Digital experience platforms (DXPs) are composed of an integrated set of core technologies that support the creation, management, and delivery of omnichannel digital experiences.
DXPs help organizations leverage customer data in marketing channels such as websites, social media platforms, advertisements, and customer touchpoints such as customer service, e-commerce platforms, and so on. DXPs are primarily used by marketers to incorporate customer data into multiple steps of the customer journey. The deep feature set of DXPs allows marketers to orchestrate personalized experiences across multiple channels and touchpoints.
Having evolved from traditional content management systems (CMSs), DXPs share some similarities with web content management software and digital asset management software. However, DXPs do much more; in addition to content management and asset tracking, these platforms facilitate much of the development for a company’s final product, website, or portal.
While there are certain foundational components that DXPs must have to accomplish its core purpose of delivering omnichannel experiences, they can also cover a lot of additional ground in terms of the functionality they provide. These pieces include, but aren’t limited to, hybrid or headless CMS software, personalization software, marketing automation software, CRM software, data management platforms (DMP) software, digital analytics software, various translation and localization tools, and other assorted content management software.
To qualify for inclusion in the Digital Experience Platform (DXP) category, a product must:
Provide content management and media storage capabilities
Facilitate the rapid development of websites, portals, or applications
Connect customer data with digital media through the use of APIs
Allow for personalization of digital content through the use of customer data
Provide analytics tool to measure content performance and user experience
