Many different applications allow organizations to interact with their audiences. How do businesses keep pace in an ever-increasing digital landscape? Digital experience platforms or DXPs help connect organizations to their users without getting lost in the shuffle of the various technologies.
When you think about your marketing goals, it is fundamental to interact with your audience. All managers consider what to say, how to say it, and how often to hit them with more information. The more experiences your audience has with you, the better they understand your company and brand.
Most of all, you can understand your consumer’s likes, dislikes, and what they need to satisfy their user experiences. A digital experience platform concentrates on understanding customers and bringing them a better overall user experience (UX).
What is DXP?
Gartner defines a DXP as an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences. It is easier to think of a DXP as the backbone of your digital stack of separate marketing applications.
It is challenging to have conversations with your clients and potential customers in today’s world. Communication has increasingly become more complicated than sending emails and newsletters. It requires posting blog pages highlighting features and industry news, creating customer portals, tagging on social media, using VR devices within the Metaverse, in-store kiosks, and much more. These complexities are getting more considerable every year.
DXPs bring these separate applications together to deliver a consistent digital experience to their customers. Here are some of the main elements of a DXP:
- A content management system (CMS)
- Customer relationship management software (CRM)
- Marketing Campaigns – social, newsletters, email marketing, etc.
- Ecommerce tools
All engagement capabilities are tied together in one platform. DXP marketing divisions can deliver an omnichannel digital experience to audiences.
Content Management System
CMS stands for a content management system; an application used to manage and publish web content. Perhaps your business is interested in maintaining a blog, setting up an e-commerce shop, or other types of content allowing multiple users to create, edit and publish.
The five primary features you want in a CMS are security, omnichannel marketing, customizable, analytics and scalability. A content management system lets you streamline these processes in one place.
There are two primary components of a content management system:
- Content management application (CMA) allows users to easily add, manage, and modify content.
- Content delivery application (CDA) is the back-end of a web page. The CDA stores and manages the content eventually displayed to visitors.
It may seem that DXPs are just re-branded versions of a CMS portal, but DXP applications take a different approach. A DXP includes technologies within a centralized location to collaborate on developing and delivering campaigns across their lifecycles.
Traditional marketing management systems manage content for a single channel, such as a website or app. You can create, edit, and deliver webpage content; however, you cannot use a CMS to create and manage digital experiences across channels.
Benefits to DXP
According to a 2020 survey, the average American had access to around ten devices connected within their home. Multiple computers and cell phones, tablets, speakers, etc. This number is estimated to grow 9% every year.
Now more than ever, individuals connect with others online, make purchases, and read content. Businesses are more invested than ever in their digital audiences. Therefore, DXP makes digital connections and integrations more streamlined.
A DXP system also allows an organization to stay consistent with its branding message. It is easier for marketing organizations to create and deliver personalized content with a unified voice across all touchpoints using an integrated system.
Finally, using a DXP a company can combine its various campaigns with analytics across all channels. This data can provide actionable consumer insights to help you make the most informed business decisions with the flexibility to change what isn’t working.
Let’s say your marketing strategy includes things like running email campaigns in HubSpot, using WordPress for your website content, checking Google Analytics for your site traffic, and using Hootsuite to organize your social media. How do you understand your customer experience other than separately logging into each system?
Even with all of these applications, many managers do not truly know their audience due to all of the logistics in managing the different software. DXP such as Adobe Experience Platform, Kentico Xperience, Liferay Digital Experience Platform, and Magnolia, transform the way businesses look at their customer data by displaying it on a single platform.
Data is the underlying fuel for creating business insights and campaign initiatives to create memorable content experiences. Employing a system that can prioritize data management standards will put you one step ahead in understanding your audience.
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