Both DXPs (digital experience platforms) and CMSs (content management systems) are helpful tools for businesses across various industries. While the two systems offer similar benefits, some distinct differences make DXPs a smarter choice.
This article will give brief definitions of DXP and CMS tools before comparing the two, helping you understand why your business should consider investing in a DXP over a CMS.
What is a DXP, and how does it differ from a CMS?
DXPs are tools that allow marketers to create, publish, and manage content across a range of digital channels.
Essentially, DXPs are innovative digital strategy tools designed to keep up with our ever-changing and expanding digital world. Whether you need to communicate with customers through email campaigns, social media posts, web pages, or ads, DXPs can tackle it all.
Unlike CMSs, which businesses typically use to manage content with limited capabilities, including web design, marketing automation, and analytics, DXPs come with rich functionalities to help businesses manage the entire customer journey.
Benefit 1: DXPs offer omnichannel reach and engagement
DXPs allow businesses to gather detailed customer experience data intelligently. These platforms can help you identify trends and insights about your customers’ behaviour across multiple channels.
The DXP enables you to create a single online identity for your business and allows you to control how that identity appears on different channels, tailored to customer preferences. Traditional CMS tools typically do not offer this level of contextual intelligence.
For example, today’s customers often shop on more than one platform. They might first visit your website via an email link on their phone, then continue shopping later on social media using their laptop.
Whether a customer prefers to shop on their phone, desktop, or both, their shopping experience will remain smooth and streamlined thanks to your DXP.
Benefit 2: DXPs offer intelligent customer profiling
Using a digital experience platform, you can create personalised customer experiences for every user. These targeted experiences are achievable through customer profiles, which DXPs create by collating data from diverse sources.
Essentially, digital experience platforms collect data from consumer interactions across the web and translate it into an intelligent profile for each user. Your business can then use this information to create highly targeted offers and advertisements.
Benefit 3: DXPs are future-ready
Today’s consumers expect access to information and digital experiences anytime, anywhere—and these expectations will only continue to grow. The future of the customer experience is all about delivering a seamless, personalised, and frictionless experience across multiple channels.
Businesses prepared for future technological advances will have the edge over their competitors—and implementing a DXP is one surefire way to achieve that edge.
In summary, DXPs offer a vast array of benefits and tools for growing businesses. Unlike a traditional CMS, a DXP provides an extensive suite of tools designed to scale with the ever-changing digital landscape.
With a high-quality DXP at your disposal, you’ll be able to keep on top of future changes, manage omnichannel services, and provide precisely tailored customer experiences.