Digital Experience Platform
A Digital Experience Platform (DPP) is a richly interactive content delivery solution to deliver digital consumer experiences. A typical DXP will include a series of digital experience components that help businesses connect with customers, boost brand recognition, improve customer relations and engage directly with future customers.
This enables companies to build relationships with customers that last. Digital Platforms are designed to provide access to content, deliver results to business users, increase productivity, reduce costs and automate processes.
Digital Experience Platforms Used by Different Organizations and Capabilities
The digital experience platform being used by different organizations have different features and capabilities. Some of these platforms are:
Service Definition
A digital experience platform's service definition usually provides details about what the platform provides to users. The most common D XP services are content creation and distribution, advertising management, and product catalogs. With digital asset management, companies manage digital assets like images, videos, and content.
With the help of this service, companies can create and publish digital files to the web, distribute them via RSS feeds, or create unique applications for the web and mobile.
Personalization
A popular feature of Digital Experience Platforms is personalization. This is often used in marketing campaigns, where marketers want to personalize the offer or the campaign to suit the target audience.
Personalization can take several forms, from highly customized CVs to QR codes. A good D XP will include a wide variety of personalization options such as phone and application integration, complete website customization, and user registration.
Cross-Platform Integration
Digital asset management requires companies to effectively manage digital asset networks across multiple devices. Most of the leading D XP platforms provide access to these assets across multiple devices, such as PCs, tablets, smartphones, and internet tablets.
This ensures that companies do not need to deploy different apps for each device, thereby saving valuable time and resources.
Efficient Content Management Systems
Digital asset management systems are designed to let companies manage their digital content easily. Companies that used XP can access all the tools they need to manage their content efficiently, thanks to a uniform architecture across the board.
D XP platforms for content management systems can integrate across the enterprise, so it is easy for companies to collaborate across the board and share information and data.
Cross-Platform Capability
Digital experience platforms give companies access to a diverse set of technologies and capabilities. The Digital Publishing Marketplace standards ensure that companies have access to a wide range of content management capabilities, from fully-featured IRE stores to subscription-based portals with IRE capabilities. The technology also enables organizations to access their digital library on any device, so they don't have to make changes to the organization's existing infrastructure.
Vendors such as Commerce HERSS - the Digital Publishing Research Centre, and IBM Digital Content Solutions - have built their businesses around providing the ideal content management solution for organizations.
Capability to bring the world together with Digital Experience Platforms
The digital transformation takes place in two areas - that of communication and that of connectivity. One of the ways that the journey is made easier is through touchpoint integration.
Touchpoint technologies allow organizations to not only monitor users' activity but also enable users to chat with them, share documents and work more effectively.
Secure content management system. Enterprises and designers have long been at odds over the security of electronic documents. Traditional document management systems, like Microsoft office, tended to restrict document viewing to people who had installed the software.
Over the past few years, however, electronic document management services have started to gain ground, as organizations realized that a digital experience platform can improve collaboration among workers and automate the way they work.
Today, almost every major business seems to have chosen to go with a content management system as one of its major platforms for document viewing, management and sharing.
Building Relationships
On the whole, an organization's digital transformation does not happen in one day. Rather, it happens over a period of time, as departments and units within an organization learn how to work together.
The best platforms for building relationships, then, are those that enable multiple departments and units to work more productively together.
This combination of features is what a company called "omnichannel experiences" is all about. Omnichannel is part of the platform built by Neutrogena, a company that works on improving customer experiences.
Neutrogena's web content management system provides multiple channels for managing these multiple channels - from desktop apps, to email, to mobile apps, to online registration. A Neutrogena web content management system is therefore very useful for building digital experience platforms that let customers control their own virtual experiences from anywhere they are.