is a digital platform for experience or DXP? Is it the future of content managing? //

The digital experience platform’s core competency is the management and delivery of the digital user experience. This includes web pages but also mobile apps and other content types. This need has been met for a long time by content management systems.

Although content management systems (CMSs), which have allowed marketers to take control of websites, were largely responsible for the initial web, the needs of marketers have outstripped their ability to meet them in recent times.

Digital transformation drives tool adoption

Businesses have gone through digital transformations over time to improve efficiency, stay competitive in the market, and adapt to changing customer behavior. Marketers adopted other technologies to improve the capabilities of their CMS to perform all that modern marketing requires.

• Web analytics was a tool that marketers used to gather data about users and their conversion funnel. It also enabled them to develop more advanced optimization systems that allow for multivariate and A/B testing.
• Marketers can now use customer journey analytics (CJA), which gives them a better understanding of how users travel on their way to purchasing.
• Many businesses have found ecommerce essential for their digital operations.
• To connect all these data to the right prospect or customer and keep track of it all, a customer relationship management tool (CRM) or a customer data platform was required.

Each of these technologies can improve user experience and help modern marketers meet their demands, but this hodgepodge has become increasingly problematic. Marketers can be weighed down by licensing costs for all these different systems.

Enter the DXP

These are just a few of the reasons why the digital experience platform (DXP) has grown.

Customers expect marketers to provide consistent, personalized experiences on all devices. They often use multiple devices to interact and complete transactions.

It is difficult to deliver the right content to all these devices and channels. Each device requires its own interface and content mix to work well. Consumers and business buyers want to be understood and known in digital contexts. To deliver that personalization, data is necessary and tools to interpret those insights.

Modularity and speed

The modern user experience is also fast. Marketers are driven to speed content delivery, not only because they want to please users. Google penalizes websites that have poor landing pages experiences (which includes slow loading) by ranking them lower on its search results.

Many front-end web developers are also frustrated by the limitations of PHP programming and want to use more modern techniques to create better user experiences.

These developments have prompted businesses to look for alternatives to traditional content management methods. These include hybrid CMSs and headless CMSs that are often embedded within DXPs. These types of deployments allow the CMS to separate the content and the display methods. Developers can use modern frameworks to create a user experience. It’s also easier to leverage the same content asset database across multiple devices, formats, and platforms.

Marketers have learned a lot from the recent volatility and pandemics around the world about being flexible and responsive. The most successful businesses have been able to adapt quickly to changing societal conditions and consumer sentiments and were able to ride out the storm. The “composable DXP” is one approach that is gaining popularity in this environment.

Marketers can choose to use modular or composable DXP instead of being tied to a single solution.

Core capabilities

DXPs enable the creation, management and delivery of digital experiences across a range of channels and contexts. It is the central hub that links together multiple modules or applications to create a seamless digital experience. Marketers who are considering a DXP adoption should be aware that due to the integrations and acquisitions of these platforms, native capabilities can differ between offerings.

Modularity is another point of differentiation. Some vendors offer more configuration options than others. All should have native functionality or connections to enable the full range capabilities discussed here. These are the core capabilities of DXPs. They can be integrated or natively built into the platform.

• Content management may include product information management (PIM) and digital asset management (DAM).
• Multiple platforms and experiences supported.
• Delivery, presentation, and orchestration content and experiences.
• Personalization.
• Analytics and optimization
• Navigation and search
• Customer data management.
• Strong functionality that allows integration and extensibility.

Several additional capabilities might be available in certain DXP offerings.

Strong functionality for integration and extensibility are today’s most important capabilities of DXPs. This is because it is essential to their role in bringing together all technologies that support a customer-centric experience.

What’s a digital experience platform, or DXP? and how can it help content management succeed? appeared first on MarTech.