A world of technology is available to help today’s business owners connect with their customers. Two of the most popular technologies are digital experience platforms (DXPs) and content management systems (CMSs).
While these two tools boast similar features, there are several distinct differences. In this article, we’ll walk you through what sets these two platforms apart and suggest what might work best for your business.
Content management systems help businesses and organisations deliver content to consumers. These handy systems power websites and applications, managing workflow, user administration, security, reporting, and much more.
The content these systems deliver comes in various forms, including images, text, and video.
Essentially, a CMS makes up your site’s backend, pushing content to the frontend—the part your visitors and customers will see.
Some content management systems offer additional tools such as multi-device management and rules for content personalisation.
Think of a digital experience platform as an advanced type of CMS. Pushing past the limits previously set by content management systems, DXPs allow organisations to deep-dive into the customer experience.
There’s bound to be some overlap between digital experience platforms and content management systems—for example, both are often responsible for asset management and content creation.
DXPs, however, can handle asset and content management on a much larger scale than your traditional CMS.
Common CMS functions
If you’re just starting out in business, or your organisation is fairly small, a CMS can offer all of the tools you’ll need for basic content and asset management.
You might use your CMS to manage:
- Compliance and security
- Omnichannel marketing
- Global delivery
- Site performance
Some content management systems also offer commerce and content integrations—although this function is more commonly associated with digital experience platforms.
How DXPs build upon traditional CMS software
So, let’s dive a little deeper into commerce and content integrations and how these functions can help your business.
Potential integrations include eCommerce functions, inventory management and adaptable handling, and automated actions.
For example, if a customer visits your online store, adds an item to their cart, and then leaves, your DXP can automatically send that customer an email to remind them about their abandoned item.
Similarly, your DXP can send a follow-up message to a customer after they’ve purchased an item, letting them know about similar products they may be interested in buying.
DXPs also offer expanded opportunities for omnichannel marketing.
In simple terms, omnichannel marketing connects customers across multiple sales channels. For example, a customer who visited your online store may receive an SMS message or social media advertisement about a product they clicked on.
DXPs can also connect your online customers with your brick-and-mortar stores through personalised billboard or digital kiosk advertisements.
Content management systems are innovative software designed to help businesses better manage their websites and applications. Digital experience platforms take these features several steps further, adding creative content and commerce management along with automated functions.
If automated customer experience management and multi-channel integration appeal to you, consider investing in a DXP for your business.