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.”
The B2B Marketer, the online destination for B2B marketing professionals seeking valuable insights, trends, and resources to drive their marketing strategies and achieve business success.
