Organizations seek to adapt to digitalization to accelerate growth and provide better customer experiences.
The focus of business activity is one of the most significant changes in the market over the past few years.
In the past, marketing campaigns were primarily focused on products or services.
Now the focus is all on the client. Understanding their needs and proposing solutions that fit them best.
The Digital Experience Platform, in this context, is a software type that entrepreneurs should understand and use to generate new opportunities.
What is a Digital Experience Platform (DEP)?
You can tell that the competition in the market is fierce by simply analyzing it.
E-commerces can serve anyone globally and with great agility while delivering benefits for the company and consumer.
Internet resources can be used by local businesses with traditional physical stores to improve their reach, strategies, and results.
Despite all the changes and resources available, consumers are becoming more demanding.
No more sales forced by aggressive marketing or a persistent seller.
People are looking for something other than a simple item. They are looking for a great experience that can be applied to knowledge and learning.
Uber and Airbnb are just two examples of companies that use the tools and resources available to them and their connectivity to start new businesses.
They have created a system that connects supply and demand and, simultaneously, offers a superior customer experience about the choices we, as customers, had available to us.
In addition, new communication channels were opened.
Companies use social media to communicate with their customers, maintain positive relationships, keep up-to-date on the latest trends, monitor the competition, and even close sales.
A significant need arises, which is to manage these new points of interaction in the different access devices with a good client experience.
In addition, it is necessary to collect, store and interpret data from these operations.
This is why the Digital Experience Platform (DXP) was created. Gartner, an industry-leading consulting and research firm, defines the DXP as:
What is the history of DXP?
Let’s look at its evolution and emergence now that you understand the Digital Experience Platform.
The Content Management System was the first step.
This software manages shared information, be it images, videos, text, or any other media type.
We are, however, talking about one single information source: the website.
As new channels appeared, brands realized they had to utilize these other options.
Web Experience Management (WEM), a new technology, emerged to address this problem.
The WEM can share these materials across communication channels, defining audience and buyer personas.
As a result of the evolution of technology and the market, the concept of Omnichannel was born.
This refers to the usage of various channels by the public for the experiences to remain pleasant and complimentary.
Digital Experience Platform is the result of this journey.
This solution allows businesses to focus on the audience’s needs while also appreciating the information sharing between interaction points.
The experience is essential at every stage of the journey, from when you buy to when you return home.
A good experience is essential from the first contact until the person becomes an advocate or defender of the brand.
How do I implement DXP?
First, you need to conduct an internal audit of your business.
As shown in previous articles, this software aims to combine digital presence across different channels and areas.
If your company has yet to reach a stage of digital maturity that is ready to make this transition, a Digital Experience Platform is not recommended.
A CMS may be enough to satisfy the requirements and begin the journey toward more robust solutions.
DXP is an excellent tool if you already have several points of contact, diverse audiences, and digital marketing involvement.
When choosing a company, evaluating the companies that provide DXP solutions on the market is essential.
Check the resources and differentials, but most importantly, check whether your company is prepared for these changes.
You should also evaluate the solution’s focus.
Some market options focus more on the customer’s experience, while others focus more on the digitalization and digitization of company processes.