What Is DXP Used For?

What Is a DXP Used For?

Digital experience platform (DXP) refers to software that allows users to create and manage digital experiences such as websites, landing pages, and product guides. A DXP lets users build the front-end design of a customer's digital journey. Some solutions, such as Lumavate, enable users to deliver end-to-end digital experiences without requiring programming skills.

Less reliance on technical staff means more flexibility for marketing teams. For example, a manufacturer releases a new model in its product line. Digital marketers want to initiate a campaign on the website that drives visitors to the product catalog. Although they have finished the website component, they must wait until the product catalog programming is completed. With a no-code solution, marketing can deliver a better customer experience quickly.

DXPs include a content management system (CMS) that enables users to create, manage, and reuse content. However, only a few, such as Lumavate, expand DXP meaning to incorporate a digital asset management (DAM) solution that provides marketing teams with the ability to collect, store, and reuse digital assets such as videos, images, and other graphical materials. Combining CMS and DAM capabilities into a digital experience platform gives companies the control they need to deliver comprehensive digital experiences.

What Is the Difference Between CMS and DXP?

Digital experience solutions encompass a range of capabilities, and the terminology can be confusing. Some small businesses with a single product line may think that a CMS is sufficient. After all, it can manage content, help with workflows, and deliver data. Is DXP software really necessary?

DXP platforms deliver a set of tools that enable users to deliver personalized digital experiences across channels, countries, and languages. It incorporates CMS and DAM capabilities into a solution that can scale as a business grows. The differences are captured in the keywords: content and experience.

DXP vs CMS Pros and Cons

Both DXP and CMS should support omnichannel capabilities. Content must fit the delivery channel. Mobile apps require a different format than a website. A product catalog uses different data from that of a landing page. CMS controls the snippets of information that are used as a marketing team creates omnichannel digital experiences. CMS software enables:

• Online Content Sharing

• Multiple User Access

• Version Control

• Data Consistency

Most CMS platforms require minimal technical skills as they focus on collecting, storing, and retrieving information.

DXPs create experiences. They incorporate CMS capabilities with other technologies to deliver the following:

• Personalized Digital Experiences

• Omnichannel Delivery

• Software Integration for Data Sharing

• Customer Data Collection

DXPs are designed to deliver a seamless digital experience across all channels. They have the ability to scale to meet the demands of a growing business.

Content vs Experience

CMS capabilities are part of the toolset that a DXP delivers. A DXP takes the CMS-managed information and uses it to build digital experiences that establish relationships and strengthen customer loyalty. Content consistency and accuracy are crucial components of an exceptional customer journey, but personalizing experiences at each step in the process provides a competitive advantage.

Being able to deliver personalized experiences without relying on programming skills is an added advantage for those DXP solutions that offer no-code or low-code functionality. It extends flexibility, so companies can improve their competitive edge by delivering unique digital experiences quickly.

Pivoting to address customer preferences based on DXP-collected data enhances digital experiences. It strengthens customer relationships and increases customer retention. The experience is why businesses need DXP.

Why Do You Need a DXP?

DXP solutions are designed for businesses planning to use every digital channel to grow their business. They help organizations accomplish the following:

• Create a Single Source of Truth. DXP solutions provide a central repository for product and corporate information, ensuring customers receive a consistent experience across all digital channels.

• Personalized Digital Experiences. The DXP technologies that make up a digital experience platform enable businesses to deliver customized experiences based on data. Marketing teams can tailor their campaigns to build loyalty and increase engagement.

• Expedite Delivery. Some DXP platforms, such as Lumavate, allow non-technical users to engage customers with sophisticated messaging without relying on programming support.

• Develop Insights. Because DXPs operate across multiple channels, they provide customer data that businesses can use to direct their marketing strategies. Some platforms integrate with existing solutions to help with data management and analysis.

• Ensure Scalability. Cloud-based platforms can take advantage of cloud flexibility. They can scale to meet changing needs and adjust functionality as markets demand.

What Are the Core Capabilities of DXP?

Digital experience platforms manage customer experiences across multiple digital channels and touchpoints throughout the customer journey. To be effective, they incorporate a range of technologies, such as content management systems, digital asset management software, and no-code or low-code solutions.

The types of technology depend on the platform. Some platforms may offer an all-in-one solution, while others use application programming interfaces (APIs) to connect to specialized software such as customer relationship management or business intelligence tools. Digital experience solutions should include the following:

• Content Management System. CMS allows the creation, modification, and distribution of information without coding expertise. It should provide version and administrative controls.

• Digital Asset Management. DAM provides CMS-like functionality for digital assets such as video, images, and illustrations. It should maintain security levels and access control.

• Analytics. Volumes of customer data flow through a DXP and should be available for analysis, whether on-platform or through an API.

• Personalized Experiences. DXP software may offer content- or experience-specific personalization. Personalized experiences are tailored to where customers are in their journey rather than just customizing content.

• Customer Data Platform. Some DXPs offer a customer data platform for managing customer data collected from various digital channels. Other platforms provide the data to third-party solutions.

• Product Information Management. PIM software manages product information. It does not incorporate the range of content and digital assets that address corporate, community, and investment efforts.

• eCommerce. Some platforms may offer online shopping functionality to help eCommerce merchants deliver digital experiences based on individuals who visit their storefronts.

Other DXP technologies include form builders, text messaging, and multi-lingual support.

Finding the right DXP provider can be challenging as each solution offers a range of functionality. That's why it's important to ask the following questions when looking for a DXP solution:

• What is your digital channel strategy?

• Do you need to integrate with other systems?

• What functionality do you need?

• Do you have budget constraints?

• Is there a timeline?

Lumavate's Digital Experience Platform (DXP) is a comprehensive solution that allows organizations to manage their digital experiences from a centralized repository of digital assets and product information. Schedule a demo to learn more about Lumavate's digital experience platform.