Recent research from enterprise technology provider Storyblok has highlighted significant challenges faced by global brands in leveraging their Content Management Systems (CMS), which may have implications for marketing effectiveness and overall business performance. The study surveyed 300 IT and marketing leaders from companies with revenues exceeding $100 million, leading to the finding that a staggering 93% of these leaders are dissatisfied with their current CMS solutions, primarily due to limited integration capabilities.
The findings reveal that despite an average annual expenditure of $453,126 on marketing technology, a substantial portion of respondents expressed the need for improvements in system integration. More than a third, specifically 38%, indicated a continuous demand for better integration solutions, while nearly a quarter, 24%, deemed their current integrations as “difficult” to navigate.
Further insights from the research indicated that many businesses struggle to keep their digital content relevant. A significant percentage of respondents, admitting that 20-30% of their CMS content is outdated, surprisingly only 29% update their content on a monthly basis or less frequently. This lack of effective auditing or refreshing of digital assets has left many company websites underperforming, as they are unable to engage effectively with customers.
Dominik Angerer, CEO of Storyblok, commented on the findings, stating, “Many companies are hitting the limits of their current CMS. They dream of systems that sync seamlessly without constant workarounds.” This statement reflects a broader sentiment among businesses grappling with the limitations of legacy CMS platforms.
Additionally, the study uncovered prevailing inefficiencies in collaboration between IT and marketing teams. Approximately 40% of leaders reported an ineffective or non-existent working relationship, which often leads to significant bottlenecks in content updates, delaying essential projects by months. Marketers are frequently reliant on developers for even minor edits within monolithic CMS frameworks, compounding the inefficiencies and hampering their agility in a fast-paced digital environment.
Experts have warned that these integration failures could impact crucial sales periods, including the upcoming Christmas shopping season, and anticipate a growing emphasis on aligning marketing technology in the coming year. The research points to the emergence of flexible, integration-friendly solutions, such as headless CMS platforms, as a potential remedy to these challenges.
Overall, Storyblok’s findings illustrate the urgent need for improved integration within martech frameworks. A previous study linked poor user experiences on websites to an estimated $72,000 in lost sales annually, underlining the financial ramifications of inadequate CMS utilization. With the landscape of new technologies constantly evolving and effective cross-system data management increasingly vital, integration is set to become a leading priority for marketing technology strategies in 2025 and beyond.
Source: Noah Wire Services