Before the rise of technology, eCommerce companies were used to interacting with their customers through their websites. And for content delivery, e-commerce owners relied on conventional content management systems.
The digital era has been evolving ever since. In other words, customers will now be able to connect and interact with eCommerce owners through channels such as messaging applications, social media handles, in-store kiosks, IoT devices, and many more.
It has become imperative for e-commerce businesses to have a system that will allow them to create a single streamlined and connected experience across all channels.
This article will tell you everything about the next-gen content experience platforms so you can easily connect with your customers through a single platform.
About Digital Experience Platforms
DXP, or digital experience platform, allows businesses to deliver, create, and optimize the connected digital experience across several interaction channels like websites, mobile apps, and voice assistance.
The primary examples of DXP are SAP, Salesforce DXP, and Oracle. With this, businesses can immensely benefit from the differentiated content experiences not accessible through content management systems.
Differences Between Content Management System (CMS) and Digital Experience Platform (DXP)
The distinction between the DXP and CMS narrows down to two primary things: Function and Architecture.
CMS Contains Simpler Architecture
The content management system is either fixed or detached from the content repository and front end. It also depends on whether the content management system is traditional, headless, or a combination of both.
On the other hand, the architecture of the digital experience platform is a cross between systems of different technological features.
The DXP consists of CRM (Customer Relationship Management), CMS, digital asset manager, portals, third-party integrations, commerce with social applications, analytics, product engagement software, and marketing tools for automation.
Content Management System Is Limited To Content Entries Management
You can create and publish new content entries on your site and other channels using the CMS. With this, you can delete or update the entries according to your needs.
But a digital experience platform does more than that. You can manage your digital experience from a single platform to multiple channels.
Besides content management, a digital experience platform also has an analytical tool that allows you to track your customers’ behavior across digital channels and acquire real-time information to enhance your personalization on interaction channels.
The Primary Features Of a Digital Experience Platform
You can benefit from the following features of DXP:
The architecture of this platform is based on the MACH, which stands for:
- Microservices: DXP consists of several liberated tech capabilities connected to a single channel. For instance, DXP has analytics tools, a CMS, and a customer relationship management system.
- API-First: The Content Experience Platform, or DXP, uses the app programming interface to transfer and receive data across the channels constantly. For instance, when visiting a restaurant, you will give your order to your waiter, who will then take it to the chef. The waiter serves as an API, your business is DXP, and the chef is the digital channel that now has a communication bridge due to the API.
- Cloud-Native: This platform is run and hosted from the cloud, which is the internet.
- Headless: Digital experience platform is front-end agnostic. In simple terms, it only consists of the backend and uses the API to provide content.
The MACH architecture of the platform will allow you to increase the capabilities of DXP with the help of the latest and most efficient technologies. You will be able to integrate the latest and most efficient technologies into varying niches for a personalized digital experience.
The digital experience platform vendor will handle the content, and another will manage the commerce, analytics, and other capabilities needed by your brand.
Around 94% of business owners believe that analytics and data are the primary factors for business development. The DXP consists of integrated or native analytics tools for cross-platform reporting, multivariate testing, and business intelligence.
- Cross-Platform Reporting: This means tracking and reporting customers’ behavior as they communicate and interact with your interaction channels in real-time, such as your social media handles, websites, and mobile apps.
- Multivariate Testing: It is the testing and creation of several variations of content entries to learn which one is the most effective.
- Business Intelligence: It is the extraction of useful insights with the help of data analysis.
- Content Management System – The content management system is solely responsible for the management of the whole lifecycle of digital content, such as creating, updating, delivering, and eliminating content entries.
The content management system is either hybrid, headless, or monolithic. The front end and back end are connected to the monolithic content management system.
In contrast, the headless content management system is front-end irreligious, meaning it only consists of a content repository or backend.
Finally, the hybrid content management system comes with an attached front-end and also utilizes API to provide content for the outer presentation layers, such as mobile applications.
For the DXP, the headless CMS is the most appropriate option because it uses the API. It is paramount for the MACH architecture and enhances the digital experience platforms.
The headless content management system offers content to several digital platforms with the help of APIs.
Considering the rising amount of data breaches, the digital experience platform has several security features like single sign-on, access control, and two-factor verification.
- Single Sign-on: It will allow the permitted parties to get into the systems of the DXP by providing their password and username.
- Access Control: It will restrict access to any sensitive data.
- Two-Way Verification: Users must fill in two login credentials, such as a security token and password, to access the DXP data.
Digital experience platforms will provide your business with differentiated content experiences that you can monitor and optimize by considering the acquired insights.
With all these features and benefits of DXP, it is now evident that your business needs a great digital experience platform so that your customers are always connected to your brand through different interaction channels.
If you are looking for the best platform, Kytes is a leading organization that can help you with a unified content experience. With Kytes, you will ensure that your customers can see all your content together from a single platform in a unified manner.