So you’re a marketer who can barely keep up with the pace of change in technology and customer expectations. You started your career promoting products and services through print ads, TV commercials, and billboards. Now you spend your days obsessing over customer journeys, personalization, and digital experience platforms.
How did we get here?
How did we go from Don Draper to data-driven everything in the blink of an eye?
The rise of the Internet and ecommerce flipped the script on marketing and customer experiences. Customers gained power through information and choice. Brands had to adapt or die. Marketers evolved from pure brand storytellers to customer experience architects.
Digital experience platforms emerged as the way to design, deliver, and optimize those experiences at scale. These platforms tap into customer data and use artificial intelligence to create personalized engagements. They are the engines behind the experiences that can make or break your business.
If you’re not on the bandwagon yet, you’re in danger of being left behind with your Mad Men nostalgia. The age of digital experience platforms is here.
Hop on or wave goodbye to your customers.
Digital Experience Platforms Enable Seamless Integration and Personalized Customer Journeys
Digital experience platforms are the latest and greatest way for brands to track your every move and serve up a “personalized” experience. How thoughtful! These platforms integrate all your data from websites, apps, call centers—you name it—to create a “seamless” customer journey. Marketers realized that if they combine all the tidbits of info you so generously provide, they can customize your experience. Now they know you like hiking on the weekends, order pizza on Fridays, and just adopted a dog named Max. Armed with insights, they can target you with “relevant” offers and content at just the right moment in your “journey.” Marketers claim these platforms improve CX (customer experience) through “relevance” and “convenience.” But let’s call it what it is: invasive. No one asked to have their behavior monitored and exploited so brands can sell us more stuff. Yet here we are, with companies following our digital footprints and using algorithms to influence our decisions in increasingly manipulative ways. Sure, personalization has its benefits when done right. But many platforms have become downright creepy, like a stalker with big data and AI. As customers, we need to speak up and demand more transparency and control over how our information is used. If we don’t, these platforms will only become more cunning, pervasive, and privacy-invading over time. The choice is ours, so choose wisely!How DXP Solutions Are Driving B2B Digital Transformation
The rise of digital experience platforms (DXP) has been nothing short of a B2B revolution. These integrated suites of tools let businesses create, manage and optimize the entire customer experience from one place. No more duct-taping together a mishmash of point solutions and hoping for the best!How DXPs Drive Transformation
With a robust DXP handling content, data, and workflows across channels, marketers are free to focus on strategy instead of putting out fires. They can gain a single view of the customer, deliver hyper-personalized experiences, and make data-driven decisions to optimize the journey. Meanwhile, sales teams access a full set of enablement tools to boost productivity and close more deals. One platform to rule them all means no more “my system can’t talk to your system” excuses. Alignment and hand-offs between teams become seamless. For IT, DXPs ease the burden of managing a patchwork of technologies and vendors. With an integrated suite, there’s only one throat to choke if anything goes wrong! Implementation, security, governance and compliance also get a whole lot simpler. While DXPs require investment, the long-term benefits of operational efficiency, growth enablement and customer retention far outweigh the costs. For B2B brands looking to accelerate digital transformation, compete at scale and deliver standout experiences, DXPs are mission critical. The future is here – are you ready?Choosing Scalable DXP Enterprise Solutions for the Future
Choosing an enterprise DXP platform is not for the faint of heart. The options nowadays are as endless as the features they promise. How do you decide which solution is right for your business and built to scale with your growing needs? A few things to consider:- Will it integrate with your existing systems? The last thing you need is another standalone tool that creates more data silos. Make sure any DXP you evaluate can play nicely with what you already have.
- Is it cloud-native? On-premises solutions are so 2010. The future is in the cloud, and so is scalability. Choose a platform designed as a cloud service.
- How customizable is it? Your needs are unique (just like everyone else’s). Look for a solution with robust APIs and SDKs that allow you to tweak it to your heart’s content.
- What’s the long-term roadmap? Digital experience technology moves fast. Select a vendor with a strong vision for where things are headed so you’re not left behind.
- How’s the support? Even the most full-featured, customizable, scalable solution is worthless without knowledgeable support to help you implement and optimize it. Don’t settle for anything less than 24/7 human support.
Conclusion,
So there you have it, another tech trend du jour to keep you on your toes. Before you know it, we’ll all be managing digital experiences as much as we post on social media. Sure, it may seem like just another buzzword now, but digital experience platforms are poised to become the infrastructure powering how we work, shop, learn and live. The robots aren’t taking over just yet, but they are handling more of the little details behind the scenes so we can get on with the business of living our increasingly digitized lives. You may not have asked for any of this, but digital experience platforms are here to make sure your every interaction is as frictionless as possible. Like it or not, the future is digital experiences all the way down. Best buckle up – it’s going to be a wild ride.Tags: Recent