Rethinking the Digital Experience: Why DXP Matters to Marketers

Lindsay Medeiros
Digital TransformationCustomer ExperienceMarketing

As Marketers, we’re starting to need more agile methods in delivering content wherever it is needed. We’re starting to ask ourselves how we can deliver quality, personalized content across all channels to customers that relate to their interests? We know those customer behaviours are rapidly changing and we want to engage these prospects with dynamic user experiences. Customer engagement is the Holy Grail of marketing today and understanding this will put you ahead of the game.

Digital Experience Platforms (DXP) is the ignition for digital transformation.

What is a Digital Experience Platform?

Gartner defines DXP as “an integrated collection of technologies and methodologies that provides the ability to design and deliver user interface/presentation capabilities for a wide variety of interaction channels (including features such as web, portal, mash-up, content management, collaboration, social computing, mobile, analytics, search, context, rich Internet application, e-commerce, an application platform and an overall user experience design and management framework)”

According to Forrester, to be a true Digital Experience Platform there are six needs to be met:

  • Coordinate content, customer data, and core services to drive reuse and quality.
  • Unify marketing, commerce, and service processes to improve practitioner workflows.
  • Deliver content contextually
  • Share front-end code across digital touchpoints to manage a common user experience.
  • Link data and analytics to add insight and drive action.
  • Manage code and extensions for maximum reuse while avoiding over-customization.

These definitions are helpful but to fully understand this DXP definition, I have provided what I like to call the Marketers definition.

“ A Digital Experience Platform empowers the user to build meaningful applications to your audience. It serves multiple channels to deliver integrated, optimized user experiences to any audience no matter what stage they may be in the customer lifecycle.”

Now that we understand the meaning of a Digital Experience Platform, why would it matter to a Marketer?

The benefit of DXP is that there is the ability to deliver content to and from an IoT channel, dynamically and in the optimized format that it is designed for.  As marketers we want to get our content pushed out to as many channels and platforms as possible. Marketers can drive more engagement and upsell services by offering the right content at the right time on any device. The customer buying behaviour can be influenced by customized experiences based on their location and IoT device. For a marketer, this means that there is is an opportunity to deliver a connected end- to end experience which is beneficial to keep your brand on top of your customers mind and to inspire new marketing strategies. This creates possibilities of turning content into new revenue.

The demand for personalized, connected experiences is rising higher than ever before and will continue to be a focus. As marketers, we seek to unite the customers experience across digital channels and manage the different forms of interaction. Digital Experience Platforms empower you to deliver these experiences seamlessly.


DXP is more than just a buzzword, it’s here to stay. It allows organizations to become more agile with new channels using speed and efficiency. The digital experience should be omni-channel, user journey centric, and targeted based on behaviour. The quicker a Marketer comes to understand the benefits of a Digital Experience Platform the quicker they can turn digital content into digital dollars. And we know that a Marketer who is equipped with the right tools becomes a force to be reckoned with.  

Ready to get started on your digital transformation? Download our Whitepaper: The Digital Experience Platform and Its Role in Digital Transformation to learn about the essence of digital transformation, primacy of the customer, and the evolution of content management systems (CMS) 

To find out more- we invite you to ask us! Tweet us at @stantive and let us know what you think of Digital Experience Platforms!