The psychological theory of the Paradox of Choice states that the presence of too many options causes cognitive distress and often results in less than optimal decisions being made. Given the pure number of tools, platforms, features and functionality that comprise today’s Digital Marketing landscape, the selection process can be overwhelming. So what should you really care about when assessing tools and making technology selections? Let’s look at why your search should start, and end, with tools that boast a decoupled architecture.

Experience Management

The ever-evolving race to captivate and convert general audiences to brand advocates now requires a CXM tool that can address more than just a website. Brands are most effective when they can establish i nterconnected and unified experiences across all customer touch points – both those that take place in-person, as well as those that occur through the web. Connecting the in-person experience with the digital experience requires technical agility, as well as the ability to manage content that is not married to presentation elements. By providing businesses with a decoupled architecture, Hippo CMS enables marketing teams to push content from the CMS to displays outside of the website, so that they can manage the entire experience from a centralized location.
Solution Flexibility

Flexibility is crucial. Each business has varying objectives and circumstances, and there is no one-size-fits-all solution.  A pure separation of content from the presentation layer provides businesses with this flexibility, and opens the door to many solution types, and many implementation options. Rather than requiring you to rip out and replace legacy platforms, this architecture allows you to adopt infrastructure that best suits your needs. So save your existing web applications and portals, and use Hippo CMS as the centralized repository in which content is managed.
Content Reuse

Time is money. And a pure separation of content from presentation will save you both. Hippo CMS allows you to reuse content across sites, channels, and brands. This will not only reduce the pure quantity of content that needs to be created and managed, but also reduce the time-to-market. A single content item can be combined with many different presentations, opening up a world of possibilities. Additionally, marketers will only need to manage a single content item, while the system pushes updates across the digital properties.
Migration Friendly

Nobody likes moving. It’s an exhausting process that requires packing, heavy-lifting, and a great deal of time. The process of moving to a new technology is often no different. But it doesn’t have to be. Tools that possess a decoupled architecture make migration and conversion more efficient, requiring you to only move data from one system of record to another.

Given the quantity and variations of systems available, it is imperative that businesses refine their selection criteria to ensure that a quality decision is made. With a decoupled architecture, Hippo CMS has delivered the optimal platform for managing experiences across all user touch-points, and enhancing both content management and marketing practices time and time again.

this post appears originally on the Hippo CMS Blog