Sitecore has released its latest report, exploring key trends, priorities, and challenges shaping the future of website technology across industries such as financial services, manufacturing, technology, and retail.
“Marketing organizations have an immediate opportunity to better serve their customers by embracing AI, personalization, and other key capabilities into their website strategies. At a time when they’re being asked to increase business results with fewer resources, the right CMS can help them flex to meet customer expectations for engaging, connected digital experiences,” said Kathie Johnson, CMO of Sitecore.
One of the key findings is the growing importance of personalisation, automation, and AI in digital marketing strategies. As many as 92% of marketers view personalization as crucial to achieving business success, while 97% of executives emphasise AI and automation as key to the future of their websites. Despite this, many marketers face significant limitations in their current content management systems (CMS), restricting their ability to embrace these innovations fully.
Are they supporting personalisation?
The report shows that only 32% of marketers believe their CMS effectively supports personalization. While 65% recognize the importance of strong integrations and scalability, just 13% are confident that their existing platforms can accommodate emerging technologies like AI. This lack of flexibility in CMS platforms is a huge challenge for businesses aiming to enhance digital experiences.
Not enough investment
Another major challenge is insufficient investment in website improvements. A striking 76% of marketers cite budget constraints as the primary obstacle to advancing their website capabilities, with nearly a third (31%) allocating less than 5% of their marketing budget to enhancing web experiences. Additionally, only 16% of executives feel their websites effectively drive revenue, limiting their ability to create the seamless, personalised, omnichannel experiences that fuel organic growth.
As digital expectations evolve, marketers will likely seek more advanced CMS solutions integrating AI-driven personalisation to differentiate their brands.