Unifying Digital Experiences: The Role of the Digital Experience Platform

The core capability of the digital experience platform (DXP) is managing and delivering the digital user experience - primarily web pages, but also mobile apps and other types of content - a need that has long been served by content management systems (CMSs). Digital transformation has driven the adoption of technologies like web analytics, customer journey analytics (CJA), ecommerce and customer relationship management (CRM) tools or customer data platforms (CDPs). This hodgepodge of systems has become a liability, resulting in the emergence of the DXP.

Customers increasingly expect marketers to deliver consistent, personalized experiences to all of their devices, and they often use multiple devices to interact with brands and complete transactions. A DXP enables the creation, management, delivery and optimization of digital experiences in a variety of channels and contexts. This includes content management, support for multiple platforms and types of experiences, personalization, analytics and optimization, search and navigation, and customer data management.

Speed and modularity are also important factors for successful DXPs. Content needs to be delivered quickly, and many front-end web developers have been using modern methods to craft the slicker and more flexible user experiences. To be responsive and agile, businesses have adopted a composable or modular DXP approach, which lets them pick and choose the modules that meet their business needs or even connect modules from other providers.

Overall, strong functionality for integration and extensibility is probably the most important capability offered by DXPs, as it is fundamental to their role of bringing together all of the technologies that contribute to a customer-centric experience.

Originally reported by Martech: https://martech.org/what-is-a-digital-experience-platform-or-dxp-and-is-it-the-future-of-content-management/
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