Thought leadership

 Only 38% of companies believe that their content management system (CMS) facilitates a brand-enhancing digital presence, according to research published by Econsultancy and Adobe.

The report, entitled 'From Content Management to Customer Experience Management', highlighted a growing need for companies to deliver a more compelling customer experience across all digital touch points, including the web, tablet, mobile and social.  Following a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, it was found that the majority of respondents believe that content management should help companies 'improve user engagement and customer engagement' (87%) and 'build the brand through positive experiences' (78%).

Worryingly, however, only 23% of companies rated their CMS as 'good' for improving user engagement and only 29% of companies rated their CMS as being good at brand-building through positive experiences.

Among the study's other key findings:

  • 70% of organisations surveyed agree that 'delivering optimal experiences across all screens and devices is a major challenge'.

  • Only 14% of responding businesses say that their 'CMS enables them to have a complete view of engagement across all channels'.

  • A third of respondents (33%) say that mobile website functionality and responsive design is the one feature they would 'add to their CMS right now', more than twice as many as for the next most sought after feature (targeting / segmentation).

  • Almost two-thirds (63%) of respondents agree that managing and measuring social media activity within their CMS is difficult.

The report also noted that marketers are increasingly taking ownership of both creation of content and delivery of content in a range formats across both online and offline channels, becoming key stakeholders in content management systems along with colleagues in other parts of the business such as IT and web development.

"We are seeing a growing number of companies re-platform so they can use their content to create relevant and meaningful digital experiences across channels and devices," said Neil Morgan, senior director of EMEA marketing for Adobe Marketing Cloud. "Given this, it is concerning that a minority of this survey's respondents agree that their CMS facilitates a brand-enhancing digital presence. Companies that are slow to embrace a more strategic use of content management will lose to competitors creating more impactful digital experiences."

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