More than a third of enterprises are struggling to execute content marketing and other digital-related strategies effectively, as they believe that they don’t have enough board support. A new study from Acquia canvassed the opinions of digital leaders from across Europe and found that “numerous barriers” are preventing them from delivering desired results for digital strategies.
Content is now critical to engaging end users and driving positive customer actions, but 47 per cent of the 450 professionals quizzed in Germany, France and the UK said that they are unable to keep websites, blogs, social media profiles and other channels updated. Nearly nine out of ten also said that they are struggling to execute successful personalisation for digital endeavours.
The Beyond the Hype report highlights the still-notable disconnect between strategy and execution for modern enterprises. While customers now expect seamless experiences and premium content that informs and educates across a range of devices, at any time, organisations are falling short on delivering these digital journeys.
Almost two-thirds said that they are finding it difficult to achieve customer satisfaction across the vast array of digital touchpoints, while 57 per cent struggle to execute their strategies to a high standard. Commonly cited barriers to success include lack of support from higher-ups and the complex nature of optimising content for a “multi-everything environment.”
Acquia EMEA General Manager James Murray said: “With so much noise and hype around the digital customer experience, we wanted to see just how today’s businesses are faring in the challenge of transforming the digital performance of their operations. The startling thing about this research is that while there is a high degree of confidence at the strategic level among CDOs, this confidence is not mirrored by those who execute those strategies.
“What we see instead is that once the strategy enters the real world, there are numerous barriers to delivering on the ambition. Whether this is down to a lack of internal support, things taking longer than expected or the sheer complexity of operating in a multi-everything environment, these barriers risk limiting the performance of businesses in an ever-more-digital world.”
The study again highlights how the use of a third party such as digital content agency can ease the burden for brands and businesses and provide the expertise required to reach and engage with consumers across platforms.