6) Metamorphosis and Renewal: CMS Renewal
Snakes famously shred their skin and renew. We have started to see brands shred their skins, with better digital experiences, but also a level deeper, in the platforms that deliver this content. I have personally been in the Content Management space for 10 years, and as much as we made the story about the business, it was IT that drove the decision. This has changed. It still need core elements in place, and need reassurances in terms of scalability, security and so on.
The result is that today, the majority of brands still have a system that the digital marketing organization is working around. Making things happen despite the system, not enabled by the system. The impact of Digital Marketing has reached a level now that these pains are no longer acceptable from a business point of view, and we will see a purge of legacy, IT driven CMSs in favour of modern, marketer friendly platforms.
This year brands will shed their legacy technology skin and emerge brighter, fresher and ready for the next phase of growth.