT devices. We also see growing interest in rich, immersive content types such as AR/VR, 360 video, and CGI. Headless content delivery lets developers pull content into native apps and create innovative experiences that differentiate the brand. Developers are an important constituency and their needs must be served by the organization's content management system. Given the vast global community of JavaScript developers and the popularity of JavaScript frameworks such as angular.js, react.js, and vue.js, we expect interest in headless content delivery to continue to grow. Enterprises should make headless content delivery part of their overall content strategy. Headless content delivery frees developers to create innovative experiences for new and emerging digital channels, but brands need a solution that leverages their content investments and fosters collaboration with business users.

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