We don’t like to use the term ‘digital strategy’ here at Building Blocks. Why? Because to us, digital is a ubiquitous element of any successful, overarching business strategy. It should not be regarded as a separate plan, but one which is fully integrated into your ongoing organisational objectives. Digital deserves a spot at the top table, regardless of your sector or organisation type.
Digital has the power to be your differentiator, to raise you above your competition and nurture profitable loyalty from your client base. If you currently use digital to differentiate your business, then you are in the minority. Recent research by eConsultancy and Adobe discovered that only 31% of businesses agree that they use digital as a differentiator; 34% disagree, and 35% are firmly in the neutral camp.
Whilst the ‘yes’ and ‘no’ camps are clear in their positioning, the majority appear to be in limbo. Are they neutral because they haven’t considered using digital in this way? Or perhaps they don’t currently have the capabilities to harness the opportunity digital presents?
Does your CMS facilitate brand-enhancement?
The number of organisations who believe that their CMS facilitates a brand-enhancing digital presence has dropped 4% from last year’s figure to just 28% of respondents, with those falling into the ‘neutral’ camp increasing by 9%.
When looking deeper into the data, you can start to see why so many respondents are neutral or negative in their opinion - their current CMS just isn't up to par.
CMS ability to deliver business objectives
Despite 87% of respondents stating that ‘improving user engagement’ is a key business objectives, only 23% said their CMS is good at helping deliver this. 78% of respondents said ‘building the brand through positive experiences’ was key, with only 29% having a positive rating for their CMS.
Digital marketing capabilities
Unsurprisingly, as the need to deliver multi-channel content becomes increasingly important, organisations deemed ‘ease of integration with other parts of the business’ to be among the three key criteria for a CMS, along with ‘ease of use’ and ‘content authoring and management capabilities’.
Barriers to CMS implementation
This research shows that there is clear disparity between what organisations want from their CMS, and what their systems can deliver. 37% said that ‘CMS technology limitations’ is the greatest barrier to implementation, behind ‘lack of integration with the rest of the business' at 43%.
All is not happy between some organisations and their vendors either – 22% said ‘project management issues’, 17% said ‘poor implementation by a third party’, and 6% said ‘conflict between vendor and third party during implementation’ were the key barriers.
What is clear from this research is that there is a need for many organisations to invest in their CMS in order to deliver their business objectives. I know, easier said than done (particularly for the 29% who said lack of investment was a key barrier).
It is a big investment for an organisation, but one which can deliver dividends when managed, implemented and used to its full capability. This stretches beyond the technology functionality – undertaking a transformation to deal with the ever-changing digital landscape is all encompassing. People and processes must adapt and improve in order for the CMS to be utilised effectively.
Selecting the CMS is just a small (albeit important) step; selecting the right agency to implement it is crucial.
We specialise in building digital capabilities for complex organisations. Our technology specialisms including Sitecore, SDL Tridion and e-Spirit.
Whether you are looking to implement a new CMS, or need help completing an exiting project, we can help. Contact us for an impartial chat.