What is a DXP anyway?
A Digital Experience Platform (DXP) is a platform that enables digital experiences to be seamlessly integrated across websites, apps and other digital touchpoints beyond just managing content (i. e. in a CMS). This means integrating functions into a unified platform to expand capabilities.
DXPs are a remarkably useful solution in MarTech, where companies can integrate CRM (Customer Relationship Management), DAM (Digital Assets Management), analytics, and basically any tool or technology that a team wants to work with.
DXPs can essentially be built and created in two ways - monolithic (like a legacy CMS or a suite CMS) or composable.
Why are more and more companies opting for a DXP?
Because content is no longer enough for the digital experiences of many brands. As a CMS, Umbraco is the main component in building the digital experience. For many years, the website built with it was either the main software, or other features or applications were added as customisations.
The digital landscape as we have known it is changing. By building a composable DXP with different components like commerce, recommendation or PIM, we actually have to make sure that everything is connected. This way we can share content, products, user data and insights across components in a user-friendly, customised solution.
Essentially, a Composable DXP creates the foundation to manage all content and campaigns in one central hub, with the flexibility and ability to change and add software into it whenever needed.