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22 December 2017

The CMS your marketing department needs

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Are your web analytics data giving you enough results? What marketing activities help you engage? What marketing mix is most effective in your strategy? What's the best way to label your campaigns?

These are some of the questions asked by marketing managers when using digital marketing tools, or when figuring out which are the best ones to use. The answer is simple: use a marketing-ready CMS.


Even though Sitecore has been on the market for a long time (it was founded in Denmark in 2001), it still isn't that well known in the UK. This powerful content management system has been designed to meet the needs of different businesses, both B2B and B2C. In fact, it has been positioned as an excellent solution for companies who need an intranet, corporate website and, take note, marketing automation software. And its features do not end there.

Why choose Sitecore?

1. Solid content management

It is a robust platform, scalable to the requirements of each business.

2. Personalisation

Sitecore provides personalised solutions, in context. This means that each user experience is moulded to how they have used the system in the past, or to their real-time interaction with it. To do this, we need to understand each user by analysing the following elements:

  • Entry route: Where users come from.
  • Anonymous data from the user's digital fingerprint: Gather data about the user's geographical location, language, the device they are using, etc. This can provide a great deal of information about your clients.
  • Behaviour on the website: Identify what users search for while browsing your website, or what type of content they have viewed.
  • Integration: Without doubt, the most interesting feature is that Sitecore enables the full integration of data from various sources. These may include a CRM, enriched data or a customer service platform.

User experience is a key aspect of this content management system. This is why there are multiple ways of personalising it. It is flexible and dynamic. For example, it will allow you to do A/B testing to optimise your conversion rate according to your goals, and personalise content according to the browsing history of the device it is connected to. Whatever the strategy, the fact of the matter is that the more data we have about our clients (or potential clients), the better we can optimise their experience and, with that, make our goals easier to achieve.


3. Use context to learn about the user

To achieve optimal interaction with users, Sitecore gathers precise data in a single location. It also generates a profile for each client, which will be added to every time they interact, and offers all sorts of information about the user. Campaign routes can be created for better analysis as well as to monitor objectives and the path of every visitor thanks to the Path Analyzer tool.

4. Customer journey

Sitecore has created what is referred to as a digital maturity model in three key phases: Attract, Convert and Advocate (similar to the steps of inbound marketing), a guide that analyses the moment each client engages and provides advice about what experience to offer each of them. And it doesn't end there: it adapts each metric and strategy to each separate stage.

What this CMS can do for you

  • Multilingual content manager with a user-friendly interface.
  • Integrated client data (technical support, web, CRM, store, app and social networks).
  • Testing of e-mail, landing page or mobile site campaigns.
  • Events creation.

In essence, Sitecore holds huge potential for businesses and is particularly focussed on usability and user experience: aspects that are ever more important when planning a website, since audiences are increasingly demanding and their knowledge of the digital world is taking huge leaps forward.

If you want to know more about Sitecore development or if you already have a project in mind, at Novicell we can help you to bring it to life. 

About the author

Adam Peter Nielsen
Adam Peter NielsenGroup CTOSend e-mail

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