Drive global reach with omnichannel CMS personalization and localization

Highlights

You’ll learn how omnichannel CMS supports global personalization & localization.

• Centralized content management: A single source of truth for your content needs
• Multilingual support: Seamless and real-time language translation across regions
• Data-driven personalization: Tailor messaging to behaviors and preferences

Leverage an omnichannel CMS to scale globally while connecting with diverse audiences.

Customers want to feel a connection with brands, so generic interactions will no longer cut it. Hence, brands that personalize and localize content will stand a better chance. 

When a business deploys both strategies, it can tailor content to a customer's unique needs and ensure that all interactions align with the cultural and regional contexts that apply to the customer. So, what does an omnichannel CMS have to do with this?

What is an omnichannel CMS?

An omnichannel CMS allows you to manage and deliver content across multiple customer touchpoints using integrated and unified channels. It allows you to deliver a content experience focused on customers rather than just reaching them via multiple channels without integration.

An omnichannel CMS is API-first and headless. Its headless approach allows you to integrate digital tools that allow you to localize and personalize content. It also supports content reuse and enables you to deliver content to any front-end interface.

How it differs from traditional CMS

A traditional CMS is more suited for web content. It is also focused on content for a single digital channel. However, an omnichannel CMS integrates content delivery across an entire ecosystem of platforms and devices.

Benefits of omnichannel CMS for businesses

A headless CMS for omnichannel strategy is flexible. You manage and optimize content on its back end while choosing any suitable front-end platform to deliver it. Here are other benefits.

• Enhanced customer experience: It tailors content, making integrating all channels easy. It also supports the delivery of personalized and localized experiences.
• Streamlined content management: You manage content in a single hub and deploy it across multiple platforms, saving time and IT resources.
• Scalable and flexible: Its headless approach enables you to deliver content to multiple channels. You can also integrate different front-end frameworks for content delivery.
• ROI-focused efficiency: It powers omnichannel consistency and personalized and localized content. These factors increase customer engagement and loyalty, which translates to higher revenues.

The role of localization in omnichannel marketing

So, why would you want to localize content? It is all about context and connection. When you localize content, you adapt to specific cultural, linguistic and regional nuances.

Too many times, marketers only focus on language translation, but it goes beyond that. The focus should be on what drives customers in different markets. With that, you can then use imagery, tones and legends native to your audience.

Why it matters

• Global reach: It creates a bridge between brands and their target audiences, which is essential when you expand to new markets.
• Customer loyalty: When you adapt content to reflect cultural sensitivities, it fosters trust and loyalty.
• Improved ROI: When potential customers see themselves represented in your messaging, they become more engaged. This leads to higher conversion rates.

Think about how Spotify uses Tamil and Telugu music playlists for its Indian audience while it uses anime-themed playlists in Japan. In this instance, they adjusted language and imagery to each region, allowing them to better connect with their audiences.

Benefits for business performance

Localized content, delivered via an omnichannel CMS, improves customer satisfaction by making every touchpoint relatable. It also strengthens digital marketing campaigns by aligning them with regional consumer behaviors.

For instance, a global apparel brand could use an omnichannel CMS to deploy winter-focused promotions in cold climates. At the same time, they showcase summer looks in tropical regions, all managed from a single platform.

Personalization in omnichannel strategies

Personalization is an approach to tailoring content to the individual preferences, habits and needs of the customer. It is about creating a unique and dynamic experience for users.

Localization, on the other hand, requires that you adapt based on region. You can create personalized experiences in three ways, as follows:

• Dynamic content: Focuses on changeable elements based on user behavior, such as showing content based on browsing history.
• Behavioral triggers: Send targeted messages or alerts based on user actions. For example, you can send discounts to customers who abandon items in their shopping carts.
• Automated offers: Using AI systems to suggest products or services based on previous customer interactions.

Here is an example: You can sync in-store purchases with mobile apps to deliver exclusive rewards and loyalty content. So, when a customer purchases an item in-store, they receive rewards via the mobile app.

Benefits of personalization

It increases customer satisfaction, which impacts loyalty. It also has other benefits as follows:

• Enhanced customer satisfaction through relevance
• More organic and stronger customer engagement, leading to increased revenue
• Greater insights into consumer behavior to support strategy

Components of a successful omnichannel strategy

A successful omnichannel approach should be unified and consistent. That way, customers enjoy a seamless experience no matter what channel they use. For that to happen, you must:

• Map the customer journey: This enables you to understand every stage of the customer experience, ensuring you can craft seamless experiences and address customer challenges.
• Integrate multiple channels: Successful omnichannel strategies rely on creating synergy between platforms, from physical stores to mobile apps.
• Manage content based on data insights: Insights from customer data can be used to personalize content. You can analyze trends and apply AI for dynamic adjustments.

How omnichannel CMS supports localization & personalization

APIs play a central role in the omnichannel's operation. They enable content delivery and the seamless integration of third-party tools. They also support customer data collection from multiple channels, allowing you to tailor content accordingly.

Think of it like an ecosystem that supports data sharing and content delivery integrated by APIs.

Features of omnichannel CMS for localization

When it comes to serving localized content, what can you expect from an omnichannel CMS?

• Centralized content management: It offers a single source of truth for all content needs. You can deliver consistent content in various regions with localized variations.
• Translation and multilingual support: A headless CMS like Contentstack translates content into multiple languages in real time. This allows you to reach a global audience while you maintain local relevance.
• Cultural adaptation: Beyond language, it allows you to adapt graphics, layouts and phrasing to align with local cultural nuances.
• Scalable localization: Omnichannel CMSes built on MACH principles also support rapid scaling of localized content operations.

Features of omnichannel CMS for personalized experiences

• Dynamic content delivery: It delivers personalized content in real time based on customer insights.
• User segmentation: This feature allows businesses to target specific audience groups with tailored content.
• Structured content blocks: A CMS for omnichannel stores content in modular blocks. This allows you to customize and personalize content for different user segments.
• Customer behavior tracking and analytics: Integrated analytics tools track user interactions, enabling you to personalize experiences based on the data.

How Contentstack supports personalization and localization

Contentstack offers all the above features and more. Here are extra features of Contentstack’s headless CMS that allow you to personalize and localize content.

• A/B/n testing insights: This feature allows you to test content variants to know which variations resonate with your audiences.
• Edge-based delivery: Powered by an edge API, you can scale and speed up personalized content delivery, ensuring flicker-free user experiences.
• Workflow automation: The automation feature streamlines your workflow. Developers, content creators and marketing teams can collaborate to ensure efficient, error-free localization.

Contentstack also offers features like visual editors and live previews that speed up creative processes and help you maintain consistency across platforms.

Case studies

Land O’Lakes

Its Purina brand caters to various species, including chickens, horses, cattle, goats and sheep. However, they struggled to curate content for each segment. For instance, the content that appeals to a dairy farmer may not apply to a horse breeder.

Opting for Contentstack's Lytics CDP enabled them to create personalized content for each product segment. The changes led to a 38% increase in conversion rates and a 29% increase in click-through rates within two weeks. 

Keep reading to learn how Land O’Lakes increased conversion rates through personalized experiences.

Industry Dive

Industry Dive had diverse content and a large readership base. However, they did not know much about their audience. Hence, they wanted to uncover deeper insights about their readers than they were getting with tools like Google Analytics. 

It selected Lytics, a Contentstack company, to solve the problem. The Lytics customer data platform (CDP) enabled them to personalize content, which enhanced the content quality and increased the click-through rate by 40%.

"Our editors really see the value of Lytics. They’re using it every day to shape their editorial content." Robin Re, VP of Marketing, said.

Read more about how Industry Dive delivered personalized content to drive customer engagement.

FAQ section

What is an omnichannel CMS?

An omnichannel CMS is a CMS designed for seamless publishing across various unified and integrated channels.

What is personalization in omnichannel?

It is the approach of using customer data to tailor content, products and experiences to individual users across all channels, such as web, mobile, in-store, etc.

How do personalization and localization differ?

Personalization tailors content to the preferences and behaviors of individual users, creating unique experiences. Localization adapts content to the broader context of specific regions or cultures—language, customs, local legends, etc.

Why are localization and personalization important for modern businesses?

Both are important because they help businesses to connect with global audiences and to create tailored customer experiences. This improves customer engagement and leads to higher conversion rates, as we have seen with Land O’ Lakes.

Learn more

An omnichannel CMS offers essential features that allow you to bring your localization and personalization strategies to life. You can leverage unified content hubs, modular blocks and AI-driven insights. These elements allow you to create content in various personal and regional contexts.

Contentstack’s headless CMS offers the ultimate tool to simplify the process, integrating automation and live preview to streamline your content workflow. You save time and IT resources. You also connect with a wider audience and grow your business's revenue. Talk to us today to learn more.