What Is the Purpose of DXP?

What Is the Purpose of DXP?

A Digital Experience Platform (DXP) is a type of specialized software for companies with a strong digital presence. It often combines both Digital Asset Management (DAM) and Content Management System (CMS) functionality to boost the accuracy and value of a brand.

Ideally, this technology gives users a more nuanced way to create and maintain all digital experiences across the customer journey. A DXP incorporates product guides and landing pages, but also websites, microsites, video demos, spec sheets, and photos. When customers need to invest time and effort into understanding different kinds of products and how they relate to their individual needs, a DXP allows companies the opportunity to easily organize content and reuse it on the appropriate channels.

To go the extra mile, a DXP will round out basic CMS principles by building in space and functionality for invaluable product details. Lumavate, a leading DXP software company, combines content management functionality with a comprehensive digital experience platform. Companies can create, manage, and reuse images, documents, videos, and text of every product in the catalog, creating a digital experience platform that stretches across channels to reach multiple customers with diverse expectations.

What Are the Core Capabilities of DXP?

DXP technologies help customers set up and maintain a variety of touchpoints for customers. For instance, if you advertise a sale of a product on social media, you may only have a small window of time to capture a person’s interest while they’re scrolling down a page. Once you’ve gotten the attention of a prospective customer, you can use a DXP to further fill in the details of the product. Whether it's a product demo video or stunning photos from every angle, you can show customers whether the product is a good fit for them. From the website to the product catalog, DXP technology is designed to help users both create and iterate content without needing to learn how to code.

DXPs often have both DAM and CMS functionality, along with built-in or integrated analytics, so users can adjust digital experiences according to the data. The majority of DXP technologies also allow you to customize content based on where the buyer is in the funnel. For companies that require more data from their customers to complete the sale, you can even find DXPs with Customer Data Platforms (CDP) to make it simpler to collect, organize, and store customer data.

Every DXP company will take a different approach to the technology based on their client base. That's why you’ll see a wide range of functionality if you’re researching different options on the market. DXPs may come with form builders, text messaging, plug-ins, or product information management (PIM) solutions. 

Companies like Lumavate consult with their clients to understand what their pain points are before prioritizing different integrations for the technology. The best one for you will depend on what you’re promoting and who your customers are, as well as your overall position in the market.

What Is a DXP vs CMS?

If you’re comparing DXP vs CMS, you should know that a CMS is built solely for content rather than managing the full digital experience. While content is important for all companies, only a Digital Experience Platform (DXP) allows a business to create and improve upon digital experiences with the help of a user-friendly front-end builder. This has ultimately been a game-changer for organizations of every variety, particularly those who don’t always have the resources to hire reputable coders for complex positions.

A CMS can help you build a variety of websites, whether it’s a blog or an e-commerce store. These systems make it simple to create and edit content before it goes live, and it can have a tremendous impact on the look and feel of your digital niche. A CMS also makes it possible to customize anything from blogs to e-commerce stores with user-friendly templates and tools.

However, despite its many perks, a CMS alone is not enough for most product manufacturers. To grasp the full extent of the DXP meaning, companies need DAM, CMS, and PIM. The right DXP will offer a blend of this functionality, all without requiring users to take multiple seminars before understanding how to maximize their return on investment.

For instance, let's say that a buyer is looking for a product that has some complex maintenance requirements. They want to know what exactly they'll be expected to do on their end to extend the lifespan of the product. With a CMS, you might be able to include a few details about how to care for the product over time. With a digital experience platform, you can show videos on maintenance and include a product manual that details the steps as well. The more information the customer has, the more likely they are to be satisfied with the purchase.

What Is an Example of a DXP?

If you’re looking for a list of digital platforms, you’ll find an array of DXP companies. Adobe DXP, Sitecore DXP, Acquia DXP, Optimizely DXP, Acquia DXP, and Liferay DXP are all solutions that have been developed with the end user in mind. If you’re looking for the best DXP, though, it’s not always as simple as studying the reviews or product functionality.

When so many of the promises and claims blend, it’s important to understand what you’re signing up for before you invest. For instance, not all DXPs are as user-friendly as they first appear. With a solution like Adobe Experience Manager, you’re going to need some technical resources on your side before you get started. It’s not uncommon for companies to rely on outside consultants to both implement and manage Adobe.

In contrast, Lumavate’s software offers substantial functionality right out of the box. With Form Builder, Text Messaging functionality, and a built-in Product Information Management (PIM) Solution, Lumavate can be set up in minutes by anyone on your marketing team. It also offers 40 out-of-the-box integrations, a benefit that has allowed companies to customize the software without having to worry about endless workarounds for different assets.

To account for different types of businesses and industries, DXP software is not one-size-fits-all. The best way for a company to utilize a DXP is to ask themselves where their customers are hitting a wall in the buyer journey. Whether they're having a hard time distinguishing one product from another or they have questions about how a product functions in a real-world setting, you can use digital assets to answer their questions.