Consistency is what today’s tech savvy customers expect across various digital portals. Companies need to elevate themselves and meet the customer’s needs to strengthen relationships, sooner rather than later. These requisites can be addressed through the use of Digital Experience Platforms.
What Is a Digital Experience Platform and Why Do We Need It?
Digital Experience Platform (DXP) is a framework that is springing up rapidly. An advanced enterprise-level software is integrated to the user interface to reach out to a wider audience across various digital channels. This is achieved by organising and optimising user experiences.
Digital Experience Platform also helps organisations to collect data and insights and use it for the in-depth processing and analysis of user behaviour. This uncovers valuable insights that can lead to new business channels and improved revenue.
Digital Experience Platform, as opposed to the traditional platforms like CMS, emphasise more on seamless integration of content and user management at a very large scale. It helps the organisations to bring out digital experiences through portals, websites, apps or IoT devices.
Organisations need Digital Experience Platforms more than ever before for a simple reason that all CMS cannot perform on a larger scale and into a single interface. On the other hand, Digital Experience Platforms can do that at any given point of time.
Apart from that, Digital Experience Platforms also aid in Machine Learning (ML) and Artificial Intelligence (AI) implementation in the organisation. They adapt and help in identifying trends, tagging content, natural language processing, creating audience segments, developing audience insights and last, but not the least, help in increasing productivity and ROI for the organisation.
Benefits of Digital Experience Platform
- Holistic approach to customer data and use of the metrics
- Collaborations and associations
Empowering businesses and thereby associating with meaningful brands is also a key for business growth. Digital Experience Cloud readily makes this available and easy for the brands. It helps teams to collaborate and reuse pulsating content for various pages and sites.
- Room for experiment
The flexible architecture helps developers have more tools at their disposal, thereby saving time and money. DXP offers an overall good platform to optimise employee productivity as well. No second thought on that!
Digital Experience Platform overcomes the hiccups of unit silos and apps by allowing effective collection, analysis and processing of customer data so that all digital channels are under one platform.
It helps brands by creating an in-detail personalised experience based on the demography, preferences, interaction history and other factors. So, if the customer support team has to engage with a rude feedback from a customer, they will know his/her data beforehand.
Adobe Experience Cloud – Best From the Rest?
There are several advanced Digital Experience solutions in the market today, but Adobe Experience Cloud is thriving amongst others. Let us see what makes Adobe stand out – the Why’s and How’s!
As per Gartner report, Adobe Experience Cloud is cited as the leader in the Digital Experience Platform industry for the year 2021. Today, companies should provide smarter solutions and services for retaining customers (who are inevitably well-informed) and be in business for a longer time. Adobe Experience Manager (AEM), that features content management, digital asset management and customer application management, has been introduced to aid brands in doing exactly this!
Leveraging the AI potentiality, it is built on Microsoft Azure and Adobe’s Sensei, Adobe Experience Cloud provides cloud-native solution, an agile, expansive and secure application that facilitates PaaS (Platform-as-a-Service) like impact. Both SaaS and PaaS features are well supported.
From the user information that is collected, content and data is joined in an open cloud platform which enables developers to create experiences and apps swiftly, effectively, and at a large scale.
Adobe Experience Cloud Characteristics
- It has a flexible cloud infrastructure
With sudden transitions of Brands to cloud-based infrastructure for their businesses, the success of a website depends on the experience it offers to users. Adobe Experience Cloud assists in an aligned organisation of data.
- Asset management at its best
It helps brands to prepare for seamless asset management with its purpose-built experience platform. The CDP is so impactful that it addresses rest data and data in-motion, enabling customer activation while in motion. The result is data assimilation, moderation and visualisation, aiding brands to provide apt experiences at the right time to right customers.
- Experienced Data Models
Adobe Experience Cloud apps (Marketing Cloud, Analytics Cloud and Advertising Cloud) – The data collected here flows into the Adobe Experience Platform where the information is selected and organised into Experience Platform Data Models (XDM). XDM maintains expressions of the resources through language and vocabulary. The two make sure to achieve uniformity without losing the expressivity.
- Overcoming omni-channel challenges
With businesses having large volume of content, the need to personalise that data according to user behaviour and needs instantly is what is required by the brands. This is what makes Adobe Experience Cloud stand apart from its competitors.
These are just a few benefits of the Adobe Experience Cloud platform. Different brands have unravelled different features at different levels and leveraged the implementation of Adobe Experience Cloud successfully.
Some of the new innovations that Adobe Experience Cloud offers are:
- -B2P Edition of Adobe Real-time CDP: This edition allows brands to unify and activate their customer profiles across both consumer and business contexts, creating personalized and relevant experiences for each individual.
- -Observability Insights: This feature enables customers to monitor the health and performance of their data pipelines, data flows, and data sets in Experience Platform.
- -Adobe Journey Optimizer: This solution helps brands design and deliver omnichannel campaigns and real-time customer engagement with AI-powered insights and orchestration.
- -Adobe Commerce: This product enables brands to unify the commerce experience across all channels, from web and mobile to voice and chat.
Final Sticky Notes
Not all companies might find the need for a Digital Experience Platform. However, once a company decides to go big, then all they need is an integrated architecture of core business tools which provide a base for cutting-edge technology in digital medium.
At that point of time, they can explore the many benefits offered by Adobe Experience Cloud and associated products like Adobe Experience Manager.
