Empowering business agility: Key DXP features for dynamic growth

The fact that you’ve got a website or online store doesn’t mean you’re meeting your customers’ expectations for digital experiences. And it could be costing you a lot.

61% of customers will pay more for a good customer experience. A 2020 survey found that unplanned churn due to a bad experience cost brands $35.3 billion.

This was at the start of the pandemic, which raised expectations alongside the number of consumers working and shopping from home. That’s why it’s no surprise that 43% of CIOs prioritize a more agile IT strategy.

One ingredient in those strategies is a digital experience platform (DXP), as it helps you provide a more user-friendly experience within one intuitive user interface. Still on the fence? Read on to learn more.

If a CMS gives users a simple editing interface, a DXP focuses on the user, not the content. While it still offers the same content editing capabilities a CMS would, its seamless orchestration of tools and interfaces aims to streamline the entire spectrum of digital experiences for production teams.

DXPs go beyond a CMS by integrating features aimed at crafting immersive experiences tailored to demographics, buying histories, and timely events.

By putting this information at marketers’ fingertips, a DXP enables them to combine data analysis and content management. The constant exchange between the two allows them to improve digital experiences across every channel and be more efficient. And while enjoying a unified user interface for all those tasks is nice, a DXP really shows its true strengths once you look at the collaboration between content marketing, analytics, and sales.

But without a DXP, you’re probably struggling to turn your data into actionable tasks. Think of a DXP as a production engine and mediator that helps different departments bridge the gap between analytics and content planning faster.

Take a composable DXP like Magnolia as an example. Unlike a CMS, Magnolia gives you the same content hub, including marketing assets and design templates, across platforms. This makes it easier to collaborate and maintain editorial standards, no matter if you’re drafting a blog post or a media-rich product description page. Meanwhile, your customers enjoy a consistent experience, from their first ad to the customer newsletter.

By building a user-centric ecosystem, you can spend less time building digital experiences that resonate more with your target audience, leading to more meaningful engagement and better conversions.

Bad customer experiences are rarely the result of unwilling marketers. For the most part, marketing teams are well aware of the benefits of personalized content. They just struggle to deliver them because their solutions aren’t built with the customer, but with production in mind.

Quite often, inflexible architecture and poor integration capabilities force marketers to switch between application windows to copy and paste content. In a setup like this, simply maintaining a basic campaign can be a challenge, let alone a personalized one or anything new.

Here are some warning signs telling you it’s time to make the jump to a composable DXP:

If one of your marketing tools keeps you from meeting your compliance objectives, it may save you time or even money now, but you run the risk of paying millions. So it’s best to take those warning signs seriously and tackle them as soon as possible.

Assuming you’re ready to switch to a composable DXP – that still begs the question of which one to choose – it can be difficult to decide on the right tool for the job, especially since not every DXP delivers the same amount of flexibility. Here are a few features to look for:

Every business is unique, and so they’ll need to take a slightly different approach to their platform choice, even though a good DXP should accommodate most industry requirements. Still, it’s worth considering your business objectives before making an investment.

For example, a New York business has to meet different privacy requirements than an Italian one, and a young start up has different flexibility or integration needs than an established industry giant.

At this point, it’s worth emphasizing what a composable architecture should look like. Many vendors will promise composability but ultimately mean that you can compose your DXP from their own tools, locking you into their software, thus defeating the whole purpose.

With a truly composable DXP, functionalities are broken down into modular, interchangeable components. Just like with LEGO blocks, this gives you the ability to build a custom system, no matter how specialized your tools are.

Selecting the most suitable composable DXP architecture involves a strategic approach:

Here at Magnolia, we want to give you an idea of what to expect long before you sign up. You can watch our hands-on demo videos to learn about our platform features and have one of our experts walk you through a platform demo. If your developers would really like to dig in, they can even get a 30-day trial so they can start building your personalized project.

During each of these processes, we provide you with different tutorials and support to make sure you get the most out of your time with the platform. If you decide to use our platform, every group within your team will receive tailored training, from admins to developers and authors. That way, everyone has plenty of opportunities to try out new features and see how Magnolia addresses the frustrations we discussed earlier.

If you’re trying to maintain a competitive edge in today’s digital marketing landscape, a DXP is the only way to go. It helps you to stay consistent with your marketing efforts while truly leveraging all your data and responding to those insights with personalized digital experiences.

We trust you know your industry best, so we’ll let you be the judge of how Magnolia solves your issues. Give it a try and book a demo today!