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Why companies MOVE from Content Managements System (CMS) to Digital Experience Platforms (DXP)

Why companies MOVE from Content Managements System (CMS) to Digital Experience Platforms (DXP)

No matter if you are selling cosmetics, lawn mowers or large ERP systems it is certain that at least 60% of your potential clients will do their research online to gather information needed to make a perfect purchasing decision.

So what happened that the new term Digital Experience Platform emerged? Is it just another buzz word or a trick to add unnecessary hype to CMS these days? Not at all! CMS is a great category of solutions and is good enough for many organisations but more and more businesses around the world require something more. A platform to manage digital experience of their clients where CMS is just one part of it.

Instead of finding clients, make it happened so you can be found

According to United States B2C Ecommerce Country Report 2017 88 percent of consumers pre-research their buys online before making a purchase either online or in-store.

When it comes to B2B clients - Forrester confirms that 68% of B2B customers prefer to research independently online.

To sum up, no matter if you are selling cosmetics, lawn mowers or large ERP systems it is certain that at least 60% of your potential clients will do their research online to gather information needed to make a perfect purchasing decision.

"It is a major shift from what we knew 20 or 30 years ago where sales people had all the knowledge and had winning positions over potential clients. These days clients have stronger purchasing positions because they have information from all over the market with recommendations and reviews from fellow clients. You need to be one step ahead then!"

So it all comes to being found by clients and becoming a proactive narrator of your marketing communication.

Become a companion of your customer journeys

Many marketing departments these days focus strongly on customer journeys. They understand that with B2B sales it sometimes takes even up to 2 years for clients to make a buying decision. So your role is to understand their journeys first, join them and become their guide as well as an advisor. Even if you buy a laptop for your child you go through a similar process and you look for professional content that will allow you to make the best decision for yourself.

The topic of customer journey is so big that we will have a separate article about that. To keep things short, let’s have a look at a sample customer journey and take a look at steps and channels involved with all the “mood” swings as the journey follows.

Customer Journey Map

What is important to understand is that our website is no longer a one-stop shop for clients.

"Clients go omnichannel these days with websites, landing pages, social media, emails and content across the web including product comparisons and reviews. Your challenge is not only to become proactive in all of these channels but also maintain a consistent brand image across all devices and platforms."

At the end it is all about ROI

One of the biggest challenges these days for marketing departments is to present ROI of their marketing activities. To prove efficiency of budget spent on digital campaigns and platforms they have to make sure that conversion rates are high enough. It is not only about bringing traffic to your portfolio of websites and social media activities but about client engagement so we can turn visitors into customers.

You need to have the right tools to measure and trace each sale to each dollar spent in the first place. Is it better to put everything on social media or push paid search with Google Ads? Or maybe more email marketing is the key to conversion followed by premium content including white papers and ebooks?

This is when Digital Experience Platform comes in

So with the whole trend of being found, joining customers journeys and focusing on ROI marketing departments require strong solutions in order to:

  1. Manage content across channels, geographies and languages
  2. Ensure consistent user experience on all devices and platforms
  3. Manage all the content from one place
  4. Personalise marketing messages for target groups

If you are a client from the UK, coming through Google Ads and looking for information about product A you want to be served with personalised content according to your interest, in your own language and in a consistent way - no matter if you browse on your laptop or a mobile phone. And hey, if you had already been looking for product B you want to be reminded about that and maybe presented with a comparison of both products.

Always one step ahead of your client.

So what is behind the Digital Experience Platform (DXP)?

I mentioned in the beginning that CMS is a solution that is part of a DXP. To make things simple DXP is an integrated set of technologies to allow you to manage all the digital experience we talked aboved from one place.

It consist of:

  • Content Management System (CMS) - to make sure your content is curated and displayed in the right places of your on-line portfolio
  • Multichannel and multisite module - publishing content on different devices, channels and managing many websites, portals and landing pages from one place
  • Digital Assets Management (DAM) - all you photos, texts, videos and documents available from one central place put in the right order and categories so it can be accessible for each communication channel
  • E-commerce - making purchasing process seamless in the whole user experience
  • Marketing Automation - to bind your content personalisation and marketing activities together in a campaign oriented model
  • Analytics platform - make sure you customer journeys are measured with ROI reports generated at the end
  • API - exchange data with other system to get greater insight about your clients and their behaviour

The story of Acquia - from a pet project to a $200 million company

When doing a market research a year ago I stumbled upon a Digital Experience Platform I hadn’t heard before. It was called Acquia. There were two landmarks in Acquia's history that had a deciding impact on what Acquia is today with $200 million revenue in 2018.

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Paul Montwill

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Digital Strategy Director

Tell me about your digital challenges and I will propose solutions, schedules and cost estimates.