High Score Labs News • Sep 27, 2021
“The only constant in life is CHANGE.” It certainly feels like the marketing sector took those words to heart a little too much. As the needs and desires of customers continue to change, it became apparent that digital experience must be served to cater to these needs. In recent years, there has been a switch in focus from content-centric to customer-centric, therefore business owners needed to gradually shift from CMS to DXP. The shift from WEM to DXP was equally significant because seamless user experience across every point of interaction between businesses and customers became increasingly important. In summary, the technologies behind DXP cater to the inadequacies of CMS and WEM.
What is a Digital Experience Platform?
A Digital Experience Platform (DXP) is an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences. Okay, lots of big words. So, you know how a CMS helps you organize content super easily across your different channels, and a WEM provides the rules for presenting that content based on previous user behavior, touchpoint, etc., right? A DXP offers both context-specific tools in one place. It allows you to customize digital experience across all your channels – website, app, email.
If you’re serious about improving your marketing channels, you would know that content marketing on its own is no longer effective. People don’t just want to read about a topic anymore, they want to do it in as little time as possible, through any digital touchpoint that’s immediately accessible to them. It’s no longer about getting people in the door, it’s more about making sure they’re satisfied.
Why Opt for a DXP?
There are many ways a Digital Experience Platform can help you provide the best experience for your customers. Here are two major ones:
- Uniform Experience Across Multiple Touchpoints
With the many different digital touchpoints available to your business, managing content and marketing messages can be quite tedious. You need to have all these channels up and running while maintaining their consistency and uniformity. A DXP makes all that work simple.
- Integrated Unit for Seamless Management
Your marketing platform has many different facets catering to several operations. One aspect generates leads and reels in prospects, yet another handles transactions, another manages customer loyalty programs, etc. A DXP integrates with all the platforms you use to carry out these operations and create a seamless experience for your customers.
How to Get Started
To get started with a DXP, you need a complete digital revolution, if you haven’t had one already. The best place to start is, of course, owning a website and/or a mobile app. Learn to effectively tie your new technological tools and marketing channels to supply the best customer experience. Prepare your data sources, databases, etc. for the transition, ensure you do not lose important data in the process. Finally, validate your options with experts. HSL is a company that can help you analyze your solutions to see which would best suit your needs.