What is a Digital Experience Platform (DXP)?

Providing customers with digital experiences that are consistent, smooth and unified across every touchpoint is vital in today’s world and businesses that don’t make this a priority risk losing out very quickly.

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There is an emerging type of software called a Digital Experience Platform (DXP), which promises to meet these customer needs. Here we’ll explore what a DXP is and how it will help marketers to give their customers the experiences they expect. 

What is a Digital Experience Platform (DXP)?

In Gartner’s words it is ‘“an integrated set of technologies, based on a common platform, that provides a broad range of audiences with consistent, secure and personalised access to information and applications across many digital touchpoints.”

An easier way to think about it is a DXP delivers content across different touchpoints in a way that’s seamless to the customer’s experience. It is the central hub for content management and integrates with other business systems. It then delivers this content across all digital channels.  

A DXP delivers content across different touchpoints in a way that’s seamless to the customer’s experience.

How is a DXP different from a CMS?

A content management system (CMS) helps us to manage and present content to audiences, however marketing opportunities are moving across channels via a range of devices meaning it can be difficult to offer customers a unified experience with a CMS. A DXP does not have the presentation restrictions of a traditional CMS as the presentation is decoupled from content. So a DXP still offers the content creation and asset management of a CMS but a DXP offers substantly more opportunities to create the consistent and smooth digital experiences that customers expect across all the touchpoints.

What are the benefits of a DXP?

As consumers we are bombarded with marketing messages from every device, channel and platform and if brands aren’t presenting a consistent picture then it is easy to get lost in a crowded space. The key role of a DXP is to help brands present a consistent digital experience for their consumers.

Other key benefits that a DXP can offer include:

Collecting more customer data - DXP’s allow companies to track and analyse customer behaviour at each digital touchpoint which means they can collect more data giving them a clearer picture about how customers are interacting with the brand. This gives companies the opportunity to constantly improve customer’s experiences to meet their needs better.

Data collected in one place - A DXP will put all the data collected in one place meaning that all departments can access it. This ensures that everyone is working with the same view of the customer using up-to-date information.

Making the most of content - Good quality can be costly and time consuming to produce. A DXP helps marketers to produce and manage content so that it can easily be used across multiple touchpoints meaning they are able get more value from their content.    

A flexible platform – A burden of many platforms is technology upgrades, which can be costly and complex. A DXP offers effective integration and flexibility meaning they can be cost-effective in the long-term.

Could a DXP be for you?

Whether you should consider implementing a DXP will depend on your goals, your digital strategy and the way you want to engage and interact with your customers. If you have multiple touchpoints, high volumes of traffic, or would benefit from delivering a fully connected experience to your customers then this could be a good option for you.

Whilst a DXP won’t be for every organisation right now it should be the platform of choice for most if they want to keep up with the growing demands and expectations of consumers.

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