How Marketeers Can Benefit From Pimcore's DXP?

What’s the difference between a CMS and a DXP?

CMS's main purpose was to create and manage content across various desktop and mobile websites. New technological explorations cleared the way for DXPs. Being much more advanced than a CMS, the purpose of DXP is to provide users with fully integrated and seamless digital experiences across all touchpoints and throughout their entire journey. 

The main differences in a nutshell: 

• CMS doesn’t take experience into account and fails to successfully address today’s demand for personalized and consistent content across all channels.
• DXP eliminates data silos, making interdepartmental communication much more comfortable.
• DXP, unlike CMS, connects the entire data architecture and all the platforms involved in the value chain.
• DXP provides you with the ability to impact the entire customer lifecycle across all touchpoints. 

If you're interested in exploring more differences between CMS and DXP, have a look at Pimcore's insight.

“DXPs are the future of digital experience management and a necessity for influential companies. Gartner recently removed the magic quadrant for CMS and replaced it with DXP. It is a clear sign of where we are heading.”

- Christian Kemptner, Marketing & Partner Manager

DXP provides a holistic overview of your customer data

A holistic overview of customer data is one of the key features of a DXP, bringing along many benefits. This breaks barriers created by data silos and helps create a highly personalized experience based on the context, preferences, and other customer-related information.

Today, many marketers face various challenges, such as mastering new technologies and limitations of their current marketing technologies that handle customer data. Digital experience platform provides marketers with a practical one-stop solution for conducting marketing activities - ranging from email marketing and personalization to customer data analytics. This allows them to laser-target their users based on gathered insights and create seamless customer experiences.

And yet, marketing and advertising campaigns are as good as the customer data you have at your disposal. That’s one of the main reasons why DXPs such as Pimcore come with a customer data platform (CDP) as one of their main components. CDP combines data from offline and online sources and provides that data to the marketing department, providing it with a single customer view to create powerful marketing campaigns.

A DXP with a CDP as its core component provides the marketing department with a holistic view of customers across all touchpoints, informed by in-depth analytics. This kind of overview allows marketers to engage customers effectively and make data-driven decisions. 

If the marketing department didn't take on the holistic approach, they would be quickly met with data silos' challenges. Meaning, all of the data would be placed on several different platforms, such as CRMs, email marketing platforms, CMS, etc. Marketing campaigns would be based on inaccurate and incomplete data, possibly leading to unsatisfactory results.

A personalized approach in the age of the customer

In the age of the customer, personalization holds great importance. With each new information channel, customers’ power increases, and their expectations rise. According to a research Salesforce conducted in 2018, 76% of customers expect companies to understand their needs and expectations.

With each customer using 6.5 devices on average, it’s crucial to meet their expectations on every device and provide them with a highly personalized experience. To do that successfully, companies need deliver the right content at the right time - to the right device. For this personalized approach to go smoothly, your teams will need to be aligned with established workflows and flawless communication. For this reason, DXP is becoming an optimal solution for companies, as it removes data silos and makes cross-departmental communication and collaboration possible.

Furthermore, to successfully deliver personalized experiences, the key is gathering relevant information, such as the customer's interests, activities, purchase history, real-time behavior, etc. Deducted from this pool of information, your marketing department can customize a relevant shopping journey for each customer, satisfying every need.
To face these challenges, Pimcore DXP comes with a highly-effective personalization engine, enabling the marketing department to define different target groups and segments based on all of the collected information. We’ve crafted a guide to personalization in Pimcore, so feel free to find out how to reap all the benefits of Pimcore’s personalization engine.

Pimcore’s integrated analytics helps you measure every interaction and track multi-channel attribution models to fully understand the impact of every engagement that has occurred on the digital interface. 

Using DXP, opportunities are more easily recognized, and unique content is served to every customer, based on gathered insights from a detailed analysis conducted on the platform itself. Being a one-stop solution for complete digital experience, Pimcore DXP offers various analytics software such as Google Analytics, Google Tag Manager, and Matomo.

How does omnichannel enablement work when using DXP?

If compared, today’s shopping experience vastly differs from the last decade.  Customers were heavily exposed to technology and the media, which raised their expectations to a high level. This has led to the conclusion that brands today need to leap improving their customer experience by overcoming the challenges of customer behavior insights and lack of technology to provide their customers with an omnichannel experience. 

A new need arises, causing the companies to look far beyond conventional CMS and focus on a platform designed to deliver digital experiences - a DXP. They’ve been present for some time, even though somewhat misunderstood - being pictured as restricted to strictly web and mobile applications. 

DXPs range is far broader than a web and mobile application. Pimcore, as such DXP, makes it possible to deliver content to the growing number of channels and touchpoints through its API-driven approach.

A DXP can deliver relevant content to channels such as voice assistants, kiosks, IoT devices, and many new up-and-coming ones through APIs' power. With this type of approach, customers are ensured to get an omnichannel experience.

Improved cross-departmental communication

When creating an omnichannel strategy, your team acts as the central task force dedicated to implementing the strategy. With that being said, the team needs a common goal to drive them. DXP plays a crucial role here. It provides an environment for your team to work together towards a common goal. Here, DXP functions as a virtual workplace, providing your team with standardized forums and portals, enhancing cross-departmental communication and collaboration. As a result, it effectively helps to achieve a common goal.

Content is reusable - single-layer interaction

Implementing DXPs involves having platform-wide support for different methodologies, such as: 

• Journey mapping across the customer life cycle
• User-centered design
• Persona-based modeling

DXP allows the company to reuse their content in different channels through single-layer interaction by decoupling the customer-facing layer from the content and metadata. As a result - customers enjoy the enhanced experience, directly correlated with better retention and higher customer satisfaction.

In the end, omnichannel enablement provides marketers with several more tools in their arsenal, enabling them to create complex personalization strategies and reaching every customer with unique content across all platforms.

Seamless integration of existing and new platforms

DXP ensures that your marketing department can easily engage a broad range of customer segments through seamlessly integrating existing and new platforms. Different datasets from sources such as ERPs, CRMs, HR portals, suppliers, retailers, customers, and partners are easily passed through the platform and processes into useful data and information. This provides you with a holistic view of all gathered data and ensures that experience is consistent across every touchpoint, leading to a smooth and enjoyable customer journey. 

In today’s digital age, organizations are looking to create a consistent and phenomenal customer experience. To achieve this goal, organizations will need to have the right set of tools and technologies. And with the right strategy in place, DXPs make a great effort in achieving this goal, monitoring, managing, and improving customer experience while ensuring brand consistency.