Marketers and customer experience (CX) leaders have traditionally managed their communications as end-to-end deliverables — the web page, the slide show, the brochure, the catalogue, the product page, the full-page ad, and so on — each a complete, self-standing entity.
This approach to enabling customers’ diverse journeys suffers in a few major ways:
- Customers’ needs and pathways can vary dramatically as each tries to accomplish a specific goal.
- Developers don’t have time to support the variations that marketers and CX leaders demand.
- Costs escalate in global supply chains, with numerous agencies and partners repeating the same thing.
- Errors accumulate as the one-off entity ages and no longer matches reality.
Modular content is the antidote, where marketers and CX leaders work with a system of content components that support both reuse and granular and bespoke delivery. We at Forrester break the shift into three components:
- Content blobs to chunks. This takes content from a monolithic approach to experiences and to small components.
- Separated storage and delivery. Components can be distributed across any number of interfaces.
- Relationships between components. Logical and semantic relationships allow marketers and CX leaders to assemble meaningful experiences that scale.
A number of businesses, including Desigual, Electronic Arts, and Novartis, have started the shift to modular content, adapting their people, processes, and technologies.