Examples of DXP

A digital experience platform (DXP) is a set of technologies that allows users to create memorable experiences at every digital touchpoint in a customer's journey. Digital experiences include brand interactions, such as websites, landing pages, blogs, social media, and mobile applications. In a digital-first environment, text messages, chatbots, and online surveys are part of a growing array of digital experiences.

Managing the data that these interactions rely on is the first step in delivering an exceptional digital experience. Adding digital asset management (DAM) software to DXP platforms allows users to collect, organize, and store images, videos, and illustrations. But, the value of a DXP solution is the ability to build a digital experience.

While DXP solutions allow users to design the front-end of digital experiences, many require programming skills to create an end-to-end experience. Some companies, such as Lumavate, use no-code technologies that enable marketing teams to build an entire experience without requiring programming skills. Reducing dependence on external resources such as developers allows marketing departments to design and deploy digital experiences more effectively.

What Does DXP Mean?

A digital experience platform (DXP) consists of a set of technologies that support the composition, management, delivery, and optimization of contextualized digital experiences. While DXPs may be viewed as a single solution, they are made up of technologies that enable end users to build digital experiences that strengthen customer relationships as they interact with a brand.

What Is the Purpose of DXP?

The goal of any DXP solution is to provide users with the ability to create, manage, and deliver digital experiences across all channels of interaction throughout the customer's journey. Its purpose is to contextualize and optimize the experiences to acquire and retain customers.

What Is the Role of DXP?

While its purpose is to deliver engaging digital experiences, DXP solutions help organizations centralize their content, product information, or digital assets. With a single source of truth, organizations can build and refine experiences, whether on a website, a mobile app, or social media, to deliver consistent and accurate interactions more efficiently.

What Are Examples of DXP Functionality?

DXP software must provide users with the ability to build and iterate digital experiences. Precisely how that happens depends on the DXP company. However, DXP solutions should provide the following functionality.

Information Management

A DXP relies on information management tools such as the following:

• Content Management System. CMS software controls corporate information. It serves as a centralized repository for data needed to build digital experiences.

• Digital Asset Management. DAM technology provides the same functionality as a CMS, but for digital assets that may exist in multiple formats, such as videos, audio recordings, and images.

• Product Information Management. PIM solutions manage product information such as product descriptions, assembly instructions, and specifications.

The DXP design determines the specific management tools included in the platform. However, these tools should support version control, change histories, and secure user access.

Personalization

DXP platforms allow the personalization of digital experiences. Some may provide end users with the ability to personalize specific content within a digital experience. Other solutions enable marketing teams to customize an entire digital experience depending on where individuals are in their customer journey.

Personalizing interactions requires a user-friendly interface to let users design and build digital experiences. Marketing departments can't wait days or weeks to update and adjust digital experiences. They need the flexibility to deliver exceptional interactions at internet speed.

No-code platforms, such as Lumavate, allow users to build digital experiences without programming skills. Using drag-and-drop technology, marketing teams can design experience flows that personalize a customer's journey.

Integrations

DXP platforms may provide end-to-end functionality, but many solutions offer integrations to reduce marketing's technology stack. For example, a manufacturer uses a customer relationship management (CRM) solution. The CRM feeds data into an analytics program to gain insights into customer behaviors.

Integrating a DXP and CRM solution allows the company to incorporate data from its digital experiences into its analytics program. The result is a more comprehensive understanding of customer behavior without removing customer interaction details that sales and service need. Using application programming interfaces (APIs), DXP providers can integrate with eCommerce solutions, form-building software, and chatbots.

Integration, personalization, and information management are essential features of a robust DXP.

What Are DXP Platforms?

Because a DXP is made up of a set of DXP technologies, DXP companies may incorporate different components into their offerings. In some instances, DXP platforms offer integration into third-party solutions to add functionality. Content management systems (CMS) and customer data platforms (CDP) are two aspects of DXP platforms that illustrate how DXP technologies function.

What Is the Difference Between CMS and DXP?

Most DXP examples include content or digital asset management software. The software serves as a central repository for data needed to create digital experiences. The information may be corporate-related content such as investor data, community initiatives, or environmental compliance statistics. It may involve digital assets such as videos, webinars, or audio recordings. Its purpose is to provide the information needed to construct an engaging digital experience. On its own, CMS software cannot build digital experiences across all delivery channels.

DXP platforms draw from a CMS or equivalent system to create digital experiences. They rely on the information stored in the repository to create digital experiences. The platform allows marketing teams to design digital experiences without coding expertise for faster and more personalized experiences. Using a DXP establishes a synergy that removes the DXP vs CMS question for a better experience for staff and customers.

Is CDP Part of DXP?

Customer data platforms (CDP) collect and manage customer data across an enterprise. It encompasses more than just digital-based customer information. It may hold information on in-store interactions as well as customer demographics. It may contain data on in-person sales meetings or tradeshow contacts. It provides a centralized source of all customer-related information.

DXP software focuses on digital experiences and how customers respond to them. Many platforms use APIs to connect to a CDP. The connectivity allows DXP-collected data to be integrated with other CDP information for a comprehensive view of a company's customers. Data-sharing helps marketing retain data on digital-specific experiences without compromising an organization's ability to maintain a complete customer profile.

What Are the Benefits of DXP?

DXP platforms benefit businesses by delivering a set of tools to create and manage digital experiences. These tools empower marketing teams with the capability to engage customers and optimize their journey. Specific benefits may include the following:

• Easy to Use. DXPs enable users to create and iterate digital experiences without using code. With minimal technical skills, marketing teams can quickly create and deploy marketing campaigns and update catalog information.

• Built-in Content and Asset Management. DXP platforms incorporate CMS or DAM functionality for efficient access to content and resources for building digital experiences. With built-in functionality, creating experiences becomes seamless.

• Access to Analytics. Some DXPs include built-in analytics capabilities, while others integrate into leading analytical platforms to monitor digital experiences.

• Personalization. Personalization may include customizing content, or it may extend to personalizing an entire experience based on where customers are in their journey.

By using Lumavate's DXP platform, manufacturers can realize added benefits such as:

• Faster Implementation. While some DXP solutions can take months to deploy, Lumavate's platform can be operational in less than a day.

• Expansive Functionality. Lumavate offers an experience platform that includes a DAM, Product Information Management (PIM) solution, form builder, and text messaging. The platform has over 40 integration APIs and releases new product functionality every two weeks.

• Lower Costs. Lumavate is 75 percent more cost-effective than competitive solutions.

• Fewer Technical Resources. Lumavate uses no-code technology to deliver a DXP solution that requires no technical resources. Non-technical staff can create and iterate digital experiences quickly. They can adjust deployments to better serve potential customers without asking for technical personnel.

Lumavate delivers a platform that was designed for companies that manufacture and sell physical products. Its DXP centralizes product data, manages digital assets, and creates engaging experiences. It builds a collaborative environment where product details are curated for a consistent and accurate experience.

What Is the Meaning of DXP?

Originally, a DXP architecture meant using a monolithic structure to deliver digital experiences through a single vendor. However, these monolithic solutions lacked the flexibility and agility that companies needed to address customer expectations. Out of this environment came composable DXP platforms that use microservices to build a single platform with greater agility in delivering digital experiences.

Monolithic DXPs

Monolithic DXPs such as Adobe DXP and Salesforce Cloud offer customers a single-vendor solution. While a one-stop shop may reduce operational complexity, it can also limit how third-party applications and services operate. For example, a third-party DAM may add features to its product that the existing interface does not support. Unless the DXP vendor is willing to add support to the interface, customers cannot access the new features.

Monolithic platforms like monolithic software share the following limitations.

• Restrict integration capabilities

• Create Vendor lock-in scenarios

• Limit availability of third-party functionality

• Require technical expertise

These constraints make it difficult for companies to respond to market changes.

Composable DXPs

DXP companies created composable solutions to counter the limitations of a monolithic architecture. Platforms such as Sitecore DXP and Acquia DXP use APIs to integrate third-party solutions. However, DXP platforms vary in their approach to integration.

Front-End Implementations. DXPs that offer a front-end solution for creating and managing content rely on third-party software for added functionality. The platform creates a base for managing content from a central location but interfaces with other solutions for features such as eCommerce interfaces, analytics, and delivery. Most DXPs have a limited number of interfaces to third-party solutions, which may restrict a company's options.

Third-party Integration. Some top digital platforms restrict their third-party integration capabilities to non-competitive providers. If platforms offer a digital asset management solution, for example, they will not interface with a competing DAM solution. While the composable platform provides improved flexibility, this implementation retains the monolithic limitations of vendor lock-in and restricted solution selection.

Lumavate's Approach. Its DXP system delivers a complete composable solution; however, it integrates with a range of third-party products -- even competing software. Its flexibility ensures that customers receive the functionality they want without compromising agility.

According to a 2020 Gartner report, composable DXP solutions can deliver new features 80 percent faster than those using monolithic or pseudo-monolithic architectures.

Is WordPress a DXP?

Although WordPress dominates the website market with over a 60 percent market share, it is not a digital experience platform. WordPress is a content management system (CMS) that allows users to design their websites using pre-existing themes. Users can add text, upload images, and establish navigation based on the selected theme.

For example, a business may choose a theme that has text-based menus across the top. As the business matures, it wants to create icons to attach to the menu selections, but the theme does not allow images to appear on menus. The company has three options:

• Pay a developer to redesign the theme to include images in menus.

• Stay with the existing theme without using images.

• Select a different theme that supports menu images.

None of the options are ideal. Paying for a customized theme can be costly. Staying with the existing website design means less website traffic. Redoing the entire site with a new theme is not only time-consuming, but it increases the odds of mistakes during conversion.

A DXP solution allows marketers to adjust website experiences to meet changing company and customer needs. Icons can be added to a DAM for easy access, and content can be retrieved from a central repository. Marketing teams can change the experience flow without waiting for developers.

What Is an Example of DXP?

The DXP market is expected to grow at a compound annual growth rate of 13.48 percent between 2023 and 2028. That's an increase of almost $10 billion (USD), which means the list of digital platforms will only continue to grow. Some examples of DXP companies in today's market include:

• Adobe Experience Manager

• Sitecore

• Liferay

• Acquia

• Optimizely

• Lumavate

• Pimcore

Finding who has the best digital experience platform can be challenging. The first step may be to determine what is DXP for your organization.

What Is DXP for Your Organization?

Each DXP implementation is different because every organization contextualizes digital experiences. One company may require a robust eCommerce interface with strong digital product catalog capabilities. A manufacturer may be more concerned with a single source of truth that can deliver consistent digital experiences to customers, employees, and partners.

Small businesses may lack technical resources and need a user-friendly implementation process. Others may operate a global enterprise that requires digital experiences in local languages. Companies need to determine what is the use case for DXP implementation before deciding on the best digital experience platform.

Why Businesses Need a DXP

Digital experiences are whatever customers demand, and companies need agile solutions that can deliver those experiences. A DXP solution allows businesses to manage what information is delivered through which channels. It needs the flexibility to deliver personalized experiences that are consistent, no matter the device or the medium.

Organizations need DXP platforms, such as Lumavate, to ensure their digital strategies can accomplish the following:

Ensure Scalability and Flexibility

DXP platforms leverage cloud-native capabilities to scale with changing business needs. Flexible platforms can add functionality as customer expectations change. Deploying QR codes at a tradeshow may not be a priority today, but when it does, manufacturers want a DXP provider that can deliver the capability immediately.

Use Analytics for Customer Insights

DXP companies should offer analytics capabilities or interface with third-party solutions to capitalize on the customer data generated through digital experiences. Businesses can use the information to analyze interactions against key performance indicators (KPIs) and adjust campaigns or strategies for more engaging experiences. Digital experience data can inform marketing decisions on how to expand brand recognition.

Improve Omnichannel Delivery

Every organization wants to create consistent digital experiences that operate seamlessly across all delivery channels. It's the goal of every marketing department. But without the technologies that DXP solutions provide, the goal is more a dream than a reality.

As the world becomes more comfortable moving from one digital channel to another, the demand for seamless interactions will grow. Competitive environments will increase the pressure marketers feel as they try to exceed expectations. Having a DXP solution that allows marketing teams to control the digital experience without relying on external resources gives companies the flexibility to pivot quickly to meet evolving expectations. Lumavate's DXP is part of its product experience management (PXM) platform. Designed for marketers in manufacturing, CPG, and medical device companies, the platform includes a digital experience platform (DXP). The DXP component draws from the Product Information Management (PIM) functionality and Digital Asset Management (DAM) capabilities of the platform to allow marketing teams to deliver seamless digital experiences without relying on programming expertise. Schedule a demo to see how Lumavate's DXP solution redefines what DXP means.