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DXP and DAM Improve the Customer Journey

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People expect a consistent and relevant digital experience from their home office to every place they bring their smartphone. Your customers might encounter you on a website, app, chatbot, social platform, customer portal, in-store kiosk, digital stadium billboard, and wearable all in the same day. And they’ll want each of those experiences to reflect any interactions they’ve had with you since they woke up and drank their morning coffee.

To create this kind of customer experience you have to get your content and customer data to interact with, update, and trigger personalized events in real-time across all of these channels. Integrating all the required marketing technology (martech) solutions to make this possible is one of the biggest challenges all brands face. That’s why companies across all industries are turning to a combination of digital asset management (DAM) and digital experience platforms (DXP) to power their ever-evolving customer journey.

Customer experience is more important than ever 

In 2020, customers spent $861.12 billion online with US merchants (up 44.0% year over year). That number is projected to grow while 5G comes online in major cities across the world — supercharging industries from manufacturing to retail. Previously futuristic-seeming experiences like augmented reality (AR) are becoming more common and there’s already a land rush happening for real estate in the Metaverse.

Getting the customer experience right is more valuable and harder to do than ever before. Guessing at what people might do just doesn’t work anymore. Do you know why people move forward in the journey or abandon it? What kind of content do people engage with before they convert? These are the kinds of questions your business needs to answer in order to understand how to optimize your customer journey.

High-quality answers come from technology that can marry insights about behavior across the entire brand experience — instead of hard-to-use data from fragmented parts of the experience. Brands are depending on their DXP to learn more about their customers and personalize content at every touchpoint of the customer journey.

The core digital experience platform (DXP) components

A digital experience platform (DXP) is a suite or collection of integrated technologies that work together to help organizations deliver an exceptional digital experience to their customers. A DXP provides the architectural foundation and modular services for developers, marketers, and practitioners to create, orchestrate, and optimize digital journeys at scale.

With a DXP, marketers can quickly and efficiently develop websites, create portals, manage content, launch landing pages, or build apps. A DXP makes it easier to collect and connect customer data across all touch points and content using APIs. This facilitates the personalization of digital content for customers and helps marketers measure content performance across user experiences with advanced analytics.

Here are the foundational components of a DXP:

    • Content (management)
    • Data management
    • Personalization
    • Governance
    • Digital asset management (DAM)

DAM: the driving force behind your digital experience platform

Content is still at the heart of every digital experience. And delivering the right content, at the right time, to the right person, on the right channel is still one of the biggest big challenges for many marketers. Adding a digital asset management (DAM) solution to your DXP makes it easier to manage assets throughout the content lifecycle and deliver personalized experiences across the customer journey.

A DAM system lets organizations search and access content without leaving the DXP. That means your teams can work faster and you can make sure that only up-to-date, approved, and on-brand assets make their way into digital experiences. DAM functionality inside of a DXP also makes it easy to dynamically resize images and convert file formats on the fly for all your channels. You can even import metadata for search engine optimization (SEO).

What's next?

Online sales are growing at a steady rate and the customer experience continues to get exponentially more complicated — think of it as an extension of Moore’s Law. Combining a DXP and DAM solution to deliver content at scale will help teams meet and exceed these evolving consumer expectations. Integrating technologies will also help marketers create and test new experiences faster while enabling improvements across the customer journey. 

At Widen, an Acquia company, we help hundreds of influential brands like Laura Mercier, Hootsuite, and Crayola with the software that they use to build their customer experiences. Get in touch with our experts to learn more about how the Widen Collective® can help you combine DAM and DXP to support your digital experience strategy.

Topics: DAM, Integrations

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