Further evidence has emerged of the major issues many brands are facing with their martech systems, with nearly all (93%) marketing and tech chiefs frustrated by the limited integration options with other services and tools in their stack.
That is according to a new report by enterprise tech Storyblok, which also shows two in five (38%) constantly need a better integration experience and a quarter (24%) find integrations “difficult”.
To compound matters, outdated content is also a widespread problem.
Most respondents report that up to 30% of the brand assets on their content management system is no longer relevant, with only 29% updating content monthly or less. This comes as two in five (37%) admit to not having an audit or update process that works for them.
The survey also revealed that collaboration between marketers and developers is strained, with 40% saying it is either ineffective or nonexistent. For example, when a marketer wants to update a post or make quick edits across multiple pages, they may need to request developer support each time, since content changes in a monolithic CMS are often complex and can impact the entire site.
This back-and-forth creates bottlenecks and delays, that when combined frequently, can add months to a project.
Looking to 2025, the consensus is that integration will become an even more dominant martech trend due to the rapid growth of new technologies and the need to manage data from multiple systems.
According to Storyblok, failure to prioritise this could continue to cost businesses time, money, and resources due to the underuse of martech tools, limited scalability, and the potential for poorer cross-team collaboration.
This comes as a previous Storyblok study revealed almost half (48%) of all businesses are embarrassed by their website, despite spending an average of £360,000 on marketing technology.
Storyblok chief executive Dominik Angerer said: “Many companies are hitting the limits of their current CMS. They are dreaming of a CMS that’s keeping all their systems in sync without constant workarounds.
“A headless CMS can eliminate these hold-ups. These flexible, integration-friendly systems meet the needs of both marketers and developers.”
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