Guide: A modular approach to digital experience platforms


30-second abstract:

  • Choosing one of the best software or instrument for every particular performance and your explicit group is the surefire manner to an efficient DXP.
  • DXPs allow corporations to ship customized and/or individualized content material to their clients by analyzing buyer analytics from a wide range of sources.
  • DXP techniques allow retailers to broaden the capabilities of their commerce platforms by including buyer experience administration capabilities.
  • A DXP that integrates with a digital asset administration answer may also help corporations arrange and handle digital belongings from one central location.
  • Content groups have to cease excited about a specific channel and a single context, and as an alternative put an emphasis on content material reusability and shareability.

Magnolia, a digital experience (DX) software program firm, not too long ago revealed a information which explores their modular approach to digital experience versus a “suite” approach. The information, “DX Suites: The Glass Ceiling of Your Digital Transformation,” compares the professionals and cons of DX suites, which could be costly and sophisticated to implement, with an open platform like Magnolia.

Content produced in collaboration with Magnolia.

What is a digital experience platform?

Magnolia defines a digital experience platform as, “a set of technologies that enables organizations to deliver contextually-relevant content across many channels.” DXPs obtain this by integrating functionalities and information from a number of instruments and touchpoints in a single place.

Magnolia lists six concrete examples of how corporations can leverage a DXP system—listed here are three of them:

Contextual Intelligence & Relevance: DXPs allow corporations to ship customized and/or individualized content material to their clients by analyzing buyer analytics from a wide range of sources. Often, machine studying is carried out to help with disseminating content material in a contextually related manner.

Provide higher buying experiences: Customers anticipate a seamless buying experience it doesn’t matter what platform or gadget they use. DXP techniques allow retailers to broaden the capabilities of their commerce platforms by including buyer experience administration capabilities similar to product content material administration, customized buying carts, and built-in cost or billing performance.

Reign in Digital Asset Management: Organizing digital belongings similar to pictures and video could be cumbersome for big organizations. A DXP that integrates with a digital asset administration (DAM) answer may also help corporations arrange and handle digital belongings from one central location.

Writes Magnolia, “Choosing the best application or tool for each specific functionality and your particular organization is the surefire way to an effective DXP.”

Starting the digital innovation journey

Magnolia Guide to Digital Experience Platforms

As with most massive initiatives, corporations ought to set up clear objectives earlier than investing in expertise geared toward digital transformation. To this finish, Magnolia outlines 4 POVs to embody when contemplating the technical points of digital transformation in addition to the consumer’s wants.

The buyer/stakeholder facet: This POV considers what your buyer or stakeholder wants from a service perspective. You will need to have a complete understanding of why and the way clients use current channels so you’ll be able to create eventualities to fill digitization gaps.

The enterprise facet: A profitable digital transformation initiative ought to incorporate your present and future enterprise objectives and set up reasonable measures for fulfillment.

The organizational facet: The construction of your group performs an element in figuring out what DX approach will give you the results you want. By defining how your groups are distributed geographically, who will take possession of the initiative, and what processes are important for maximizing flexibility and autonomy inside the bigger initiative, you’ll be setting your self up for fulfillment.

The technical facet: An audit of your present tech stack is a vital first step within the planning and implementation of a digital experience platform. Magnolia writes, “You should take a close look at the current technologies you have in place and determine how your tech stack limits your organization’s ability to meet its business goals.”

Defining outcomes and a guidelines for fulfillment

Once all related stakeholders have weighed in on why your organization wants to bear digital transformation, Magnolia recommends defining very particular objectives. These vary from pre-sales objectives (e.g., model consciousness and buyer training) to gross sales objectives (e.g., growing gross sales, lead administration/nurturing) to post-sales objectives (e.g., growing retention, enhancing cross-selling). All these objectives have one factor in frequent, they want content material technique.

Writes Magnolia, “Content teams have to stop thinking about a particular channel and a single context, and instead put an emphasis on content reusability and shareability.”

The information offers a 7-point guidelines geared toward serving to corporations construct a profitable DXP. The guidelines focuses on a modular approach. Here is a top level view of the steps included:

  1. Define your target market and create exact segmentations
  2. Define your model communication technique and core messaging (together with model strengths)
  3. Determine your touchpoints and channels (these might or might not embody net, cellular, e-mail, wearables and extra).
  4. Figure out the way you’re going to ship your content material (e.g., weblog posts, movies, webinars, and many others.)
  5. Create a personalization technique—this sometimes begins with viewers segmentation, however Magnolia lists a number of vital particulars to contemplate.
  6. Focus in your tech stack—that is the place the modular approach comes into play, significantly when selecting the important thing capabilities you’ll need to contemplate.
  7. Foster a DevOps tradition as this can be essential for deploying options shortly and delivering well timed, related digital experiences to your clients.

Modular DX stacks vs. DX Suites

The information ends with a top level view that compares the DX suites approach with the modular DXP approach. Aspects to take a look at embody pace of implementation, omnichannel capabilities, total flexibility, pricing and price effectiveness and vendor assist.

Magnolia’s checklist of capabilities

The full information offers particulars about every approach in addition to a breakdown of Magnolia’s capabilities for digital experience. “DX Suites: The Glass Ceiling of Your Digital Transformation” is out there to obtain for a restricted time.



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