Content Chaos: Marketers Struggle with Omnichannel Demands

Content Chaos: Marketers Struggle with Omnichannel Demands

Most businesses’ ultimate objective is hyper-personalization and localization, but a growing number of marketers are struggling to handle the complicated content that needs to be required to achieve a truly omnichannel marketing strategy.

This is one of the elementary findings of the State of CMS 2024 research, issued by Storyblok, a content management system (CMS) specialist. 

The paper presents the findings of a Storyblok-commissioned survey of 1,719 firms from the United States, United Kingdom, Germany, the Netherlands, and Sweden.

According to the report, many businesses need help with their content marketing initiatives. This is obvious because half of respondents (47%) said they still use 2-3 CMSs in their business. A third (27%) said they currently use four to five CMSs, a major increase from the 11% reported in 2023.

Surprisingly, the study also finds that just one in every five (19%) organizations is now using a single CMS. In comparison, this percentage stood at 24% in 2023 and 43% in 2022. This insight implies that organizations use numerous CMSs to meet current content requirements rather than relying on a single system to handle everything.

Customers’ omnichannel expectations and needs continue to be a major source of pressure in this area. When asked why they use more than one CMS, the vast majority (67%) answer the requirement for omnichannel features. Half (53%) believe omnichannel is the most significant CMS feature. 

The survey forecasts a 16% decline in website utilization, indicating a shift towards IoT CMS systems and increased content complexity. Respondents, on the other hand, expect significant rises in AR/VR (20%), voice-activated speakers (13%), and smartwatches (12%), emphasizing the importance of a future-ready content strategy.

The paper provides much more information on the CMS market, including:

  • Over half of respondents (53%) report offering content in 2-3 languages, with an amazing 31% serving content in four or more languages.
  • 90% of respondents use their CMS to manage several teams. The majority (50%) work with 2-3 CMSs.
  • 52% of users stated that visual editing was a crucial feature for their CMS, regardless if they were technical or non-technical teams.
  • 38% state working across various independent platforms and moving final material to the CMS as the top collaboration issues.
  • Easy/improved content scalability is the most sought-after missing CMS feature, identified by 43% of the sample.

On the positive side, the research discovered that 74% of non-headless users intend to convert to a headless CMS in the next two years. Of those who have already migrated to Headless, 99% noted improved performance. Higher ROI (61%) and productivity gains (58%) were the most prevalent.

Dominik Angerer, CEO and co-founder of Storyblok stated, “A large CMS migration has been underway for years, and our latest data confirms that it will only accelerate.” Companies are tired of being bound into CMSs that do not provide the freedom, productivity, and performance they require. The emergence of AI is also causing organizations to rethink their whole content strategy to be prepared for what lies ahead. Using a future-proof CMS is the best thing businesses can do to improve content experiences.”

Source- marketingtech

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