Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).

New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.

The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).

Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.

But despite these results, only 14% of responding businesses say that their “CMS enables them to have a complete view of engagement across all channels.”

The new Econsultancy/Adobe Quarterly Digital Intelligence Briefing, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.

How important is seamless integration of CMS with the following types of digital marketing platforms or technology?

Barriers to integration

The survey also asked respondents to rate the ability of their current CMS to integrate with various platforms and technologies.

No one area stands out as a strength, with only web/mobile analytics breaking the 10% mark for “excellent” ratings. On average, fewer than 30% of respondent organisations describe their integrations as being “good” or “excellent,” which is exceeded by those describing them as “poor.”

How do you rate the ability of your current CMS to integrate with the following digital platforms and technologies?

Looking at which factors present the greatest barriers to successfully implementing a CMS, the most common reasons among business respondents were ‘CMS technology limitations’ (36%) and ‘lack of integration with the rest of the business’ (35%).

Conversely, the most common answer among agency respondents was ‘poor alignment with business needs’ (38%).

What are the greatest barriers to successfully implementing a CMS?