As technology advances, marketing strategies require improvements to increase customer reach. From mobile apps to social platforms, using the right technological approach is the key to enhancing audience interaction and engagement with the product.
This is when DXP—Digital Platform Experience—comes into play.
Since their creation and through their evolution, digital experience platforms have changed the way organizations engage with their clients. But isn’t that what content management systems do? Furthermore, how do you even build a successful DXP?
Learn the answers to those and more questions here.
Definition of DXP — What Does It Mean?
A digital experience platform is an “integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.”
This is the concept given by Gartner, responsible for coining the term. Putting it simpler, DXP refers to different technologies used to create, host, and distribute the user’s digital experience over multiple channels and devices.
It’s the opposite of CMS, which consists of closed platforms with no flexibility for adaptation.
Why Build a Digital Experience Platform?
The purpose of a DXP is to solve a problem that grows as technology evolves: to meet the increasing expectations of clients. It isn’t enough to engage with customers using one channel only.
Now, it’s essential to create a connection of networks to provide quality support across digital channels like webs or mobile phones and digital devices such as wearables or digital displays.
There are approximately 6.5 connected devices per person in the modern era. People use these devices daily, and they normally cross over from one to the other before making a purchase.
Therefore, it isn’t enough to focus the effort on a single channel. Instead, each device must coexist with the other to make the experience for the user as smooth as possible. That’s what DXP does precisely.
How to Build a Digital Experience Platform?
A successful DXP service adapts four technologies: content management, customer data, personalization, and integrations.
· Content Management
This technology helps organizations create, manage, and publish content all over the digital channels. The purpose of content management is to interact with the audience in an engaging way.
· Customer Data
Following the user’s interaction with the content, they create a reaction towards the product. Customer data tracks and analyzes those interactions, providing organizations with insight and details to segment the audience. In many ways, this technology helps you understand your audience.
DXP can improve the content after harnessing customer data. Enhancing the content will create better digital experiences, forming a better and more loyal relationship with the audience. The purpose of personalization is to tailor each interaction to satisfy the customer’s interest.
The data and enhancements made by the DXP are not exclusive to a single platform. Integrations provide a wider adoption of your content throughout multiple channels.
Verdict — Digital Evolution
The objective of marketing is to interact with your audience. Therefore, what you say, where you say it, and why you say it has significant importance for the success of your strategy.
Each interaction counts as an experience—the more experiences, the easier it is to understand the client’s needs.
At NOA Ignite, our goal is to support organizations in their attempts to provide the best experiences possible to their customers. The world changes, and so do the interests of clients.
Therefore, the ability to understand and adapt to those changes separates a successful organization from an outdated one.