The Complete Guide to the Digital Experience Platform

by Josh Biggs in Tips on 23rd January 2021

The global digital experience platform (DXP) market size has skyrocketed over the years, reaching $7.9 billion in 2019. That figure will shoot to a staggering 13.9 billion by 2024.

It’s easy to see why businesses are increasingly investing in DXPs. Currently, adult internet users spend at least 6.6 hours per day on digital media. Some of that time is spent shopping online, so businesses that want to attract these users must offer a stellar digital experience. 

Customer experience has always been the priority of thriving enterprises. In order to keep up with efforts to enhance the consumer experience, businesses are now turning to a revolutionary type of technology for assistance in boosting content management. This new technology is DXP.

But exactly what is a digital experience platform? How can it help your business? How do you choose the right DXP for your needs? 

If you’re asking these questions, you’ve come to the right place. In this comprehensive guide, we tell you all you need to know about DXP so you can make informed decisions.

Read on to learn more.

What Is a Digital Experience Platform?

A digital experience platform refers to an integrated and cohesive technology meant for enabling the composition, management, delivery, and optimization of context-specific digital experiences across channels and systems. 

From this definition, we can unpack a lot, but the primary purpose of a digital experience platform is to help a brand enhance the customer experience and optimize the consumer’s digital journey. 

Content channels have greatly increased in number today, and consumers want all of them to offer outstanding experiences. Today’s online consumer wants options, with the vast majority of online shoppers using more than one device when browsing the internet. 

The work of a DXP is to manage all data and content in a central location. The platform also helps connect to other pieces of technology to offer valuable insights to the company. 

What Are the Benefits of a DXP?

Improving digital experiences is the bedrock of the customer journey, as this guide from Decibel clearly shows. So how exactly does a DXP do so? Here are four clear ways.

It Serves as a Central Point of Control

A DXP offers your enterprise a single point of control for all your activities. Today, it can be highly challenging to use a suite approach when creating your marketing technology (martech) stack. There’s a bevy of solutions on offer, and each company chooses the option that’s ideal for a specific purpose. 

With a DXP, you can have separate vendors for each of your technology needs. The platform makes it easy to integrate with your preferred eCommerce tool or automation. You can pull data using API and deliver it to your central digital experience platform, which gives you more control over all of your data.

DXPs Have Flexible Architecture

A DXP has the flexibility and architecture that enables the user to view everything in a central place. While the typical headless communication management system(CMS) has integrations with other tools, these integrations aren’t always without complications. A DXP makes integrations smooth and seamless, enabling you to create a connected software stack.

DXPs are also based on microservice architecture. As a result, they make it easy to create, test, and deploy applications.

A DXP Affords You Omnichannel Possibilities

Today’s brands strive for omnichannel marketing. With most CMSs, it’s difficult to create a reliable omnichannel strategy and develop the same top-quality content for more than channels. 

A DXP makes omnichannel marketing a reality. It’s easy to connect the platform to new channels and touchpoints. Even better, your marketers can create and manage content that gets delivered to these channels. 

Your customers can then access personalized content at whichever point they interact with your brand.

You Benefit From Improved Insights

The data you have determines your marketing strategy. The right data can thus be the difference between an effective marketing campaign and marketing that’s off the mark.

Given how connected a DXP is, you’re not limited to one data source. A single data source would force you to guess how the data you have will affect other parts of your business.

A DXP affords you complete control in a central location. You can maximize all the data and insights you receive and use that data to boost your business.

Choosing a DXP

A quick search online will reveal that there are numerous DXPs available out there at the moment. Knowing for sure which platform is ideal for your organization is by no means an easy task. Here are a few guidelines to take the guesswork out of the game. 

Determine Whether You Are Ready for Change

Start by asking yourself whether your company communicates with a diverse audience across different touchpoints. Also, find out whether your users, from employees to customers, will benefit from a fully connected experience. Next, determine whether your organization has board-level sponsorship.

If all three things above are true for your company, then you’re ready for a DXP.

Identify Your Business Goals

Too often, companies focus on internal goals and ignore their overall business goal when investing in technology. As a result, their investments cost them a lot of money but fail to meet business goals. 

You need to understand what your end-user or customer really needs, both in the short and long term. This way, you can more clearly determine what the business outcome of your DXP will be.

Consider the User Journey

It’s essential that you understand how people interact with your brand’s different touchpoints. With this information, you’ll be in a better position to determine what you need to do to enhance the overall user experience. 

When you know what your users want, which device they use when looking for it, and how they interact with your various touchpoints, it’s easier to know the right DXP for your organization.

The Right DXP Can Boost Your Brand

The needs of the consumer experience are always changing. One way to close the gap between what customers expect and reality is by investing in digital experiences. The right digital experience platform can help bridge that gap.

Would you like to read more content on DXPs? Please keep visiting our blog.t

Categories: Tips