Quarterly Digital Intelligence Briefing, Econsultancy’s recent report produced in partnership with Adobe, interviewed over 1,000 respondents on the topic of web content management (WCM) and found out that generally, businesses’s CMSs aren’t easy to integrate with other technologies that will enable them to create and implement successful content strategies.
According to this study, 94% of businesses see this integration between content management and the ability to measure the results as “quite” or “very important.” The same ratings were given to personalization (88%) and digital asset management (91%). In fact, the only three elements that got over 50% in the “very important” segment from the point of view of integration with the CMS were web/mobile analytics (64%), personalization (51%) and digital asset management (50%).
The desire exists, but the deployment often lacks when it comes to integration. The top five barriers identified by this study were, as seen by agency respondents, poor alignment with business needs (38%), lack of integration with the rest of business (37%), CMS technology limitations (33%), lack of investment (28%) and changing business needs (24%).
On the client side, the main five barriers were CMS technology limitations (36%), lack of integration with the rest of business (35%), lack of investment (29%), poor alignment with business needs (27%) and changing business needs (26%).
As we can easily see, the top five barriers are the same, the order varies however.
An important aspect revealed by the study was that marketers are handle content management and customer experience, while IT departments often make the decision about which CMS to implement.
It is indeed important to have a CMS that can be integrated with third party technologies that will provide the necessary information to adapt strategies so that the desired goals are reached. PR firms have added content units this year, including Lewis PR, Zeno Group & Hunter PR.