3 Pillars of Digital Experience Platform - Data, CMS, and eCommerce |
Posted: April 13, 2021 |
"Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves." -Steve Jobs In today’s fast-paced, digitised era, customers expect unified and consistent experiences across all touchpoints. Thus, providing optimal digital experiences and staying ahead of the customer's expectations is becoming a financial imperative for enterprises. Digital technologies like content management systems (CMS), eCommerce, and analytics are amalgamating into a single unified digital experience platform (DXP). Thereby playing a differentiating role in enhancing the customer digital experience. Enterprises looking to stay in business can’t escape deploying a DXP for long. There are many leading DXPs around the corner. By understanding the core elements of a digital experience platform and how they work in unison to form a platform, an enterprise can become well-equipped to make the apt decision for their customised needs. The Core Pillars of Unified Digital Experience PlatformData: The Cornerstone of Every DXPThe first piece of the unified digital experience platform puzzle is ‘Data.’ You will be unable to deliver a seamless flow of customer journey if the data in your systems are not connected. Once the data gets connected with the other elements of the digital experience platform, the unified DXP will enable itself to provide insights on customer behavior, activities, and actions across all devices, which can be used to a marketer’s advantage. “Without comprehensive, accessible customer data, it’s impossible to deliver on the DX promises of personalisation, predictive analytics, and machine learning.” A digital experience platform requires ‘data’ to work in cohesion with other elements to perform the following two significant functions:
Heineken and its Best-Of-Breed ApproachFor instance, Heineken: a leader in the alcohol industry, follows an ideal blend of approach to its DXP: building around two systems for managing consumer data as the foundation, integrated with email management and marketing automation systems. It helps them gain an improved understanding of their audiences and better means to activate brand and create experiences that drive awareness, consideration, and ultimately conversion. https://www.youtube.com/watch?v=45yyvcVi8_s “If we understand the consumer, then we can target. We know what experience to offer them. It’s all about the data.” -Bram Reukers, Director of eCommerce, Heineken Thus, CMOs need to have both the right and the left brain skills to extract full benefits from their DXPs to engage potential customers with content and leverage data in the best way to enrich the customer experience. CMS and eCommerce: An Interconnected Element of DXPTo enable marketers to innovate and experiment, the two vital elements of DXP - eCommerce and Content Management Systems - must be seamlessly interwoven. Content Management System (CMS)CMS enables you to build, organize, and deliver different types of content, including blog posts, e-books, press releases, guides, and so on, for websites, mobile applications, portals, and other online solutions to help organizations control content and assets effectively. Adobe Experience Manager (AEM), Sitecore, Acquia, Kentico, and WordPress are a few top-rated CMS platforms.
eCommerce PlatformIt is an online shopping platform that includes a catalogue, cart, inventory and shipping management, and other tools for e-retail out of the box. Magento, Drupal, and BigCommerce are some big names when it comes to eCommerce platforms. Usually, content management features are not included in eCommerce platforms and can be added with paid plugins.
Suppose an organization has an extensive catalogue, for instance, and needs an integrated blog or article section at the same time. In that case, integrating an eCommerce platform and a CMS is an ideal approach to move ahead with. A popular combination is a Magento store plus an Adobe Experience Management (AEM) as both the platforms are leaders in their domains.
The ideal integration approach is to assign a particular system to do a specific job, so they aren’t competing for supremacy. For instance:
ConclusionDigital Experience Platforms (DXPs) are becoming a significant part of many organizations’ digital transformation strategies. It is advised to deploy a nimble and unified DXP platform depending on your business model, vision, and priorities that will instantly adjust to changing consumer needs and business trends. Such a platform would enable enterprises to respond quickly to the market and business dynamics.
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