Why you need a Digital Experience Platform (DXP)
Okay, so a DXP goes a step further than a CMS — but what does that mean for the growth of your business? Well, beyond making it easier to build out an omnichannel customer experience, a DXP helps by:
1. Building relationships
It’s engineered with the chief goal of helping you build a meaningful relationship with your audience throughout the entire customer lifecycle.
2. Organizing omnichannel experiences
Ability to reach and deliver content to multiple devices including mobile, desktop, IoT devices, social media, email inboxes, and more.
3. Enhanced integrations
Can integrate with existing and new data to optimize content and layouts on the fly to suit your unique customer needs.
4. Multi-touchpoint management
Address customer needs across varying points of the customer journey, from awareness to conversion, to long-term customer.
With a CMS you’ll have limited access for customer experience personalization on the fly, as it’s more connected towards a public facing website, instead of a myriad of different platforms and devices.
Overall, whether or not your brand is ready to make the transition to a DXP depends upon the goals of your marketing. If you’re in a niche that relies on high levels of customer personalization in order to compete or stand out, then upgrading to a DXP will probably be a good idea.
Comparing 4 Digital Experience Platforms (DXP)
Choosing a digital experience platform, you’ll want to start out by familiarizing yourself with market leaders and challengers. Below, we’ve compared four DXP vendors for you to go away and do your research on.
1. LIFERAY DXP | PROS | CONS |
|---|---|---|
| The Liferay Digital Experience Platform is an open-source, cloud-ready framework for building custom digital solutions. The platform is best for enterprises that need to deliver dynamic portals for employees, customers, or partners. | The Liferay platform makes it easier to create dynamic enterprise-grade portals. Beyond that, the platform has many applications and tools in the form of portlets out of the box that enables further customization. | Many Liferay customers complain about its lack of user-friendly documentation despite a large and active open-source community. This makes implementations and integrations slower for internal development teams. |
2. IBM EXPERIENCE MANAGER | PROS | CONS |
| The IBM Digital Experience Platform is a combination of its IBM Digital Experience Manager and its Watson Content Hub. The platform is best for enterprises that need to manage and publish content to a multitude of devices. | The IBM DXP has many personalization features out of the box for creating highly engaging customers experiences. The tools are user-friendly and deeply customizable for managing dynamic content. | Many commonly used features like deploying new tasks or installing new nodes are not built into the platform, so implementation can take a long time. From a content authoring standpoint, changing templates is difficult and time-consuming. |
3. ADOBE EXPERIENCE MANAGER | PROS | CONS |
| The Adobe Experience Manager combines digital asset management with content management to deliver personalized experiences to market fast. The platform is best for global companies that have multiple websites for different brands or regions. | Adobe’s digital experience platform makes managing large volumes of content across multiple sites easier with drag-and-drop components, multisite live copy features, and features that support content repurposing. It’s also seamless to integrate with other products from the vendor such as Adobe Analytics. | Many users complain that the platform is complicated to use, citing an inconsistent UI/UX. That’s often the case because many of the technologies within Adobe AEM (and the wider Adobe software landscape) were integrated after following Adobe’s acquisition and amalgamation of third-party software. |
4. CORE DNA | PROS | CONS |
| The Core dna platform is a headless CMS and digital experience platform that’s built for innovative digital teams who want agile vendor support, the ability to scale up and down quickly, as well as regular software upgrades behind the scenes. | Core dna’s all-in-one DXP has the ability to deliver websites, eCommerce site, intranets, portals, single-page applications, progressive web apps, and digital communities out of the box. Core dna has the tooling necessary to build complex, content-rich websites in a matter of weeks. Everything is one place, seamlessly integrated with CRMs, ERPs, payment gateways, and other external systems. | In comparison to other vendors, Core dna has a small number of implementation agency partners for customers to choose from. However, the Core dna team regularly supports implementations and new projects for existing Core dna customers. |