Have you been looking for a platform that allows you to build meaningful applications for your audience? Do you want it to serve multiple digital channels like web, mobile, social, emails, etc.?
Probably, your search ends with Digital Experience Platforms or DXPs.
There are good chances of hearing this phrase in the business world. With these platforms becoming more important due to the increasing need to provide fulfilling user experience, they have turned out into a successful solution to engage with the audience across a variety of digital touch-points.
So, what is a DXP?
Let’s start with the definition by Gartner:
“an integrated set of technologies, based on a common platform that provides a broad range of audiences with consistent, secure and personalized access to information and applications across many digital touchpoints. Organizations use DXPs to build, deploy and continually improve websites, portals, mobile, and other digital experiences.”
To make it simple, a DXP is referred to a platform which allows building meaningful applications that can be integrated and optimized across various digital touchpoints and backend systems. It is meant for multiple user audiences, allowing seamless interactions between them.
As the customers today expect a consistent and unified across experience across different touchpoints, providing optimal digital experiences is more than essential for your business success.
You need to put customers in the first place if you don’t want to lose your relevance and revenue. In other words, your solutions need to offer personalized experiences. And all this is possible with the help of a Digital Experience Platform. No wonder this category of software has taken the industry by storm.
Why are DXPs gaining popularity?
For both B2C and B2B worlds, relevance and customer experience have been the two major factors. Now the next generation of CMS turns into Web Experience Management systems (WEM). As this involves managing the all-round experience of the web user across various touchpoints, it gives organizations a new way to collect customer data, define personas and create exceptional experiences.
WEM systems serve to be stand-alone marketing tools which are difficult to connect to other systems. These systems are limited to data, profiling and applying business logic and the same realization lead to Digital Experience Platform (DXP).
Being an open platform which integrates with other systems and departments easily, DXPs enable your business to present forth a truly personal experience.
Here’s a sneak peek into some compelling features of DXPs:
1. Added Flexibility
Digital touchpoints are increasing in number and each of them has to be addressed to deliver an exceptional digital experience. Adding such a platform improves flexibility to build the components and make them look the way you want.
2. Personalized Content
Customers seek for a personalized experience and with a DXP you can show the right content at the right time to the right person. Simply, your customers get to see what they want, that too in a faster and efficient manner. And this contributes to increased customer satisfaction.
3. Reduced Silos
With the help of a content management system, you can produce and upload content easily on any platform such. But the use of a CMS by employees can create silos in organizations. These platforms offer a fully integrated digital experience which reduces silos within the workplace. A smart CMS combined with intuitive knowledge management tools can lead to better collaboration, communication, and efficiency.
Being user-friendly, such platforms reduce the need for extra IT support. It creates a connected and consistent digital experience for both, employees and customers.
5. Data Analyzing
These platforms provide in-depth analytics data. This helps you make well-informed decisions to drive future growth.
Now when you know about what a digital experience platform is, you must be wondering—should your business be using one? For that, you need to look for the benefits these platforms have to offer.
How Can DXPs be Useful for Your Business Growth?
Business can greatly leverage from DXPs. This not only promises economic benefits but also gives entrepreneurs a competitive edge over their peers.
1. Create a Customer-Centric Approach
Nowadays customer loyalty is directly proportional to emotional connection. While the users want to get the best solutions, they want them to be unique too. Hence, instead of selling products or services, businesses need to pay special attention to their customers’ needs and expectations. And this is possible by producing original content for a specific audience.
2. Optimal Content Usage
Getting personalized content is not as easy as it appears. But once your business gets a deeper understanding of the clients, how they consume content, and where they are in the buyer’s journey, things get simplified. With the help of digital experience platforms, you get an opportunity to produce and manage content across various channels, efficiently and effectively.
3. Touchpoint Optimization
As stated above, DXPs offer comprehensive optimization across all available touchpoints. These are well known to provide a personalized experience. Basically, it allows the enterprises to track and analyze customer behavior at these touchpoints. So you can identify the users’ needs by profiling and data prediction with ease. Having access to a larger number of channels with customer information, businesses get new insights and updated information.
4. Better Visibility of Customer Data
These platforms bring together all digital channels and break the barriers created by apps and unit silos. It further leads to an effective gathering, processing, and profiling of customers data. When you get better insights on clients’ activities across all devices, you will be able to create a more personalized experience based on the context.
5. Employee Productivity
Another added advantage of DXP is that it can be customized according to your brand’s requirements. It means, your marketing team can easily change or upgrade a particular tool, whenever required. While it increases productivity, it also optimizes task completion time with the help of relevant information discovery.
These benefits should be enough to make you think about adding DXPs to your marketing strategies.
As there are many vendors offering DXPs and far more offering consulting services for implementation, make sure you evaluate your needs and assess your goals beforehand to find out what is required for your strategy.
To conclude, a digital experience platform enables you to produce a variety of user-facing experiences that are personalized for your users. It empowers your business to deliver exceptional experiences using the right data at the right time, customized to the channel and touchpoint the user is engaging. DXPs are shaping into the future of digital marketing and should be considered seriously by marketing.