A digital experience platform, commonly referred to as a DXP, is a powerful software solution. Gartner defines DXPs as “an integrated set of core technologies that support the composition, management, delivery and optimization of contextualized digital experiences.”The best digital experience platforms power the creation of personalized digital experiences at scale.
What Is a Digital Experience?
Digital experiences encompass anything on a screen: mobile, tablet, or desktop. They can take the form of a mobile app, landing page, microsite, secure portal, online form, connected product, or website to name a few.A DXP enables companies to build, manage, and publish digital experiences. Some digital experience platform examples include Acquia, Sitecore, Lumavate, Oracle, and Salesforce.A company can - and should - develop a variety of digital experiences to engage customers, employees, and partners at various stages of their customer journey. The best digital experiences are the ones that meet the needs of the user at the moment it is needed.Digital experiences can be used for a variety of use cases, here are some of the best digital experience examples:
Drive Revenue: Brands can create digital experiences that drive in-store sales, recommend products, promote product launches, capture leads, and more then watch your sales skyrocket.
In-aisle digital experiences help a brand stand out in the aisle amongst competitors to drive more sales in-store.
Marketing campaigns can tie-in a digital element, enabling marketers to better track user engagement.
Digital experiences that provide product recommendations help customers find the best product for their needs, such as through an interactive quiz.
A digital product guide eliminates the need for a printed product guide that is typically outdated as soon as it's printed and provides customers with a digital version that is always up-to-date.
Create a guided shopping experience. Provide a digital concierge shopping experience that helps customers find and purchase the products they need based on information they share.
Capture leads for the sales team 24/7/365 and have the leads automatically sent to your system of record.
Empower customers to easily compare multiple products so they can find and purchase the best option for their needs.
Capture Zero-party Data: Collect contact information and opt-ins from your customers and have the data sent directly to your system of record.
Add mobile messaging as a channel in the marketing strategy and make it simple for customers to opt-in to receive text messages from the brand.
Capture more warranty registrations by making it easy for customers to submit their warranty registration and have it sent to your system of record.
Allow customers to easily opt-in to receive marketing emails from your brand.
Increase Brand Loyalty: Turn customers into brand advocates with special offers, loyalty programs, exclusive content, and more.
Incentivize your customers for their brand loyalty with a loyalty program that provides points of their previous purchases, referrals, social media posts, and more.
Amplify your content by making it easily accessible to your customers and allowing them to opt-in to receive new content via email or text.
Create a product onboarding digital experience. Deliver an exceptional first-time experience by providing customers with step-by-step instructions for using their new product.
What Does DXP Stand For?
DXP stands for digital experience platform and it is a key component to a successful marketing tech stack. It encompasses a suite of functionality that seamlessly works together to enable platform users to easily create, manage, and publish digital experiences from one system.This means organizations that implement a DXP typically reduce their marketing tech spend since they don’t require multiple platforms with multiple vendors.
What Is an Example of a DXP?
Top DXP platforms include Acquia, Sitecore, Lumavate, Oracle, and Salesforce. These DXP examples are the larger players. Other DXP software solutions include Adobe Experience Manager and Bloomreach.Each DXP technology offers a slightly different suite of functionality. It’s important to evaluate several DXP technologies to find one that best suits your business’s unique needs.
Why Do You Need a Digital Experience Platform?
A DXP brings a wealth of capabilities to a business, enabling users to create, manage, and optimize digital experiences throughout the customer journey.A DXP brings together a full suite of tools that power the delivery of personalized digital experiences at scale. Common functionality includes:
A content management system, referred to as a CMS for short. A CMS is a software solution that enables users to create, edit, collaborate on, publish, and store digital content.
Asset management, referred to as a digital asset management solution or DAM.
Customer data storage, referred to as a customer relationship management solution or CRM.
Product information management solution, referred to as a PIM.
Digital experience platforms are designed to provide a more holistic and unified approach to managing digital customer experiences. Unlike traditional web content management systems, which tend to be more focused on individual websites or applications, DXPs provide a centralized platform for managing all of your digital customer touch points. This can help create a more consistent and cohesive customer experience across channels and ultimately lead to better business results. When choosing a digital experience platform, it's important to consider your specific needs and goals. There are a variety of DXP solutions on the market, so finding the right one for your organization can take some time and effort. But ultimately, the benefits of using a DXP can be well worth it for businesses that want to stay ahead of the curve in the digital age.
Want to learn more about digital experience platforms? Book a 30-minute meeting with one of our experts to learn more.