what it is, benefits and how to implement – WAU
More and more organizations are looking to adapt to the digital transformation to accelerate growth and deliver better experiences to their customers. In fact, one of the major market changes is the focus of business work. If we look back, all marketing campaigns had the products or services offered as targets. Now, attention […]
More and more organizations are looking to adapt to the digital transformation to accelerate growth and deliver better experiences to their customers.
In fact, one of the major market changes is the focus of business work.
If we look back, all marketing campaigns had the products or services offered as targets.
Now, the attention is all on the customer, on understanding their needs and proposing the solutions that best fit.
In this sense, the Digital Experience Platform is a type of software that must be known and used, creating new possibilities for entrepreneurs.
So we created this very complete post.
In it, we will discuss what this platform is, how it evolved over time, how to implement it, the benefits generated and how the London market is doing in this regard.
So, shall we start? Good reading!
What is the Digital Experience Platform?
Analyzing the market you can see how the competition is fierce nowadays.
An e-commerce is able to serve anyone around the world, with great agility and still delivering attractive benefits, both for the company and the consumer.
Even local companies, with physical and already traditional stores, can benefit from internet resources to increase reach, enhance strategies and significantly improve results.
However, with all these changes and features, consumers have become more demanding.
Another forced sale, pushed by invasive marketing or an insistent salesperson, is no longer accepted.
People are looking for something other than a simple product. They want a good experience, something that adds both knowledge and application.
In fact, many companies are using connectivity and developing tools and resources to create new businesses, such as Uber and Airbnb.
They created a way to connect supply and demand and, at the same time, offered an experience superior to the options that we, the customers, had before them.
Allied to this, different communication channels were opened.
Today companies are present on social networks, whether to maintain a good relationship with the public, to follow trends and news, to evaluate the competition, to present their products and even to close sales.
So, there is a great need, which is to manage all these new interaction points, in different access devices, maintaining a good experience with a focus on the customer, in addition to capturing, storing and interpreting the data from these operations.
For this, the Digital Experience Platform was created. As defined by Gartner, a leading consulting and research company:
Gartner defines a digital experience platform (DXP) as an integrated set of technologies, based on a single platform, which provides diverse audiences with consistent, secure and personalized access to information and applications across multiple digital touch points.
How did DXP come about?
Now that you have started to understand what the Digital Experience Platform is all about, let’s talk a little about its emergence and evolution.
The 1st step was taken with the Content Management System (CMS or Content Management System).
This software is responsible for managing the shared information, be it images, videos, texts and other media that are used by companies.
However, we are talking about a single information center which is the website.
Then, new channels began to emerge and brands saw the need to share content in these other possibilities.
Therefore, the Web Experience Management (WEM or Web Experience Management).
WEM was able to share these materials between the communication channels, defining the public and the personas of the business.
Then, as a natural evolution of the market and technology, the concept of omnichannel emerged, that is, the use of different channels by the public, so that the experiences remain pleasant and complementary.
It was from this entire journey that the Digital Experience Platform was reached.
This solution allows companies to value sharing information between points of interaction, while maintaining a focus on meeting the needs of the audience.
In fact, the concern with the experience is not only at the time of purchase, but throughout the journey, from the first contacts to the moment when that person becomes a promoter or defender of the brand.
How to implement DXP?
The 1st step to implement DXP is to do an internal analysis of your company.
As we showed in the previous topics, this software aims to unite the digital presence of different areas and channels and transform this into a single concept.
So, if your company is not yet in a digital stage ready for this change, it is not recommended to have a Digital Experience Platform at this time.
Perhaps, a CMS is already enough to supply the needs and start the path towards more robust solutions.
However, if your company already has several points of interaction, very diverse and heterogeneous audiences and a participation in the digital business, DXP can help you a lot.
Companies offering DXP solutions on the market must be evaluated at the time of choice.
Make an analysis of the differentials and the resources, but, mainly, if your company is ready for these changes.
Also, analyze the focus of each solution.
Some options in the market are more focused on the customer experience; others are more focused on digitizing the company’s processes.
What are the benefits generated?
Now, we will show some benefits of having the Digital Experience Platform. Check out:
Offers a better customer experience
The main gain in the implementation of a DXP is, as has already become clear throughout this content, in generating a more pleasant experience with the brand.
The focus of all actions will be:
- your audience;
- your needs;
- your expectations; and
- your goals.
All communication channels will be created based on this idea to serve consumers.
All of this makes customers have a better perception of the brand, leading to the loyalty process, with new and recurring purchases.
Furthermore, the generation of new consumers can be conquered organically, by indication and testimonials.
Connects the company’s communication channels
All the company’s communication channels, be it website, social networks, applications, among others, will be connected, providing a feeling of complementation to users.
One of the problems already faced when creating different possibilities for interaction is the weakening of the brand identity:
Each channel has a different identity. DXP can solve this problem.
Generates relevant data for strategic decision making
With all the communication channels connected, the data generated is optimized, creating a rich source of information.
It is capable of generating in-depth analyzes of the target audience, including creating segmentations according to different characteristics and specific actions.
Optimizes processes and resources in search of better results
Finally, another benefit of implementing the Digital Experience Platform is the optimization of processes and resources.
The data generated is used in the strategies, not only in marketing and sales, but in the company as a whole, adding more results in each of the stages of the purchase journey.
The internal processes will need to undergo a reformulation, following the digital transformation.
This increases the power of results and generates significant gains in business profitability.
How is the London market for the Digital Experience Platform?
Among the providers of the Digital Experience Platform, the majority are concentrated in the United States.
However, this solution is exported worldwide.
The London market already feels the need for application as companies see the great advantages that can be obtained by placing consumers in the center of attention and as the focus of strategies.
With the increase in interactions and possibilities, the need to rely on software that does a good management of information, collecting relevant data to add value and precision to strategies, is notable.
So, as we saw throughout this post, the Digital Experience Platform is a solution that comes to keep up with the changes of digital transformation.
More and more people are connected and organizations need to prioritize the good experiences offered.
For this, it is necessary to think about the requests of the public, understand their characteristics and provide the most appropriate content.
The Digital Experience Platform (DXP) is a set of technologies used to generate more possibilities for different audiences of a brand, seeking to optimize their experiences and add more value to the company and its solutions.
So, what did you think of our content on the Digital Experience Platform?
Now, check out our post on marketing for technology companies, with strategies to apply and generate results in an increasingly competitive market!