Are you in the process of choosing a digital platform to support your business needs and deliver an exceptional online experience to customers? With so many different solutions out there, it can feel overwhelming, not to mention confusing – after all, we’re an industry that loves an acronym.
Here we will explain the differences between a Content Management System (CMS), Web Experience Management (WEM) and Digital Experience Platform (DXP) and provide guidance on choosing the best solution for your enterprise.
As the name suggests, a Content Management System (CMS) is designed to create and manage written and visual content across traditional platforms, such as desktop and mobile websites. It makes up the backend of your platform (be it a public facing website or an intranet) and pushes the content to the frontend for users to see. A CMS makes it possible to create, edit and publish content to a website or intranet without any coding or HTML knowledge and is, therefore, a vital component of most sites. Think of the CMS as the backbone of a website and WEMs and DXPs as bolt-ons that deliver more advanced functionality.
A CMS simplifies the process of sharing content with online users. Having a CMS Solution allows you to make updates to your web platform without relying on a developer to implement your changes, allowing you to work faster and with more freedom to make changes and own your content. With features such as version management and multiple user access, a CMS will make it easier for you and your team to manage your online presence and keep your brand voice and image consistent.
Content management systems do have limitations in terms of personalization and configuration. You're more or less stuck with content types and, alone, are not advanced enough to support omnichannel marketing for example. For this, complex integrations with other software types are necessary, which can be time-consuming and costly.
Another drawback is that CMS platforms can create silos in organizations where different departments aren’t sharing information with each other, resulting in reduced efficiency and duplication of content.
As a simple communications portal or information repository, a content management system may be enough to meet your needs. However, if you need increased levels of personalization or more advanced configurations to meet bespoke use cases, a WEM or DXP solution will prove more beneficial.
As digital marketing and e-commerce have become major facets for brands, so has the need to provide a more personalized customer experience. Web Experience Management (WEM) goes beyond just managing content and instead offers a more comprehensive solution to user experience management. WEM systems use advanced analytics to determine user behavior and react to it; serving up content that meets users’ needs more effectively and enhance their online experiences.
First things first, if you're looking to create an intranet, extranet or any other type of enterprise portal, a WEM is not for you. WEMs are strictly, as the name suggests, designed for creating website experiences.
Audience management, adaptive content and responsive design are all beneficial features of WEM solutions, which ensure you are delivering the right content, to the right audience, in the right format.
A tailored online experience will go a long way in increasing conversions. However, WEM still has some limitations in terms of personalizing content, as it tends to create generalized audience types. This is where DXP solutions far exceed both CMS and WEM in offering extensive benefits to both an enterprise and its users.
Digital Experience Platforms combat the limitations of a traditional CMS and build on the content personalization features offered by web experience platforms, to provide a fully integrated experience.
DXP solutions are designed to handle content and asset management on a much larger scale. They will allow you to create an omnichannel experience that can sync and publish content across various media types such as websites, intranets, mobile sites, billboards, customer portals, IoT devices and social media. This is something a traditional CMS would struggle to offer without significant financial and time investment.
We all know the importance of providing a consistent digital experience for users and having key touch points throughout the sales journey. DXPs help to build and manage meaningful relationships between your brand and customers through the entire lifecycle, from awareness to conversion to long-term, loyal customer.
From an internal point of view, a DXP will unify the customer (and employee) experience you offer across all device types, without the stress of a complex and confusing management process at the backend. It can also greatly benefit those with multiple backend systems and management departments currently in silos, ensuring increased efficiency.
Whether you need a digital experience platform depends on a few factors: your use case, your marketing goals and the level of personalization you need to offer your users in order to remain competitive. If high levels of personalization are paramount, so is a DXP.
DXP platforms offer extensive benefits to companies that require a fully connected digital experience. If your enterprise has a key stake in the digital world and a need for multiple touch points with a diverse audience, it really is a must-have.
Today, you need to make your content and marketing readily available to users across a whole host of devices, from desktops and smartphones to wearables, VR technology and IoT devices. Unily’s DXP ensures your reaching your consumers with dynamic experiences on every touchpoint. By centralizing and streamlining your content, the various users your business interacts with (customers, employees, stakeholders) can access the different types of information they need quickly.
Here at Unily, we offer a ready-made DXP solution that is easy to implement without the need for extensive IT support. It can be customized to meet both the needs of your enterprise internally and those of your customers. In addition to this, our platform can easily integrate with existing tools, removing silos within your business.
If you are looking to improve employee productivity, increase customer satisfaction and encourage greater efficiency in your business partnerships, Unily’s complete digital experience platform offers the complete package. Contact our team for more information.
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