Interviews, insight & analysis on digital media & marketing

Survey reveals content chaos as marketers struggle with omnichannel demands

Research from Storyblok has revealed that 27% of organisations are using 4-5 CMSs to manage their marketing – a sharp uplift from 11% in 2023. The study found that only 19% are using one CMS – in contrast to 24% last year.

The State of CMS 2024 report details the results of a survey commissioned by Storyblok of 1,719 businesses across the US, UK, Germany, Netherlands, and Sweden. 

Hyperpersonalisation and localisation may be the end goal for most brands, but the survey findings suggest that an increasing number of marketers are scrambling to manage the complex content requirements needed to deliver a truly omnichannel marketing approach. 

Clearly, customers’ omnichannel expectations and demands remain a particular pressure point. When asked the reason for using more than one CMS, the overwhelming majority of (67%) state the need for omnichannel capabilities. A further half (53%) say omnichannel is the most important CMS feature. 

Indicative of further content complexity to come, the report looks to a shift towards IoT CMS platforms as respondents predict a 16% decrease in website use. In contrast, respondents  forecast marked increases in  AR/VR (20%), voice-activated speakers (13%) and smartwatches (12%), further compounding the need for a future-ready content approach. 

The report also reveals much more data about the CMS industry, including:

  • Over half of respondents (53%) report serving 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. The largest group (50%) work with 2-3 CMSs
  • 52% of users report that visual editing was an essential feature for their CMS, regardless of whether they were technical or non-technical teams
  • 38% state working across multiple independent platforms and migrating final content to the CMS as the top collaboration issue
  • Easier/improved content scaling is the most sought-after missing CMS feature, cited by 43% of the sample

On a positive front, the report found that 74% of non-headless users say they are likely to switch to a headless CMS in the next two years. Of those who had already switched to headless 99% reported improvements. The most common were increased ROI (experienced by 61%) and productivity improvements (experienced by 58%).

Dominik Angerer, CEO and Co-Founder of Storyblok, said: “A large CMS migration has been underway for years now, and our latest data confirms that it’s only going to accelerate. Companies are tired of being locked in to CMSs that don’t offer the flexibility, productivity, and performance they need. The rise of AI is also pushing businesses to review their entire content strategy so they can be prepared for what’s next. Using a future-proof CMS is the best thing companies can do to deliver better content experiences.”

Download The State of CMS 2024 report to see the full results.