Avira Launches Its Digital Content Strategy with Pimcore
Avira is a German multinational security software company with 500+ employees and 240+ million users that provides protection, privacy, performance, and identity tools for computers and networks, delivered as both software and cloud-based services.
Avira wanted a flexible and scalable central hub for managing content and products, also from external sources. The goal was a user-friendly system with editor workflows and the possibility to manage marketing content for various departments of the company. And the future system also needed to be a centralized platform for managing personalized B2C and B2B communication for all customers.
Avira needed a single-source publishing system able to address the needs of the customers better by showing them personalized, customized content. A content hub concept was created to ensure brand consistency and make the content appeal to all international B2B and B2C audiences.
They looked for a flexible solution, a future-proof content platform, with DAM and PIM capabilities in addition to the DXP/CMS. The new system needed to be flexible enough to provide the possibility to establish a digital content and service platform in which any kind of corporate and product content could be stored.
As a global company, with a huge amount of traffic from every country of the world, global 24/7 high-performance for the delivery of all content was also an important factor.
„Pimcore is a flexible platform which allows us quick implementation of capabilities and delivers great performance.“
Adrian Breaban, Product Owner
Pimcore is used for all areas of corporate content management in the company. In addition to pure DXP/CMS functionalities PIM, DAM, and MDM were also implemented. A peculiarity of the solution is the central content hub in which any kind of corporate content can be managed and maintained.
The content is managed in a structured format, independent of the output channels, and provided with Content-as-a-Service (CaaS) via APIs. A separate content creation workflow has been designed and implemented for this type of content administration. Furthermore, a simple backend search for the content hub was also implemented.
Editors, marketing users, product managers, the design team, and other stakeholders can now manage and access all types of corporate content from one source in a single interface. Content managers can create new landing pages, microsites, websites for new markets, customized reseller pages, product comparisons, and much more easy and fast.
The outstanding usability of Pimcore makes it faster and more efficient for more than 18 international editors to manage and update all content.
The solution was first deployed in 2019 and produced more than 1 million page views from 600 000 users over the course of a few weeks.