Content is no longer merely a marketing tool or a way to build a website. Content is at the core of every digital experience, from brand awareness to product support. A growing number of channels, devices, and significant touchpoints across the customer journey are all desired by customers regarding these digital experiences. This necessitates collaboration across many teams and technology platforms within the company.
Using digital experience platforms (DXP), marketers can design and deploy corporate digital experiences more quickly and consistently. Through these digital experiences, businesses may generate more income, influence consumer preferences, and strengthen client loyalty. Brands must go beyond content management to build them. Digital experience platforms combine content with other essential technologies to create tailored, customized, and immersive experiences across platforms, devices, and the customer lifecycle.
Here, we have compiled the best digital experience platforms that digital experience managers use in top companies today.
See the full list of DXPs for free
Optimizely is a cloud-based marketing platform that assists businesses in testing, refining, and deploying customer-centric digital experiences. This experimental software allows users to make data-driven decisions and help them to personalize their websites, mobile apps, and connected devices. Optimizely’s key features include a visual editor, platform security & compliance, and flexible experiments including multi-page, A/B testing, and multivariate. It has an analytics engine that enables users to execute experiments with statistical integrity and make business decisions based on real-time outcomes versus pre-set goals criteria.
Adobe Experience Manager is a multi-channel content management solution that allows website and app development, rich digital asset administration, UGC management, and marketing campaign content monitoring. The CMS platform also enables customers to develop customized and targeted UX, as well as store and re-purpose digital marketing assets for every multichannel campaign. Thanks to its Experience Manager functionality, it allows businesses to build and implement targeted, localized marketing campaigns, which is enhanced by real-time analytics and marketing optimization.
Contentstack is a comprehensive CMS that uses a JSON architecture and content delivery network-backed APIs to allow companies to provide tailored content experiences to audiences over numerous channels. The platform includes an admin panel and built-in asset management to track changes and adjustments to content versions, set up approval workflows, and handle media files. The program provides SSO, two-factor authentication, and 256-bit encryption features to help enterprises safeguard data. Contentstack allows localizing content across worldwide websites or apps by setting relevant languages, preserving audit logs, scheduling content publication activities, and bulk uploading files to the platform.
Acquia provides a content management system that allows businesses to design, deliver, and host websites safely. It offers a drupal-optimized application lifecycle management package that includes a comprehensive infrastructure for Drupal deployment workflow operations from development and staging to production. Acquia cloud features intuitive developer interfaces, secured server access through SSH, and automated deployment from a version-controlled code repository. The solution is built on tried-and-true open-source technologies that we hand-picked, tested, and polished for Drupal.
Sitecore Experience Platform is a cloud-based content management system that enables organizations to maintain client interactions across many channels by customizing content. It allows users to monitor customer engagement statistics and distribute content. Its AI auto-personalization function allows professionals to automatically identify visitor trends and split customers into groups. The platform offers a drag-and-drop interface to automate activities and plan interactions or triggers. It includes other capabilities such as a path analyzer, device recognition, content optimization, campaign administration, reporting, and a media library.
Salesforce Experience Cloud is a cloud-based enterprise community solution with business integration capabilities that enable users to collaborate on critical files from within communities. It enables teammates to collaborate and share their thoughts and content in a unified network. The product’s social feed feature allows users to connect with other team members and facilitates communication. This solution also includes a social intelligence function that provides users with recommendations based on their preferences and activity patterns. It includes other capabilities such as configurable templates, branding options, and mobile accessibility.
SAP Fiori is a cutting-edge user experience and app development solution that aids designers and developers in creating apps that provide a consistent and unique user experience across several platforms. SAP Fiori may be used to increase data quality and productivity mechanics while also improving user satisfaction. It includes other features such as auto-tagging, content modeling and scheduling, digital asset administration, file sharing, performance analysis, and reporting.
Investment in digital and a customer-centric approach is a must, not a luxury. Now there’s no debate about it. However, there’s a lot of room for debate about how and where you should put your money. Yet, DXPs aren’t required by every business.
Keep in mind that you don’t have to put money into everything at once. It’s best to start with something quick and straightforward if you’re new to creating digital experiences, such as a website’s homepage, product pages, or search functionality. Features may be added on as you progress.
Digital experience platforms, or “DXPs,” are an option if you’re looking for a solution to integrate the complete digital journey while allowing users to customize their experiences.
Things to know about DXPs
Digital experience platforms are software applications that manage digital experiences across various digital interfaces. Content management, e-commerce, personalization, and experimentation are just a few of the DXP’s many features and benefits. According to Gartner, a DXP is an “integrated set of core technologies that support the composition, management, delivery and optimization of contextualized digital experiences.”
Content management systems have evolved into digital experience platforms, which better represent the whole customer lifecycle, from content production through distribution, measurement, and iteration, in a single platform. DXPs take care of most of the data management and user experience so that marketers can concentrate on the engagement of their customers.
Customers can find relevant material through every company touchpoint, such as blogs and videos. They begin to rely on trusted brands for product information.
When clients want assistance, they quickly locate information pertinent to their needs. In other words, a DXP can provide clients with access to FAQs and other alternatives based on their prior usage.
Digital interactions may go above and beyond simple purchases. A customer’s relationship with a company grows when they interact with tailored material and other consumers in forums. Tips, easy warranty management, and rewards programs help customers get the most out of their products.
A DXP simplifies the selling process for partners by making it easier for them to locate and handle opportunities. In seconds, partners can switch between tasks such as transaction registration, key performance indicators measurement, and real-time support.
DXP may seem like a content management system (CMS), digital asset management (DAM), or perhaps a web experience management (WEM) solution to you. There are some parallels between these technologies, but only DXP offers control beyond content to each touchpoint. Why? A closer examination of each technology reveals the answer.
Content management systems or CMS
CMS is a software tool that makes it possible for users to produce, modify, publish, and organize digital information on a large scale. Most companies use a CMS to manage digital material. However, the customization and integration features of DXPs are missing from CMS software. CMS’s concerns are maintaining and distributing content than the end-user experience of the material itself.
Web experience management or WEM
In some ways, WEM looks like CMS. They assist with content generation, editing, and publication. In addition, they boost cross-channel capabilities and personalization capabilities. These technologies collect user activity data to personalize content. WEMs, on the other hand, are content-centric and can only support a limited number of customer journeys beyond content customization. Additionally, because they restrict cross-departmental cooperation, they lead to a compartmentalized functioning method.
Digital asset management or DAM
In recent years, digital asset management systems have grown to provide more control over valuable content management. Large enterprises use digital asset management systems to store digital assets, including photographs, videos, and textual content. DAMs are particularly beneficial for managing assets linked to a company’s brand standards or for managing assets related to rights. DAMs make it simple to locate, distribute, and remove digital assets.
A DXP unifies all of these capabilities and systems. A DXP may also incorporate a CMS or interact with a DAM. A DXP, on the other hand, handles much more than just content. A digital experience involves the material and data that users interact with and the actions they engage in.