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. We’ve discussed the differences between a DXP, and WEMs and CMS, but here’s 5 ways we take the DXP vision a step further.
1. Specialized Use Cases
Wayin partners with leading DXPs to rapidly create short-lived interactive marketing experiences that can be published to any digital channel.
The traditional CMS allows marketers to lock down content and set strict workflow approvals, prioritizing consistency of long-lived pages such as product and about sections, resulting in shackling creativity and rigid templates across the site.
Wayin has design flexibility to launch campaigns quickly with no pre-configuration and no red tape. Truly enhancing the DXPs functionality. In essence, Wayin is a truly specialized DXP.
2. Out-Of-The-Box Functionality and Mechanics
The Wayin Campaign App Library contains 75+ out-of-the-box interactive marketing experiences such as instant win, sweepstakes, dynamic coupons, quizzes, UGC collection and much more, all pre-built into the platform.
This advanced functionality just isn’t available OOTB in a CMS, as it’s housed in the “would like to have” box as a specialized marketing use case.
Wayin complements leading DXPs, by including large amounts of specific functionality that keeps campaign mechanics working, such as the ability to define prizes, entry frequency, fraud management, selecting winners, and capturing and downloading entries to name merely a few. Your current platform can do these things of course…it will just take infinitely longer and cost much more.
93% OF CMOs SAY THEY ARE UNDER MORE PRESSURE TO DELIVER MEASURABLE ROI
3. First-Party Data Capture
Marketers, can seamlessly incorporate simple data capture mechanics into Wayin-powered interactive experiences that collect huge amounts of rich audience insights and first-party data at speed and scale.
Wayin not only provides the mechanics to capture first-party data, but it has the platform and processing ability to capture huge amounts of opt-ins and insights that can be seamlessly synced to email platforms, CRMs, DMPs, and marketing automation tools. No more purchasing third-party data from aggregators, Wayin empowers marketers to collect what they need: marketing opt-ins, purchase intentions and preferences to drive uber-personalization.
A CMS may often have some rudimentary form capability, but does not have the data ingestion pipelines and data/platform integrations, and the ability to scale to millions of incoming entries.
92% OF MARKETERS BELIVE USING FIRST-PARTY DATA IS CRITICAL TO THEIR GROWTH
Akin to the DXP vision, interactive experiences created in the Wayin platform can be published to any digital channel, whether owned, earned or paid, from websites to microsites, mobile apps to in-venue screens, social stories to ad units.
Once created, non-technical users can simply drop the embed into any web page or simply hit ‘go’ to be published to social channels, DoubleClick, Instagram Stories, Snapchat Web ads, Twitter ads etc.
A CMS is generally designed to control the whole page and not be embedded, and most don’t support the above publishing options as they’re designed to host and manage the entire site, provide navigation structure and search.
5. Set-Up And Management
The Wayin Platform makes it easy for non-technical business users to create engaging, interactive marketing experiences that collect first-party data and improve marketing results at speed and scale. With minimal training, markers can publish multiple campaigns using simple and intuitive drag and drop editors and wizards.
A CMS will generally require some involvement, setup and ongoing management and development for technical staff.
Putting The Theory Into Practice
Outdoor sports brand Bowtech 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