Why it’s time to embrace digital experience platforms (DXPs)

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

DXPs can help marketers update and personalise content across multiple platforms.

Today, with the relentless march towards digitisation, marketers are increasingly having to update and maintain a large number of digital channels. This includes corporate websites, social media channels and the likes of programmatic ad campaigns.

The issue is logging onto each digital channel separately to make the required changes at regular intervals eats into a marketer’s precious time. With new digital channels launching on a regular basis there’s a possibility, in the near future, they could be spending an increasingly large amount of time on such administration, which while vital shouldn’t be all consuming, leaving them little time to undertake various other activities critical to their role.

Luckily for marketers change is afoot. Evolving technology in the content management system (CMS) space has led to the creation of the digital experience platform (DXP). This is one intuitive platform that allows marketers to make changes across all their digital channels, freeing up their time to be more efficient elsewhere.

Personal

Along with driving efficiency DXPs enable marketers to deliver highly personalised customer communications across a variety of touchpoints, and therefore a standout customer experience. They can do this because of the data sharing, collection and analytics functionality they provide, boosting customer conversion and revenue. Such personalisation is important when research from Salesforce reveals that 52 per cent of consumers said they would probably switch brands if the company they were currently engaging with didn’t personalise communications to them.

DXPs provide a level of personalisation that enables the organisations that use them to punch above their weight and deliver a customer experience that currently only the tech giants such as Facebook, Google and Apple are able to deliver; and even more importantly, a personalised experience their competitors might not be offering.

One of the most important aspects of DXPs is that they are designed to be user friendly, and allow marketers to produce and upload content easily on any digital platform, without the need for additional IT support. This, in turn, enables those who use them to quickly and easily deliver consistent and complimentary messaging online and in-app and communicate efficiently in the multi-channel digital age.

Flexible

Flexibility is a key USP of DXPs. It has to be. With social media channels and other new digital touchpoints constantly launching and evolving, all need to be integrated onto the platform.

However, it’s not only with the marketing function where DXPs excel. They can play a much wider role within an organisation, such as helping to improve their operational capabilities by using the data analytics and sharing functionality within the platform. This enables organisations to make learnings from their internal processes to improve their efficiency, while at the same time help to prevent the siloing of data by different departments, blocking useful analytics and learnings from the data. Big savings can be made by organisations that use DXPs in this way by removing overheads they no longer require. This could include getting rid of three systems that deliver data collaboration, because a DXP does the same job in one intuitive platform.

DXPs are the next evolutionary step in a fast-moving CMS world and were always going to take centre stage once the technology was available, and they had proven their ability to deliver on their promises in an everchanging multi-channel and multi-touchpoint world.

After all, in an age when efficiency, personalisation and cost savings are key DXPs standout in what they can deliver for organisations in these areas.

Expect to see DXPs not only shaking up the way marketers operate, but how organisations use the technology to improve their operations. It’s time to embrace this very beneficial technology in the multi-channel digital age.

Luke Campbell is a director at Xigen

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