What Are DXP Platforms?
Understanding what a digital experience platform (DXP) is and how this emerging technology helps millions of businesses create landing pages, mobile apps, microsites, and more is imperative to the success of your brand.
Before we talk about digital experience platform examples, let’s first walk through what a DXP is and how business users can utilize this type of software.
What Is a DXP?
For the last several years, marketers have been creating large, monolithic websites. Creating landing pages or microsites is an underutilized tactic by marketers. But technology has caught up to where marketers can move away from creating bloated websites and move towards a more forward-thinking digital strategy.
Thanks to DXPs, marketers can create a digital experience in 30 minutes or less with this technology. DXPs are platforms where users can customize a digital experience to match their branding, pull in their own content and forms, and use the experience to connect with customers, employees, or partners digitally.
Business users can create almost anything on a DXP, including:
- Landing pages
- Mobile apps
- Connected products
The magic of a DXP lies within the backend. All of the coding is completed by engineers already; so there’s no need for marketers to use multiple technologies or developers when building digital experiences.
Benefits of a DXP
The benefits of a DXP are endless. For starters, DXPs remove information silos within the business. If a brand were to build a mobile app for example using traditional methods, the business may not have a clear picture of how many apps they have within the app store, nor may the business have access to edit these apps if they were built using an agency.
A DXP provides a holistic view of any and all digital experiences created by the business. By having one centralized location for all of a brand’s digital experiences, admins within the business can have better control to give differing access to different levels of people within an organization.
A DXP can solve nearly any business challenge, including:
- Bridge Offline and Online
- Capture Zero-party Data
- Decrease Costs
- Drive Revenue
- Personalized the Customer Experience
- Increase Brand Loyalty
- Stand Out in Aisle
- Empower Your Team
- Engage Your Employees
- Delight Your Partners
- Integrate With Your Tech Stack
Another benefit to using a DXP is the ability for marketers to move fast when creating digital experiences to connect with their customers. But it’s important to note that moving fast on a DXP does not mean that high levels of personalization are compromised. In fact, it’s the opposite.
What we mean by that is the best DXPs offer the ability to copy digital experiences from templates. So a brand could create one digital experience with all the necessary design elements and integrations, create a copy of this template, and brand them to fit the needs of a particular project.
For example, one mid-sized retailer created one template using the Lumavate DXP to use across all customers and empowered multiple people within its organization to add and edit content. As a result, 600 experiences were created by two marketers in three days, meaning every customer had access to a completely personalized digital experience.
How Does DXP Work?
Remember when you were younger and would play with building blocks? You would construct buildings or cities by stacking the blocks on top of each other to make your vision come to life. Well, that’s essentially how a DXP works.
Software engineers build DXP platforms with reusable items that business users can add to their experiences. For example, it is extremely common in DXP technologies to have an image component. Software engineers build the code for an image component so users don’t have to write any code.
Instead, business users take the items built by software engineers to compile their digital experience. If the business user is utilizing a WYSIWYG DXP, then the individual will receive a preview of what their experience will look like before it’s published.
Depending on the DXP, the platform may have drag-and-drop capabilities where business users can reorder the items within their experience. The platform may also have additional functionality to store all of the business user’s data or content.
While some DXPs may have the option to store content within the platform, they aren’t technically a CMS.
What Is the Difference Between a DXP vs CMS?
A content management system (CMS) typically enables the ability for businesses to store images, text, forms, etc. within its platform. A DXP can have a CMS solution while also providing the ability for businesses to create a digital experience. So when answering, “What is the difference between DXP and CMS,” it's best to choose a DXP with CMS capabilities. A marketer cannot create a digital experience solely on a CMS.
What are some of the reasons why companies should choose a DXP digital experience platform over a CMS? Let’s answer this question. A business shouldn’t necessarily choose a DXP over a CMS because as we previously stated. The two platforms have different capabilities. A CMS hosts all of a brand’s content including images, videos, audio, and more. A DXP is a platform used by brands to connect and engage with customers using a digital element. A DXP can include CMS functionality, meaning the business can use one platform to create their digital experiences and store their content. Some DXPs have a third option of integrating to a third-party CMS.
What Is a CDP?
Let’s dive a little further into the world of martech. Marketers need to move faster than their customers in order to keep up with preferences and expectations. Therefore, marketers tend to invest in platforms that allow them to receive insights into their customers. A customer data platform (CDP) is software that provides a holistic view by visualizing the data of a customer profile for marketers and customer experience teams. When asking, “What is the difference between CDP and DXP,”, you’ll receive an answer similar to the above answer surrounding a CMS. A DXP can offer a CDP solution that provides insights into various customer segments through the data collected within the experience. For example, if the experience you build has a form, the marketer or customer experience team member can look at the data provided by the form and segment their customers into audience groups. A CDP does not offer the ability for business teams to build digital experiences. So, is a customer data platform the same as DXP? No. A CDP offers the ability to analyze data, while a DXP can include CDP functionality.
Who Uses a DXP?
Believe it or not, DXPs are not limited to just the marketing department within an organization. Because of what’s possible to build on a DXP, almost any function within a business can harness the power of a DXP and use it to create a digital experience.
For example, marketers can build experiences to differentiate their brand in-aisle for customers. In that same organization, the HR department can create employee onboarding experiences or an internal communications portal to deliver personalized content to every employee. The sales team within this organization might use the same platform to create highly personalized account-based marketing (ABM) experiences to capture the attention of their target accounts.
Even within the marketing function, there are specific roles that can benefit from using a DXP. Here are just a few titles that often are the primary users of a DXP.
- Brand Management
- Channel Marketers
- Customer Experience
- Digital Marketing
- Event Management
- Product Management
- Product Marketing
- Shopper Marketing
DXP Adobe Experience Platform Documentation
If you’re a marketer, you’re likely familiar with the Adobe name if you use programs such as Photoshop and Illustrator to design graphics for your brand. Adobe has several products in addition to these just named, including a product called Adobe Experience Manager.
The Adobe Experience platform is considered an example of a DXP. Adobe Experience Manager can serve as a content management system (CMS) and a digital asset management system (DAM) for your business. However, the Adobe Experience Platform architecture is more difficult to use than other DXP examples. Because of this, many Adobe Experience platform jobs have been created recently. While the Adobe Experience Platform documentation is available for marketers and other business teams to use, many businesses find it easier to outsource the work to create experiences using Adobe to consulting firms, agencies, developers, etc.
Marketers need to move fast and outsourcing their work to third-party companies isn’t ideal with the pace they need to move at. They need to have the ability to make real-time changes to their experiences and launch experiences without getting others involved.
What Is the Salesforce Experience Cloud?
Another example of a DXP is Salesforce. If you’re new to marketing or only think of Salesforce as a customer relationship management (CRM) platform, this fact may surprise you. Is Salesforce a digital platform? The answer is yes.
Is Salesforce a DXP?
Salesforce has a multitude of various product offerings. One of them is the Salesforce Experience Cloud. The Salesforce Experience Cloud features the ability for their customers to build digital experiences online. When looking at G2, Salesforce Experience Cloud examples are abundant. Users can build a wide variety of different experiences on the Salesforce Experience Cloud including portals, microsites, and even help centers. However, the Salesforce Experience Cloud is best suited to be used by Salesforce Administrators or developers. It’s a rarity to see a marketer actually using this platform.
Some customers however ranked the Salesforce Experience Cloud pricing to be a negative against the company. Several reviewers marked that they were interested in a less expensive and less clunky solution.
Other than Salesforce Experience Cloud, examples of DXPs ranked by the Gartner DXP Magic Quadrant report include:
What Is an Example of a DXP?
If you’re researching platforms to help drive revenue and brand loyalty for your business, Lumavate is a great example of a DXP.
Lumavate is built by marketers for marketers. Our team understands firsthand the challenges marketers face and how incredibly noisy the market is. That’s why we’ve built an incredible platform that not only solves one of your business goals but all of them.
For example, a product company can fill various gaps in its customer journey using Lumavate’s DXP. They can create an in-store digital experience that provides detailed information about the product and ensures the customer is informed before they purchase. This experience can have an interactive quiz, customer reviews, an overview of installation instructions, or even a product comparison page to help sway the customer. This experience can be activated in several ways, including a QR code on either the product packaging or signage within the store.
The same brand can utilize Lumavate to create experiences for the post-purchase phase of the customer journey. When the customer takes their new product home and begins to install it, the brand can include a QR code or text activation code for the customer to use to access a product onboarding experience that provides installation instructions, how-to videos, a warranty registration form to collect zero-party data, and so much more.
Once the customer begins using their product for a while, they will inevitably have questions on how to troubleshoot their product. Customer support call centers are costly and can be cumbersome for the customer to get a hold of someone to help fix their issues. That’s where a product information experience can help decrease costs and improve the customer experience. This product information experience can include troubleshooting videos, product manuals, FAQs, and access to contact customer support if needed.
Now that we’ve explained how a business might use Lumavate’s DXP, let’s discuss all the benefits included in Lumavate’s platform.
With Lumavate, marketers can:
- Build digital experiences
- Store their content using Lumavate’s CMS
- Manage their product data and digital assets
- Send highly personalized text messages to customers
- Manage and store their data
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- Best PIM Software 2023
- Product Experience Software
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