Digital Experience Platform (DXP)

Published on

June 03, 2020

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#content marketing #CMS- #DXP #Digitalisierung #WEM

Digital Experience Platform: Does it solve many problems in content marketing?

In modern marketing, everything revolves around the customer, especially the customer journey. Digitally relevant content can only be transported to the customer in a suitable system (AmPnBsP). Also the individual approach is not enough to keep potential customers in line. Only those who are in the right place at the right time will win the race. The idea of accompanying customers throughout the entire visit to the website is not new, but so far no ideal instrument has been found for this. For this very purpose, specialists developed so-called digital experience platforms, which create relevant points of contact that display personalized content. Whether B2B or B2C, customers today are inundated with phrases. Understandably, many have an aversion to universal standard phrases. This makes it all the more important to offer individual content at the right time that arouses the interest of potential customers. With a classic content management system (CMS) this is not possible or only to a very limited extent. A Digital Experience Platform (DXP) should offer exactly this possibility. It is not only able to consolidate data from all channels, it can also play out any desired content on any channel. A prerequisite for this, however, is a uniform and up-to-date data stock  

The magic word for the perfect customer approach: Customer Journey 

In order to win over customers in the long term, companies must break new ground. However, only one in three companies still uses artificial intelligence or augmented reality, even though these buzzwords are often used in corporate communications to present themselves in a modern light. Taking a holistic view of customers still fails because of incorrect or outdated customer data, as the system environments are not homogeneous. It is possible to understand how the customer reacted to a campaign, but it is not possible to say with certainty what his customer journey looked like. In many companies, outdated content management systems are standard, so innovative functions such as personalized website search are not supported. Everything is designed to play out the content on this one website. It becomes especially complicated when large brands need country-specific websites. If the content is also to be presented in catalogues, print media and apps, a traditional CMS is completely overtaxed. A hardly manageable number of systems would have to be managed quickly  

Content management systems are unsuitable for large companies  

A Web Content Management System (WCMS) is a management system for web content and is usually used synonymously with the term CMS (Content Management System). It is used to create and maintain website content for the Internet, intranets and extranets. It also supports the communication between website and user. The WCMS architecture is connected to a server, which enables page calls, personalization and scaling. WCMS systems are for example FirstSpirit, Pimcore or WordPress. Large companies now have the challenge of mapping the customer journey uniformly, even under different databases and software types. Sales departments usually work with customer relation software, the marketing department uses analysis software and the product administration uses a different software. One strategy to bring everything "under one roof" is an integrated software framework. This involves combining different software tools in one suite. An alternative to this is an open WCM that can be combined with many software tools. The company is thus not bound to a single provider  

The Digital Experience Platform is the future

Today, the Internet offers customers numerous possibilities for providing information. They can easily find products, compare and evaluate them. If you accompany potential customers throughout their online activity, you can address them individually and more often and win them over. A conventional WCMS can   then hardly be able to do this. In addition, these systems have the disadvantage that they require extensive and expensive implementations that require numerous certifications and employee training. So how do you create continuity on all channels and still work efficiently?  
The solution is called Digital Experience Platform (DXP). The customer experience takes place at different touch points. At these points, data is collected that should lead to a better understanding of the customer's perspective and ultimately  to more satisfaction. All touchpoints are bundled in the Digital Experience platform. In principle, it is based on the same technology as all common platforms, but allows personalized information access to significantly more users. This makes it much easier to play out individual content  

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