How Marketers Can Manage Experiences with Agility Using Single-Page Applications

by Shelby Britton

posted on 08-03-2018

Yesterday, the world of content management systems ( CMS) was all about creating and managing traditional webpages and ensuring they were responsive across all devices. Today, that world is vastly different. With the proliferation of channels through which IT and marketers are required to deliver content, a CMS must provide the scope to meet the ever-expanding omnichannel charter of today’s brands.

Benefits of SPAs for marketers

Required CMS-supported channels have expanded beyond mature channels like web and mobile to include emerging ones like Internet of Things (IoT) devices, single-page applications (SPAs), point of sale (POS) systems, personal voice assistants, and in-venue kiosks. The growing pressure to develop and deliver more content to an ever-expanding number of channels is resulting in IT and web developers increasingly shifting to SPA JavaScript frameworks for webpage development, due to the significant reduction in code writing. The problem for marketers is that IT often cuts them out of the equation. Yet, marketers can benefit from SPAs too, and leveraging SPAs will give them a seat at the table with IT.

IT may be attracted to SPAs for the time it saves them, but there are many reasons for marketing to appreciate SPAs for powering microsites, ecommerce pages, and many webpages or webpage components at different points in a customer’s journey. When visiting an SPA, customers will experience instant and seamless delivery of content with each click they make, experiencing content faster. Faster page loading times mean reduced bounce rates, longer site visits, and higher conversions.

Benefits of SPAs in comparison to traditional webpages

To put SPAs’ benefits into perspective, let’s look at an SPA compared to a traditional webpage:

The client-side nature of SPAs provides a few more meaningful benefits worthy of mention. First off, SPAs function offline like a desktop app, which further improves the customer experience. They’re also responsive by nature — meeting a marketing requirement and saving IT time. Cost savings is another big benefit. Personalization — key to delivering an exceptional customer experience — becomes easier and less expensive.

Best practices for working with IT with SPAs

There are a couple aspects with SPAs that marketers should keep in mind, and work with IT to solve. The single-page JavaScript nature of SPAs makes crawling/indexing difficult for search engines, meaning extra effort must go into developing SPAs with search engine optimization (SEO) in mind from the start. In addition, most SPAs are created and managed outside a CMS — cutting marketing out of the content management, and authoring equation which requires marketers to request even the most minor of edits from IT. This is a problem previously solved in the early 2000s. A lack of powerful CMS tools also means a loss of efficiency when trying to manage a growing number of SPAs across worldwide digital experiences.

A modern CMS can help marketing and IT get the most out of SPAs, and improve the speed at which content is produced — or what we call content velocity. However, it must include the following three elements geared toward delivering omnichannel experiences at scale:

As the channels and ways people consume content constantly evolve, SPAs managed within a CMS provide marketers with a solution to, in tandem with IT, deliver more content quickly and effectively. More info can be found here.

This article was originally published by ClickZ.

Topics: Digital Transformation, Content Management

Products: Experience Cloud