Digital Experience Platforms (DXP) allow users to control and optimize their customers’ digital experiences across all potential touchpoints. Typically, vendors in this space offer a portfolio of integrable products, or (less commonly) one suite solution to manage digital experiences. DXPs collect and aggregate customer data across a range of digital channels. This enables companies to build, maintain, and personalize the content available to its customers.
Many products in this category are functionally very different, even though they may all contribute to managing digital experience. For example, a DXP may include individual e-commerce, business intelligence, marketing, data analytics and management, content management, and customer experience products. These functionally specific products are also included in this category. Additionally, DXP suites from different vendors do not always contain the same components. This can make it difficult to directly compare these products with one another, even though they each address a part of digital customer experience.
For enterprises, it may be convenient to categorize and compare products with functionally different components within the context of a DXP. This can help companies integrate their digital experience management strategy.
Not all DXPs are alike. Digital experience platforms emerged over time from three different types of systems based on an organization’s specific use cases. There are three basic types of DXPs:
Today’s creative agencies such as marketing and advertising firms involved in B2C initiatives need more capabilities than a basic CMS can provide.
CMS DXPs offer analytics and persona-based segmentation for pre-purchase consumer-facing endeavors such as customer acquisition, demand generation, accelerating the sales funnel and delivering personalized promotions.
These platforms are designed primarily for B2Bs and B2Cs in fintech and manufacturing for post-sale CRM and customer-support initiatives focused on loyalty, retention and renewal.
They can also integrate with corporate intranet portals to leverage the support of partners and suppliers. Portal DXPs generally encompass features such as CMS, mobile support, workflow automation and mobile support in addition to front-end presentation.
These are platforms primarily used by retail brands to push promotional content to their e-commerce websites.
Commercial DXPs provide pre-purchase, fulfillment and product return initiatives as well as shopping carts, payment and inventory management.
It’s a digital world now, and there’s no turning back. From a marketing standpoint, that’s a good thing, because digital innovations are connecting brands with consumers in ways we couldn’t even manage just a few years ago.
And that’s what matters most to both sides.
Businesses want to tap into what their customers want as granularly as possible and then provide what they want in as seamless, easy – and satisfying – way as possible.
Consumers want to make smart – sometimes impulsive – decisions quickly and easily, and they want an elevated experience as they search for goods and services that can positively impact their lives.
Digital experience platforms are replacing one-dimensional web content management systems for that very reason. Regardless of where businesses are in their digital transformation now, at some point in the future they’ll need to consider implementing one to meet their business goals.