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Uniform blog/Driving digital modernization with Uniform and Veracity | webinar recap
Driving digital modernization with Uniform and Veracity | webinar recap
Driving digital modernization with Uniform and Veracity | webinar recap
Digital modernization is vital to competitiveness, with 51 percent of surveyed CEOs viewing low digital maturity as an obstacle to generating value with AI and other innovations. To develop a foolproof digital strategy, brands must let go of old paradigms and embrace new approaches to building a technology stack that accelerates business growth.
In our recent webinar, Jennifer Jones, SVP of business development, BX and marketing, and Woody Carlisle, managing director, CXM technologies, joined us from Veracity to explore the advantages of embracing a visual workspace. We also delved into why removing the constraints of single-vendor platforms spurs brands to adapt to evolving marketing needs and capitalize on technological advancements.
Generative AI is driving hyper-personalization
AI is everywhere and has become a must-have capability along the path to digital modernization. Most organizations want to leverage generative AI to scale and personalize customer experiences but lack the budget, centralized access to content and data, or both to implement a full-scale personalization strategy.
For brands ready to migrate from their legacy system to a digital experience management platform, Carlisle noted the visual workspace’s orchestration capabilities and how they help companies orchestrate data and content across various repositories. “You can point to any of those data sources and mash the content and data into a single experience…then add the personalization and targeting layer from an enablement perspective, putting that into the hands of business users.”
Likewise, the visual workspace enables marketers to build and scale experiences using multisource content, not just generative AI. Business users can combine information from their content management system (CMS), digital asset management system, and other tools while customizing and testing messaging for different audiences—all within a single interface.
Though AI still requires human supervision (e.g., guardrails for ensuring brand, quality, and ethical standards), incorporating it throughout the experience creation process helps marketers tailor and refine content that resonates with customers and drives hyper-personalization at speed.
Map technology to the needs of your audience
Like the customer experience, digital modernization should be implemented against the backdrop of your business goals and stakeholder concerns. Frequently, companies jump headfirst into technology projects that boast attractive features and benefits but neglect to evaluate the needs of digital teams who work on innovation and create experiences.
When considering the totality of digital experiences, Jones stressed that organizations must start with the end user in mind instead of mapping projects to one particular technology. Otherwise, following a platform-first approach can lead to challenges down the road:
- Without a holistic understanding of the enterprise, it’s difficult to view how different parts of your stack fit together in your tech ecosystem or identify the solution that best meets your requirements.
- It’s critical to think about how different systems connect digital teams across processes and workflows. When teams, processes, and workflows don’t talk to each other, gaps appear in your customer experience.
- What goals are you trying to achieve? What systems and processes does each team or department own? How are you trying to deliver products and services to customers? Bypassing these questions can lead to poor outcomes and a product that falls short of customer expectations.
Rethinking your requirements and how your digital experience management platform can support digital teams and processes will help establish a baseline for the technology that serves those purposes.
Technology agnosticism is key in today’s business climate
With technology changing at a rapid pace, organizations must be ready to adapt and innovate to stay competitive. The platform-first approach—the practice of relying on a traditional CMS as the foundation of your stack—often holds brands back, especially in a volatile market that demands maximum speed, agility, and flexibility.
During the early years of CMSs, organizations were forced to conform to the paradigms of their chosen system. Locked into an expensive vendor contract, upgrading to new functionality and integrating third-party capabilities meant laborious implementations and pricey replatforming projects.
However, web-centric thinking has given way to omnichannel campaigns that depend on multiple technologies to provide rich, engaging experiences. Now, brands can work with cutting-edge tools that support an experience-first approach that’s less focused on technology and more on the experience across different channels.
A tech-agnostic solution such as the visual workspace enables an experience-first mindset. Multisource content management capabilities free companies from the restrictions of a single platform and equip digital teams with the right tools for the right job, regardless of vendor or where information is stored in the organization.
Moreover, with integrations handled in the back end, marketers are empowered to create and test personalized experiences without developer involvement, and brands can introduce innovative features without performing a costly and time-consuming migration.
Modernize your tech stack with Uniform and Veracity
Digital modernization is the first step toward building a tech ecosystem that allows digital teams to move quickly and innovate with ease. With leading expertise from our solution partners, the Uniform Visual Workspace can bridge the gap between your business needs and the systems that drive hyper-personalized experiences.
Watch the replay of “Digital Modernization: The Rise of Tech-Agnostic, Experience-First Futures” to learn about our partnership with Veractiy and how the Visual Workspace unifies enterprise systems.
