Providing your audience with a consistent and seamless experience across all channels and all stages of their journey is crucial in effectively engaging your target market.
The booming marketing technology or ‘martech’ industry, is simplifying the lives of digital marketers across the globe by streamlining the ever-expansive technology stack available. However, a lot of marketers are still using siloed tools and outdated technology.
No two customer journeys are alike
Marketers understand that customer experience is key for consumers across all industries, and that no two customer journeys look the same. Though it’s almost impossible for marketers to personalise customer experiences for maximum engagement and conversions when data is disconnected, and tools are difficult to use.
Many companies have been gathering a lot of valuable data over the past few years but don’t have the right tools or resources to make true sense of the analytics or build a holistic view of the customer.
We see a lot of marketers who are spending too much of their time wrangling the tools themselves. Time that could be better spent building creative marketing campaigns and driving actionable insights.
So, how do marketers navigate these all-too-familiar challenges?
A Digital Experience Platform (DXP) is your answer.
A DXP is a martech solution that supports the management, delivery and optimisation of digital channels to improve the customer experience. Digital channels, including social media, mobile, email and web, which have become the dominant methods of interaction between a consumer and a brand.
DXP’s are equipping organisations with marketing cloud technology to build better relationships between their brand and their consumers, supporting multi-channel marketing and end-to-end customer journey management. More specifically, DXP’s are designed to:
- Automate routine tasks to see faster customer conversions
- Drive engagement across all campaign touchpoints including mobile, web, social and content.
- Provide actionable insights to improve customer retention
What do you need to know when comparing DXPs?
The process of managing your digital assets to present a consistent and attractive experience is complex. Identifying a tool that will enhance this process should be carefully considered to ensure the technology you use is suited to your business landscape. Questions to consider:
- How consistent is your digital experience for your customers across all touchpoints?
- How easily are you able to organise, store and retrieve your content from various sources for various platforms?
- Does your current DXP support your business model as you scale?
- Are you able to easily share assets across channels without relying on developers for assistance?
It’s also important to consider your ongoing investment in a DXP to achieve the outcomes your business seeks, in a way that works for you. Factors such as future growth, ongoing management and support should be compared between platforms to eliminate ongoing time and costs in the future.
Leading the way in the DXP space is Acoustic. Acoustic is designed to work with a variety of tools that marketers love, even if they are not made by Acoustic, which makes implementation a smooth process.
Acoustics integrated platform is enabling marketers to access all aspects of their marketing in one place, with a simple user interface, making it easy to produce complex and personalised user experiences. Acoustic technology also provides insightful analytics, allowing businesses to better underdstand their customers and their buying journey.
Download the Acoustic Whitepaper to learn more about their powerful content and campaign management tools.