DXP Platforms

No matter how it is phrased, most definitions of a Digital Experience Platform (DXP) draw from Gartner's Marketing Glossary.

A digital experience platform (DXP) is an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.

It is a centralized solution that enables users to create engaging experiences at every digital touchpoint in a customer's journey.

Although the essence of DXP platforms can be captured in one sentence, their scope cannot. In a digital-first world, digital experiences encompass such things as email, websites, landing pages, social media, mobile applications, promotions, blogs, newsletters, loyalty programs, product information, and customer surveys. Of course, there are text messages, chatbots, and call centers that rely on digital information.

Managing data is only part of the process. Platform users need to access digital assets such as images, videos, or graphics to create engaging content. They need tools to build digital experiences without relying on external resources like web or application developers. A comprehensive platform such as Lumavate's DXP combines content and digital asset management (DAM) with user-friendly tools for engaging experiences throughout a customer's lifecycle.

Why Do Companies Need DXP?

Multiple product lines and wide-ranging delivery channels mean hundreds of digital experiences can be distributed every day. Without a DXP solution, managing what information is delivered through each channel is challenging. Attempting to personalize the interactions is nearly impossible. Without the right tools, organizations can't deliver the seamless experience customers expect.

A DXP solution such as Lumavate helps manufacturers accomplish the following:

Create a Single Source of Truth

Manufacturers often maintain silos of information. Engineers keep design plans and specifications. Product Management has a different set of information gleaned from multiple sources. Marketing may not receive updated information as the product moves through its lifecycle. As a result, the customer receives conflicting or confusing information.

Centralizing product information creates a single source of truth that ensures that all parties use the most current information for all communications. Customers receive consistent data that builds confidence in a brand. DXP platforms allow users to efficiently create, manage, and distribute content across multiple digital channels.

Personalize Experiences

According to a 2023 survey, people expect better personalization if they provide information (74 percent). If they spend more, 64 percent expect an improved experience. Of those surveyed, 73 percent expect more effective personalization as technology advances.

DXP platforms allow companies to personalize experiences based on behaviors, preferences, and market sectors. Users can tailor digital experiences to increase engagement and build loyalty. DXP solutions leverage existing and emerging technologies to deliver customized experiences.

Improve Omnichannel Delivery

Digital channels are pervasive, and customers move freely among their favorites. They may visit websites, rely on mobile apps, and respond to text messages. Coordinating the messaging across all digital channels can be time-consuming without digital tools. Layering the need for personalized experiences to the delivery requirements demands a system that can deliver seamless experiences across all channels.

DXP platforms incorporate technologies that allow non-technical end users to deliver sophisticated messaging that engages buyers. They can help manage web and mobile experiences. From a product information or content management core, DXP can act as a single source of truth for a consistent and customized journey.

Use Analytics for Insights

DXPs interact with multiple channels that can provide data on customer engagement. DXP companies should incorporate analytics into their platforms. With customer data management, businesses can analyze interactions against key performance indicators (KPIs) to gain insights into their customer base. They can use the information to adjust their digital strategies and improve their customer's journey.

Some DXP platforms may integrate with an existing customer relationship management (CRM) solution for customer data management. Rather than maintain data in a DXP and a CRM, the systems can communicate through an API for real-time data exchange.

Ensure Scalability and Flexibility

DXP companies offer cloud-based platforms that can scale to meet changing needs. Depending on the platform, customers can select the functionalities they need today and add other capabilities later. A digital-first world requires a DXP platform to be flexible to adjust to market changes.

What Capabilities Should a DXP Have?

DXP technologies can provide end users with the following capabilities. However, every platform differs in functionality. Before beginning a DXP initiative, businesses should identify their needs and ensure a solution provides the core requirements.

What Are the Core Capabilities of DXP?

To deliver consistent experiences across multiple digital channels, DXPs need technology to manage content and digital assets. These technologies should deliver the following:

  • Content and digital management that allows the creation, modification, and distribution of information without coding expertise

  • Searchable content and digital assets

  • Administrative management that allows versioning, change control, and access levels

Collecting and analyzing customer data should be a fundamental capability, given the volume of information that passes through a system. It should provide insights to help increase engagement and improve personalization.

Personalization features can vary from single content changes to modifying a complete digital experience. No matter the functionality, non-technical users should be able to operate the software.

Are There Other DXP Examples?

Some companies offer eCommerce functionality or APIs to existing marketplaces. Others may integrate into CRM or customer data platforms (CDP) for information. Social media capabilities are another feature that some platforms provide. DXP solutions may also include:

Digital experience platforms offer a mix of technologies that should be carefully evaluated against a defined set of needs.

What's the Difference Between a CMS and DXP?

Although a DXP solution has features of CMS software, content management solutions do not have other technologies provided by a digital experience platform. When looking at digital solutions, companies need to compare DXP vs CMS functionality.

What Does CMS Mean?

Content Management Systems or CMS let end users create, modify, and manage content for the web. CMS software should provide no-code or low-code capabilities, eliminating the need for coding expertise. Typical CMS features include:

  • Creation, editing, and publishing of content

  • User and workflow management

  • Version control

  • Third-party integrations

  • E-commerce interfaces

CMS software is designed for web-based digital channels, while a DXP solution incorporates technologies for other digital media.

What Does DXP Mean?

DXP, or a digital experience platform, combines a suite of technologies that allow organizations to deliver seamless, engaging, and personalized digital experiences across multiple touchpoints. They incorporate key features such as personalization, omnichannel delivery, and analytics for multiple digital channels.

Digital experience platform companies offer solutions that go beyond CMS software. They use the foundational components of CMS solutions but add technologies such as the following:

  • Management of text and digital content

  • Delivery of consistent information across all digital channels

  • Control of user access and versioning

  • No-code or low-code capabilities

  • Third-party integration

How Does a DXP Work Compared to a CMS?

CMS software is a single application that delivers all content management functionality without accessing external resources. For example, a manufacturer has an existing CRM package that the CMS needs. Because the CMS does not have the built-in capability to access external resources, the data will be entered into the CMS solution manually, through a batch upload, or a custom interface.

The best DXP solutions integrate a set of single-application software into a platform that delivers digital experiences across multiple channels. When a DXP platform needs customer data from a CRM solution, it communicates with the CRM software through an application programming interface (API). Using standard APIs provides greater flexibility and faster-to-market deployments. There's no waiting for programmers to develop an interface.

Are There Different Types of DXPs?

Original DXPs were monolithic structures that delivered digital experience functionality through a single vendor. However, monolithic solutions often lacked the flexibility to keep up with market changes. This environment created the need for composable DXP platforms. These platforms use a microservice architecture to integrate functional modules into a single platform for greater agility in delivering digital experiences.

Monolithic DXPs

In monolithic DXPs, the vendor controls the technology and how it operates with third-party software. While a single-vendor solution reduces DXP complexity, it constrains how third-party apps, services and communication channels are integrated and interact with the platform. Adobe DXP and Salesforce Cloud are examples of monolithic DXP solutions.

Monolithic platforms share the same limitations as monolithic software, such as:

  • Unable to integrate with legacy software

  • Creates vendor lock-in

  • Limits functionality of third-party software

  • Requires technical expertise to operate

These constraints can slow a company's ability to respond to market changes.

Composable DXPs

To avoid the limitations of monolithic structures, digital experience platform companies created composable solutions. These platforms use APIs to integrate "best-of-breed" modules into a single platform. A list of digital platforms using a composable architecture would include Sitecore DXP, PrimCore DXP, and Magnolia DXP. However, composable DXPs vary in their integration approach.

Front-End Implementations

Some examples of DXP offer a front-end solution that provides the creation and management of content. They rely on third-party software for added capabilities. The platform builds a foundation for managing content from a central location and interfaces with other solutions for features such as eCommerce interfaces, analytics, and delivery. However, many solutions limit the vendors that can be integrated.

Third-party Integration

Some top digital platforms develop a solution that allows third-party integration for specific functions. Because they may offer digital asset management functionality, they do not interface with a competing product. While this approach provides greater flexibility than a monolithic implementation, companies are still restricted to approved vendors.

Lumavate takes a different approach. Its DXP system was developed in-house to deliver a complete solution. However, the DXP platform integrates with a range of third-party products, such as social media channels, chatbots, forms, and video players. Lumavate's one-of-a-kind flexibility ensures a more agile deployment.

According to a 2020 Gartner report, customers using composable DXP can deliver new features 80 percent faster than those using monolithic or pseudo-monolithic architectures. How rapidly depends on the DXP company. Not all top DXP companies offer the same open architecture for seamless implementation.

What Is an Example of a DXP

The list of digital platforms makes choosing a provider overwhelming. The latest forecasts expect the market size to grow by a compound annual growth rate of 13.48 percent between 2023 and 2028. That's an increase of almost $10 billion (USD).

As more DXP companies in USA and around the world enter the market, possible choices will increase, making it more difficult for businesses to identify the right solution for their needs. Companies such as IBM, Oracle, and Microsoft offer enterprise-level solutions. At the same time, solutions such as Sitecore, Liferay, and Acquia target different market segments.

When evaluating a possible solution, ask the following questions.

  • How does a built-in feature compare to an existing third-party solution? If a DXP solution has a built-in feature that lacks functionality, be sure the company supports open integration. Choosing a platform with restricted integrations can limit feature availability.

  • What technical resources are needed to install, implement, and deploy a solution? For example, Adobe's platform requires specific technical skills like Java programming. It also has a steep learning curve since full functionality requires linking multiple Adobe applications.

  • What added functionality is available? The best DXP companies offer more functionality than base content and digital asset management. They may include text messaging or form-building capabilities. Lumavate's capabilities include a built-in product information management feature, form builders, text messaging support, and over 40 out-of-the-box integrations.

What Are the Benefits of DXP?

Digital experience platforms empower companies to create and manage digital experiences that engage customers and optimize delivery. Among the benefits of digital platforms are the following:

Usability

DXP solutions enable end users to create, iterate, and publish digital experiences without technical expertise. As more DXP companies incorporate low-code or no-code functionality, marketing and information managers can build digital content with no programming skills. Converting individuals into citizen programmers removes the ongoing pressure on existing IT staff and expedites the delivery of new experiences for improved customer satisfaction.

Functionality

DXP platforms begin with a built-in content or digital asset management solution that enables businesses to build, test, and distribute content across multiple digital channels with agility. Top DXP companies, such as Lumavate, expand functionality to include some or all of the following:

Digital experience platforms consolidate functionality into a single system for improved control and consistency in delivering digital customer experiences. They create an environment to help test content before it is fully deployed to ensure the most engaging content is available.

Flexibility

The most flexible solutions allow marketing to personalize customer interactions in an omnichannel environment. Over 50 percent of consumers say that experience is as important as the products and services, with 48 percent of respondents indicating they will pay more for quality service. Almost half of those surveyed state they buy more if given a personalized experience.

Consistency

Centralizing content provides better control over the information used across digital channels. Solutions such as Lumavate's PIM, allow manufacturing companies to remove data silos so consistent information is delivered at all touchpoints on a customer's journey. The solution was designed to help manufacturing centralize product data, manage digital assets, and create consistent digital product experiences.

What Is a DXP Platform?

A DXP platform is so much more than Gartner's integrated set of core technologies. It is a window into your customer's behavior and preferences. It creates a better work environment because employees no longer need to contact multiple sources before determining the correct product information. It makes personalized experiences possible across all digital channels.

Because a DXP platform is a set of technologies, companies need to understand the following:

Monolithic vs Composable DXP platforms

Monolithic structures lack the facility to add or remove functionality quickly. Composable platforms are designed to integrate different technologies through the use of standard APIs.

All-in-One DXP Solutions

Some DXP companies offer comprehensive DXP solutions. Integration with third-party providers, if supported, may not deliver the third party's full functionality.

Front-end DXP Products

DXP providers may design a front-end platform that delivers content to the various channels. All back-end features, such as content or digital management, are provided through APIs to third-party vendors.

Restricted All-in-One DXP Solutions

Companies that provide a restricted form of an all-in-one solution allow integration with non-competing third-party software. If the digital assets management product belongs to a competitor, the DXP platform will not support a connection.

Open All-in-One DXP From Lumavate

Lumavate's DXP platform provides a comprehensive platform offering PIM and DAM capabilities. It integrates with existing customer solutions, even from a competitor. The focus is on delivering a solution that allows end users to be up and operational in minutes rather than days.

Lumavate understands that time (and the digital experience) waits for no one. To compete in a growing digital environment, technologies must enable organizations to pivot quickly when markets change and to personalize product experiences for strong brand loyalty. Book a demo to see how Lumavate's DXP platform gives you a competitive edge.

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