Digital Experience Platform (DXP): Trends and developments
Marketing experts agree: a consistently excellent brand experience across all touchpoints and across different platforms is one of the most important hallmarks of successful omnichannel marketing. Yet, many companies struggle to perfectly and seamlessly connect their various offerings.
A Digital Experience Platform, DXP for short, helps you to bundle all customer interactions in one place, making them easy to keep track of. At the same time, it helps you put together a unique, individualized, and highly personalized experience for your target groups and individual customers. Finding all information, offers, and services in one place, it makes for a great user experience for your prospects and buyers and will keep them coming back to your brand.
Digital Experience Platform 2022: An overview of the latest DXP trends
Whether your company is already using a digital experience platform or is about to make the switch – be sure to check out these six 2022 DXP trends:
1. DXPs combine content with customer data
From a traditional CMS to a headless CMS directly to a DXP: Content management is no longer an isolated process but is becoming more and more intertwined with other processes such as marketing, sales and customer support. Accordingly, having separate software for each of these areas no longer makes sense. Instead, consolidating all offers and services for customers on the Digital Experience Platform also goes hand in hand with a consolidation of the underlying processes in the company. The resulting advantages are obvious:
- More and increasingly detailed information about customers and their behavior
- Greater potential for customization
- Unifying the customer experience across the entire customer journey
- Customer Centricity moves to the fore
- Seamless experience across all platforms and sessions
- Faster and better communication within the company
- More efficient use of existing content
2. Diversification and individual solutions
With the increasing popularity of DXPs not only in the B2C sector, but also in the B2B sector, the demand for them keepsis growing and with it the range of different manufacturers and products available. As a result, you can now choose from an unprecedented variety of systems and approaches. With the help of so-called microservices, you can adapt the basic package of your DXP precisely to your requirements and the needs of your customers. This creates a platform for every company that is perfectly tailored to your workflow and processes and leaves nothing to be desired.
3. Individually link online and offline experiences
It has long been known that companies need to be present both on- and offline in order to be successful. With a powerful DXP, however, the customer experience can now be linked not just on online channels, but on all channels – without much effort. For example, you can provide your customers with their receipt and the user manual for products purchased in the store online, thus ensuring the holistic integration of all interactions.
4. Content commerce: dovetailing content marketing and commerce
Located on the same digital experience platform, content marketing and actual sales via the online store can be linked better and more seamlessly than ever before. In a recipe or DIY tutorial, you can link directly to the respective products or compile everything you need in a separate list in the sidebar. Quicklinks are another popular option for adding all the clothing items for a special look to the shopping cart, or assembling matching sets and purchasing them with a single click. It’s never been easier to take your customers from inspiration to purchase in a single session.
5. DXPs replaces tracking by means of cookies
Now that the adoption of the GDPR and corresponding measures by various companies have severely restricted and made tracking using cookies on the Internet more difficult, companies need to find new ways tof examining the surfing behavior and preferences of their (potential) customers.
On a DXP with content area, online store, and support, companies can better get their customers and users to create a customer account and stay logged in. This makes it easy to track their entire browsing history and customer journey across multiple sessions, providing new insights for optimization and improvement.
6. Extensive personalization
Personalized purchase suggestions based on browser and search history are yesterday’s news. With the help of your DXP and the wide variety of customer data, you can take individual marketing, content and products tailored to your customers to the next level. You can do this not only by seamlessly combining on- and offline touchpoints into a perfect customer journey. With the right system, you can obtain a wide range of additional information, such as the warranty status of previously purchased products or the current location., This helps you predict and fulfill your customers’ wishes and needs even better.
Your future with a DXP: Here’s how offerings will evolve over the next few years
With a digital experience platform, companies are already positioning themselves for the future. Soon, content marketing and the linking of content, online store and customer service will be so central and comprehensive that they can no longer be managed manually. Customers are becoming increasingly accustomed to companies anticipating their every wish and always presenting the right products.
Those who can no longer keep up will become irrelevant in the long term. This provides a clear picture of how e-commerce and ist related processes in general, and digital experience platforms in particular, will develop over the next few years.
1. The popularity of DXPs will continue to grow
While the market volume for DXPs was just under USD 8 billion in 2019, experts estimate that it will grow to almost USD 14 billion by 2024. The reason for this areis the numerous advantages that digital experience platforms, which are designed to provide a holistic and seamless customer experience, bring with them. In the long term, no large company will be able to avoid integrating its existing systems and platforms, because otherwise the effort required to manage the ever-growing volumes of data will simply become unmanageable.
2. Continuous adaptation thanks to microservices
Online marketing and e-commerce have seen many systems and many a management software come and go since their inception. When designing digital experience platforms, software manufacturers have thus focused on a flexible and adaptable modular architecture from the very beginning. DXPs consist of a basic framework that is kept as simple as possible and feature many components that can be used as needed, so-called microservices. This means that digital experience platforms will still be up-to-date in a few years’ time and will be able to absorb and integrate new trends and technical possibilities in no time at all.
3. Artificial intelligence for the optimization of the customer experience
Combing customer data, content and the online store on a single Digital Experience Platform ensures that you can link and use this information in the best possible way. Using AI and machine learning, DXPs will be able to automatically personalize the customer experience across all platforms and channels in the coming years. In addition, the systems will autonomously perform analyses and A/B tests to develop the best possible conversion rate and even better recommendation algorithms.
Pimcore as a central software platform
Launched in 2010, the open-source software project Pimcore is a comprehensive solution for companies interested in content management and cross-channel digital commerce. Thanks to its modular architecture, Pimcore bundles all important options for the successful management and use of customer and product data. These include:
- Product information management: store product data and information centrally in one place and distribute it to all channels as required
- Digital Experience Platform & Web Content Management: create content of all types and forms, manage it and publish it in a targeted manner via any channel – always up-to-date
- Digital asset management: central management of digital media in all formats, including classification and conversion
- E-commerce framework: channel-independent and cross-channel shopping experiences for B2C and B2B companies
- Customer Data Framework: environment for developing or integrating systems for customer data management, personalization, marketing automation, etc.
As a customizable system solution, Pimcore is a great choice for a variety of companies and industries. This is thanks to not only the easy-to-use integration of various services, but also a wide range of partners and their microservices. Companies from all sectors can find the right tools and add-ons that optimally meet their own needs and those of their customers.