Businesses are finally coming around to the idea that the website isn’t the only digital destination that connects with potential customers. But for every Uber, with their customer-first app, and seamless payment system, there’s a Hackney carriage trundling around London, jockeying for cash only fares. Digital transformation hasn’t reached everyone, and there are many analogue businesses still trying to compete in a digital world.
Brands invested in digital transformation and the opportunities it presents are increasingly turning to DXPs to build, deploy and improve their websites, portals, mobile and other digital experiences.
The Digital Clarity Group, in their May 2018 study, reported that platform buyers were taking a heterogenous approach across multiple vendors to make sure they got best of breed for each area:
The principles and technology behind the DXP have evolved with the demands of the digital consumer, but at the core it boils down to 3 stages. So buckle in, because this wouldn’t be a marketing tech blog without some buzzwords and acronyms.
CMS (Content Management System)
The trailblazing system that allowed marketers to control and lock down content that is published to the website, with features such as versioning, auditing and workflow. Setting linear consumer journeys from hit to conversion.
WEM (Web Experience Management)
As digital became a major facet of brands, the WEM was developed with add-ons like A/B testing and rule-based personalization to make sure consumer journeys were optimized for conversion. These systems gave the ability to collect user behavior and create fixed buyer personas.
DXP (Digital Experience Platform)
The DXP shifts away from the website and allows brands to publish assets that would normally be housed on the website to other digital touchpoints – from giant screens at stadiums to mobile apps.
DXPs need to furnish non-technical marketers with the tools to quickly and easily create interactive experiences that collect first-party data across the customer lifecycle at speed and scale.
As the traditional web content management industry is disrupted by the evolution of Digital Experience Platforms (DXPs) it is easy to see why Wayin has built great relationships with the leading DXP vendors in Sitecore, IBM and Adobe. DXPs are focused on helping customers build impactful, personalized experiences that go beyond web to support true omni-channel engagement, a shared vision with Wayin.
For this, marketers need design flexibility, a rapid time to value and marketing destinations that are creative, interactive and inspiring. More often than not, these requirements are in direct conflict with how web content management systems have been architected and built.
The Solution: Wayin’s Brand Engagement Platform
To truly unlock the power of a DXP, businesses need to enlist Wayin; a DXP partner to help marketers easily create embeddable experiences that are interactive and inspiring, that facilitate data capture and engagement – without the need for coding.
Wayin is about rapidly creating short lived experiences that require no templates or long pre-setup – flexibility is always the priority. It’s interactive experiences first, not as a dash of added value. Aligning with the DXP vision of creating content that can be published to every digital channel.
Wayin has a campaign app library of over 75 interactive marketing experiences that collect first-party data – from quizzes to social stories, meme generators to product pickers, these experiences can be rapidly configured and deployed to any digital channel. Fun and engaging campaigns types that offer a value exchange in return for people’s data.
So if you have a DXP, you’re on the right track. But to augment it, you need the power of Wayin. Every moment you delay, your competitors are collecting swathes of actionable first-party data and rich audience insights.
Take a look at this video from outdoor sports brand Bowtech, where its small marketing team was able to rapidly create huge amounts of short-living interactive marketing experiences across multiple digital channels.
The results saw them not only beat the market by 20%, but load its CRM with rich, actionable first-party data, reduce marketing costs and personalize their campaigns to bring them closer to its customers across the customer lifecycle.
400 – SEGMENTS OF GEO-TAGGED AUDIENCES THAT BOWTECH ACTIVATE WITH EXPERIENCES ACROSS EMAIL, SMS AND OTHER TRADITIONAL MARKETING EFFORTS
Create Interactive Experiences Across The Entire Customer Lifecycle
A step-by-step guide to collecting rich audience insights and actionable first-party data through interactive digital experiences.Download Playbook