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Econsultancy-CMS-Failure-to-Facilitate-Goals-May2013Few companies believe that their content management system (CMS) facilitates a brand-enhancing digital presence, finds Econsultancy [download page] in a new report sponsored by Adobe. Instead, while a majority believe that content management should help them meet a variety of business goals, such as improving user and customer engagement and brand-building through positive experiences, less than one-third rate their CMS as good for helping them deliver against those objectives. Additionally, 6 in 10 respondents don’t believe their CMS allows them to have a complete view of engagement across all channels.

Companies most commonly believe that their CMS should help them improve user engagement and customer engagement, with 87% of respondents believing this to be the case. However, just 23% rate their CMS as good in this regard. Similarly, while 78% want their CMS to enable them to build the brand through positive experiences, only 29% agree that their CMS does a good job of doing so.

With content management systems most likely to be used by companies for their websites and mobile sites, a leading 33% of respondents point to mobile website functionality and responsive design as the one feature they would add to their CMS right now.

Part of the problem with current content management technology is its ability – or lack thereof – to integrate with other marketing platforms. For example, only 39% of companies rate the ability of their current CMS to integrate with web and mobile analytics as “excellent” (11%) or “good” (28%) – and that was the most positive response. CRM integration is even more of a challenge, with only 25% rating their CMS as good or excellent in this area.

The chief barriers to successfully implementing a CMS are its technology limitations (36%) and the lack of integration with the rest of the business (35%), according to client-side respondents. Agency respondents are particularly concerned about poor alignment with business needs (38%), although clients are less likely to cite that as a barrier (27%).

The researchers recommend that marketing take more ownership of CMS platform selection, given its influence on digital business objectives and the variety of ways and forms in which content is delivered today. This includes exploring social integration of a platform, in order to ensure consistent branding.

About the Data: The data is based on an online survey of more than 1,000 client-side and agency respondents, conducted in February and March 2013. 59% of respondents were client-side (part of an in-house team). 42% are based in the UK and 35% in North America. 37% are exclusively focused on B2C, 37% on B2B, and the remainder are focused on both.

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