Why Do Marketers Need a Digital Experience Platform?

A DXP is the connected heart of the experience. It should talk to the entire solutions toolkit to continuously improve the visitor experience. This is where AI comes into play. AI can take the information gathered by connected devices and provide insights that help businesses better understand the needs of customers. With a DXP, data from every touchpoint on the website can be used to better serve them. At the same time, marketers can use AI to make their content more relevant to their visitors.

Content management

As reliance on digital experience platforms (DXP) grows, their list of driving features will continue to grow. Content management is an important component of any DXP, but its scope expands significantly when it is integrated as a part of an experience platform. While a modern CMS will include some DXP features, the better ones will focus on composability and assigning overlapping capabilities to other modular components.

Analytics

Using analytics to measure user experience is crucial for digital experience teams. Without the right data and insights, a company can't make sound DXI decisions. Web analytics and product analytics provide information on engagement, adoption, and high-level trends. But not all user experience analytics platforms offer this level of granularity. Choosing the right one will ultimately depend on the capabilities of your business intelligence team and the instrumentation and data retention capabilities of your digital experience platform.

Asset management

The demand for digital content continues to grow, with companies turning out thousands of new products every month. To keep up with this growing amount of content, companies must streamline the production, storage, and distribution of all these assets. Fortunately, there are a few solutions that can help. Asset management software is one of those solutions. A digital experience platform can help brands keep track of all their digital assets in a central location.

User-friendly interface

A user-friendly interface is one of the most important aspects of any digital experience platform. This can help you improve customer engagement and ultimately, increase your revenue. A user-friendly interface helps users find the information they are looking for and make the most efficient use of the time they spend on your website. The next step is to ensure that you are using an architecture that supports future technologies such as artificial intelligence and machine learning.

Cost

Marketing a product requires an omnichannel approach. This requires more than just a spreadsheet. For instance, customer relationship management tools are helpful in tracking how a lead moves through the sales funnel, but they don't capture every single interaction that occurs across the web. A digital experience platform can track all of these interactions, provide omnichannel content, build personas, and more. For marketers, the cost of using a DXP is well worth the time, effort, and money.