The pursuit of hyper-personalisation and localisation in marketing, though an ultimate goal for many brands, is driving a surge in the adoption of multiple content management systems (CMS).

This is according to the latest findings from the State of CMS 2024 report released by Storyblok, a leading CMS provider. The report, based on a survey of 1,719 businesses across the US, UK, Germany, Netherlands, and Sweden, highlights a growing struggle among marketers to navigate the intricate content requirements necessary for delivering a truly omnichannel marketing strategy. A significant revelation is that half of the respondents (47%) admit to using 2-3 CMSs within their organisations, signifying a rise from the 11% reported in the 2023 survey.

Shifting Landscape of CMS Usage

Contrary to the trend observed in previous years, where organisations were consolidating their content management through a single CMS, the 2024 report indicates a shift towards multiple CMSs. Currently, only 19% of organisations rely on a single CMS, a decrease from 24% in 2023 and 43% in 2022.

The overwhelming reason behind the adoption of multiple CMSs is the demand for omnichannel capabilities, with 67% of respondents citing this as their primary driver. Furthermore, half of the participants (53%) consider omnichannel the most crucial feature in a CMS.

The report predicts a future shift towards IoT CMS platforms, with respondents foreseeing a 16% decrease in website use. In contrast, there are expected increases in AR/VR (20%), voice-activated speakers (13%), and smartwatches (12%), underlining the growing necessity for a content approach that can adapt to emerging technologies.

Insights into the CMS Industry

The report delves deeper into the CMS industry, revealing several key insights:

Over half of respondents (53%) serve content in 2-3 languages, while an impressive 31% serve content in 4 or more languages.
90% of respondents have more than one team using their CMS, with the largest group (50%) working with 2-3 CMSs.
52% of users consider visual editing as an essential feature for their CMS, regardless of technical or non-technical teams.
Collaboration challenges include 38% stating issues with working across multiple independent platforms and migrating final content to the CMS.
The most sought-after missing CMS feature is easier/improved content scaling, cited by 43% of the sample.

Positive Trends in CMS Migration

Despite the challenges, the report highlights positive trends in CMS migration. A substantial 74% of non-headless users express the likelihood of switching to a headless CMS in the next two years. Additionally, among those who have already made the transition, 99% report improvements, with increased ROI (61%) and productivity enhancements (58%) being the most common benefits.

Dominik Angerer, CEO and Co-Founder of Storyblok, commented on the findings, stating, “Companies are tired of being locked into CMSs that don’t offer the flexibility, productivity, and performance they need. Using a future-proof CMS is the best thing companies can do to deliver better content experiences.”

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