HomeContent MarketingContent chaos grows as marketers struggle with omnichannel demands

Content chaos grows as marketers struggle with omnichannel demands

Hyper personalisation and localisation will be the finish aim for many manufacturers, however an growing variety of entrepreneurs are scrambling to handle the advanced content material necessities wanted to ship a very omnichannel advertising and marketing strategy.

This is likely one of the key findings from The State of CMS 2024 report, which has been printed by content material administration system (CMS) specialist, Storyblok. 

The report particulars the outcomes of a survey commissioned by Storyblok of 1,719 companies throughout the US, UK, Germany, Netherlands, and Sweden. 

In line with the examine, an growing variety of organisations are dealing with challenges with their content material advertising and marketing methods. That is seen as half of respondents (47%) state they’re nonetheless utilizing 2-3 CMSs of their organisation. An extra third (27%) say they’re now utilizing 4 to five CMSs, representing a big leap on the 11% acknowledged in 2023’s report.

Apparently, the survey additionally reveals that just one in 5 (19%) organisations are presently utilizing only one CMS. As compared, this determine stood at 24% in 2023 and 43% 2022. The inference of this perception is that organisations are turning to a number of CMSs to handle trendy content material necessities somewhat than centralising with one system that may deal with all of it.

Clearly, prospects’ omnichannel expectations and calls for stay a selected strain level on this. When requested the rationale for utilizing multiple CMS, the overwhelming majority of (67%) state the necessity for omnichannel capabilities. An extra half (53%) say omnichannel is an important CMS function. 

Indicative of additional content material complexity to return, the report seems to be to a shift in direction of IoT CMS platforms as respondents predict a 16% lower in web site use. In distinction, respondents  forecast marked will increase in  AR/VR (20%), voice-activated audio system (13%) and smartwatches (12%), additional compounding the necessity for a future-ready content material strategy. 

The report additionally reveals rather more information in regards to the CMS business, together with:

  • Over half of respondents (53%) report serving content material in 2-3 languages, whereas a powerful 31% serve content material in 4 or extra languages
  • 90% of respondents have multiple group utilizing their CMS. The biggest group (50%) work with 2-3 CMSs
  • 52% of customers report that visible modifying was an important function for his or her CMS, no matter whether or not they had been technical or non-technical groups
  • 38% state working throughout a number of impartial platforms and migrating last content material to the CMS as the highest collaboration concern
  • Simpler/improved content material scaling is essentially the most sought-after lacking CMS function, cited by 43% of the pattern

On a constructive entrance, the report discovered that 74% of non-headless customers say they’re more likely to swap to a headless CMS within the subsequent two years. Of those that had already switched to headless 99% reported enhancements. The commonest had been elevated ROI (skilled by 61%) and productiveness enhancements (skilled by 58%).

Dominik Angerer, CEO and co-founder of Storyblok, mentioned: “A big CMS migration has been underway for years now, and our newest information confirms that it’s solely going to speed up. Firms are bored with being locked in to CMSs that don’t supply the flexibleness, productiveness, and efficiency they want. The rise of AI can be pushing companies to evaluate their complete content material technique to allow them to be ready for what’s subsequent. Utilizing a future-proof CMS is one of the best factor firms can do to ship higher content material experiences.”

Enthusiastic about listening to main world manufacturers focus on topics like this in individual? Discover out extra about Digital Advertising World Discussion board (#DMWF) Europe, London, North America, and Singapore.


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