If on one hand, brands look for initiatives to increase engagement, on the other hand, consumers expect consistent and relevant digital experiences at all points of contact. Because of that, today we have what is being called a Digital Experience Platform (or DXP).
What is a Digital Experience Platform?
According to Gartner, a digital experience platform (DXP) is ” an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.”.
Companies use DXPs to create, deploy, and continually improve websites, portals, mobile devices, and other digital experiences. DXPs manage the presentation layer based on an individual’s role, security privileges, and preferences. They combine and coordinate applications, including content management, search and navigation, personalization, integration, and aggregation, collaboration, workflow, analytics, mobile and multichannel support.
What is a DXP for?
Companies use a variety of technologies to serve an essential purpose: consumer engagement. To do this, organizations need to know the likes, needs, problems, and experiences of their target market and audience. It is precisely through a DXP that several technologies converge and the company, in turn, is able to have a better interaction with its consumers.
So, it’s easy to see that the goal of DXPs is to guarantee an excellent experience for users, in all their digital channels and throughout their journey. The subject has received so much importance that according to an article published by PR Newswire, it is expected that by 2025 the market size of the global digital experience platform will reach US$ 15.7 billion.
According to the article, this increase can be explained by a confluence of factors such as digital transformation and disruption. In addition, there is the fact that several companies are now restructuring their business practices to be highly consumer-oriented.
Why does your company need a digital experience platform?
There are several advantages of a DXP. One of them is that the platforms were developed with the main goal of helping companies to create a meaningful relationship with its target market and audience throughout the customer’s life cycle.
Another important benefit of digital experience platforms is the ability to reach and deliver content to multiple devices, including mobile devices, computers, IoT, social media, emails, and more.
DXPs have also improved integrations, which in practice means that it can integrate with new and existing data to optimize content according to consumers’ needs. Thus, for those who operate in a segment that relies on high levels of consumer customization to stand-out, the digital experience platform can be a great alternative.
To the list of advantages, it is worth adding the creation of an omnichannel relationship, as these platforms enable the unification of all means of contact with the consumer. This means that through a DXP the company is able to offer an integrated experience between brand and target audience.
We cannot forget yet that DXPs offer more business control. That’s because they were designed to integrate with marketing, e-commerce, and customer support platforms, in addition to other real-time solutions. As a result, brands have more control over the way they interact with their customers.
How does a DXP work?
We understand that a DXP allows companies to deliver content on social media, online banners, e-commerce, etc.
To do that, the platform takes advantage of artificial intelligence (AI) and machine learning (ML), along with analyzing processes and consumer research, navigation and purchase histories, on top of their interactions on social media, geolocation, and data demographic.
That way, a DXP can anticipate what its customers are interested in buying and then provide relevant content and opportunities to them when they are ready to make a decision.
Does your company need a Digital Experience Platform?
The advantages of DXPs are quite expressive, but that does not mean that the digital experience platform is something that your company needs right now. To find out if it is time to make the investment, you can answer the following questions:
- How many points of contact does your company have? If you have multiple digital points of contact, a DXP can mean saving time, effort, and energy.
- Does your company have a digital presence? DXPs work for online businesses, regardless of whether or not they have a retail store.
- Does your brand have a diverse audience? If your organization has different audiences, a DXP can be very useful to segment customers and reach them where they want to be reached.
- Does your marketing strategy offer different consumer experiences? If the answer is yes, your company could be a great fit for a DXP.
Digital experience platforms allow brands to deliver targeted content and personalized experiences based on consumer profiles across a wide range of digital contact points.
In other words, we can say that a DXP brings together several tools that enable companies to create, deploy, and continuously improve websites, portals, mobile apps, and other digital experiences.
As we’ve seen here, a good digital experience:
- Enables active consumer engagement on all devices throughout the user’s journey.
- Increases brand and product loyalty.
- Offers a unified view of all consumer interactions, activities, and data across multiple platforms.
- Offers more information on consumer behavior, interests, transaction history, helping to target content and campaigns based on that information
‘Till next time, stay healthy!