What is DXP Technology?
by Leigh Hamer | Last Updated: Feb 16, 2023
What Is DXP Technology?
A digital experience platform (DXP) is equipped to handle content and asset management at scale. Each DXP technology offers a slightly different suite of functionality. It’s important to evaluate several DXP technologies to find one that best suits your business’ unique needs. Most are adding new functionality to their platform, as they follow some common DXP trends.- Leveraging Data: Easily connect your data no matter where you store it. DXPs, like Lumavate, make it simple for brands to integrate with their data stack such as Salesforce, Eloqua, Marketo, and more plus give you the option to use the DXP’s data solution or a combination.
- Content Management: Easy access to all content no matter where it is stored. A DXP offers the flexibility to pull from an external content management system, a CMS within the DXP, or a combination.
- Composable DXP: 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.
What Is a Digital Experience?
Digital experiences are a necessary and essential part of a digital marketing strategy. When implemented correctly, digital experiences aid and guide customers through various points in their customer journey. Digital experiences encompass everything and anything on a device screen, including mobile phones, tablets, and desktop computers. Meaning, digital experience solutions include web apps, microsites, landing pages, secure portals, websites, and much more. 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. An enterprise-level digital experience includes use cases such as internal communications. An internal communications digital experience enables employees to have a customized feed of information that is tailored to their role, location, and preferences. It also enables the business to send real-time or scheduled SMS alerts to subscribed employees based on their roles or interests. This solution reduces emails and creates a centralized source for verified information. Another enterprise-level digital experience is a wayfinding solution. Widely used by organizations with a large building or campus, such as a hospital, university, or corporate headquarters. A wayfinding digital experience provides a personalized experience at scale. It gives turn-by-turn directions to each user based on their starting point and destination. Many enterprise organizations also create digital experiences to recommend the best products based on an individual customer’s needs and preferences. The in-aisle and online shopping experience can be overwhelming for customers especially if they’re buying a new product type for the first time. Providing an interactive quiz that helps customers find the best product for their needs can be a major differentiator for a brand that drives product sales and brand loyalty. It also helps ensure a brand’s customers are likely to be happy with their new product purchase since it was recommended based on expert guidance.What Is an Example of a DXP Platform?
A digital experience platform, commonly referred to as a DXP, is a powerful software solution. Gartner defines DXPs as “an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.” Some digital experience platform examples include Acquia DXP, Sitecore, Lumavate, the Adobe Experience platform, and Salesforce. The DXP architecture creates a single solution that encompasses a variety of functionality, from SMS messaging and content management to customer data management and digital experience creation.What Is the Difference Between DXP and CMS?
In short, a DXP may include a CMS, but a CMS is not a DXP. A content management system, commonly abbreviated as CMS, is software that helps users create, manage, and modify digital content. A headless CMS organizes content in one system and deploys the content, via integrations, to a different frontend, or head, that displays the content. A headless CMS is a great choice for developers who want complete control over the look and feel of their application or website, as well as the user experience. It is also a good choice for organizations that have multiple types of client-side applications (e.g. web, mobile, IoT, etc.) and need to deliver content to all of them in a consistent way. Some of the benefits of using a headless CMS include:- Greater flexibility and control over the front-end development process
- The ability to deliver content to any type of device or platform
- Easier integration with third-party applications and services
- A more modular and component-based approach to front-end development