Digital Experience Platform Companies
A digital experience platform, commonly referred to as DXP, has become a staple within enterprise marketing tech stacks over the last five years. The main driver of their adoption: DXP technologies are powerful.
More marketing teams are implementing digital experience platforms for two key reasons:
- DXP technologies make managing a successful - and highly personalized - digital experience strategy possible.
- The digital experience platform architecture allows marketing teams to consolidate functionality commonly siloed across various SaaS solutions into a single platform. In short, DXP technology makes it easier for marketers to do more.
Gartner defines a DXP company as “an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.” Digital Experience Platform Companies include Sitecore, Bloomreach, Lumavate, SAP Fiori, Adobe Experience Manager, and Salesforce Experience Cloud. These DXP examples encompass the top digital experience companies that provide a platform for marketers to use.
Digital Experience Platform Companies:
- Acquia DXP: With open source Drupal at its core, the Acquia Digital Experience Platform is a low-code platform that services the needs of marketers, developers and IT operations teams.
- Salesforce DXP: Salesforce's digital experience platform is known as the Salesforce Experience Cloud. Salesforce’s DXP is part of its Customer 360, which is the company’s integrated customer relationship management (CRM) platform. It aims to enable businesses to create personalized digital experiences using customer data stored within the CRM.
- Lumavate DXP: Lumavate is the only no code digital experience platform built for the enterprise. The Lumavate digital experience platform provides a full suite of solutions, including a content management system (CMS), product information management (PIM), and messaging, to name a few.
- Adobe DXP: Adobe has had some name changes with regard to its products. Adobe Experience Platform, formerly known as Adobe Cloud Platform, is a suite of customer experience management (CEM) services and tools. Adobe focuses on making large-scale personalization possible. Adobe is a big player in the space. As such, Adobe Experience platform competitors include HubSpot Marketing Hub, Mailchimp All-in-One Marketing Platform, Salesforce Marketing Cloud, and Oracle Customer Experience (CX) Cloud Suite, to name a few.
- Optimizely DXP: The Optimizely Digital Experience platform is a suite of content management, digital marketing, enterprise search, and digital commerce in a single cloud service.
These digital experience platform companies range from no code to low code/no code. Some also embrace a rather new concept: composable architecture. While a DXP tends to offer a full suite of functionality to enable the creation of digital experiences from one system, a composable DXP offers a full suite of functionality with redundant solutions that enable users to curate a custom suite of solutions.
The term composable refers to how separate parts of a business can fit together - people, technologies, skills, applications, software solutions, etc. Think of composable pieces like individual Legos®. A business can assemble the same pieces hundreds of thousands of times to get a new solution each time.
That’s a composable architecture, and that’s what it means to be a composable DXP. A composable DXP is a digital experience platform that consists of a series of “best-of-breed” modules approach to how they are integrated. They work together through API and microservices with a headless approach. The composable DXP is a “Pick what you want” digital solution. Some DXPs may claim to have a composable architecture because their platform is modular in its architecture, but the DXP doesn’t actually allow the customer to choose best-of-breed modules for specific functionality. Instead, they’re forced to use the specific module provided by the DXP. A true composable DXP gives you the flexibility to use the functionality provided by the DXP or integrate your preferred tech stack of choice. Lumavate is one example of a DXP that provides this level of flexibility.
Gartner defines the building blocks of composable architecture to include business architecture, technologies, and thinking. As these are foundational to any organization, managing composability is somewhat easy as the pieces are already there.
As with the colorful toy blocks, a composable DXP is only as effective as the creator is in executing a vision. A composable architecture also means users can change plans mid-course or quickly iterate.
Gartner highlights four key benefits of composable design:
- Simplification. The design is reduced to a set of simple modules. These modules can be reused as many times as needed, and the designer can reuse modules from potentially anywhere.
- Adaptability. Composability enables faster creation and change to a design. You can swap modules in and out, use modules from other sources, and do both easily and continuously.
- Open Innovation. Adding new modules brings entirely new capabilities to a service or solution. You can source these from anywhere, leveraging the talent and creativity of other organizations.
- Cost Reduction. Modular designs tend to be lower-cost because you can reuse modules, and you don’t have to build them all yourself.
At Lumavate, we embrace the democratization of technology by ensuring the Lumavate DXP is composable.
- Component Library: With more than 150 Components or design elements, Lumavate customers can easily create and edit the front-end design of any digital experience with no code. Lumavate exposes the properties of every Component, enabling customers to customize the look and feel of each design element. Customers can change font styling, colors, typeface, and orientation. They can customize colors, padding, icons, and even add logic for when certain Components appear on the page.
- Content Management System (CMS): Lumavate customers enjoy the ability to store a variety of content assets, including text, images, documents, forms, videos, and audio files. Content can be pulled into any digital experience built in Lumavate, and when the content is updated, the digital experience automatically displays the most up-to-date content.
- Data Management: Lumavate customers can connect their data no matter where it is stored. With integrations to solutions like Salesforce, Eloqua, Marketo, and more, customers have the option to use Lumavate’s data management solution or a combination.
- Product Information Management (PIM): Lumavate’s PIM solution unifies product data and marketing, sales, and customer support resources to enable collaboration across any business. Using Lumavate, business users can easily create and manage everything about products from product descriptions, pricing, SKUs, images, documents, related products, and so much more. Plus, customers can empower multiple users in the business to collaborate on the management of this information to ensure it’s always up-to-date.
- Messaging: One of the best ways to connect with customers is via SMS messages. With an open rate of 98 percent, text messaging far surpasses the engagement rates of any other marketing channel. That’s why text messaging is a must-have channel to include in any marketing strategy to drive engagement with customers across the entire customer journey.
- Integrations: Lumavate has an extensive list of integrations customers can use in any digital experience to create a unified front-end for content and data. Lumavate customers can even pull in multiple integrations onto a single page of any digital experience. This means a single page can have a YouTube video, HubSpot Live Chat, a Partdot form, and a LinkedIn post.
Designing digital experiences with a composable DXP requires vision and execution. A DXP empowers an organization to build, manage, and publish digital experience solutions. A digital experience is anything on a screen. A digital experience is a broad term that is used to describe content accessed on any device - mobile, tablet, or desktop - throughout the customer journey.
Digital experiences encompass web apps, landing pages, microsites, secure portals, forms, connected products, and websites to name a few. A DXP enables teams to create an enterprise-level digital experience. An enterprise-level digital experience delivers a seamless, personalized experience for every moment in the customer, partner, or employee journey that is cost-effective and scalable.
Forbes commissioned Forrester Consulting to study the shift in the customer experience. Namely, Forbes wanted to study the opportunities and challenges companies face in executing a fully realized digital experience ecosystem. The study yielded a three-dimensional view of the customer experience:
- The first dimension defines the experience itself and how it flows for the customer across channels, touchpoints, and contexts. This is where the value between consumer and brand is identified. The analysis of customer signals, market context, and behavioral drivers supports the ability to build new propositions, segmentation schemes, personas and critical “moments that matter”— the times when the customer’s mindset undergoes a significant shift and behaviors change.
- The second focuses on how the experience is enabled through the operating layers of the organization. Businesses should support the delivery of “the moments that matter” by aligning the layers that enable them — from employees and partners to data and technology, through underlying business processes. Getting this right requires a detailed analysis of how these layers are aligned, how they operate together, and how they might be optimized.
- The third looks at time — the temporal context over the duration of the experience. This includes both how customers engage over both time and touchpoints, and how the organization’s enabling layers are conceived and optimized as a unified experience operating model rather than as a series of disconnected point solutions.
Let’s explore some digital experience use cases for each phase of the customer journey and how a digital experience platform aids in creating a personalized, and scalable solution.
- Product Launch: Amplify the results of your product launch with a digital experience that highlights the new product and provides exclusive content.
- Product Guide: Eliminate the need for a printed product guide that is typically outdated as soon as it's printed and provide customers with a digital version that is always up-to-date.
- Product Lookbook: Inspire customers with a digital lookbook that provides ideas on how to incorporate your products into their lives.
- In-aisle: Help your brand stand out in the aisle amongst competitors to drive more sales in-store.
- Product Packaging: Bring your products to life by incorporating QR codes or NFC tags on packaging that provides access to product information, videos, manuals, and more. Demonstrate to prospective customers that your product will not only meet their needs, but also your brand has taken steps to ensure their successful onboarding.
- Product Comparison: Empower customers to easily compare multiple products so they can find and purchase the best option for their needs.
Decision Phase (Purchase)
- Product Recommendations: Help customers find the best product for their needs through an interactive quiz.
- Guided Shopping: Provide a digital concierge shopping experience and help your customers find and purchase the products they need based on information they share.
- Rebate Management: Manage the review and approval process for all of the product rebate submissions sent to your company.
- Mobile Messaging Opt-In: Add mobile messaging as a channel in your marketing strategy and make it simple for customers to opt-in to receive text messages from your brand.
- Customer Portal: Give your customers an easy-to-use portal where they can update their account information, access relevant content, create and manage support tickets, and more.
- Product Onboarding: Deliver an exceptional first-time experience by providing customers with step-by-step instructions for using their new product.
- Product Information: Provide customers with easy access to product information with a scan of a QR code on your product. This is a great way to provide quick access to manuals, customer support, and troubleshooting guides.
- Field Service: Streamline the process for your field service technicians to collect product information, troubleshoot, and more with an interface aligned to your processes.
- Dealer Portal: Empower your dealers to have quick access to marketing resources, order requests, product guides, news, and more.
- Loyalty Program: Incentivize your customers for their brand loyalty with a loyalty program that provides points of their previous purchases, referrals, social media posts, and more.
- Content Recommendations: Recommend relevant and helpful content to your customers to increase brand engagement and loyalty.
- Field Marketing Event: Connect your VIP in-person experience with an exclusive digital element to further elevate the guest experience.
- Warranty Registration: Capture more warranty registrations by making it easy for customers to submit their warranty registration and have it sent to your system of record.
- NPS Survey: Launch a NPS survey in only a few minutes and know where you stand with your customers.
Request a demo of Lumavate to see how a digital experience platform can help meet your business goals.
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