What is a DXP?
“Unified software doesn’t just lend itself to efficient websites and sound marketing. It’s a catalyst for communication between all parties.”
DXP is an acronym that stands for digital experience platform. There has been an evolution in the digital marketing space leading up to what’s considered the epitome of website creation, publishing, promotion, sales, analytics, A/B testing, and lead/customer follow-up. It, ideally, tailors to various devices through virtually, no pun intended, every known channel the Internet provides within their respective industry. It also includes the best of what was previously offered exclusively via a cluster of third-party tools strategically combined by developers/programmers and other (often more technical) Web professionals; the usual summary would consist of a CRM (i.e., customer relationship management) system with a landing page software and e-commerce platform tied to a CMS (i.e., content management system) at its core. In layman’s terms, it could basically be described as, dare we say, an all-inclusive website builder — albeit, one that’s super-charged.
In recent years, DXPs have undergone a shift from installed desktop applications to Web-based, cloud-based, and browser-based responsive apps (seamlessly accommodating both desktop and mobile tech). Similarly, more modern (and lightweight) code contributes to an arguably better, more adaptable, and more secure overall experience in our current age of IoT (i.e., Internet of Things), where everything is literally connected and running at an incredibly high rate of speed.
Business features native to digital experience platforms are now commonplace among the top players. It just simplifies the process of developing & delivering powerful, unique websites (ideally with integrations for visitor personalization and/or geo-targeting) when they’re all part of the same, cohesive system — even more so when accessible by a single interface. Being fully-hosted naturally takes it an additional (and very large) step further.
Oddly enough, this type of proprietary model that many would deem was looked down upon until the recent past has seen a resurgence into the likely standard & future of websites. Change was inevitable, not because of A.I. (i.e., artificial intelligence) or human evolution, but because the increasing complexities surrounding our daily life required (and continues to require) more practical, time-effective ways of solving problems. But unified software for the purpose of growth (equally online and offline) doesn’t just lend itself to efficient websites and sound marketing; it’s a catalyst for reducing not only the necessary workforce, but the loss of translation within it as well. With communication, then, being a key component in, well, all endeavors… it’s important for high-paying customers (and their site visitors) to be awarded with a technology suite that allows for strong links between each of the members of the agency they set out to hire. A good DXP has the ability to accomplish this.
