Why is Content as a Service (CaaS) needed?

In years gone by, traditional CMS platforms typically only needed to be concerned with one channel, the brand website. As a result, the CMS was tightly coupled to the website; meaning content stored in the repository would be delivered to the frontend without issues.

However, the traditional CMS never evolved in conjunction with the number of channels available today and couldn’t predict how these channels would impact the desired customer experience.

Brands interact with customers through different touchpoints. However, as a result of new technologies, most significantly the internet of things, there are now far more touchpoints than ever before, and that number continues to grow. According to Gartner, the number of IoT endpoints will grow to 5.8 billion by the end of 2020. This represents an increase of 21% from 2019, which also had an increase of 21.5% from 2018.

With the IoT, brands and customers now have more touchpoints where they can interact, including websites, mobile apps, kiosks, tablets, and other smart devices. As a result of these increased numbers of channels, the expectations of the customer have also changed.

Now, customers expect brands to offer them omnichannel marketing and personalization across every touchpoint. The monolithic nature of the traditional CMS means that it just can’t keep up, so content-as-a-service is required to facilitate delivery to these channels.