Why a Digital Experience Platform is the Next Frontier for Powering CX at Scale

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While the COVID-19 pandemic hastened digital transformation initiatives, it also required Martech leaders across industries to overhaul digital customer experience (CX) and respond to customers’ changing expectations at scale. For one, the pandemic resulted in a rapidly evolving customer journey with digital channels and touchpoints growing. This shift to digital is long-term, and consumers prefer to stay there for the future. 

Unsurprisingly, digital content creation, which is at the heart of marketing, has gained a new relevance under the thumb of the pandemic. Engaging content is essential for creating powerful digital experiences to support future growth, enable more advanced consumer engagement capabilities, and accelerate innovation. According to a report by AcquiaOpens a new window , Deliver a More Modern CX: A Guide for Marketing Innovators, nearly all marketers surveyed (96%) believe their company’s return on investment for marketing tech solutions will improve in 2021. Despite this, three-quarters (73%) of marketers say their company’s marketing technology limits them from building and delivering unique digital experiences to their customers.

Well, developing a content strategy at scale is hard, and amid an ongoing pandemic, it is stressful. So, when organizations are expected to deliver content continually across many platforms, from websites, apps to chatbots, orchestrating a smooth consumer experience can become hard. With so many touchpoints to consider in customer journey planning, organizations can find it challenging to find a powerful and simple CMS for non-technical content creators to quickly generate and deliver relevant content at scale. 

What Do Marketers Need?

Today, creative teams are under increasing strain as digital innovations alter how businesses operate and deliver value. The rise of personalization and the multiplication of touchpoints has fueled a surge in content demand. In time-sensitive work environments, more and more marketing teams leverage a raft of unintegrated tools and applications that reinforce operational silos and limit the flexibility and productivity of marketers and content creators. 

For instance, single-purpose applications such as Wix can result in technical challenges and often lead to fragmented customer journeys. Plus, the time spent in managing siloed applications takes precious time away from higher-value tasks such as creating differentiated offerings. At a time when brand consistency is more crucial than ever in establishing and sustaining client trust, a fragmented approach can lead to a disjointed experience across channels.

Moreover, the disconnect between designers and developers is also significant. Developers work in a world of dark screens, command-line interfaces, and complex files, which causes friction, slows down and costs money the traditional design and development process.

While content management continues to be at the heart of every digital experience, the emerging challenge for organizations is to merge content management and customer data management to deliver the experiences that customers desire in an ever-changing digital ecosystem. In addition, organizations are moving toward a wider variety of digital experience capabilities that allow for the delivery of omnichannel experiences via digital experience platforms (DXPs).

It’s Time to Seek Out Innovative Solutions

As customer journeys become increasingly complex, it can be a game-changer to have a scalable enterprise-grade content management platform that gives developers, marketers and web content managers the power and convenience to build and launch sites without custom programming, manage digital experiences at scale, provide unmatched personalization and engage customers throughout their entire customer lifecycle.

While content management platforms have grown in popularity as a marketing tool over time, not all platforms are made equal. Marketers need a robust CMS to manage multiple sites and content at scale, allowing them to create intelligent, personalized experiences. In addition, by prioritizing low code solutions, organizations can enable content creators and marketers to take control of their content lifecycle and achieve business goals. This, in turn, greatly reduces time to market and helps fuel growth.

Four reasons marketers and developers can minimize complexities and stay ahead of the pack with a powerful digital experience platform: 

1. Faster content time to market

The internet economy is a competitive landscape that is constantly changing. To stay ahead of the competition, marketers need to adopt a next-generation approach to facilitate a better consumer experience and improve speed to market. 

In fast-paced business environments, quick deployment of new websites and campaigns to assist digital marketing efforts can spell the difference between success and failure. A multi-site management solution with a user-friendly interface can help marketers and developers to configure and manage sites from one location. 

For instance, Acquia Site Factory gives digital teams a platform for quickly delivering and managing hundreds of media-rich sites at scale. Digital marketing and IT users can quickly distribute content and assets to launch compelling and manageable digital experiences using a single site delivery and administration console. 

What’s in it for marketers: Acquia Site Factory provides the ability to manage multiple sites from a single interface, maintain sites from a single codebase, set roles, permissions, and processes with ease, and have peace of mind that all of the growing digital portfolios are secure and compliant. In addition, it provides unmatched platform governance and compliance along with a high level of security and scalability.

2. Drive a consistent, unified brand experience

Meeting customer demand for a frictionless digital experience requires innovative tools that do not limit the marketer and content managers’ agility and productivity, instead allow them to focus on what they do best and scale businesses. Website is one of the most critical assets in digital experiences. Imagine a scenario where marketers don’t require programming skills to design pages and implement sites using pre-built components and the drag-and-drop functionality. With Acquia Site StudioOpens a new window , marketers can take advantage of Drupal – an open-source web content management and get a chance to drive successful business outcomes rather than focus on site development.  

Acquia Site Studio makes Drupal simple and intuitive. With a simple drag-and-drop interface, any non-technical user with no coding experience can easily develop, maintain, and administer websites using a component-based master design system. This means that marketers and brand managers can create new, brand-compliant websites in days or hours rather than weeks or months. For organizations with multi-brand web estates, this powerful combination of technology –  Site Factory with Site Studio can help marketing teams to execute large-scale projects that provide significant business value. Besides building new brand-compliant sites at scale, Site Studio allows marketers to enforce and maintain brand consistency and provide a cohesive, unified digital experience. 

What’s in it for marketers: For non-technical users, Site Studio is a powerful tool and extends access to Drupal in a way that only designers and developers previously had. Its tailormade functionality enables marketers and web content managers with limited experience with web and UI development to focus on high-value services such as content design and personalizing experiences without worrying about page assembly and site build-outs.

3. Cross-channel personalization at scale

The pandemic brought about a paradigm shift in the way organizations engage with their customers. With digital experience becoming a primary driver for competitive advantage, the need for cross-channel personalization that transforms customer engagement has become essential. Today, customer expectations are increasingly being set by tech behemoths and enterprises in an environment that has never been more competitive. According to a surveyOpens a new window commissioned by Acquia survey, customers’ attitudes toward personalization and privacy have shifted in the last two years.

So, how can marketers leverage personalization tactics and create compelling experiences that wow customers, build loyalty, and increase revenue? All exceptional digital experiences are rooted in deep personalization. For marketers, the starting point is an easy-to-use no-code interface that helps them gain insights into customer behavior and supercharge customer experience across multiple stages of their journey on any channel or device.  

For instance, Acquia PersonalizationOpens a new window can help marketers track customer activity and deliver always-on, personalized content at scale. It gives marketers a 360-degree perspective of their customers’ experiences and aids cross-channel personalization.

What’s in it for marketers: In this fast-paced business environment, the stakes for marketers keep getting higher. Relying on old techniques is insufficient and can lead to customer attrition. Marketers, therefore, must embrace technologies that help them personalize and engage across the entire customer lifecycle. With Acquia Personalization, marketers can develop a new approach to build personalized websites quickly and create personalized digital experiences across any channel.

4. Lower Costs

According to the Gartner CMO Spend Survey 2021Opens a new window , marketers across the board had to grapple with slashed budgets for the second year in a row. After weathering a tough, pandemic-ridden 2020, Gartner reported marketing budgets dropped to 6.4% in 2021, down from 11% in 2020.  

In an era of conservative spending and the great budget squeeze, marketers now need to take a long, hard look at their existing marketing technology stack and understand if it makes sense in today’s digital economy. Now more than ever, it’s crucial to invest in an industry-leading digital experience platform that eliminates multiple silos and unifies content and data, enabling marketers to provide a cohesive digital experience to users. By leaning on a next-gen digital experience platform (DXP), marketers can drive value quickly and greater ROI. 

In 2019 Acquia commissioned Forrester Consulting to conduct a Total Economic Impactâ„¢ (TEI) studyOpens a new window that examines the return on investment (ROI) enterprises could attain by deploying two of their core products together, Acquia Cloud Site Factory and Acquia Lift. This study explored how companies are using Acquia’s technology to deliver impactful business results such as:

    • Incremental revenues due to 85% improved time to market of new sites and features
    • Improved customer retention from increased audience engagement
    • 60% increase in productivity of the digital marketing team
    • Overall, customers experienced ROI benefits of 316%

What’s in it for marketers: In a shifting digital landscape, consumers expect continuous, on-demand innovation. Choosing to stay on legacy martech stacks can increase technical debt and threaten long-term viability. Hence, as digital strategies evolve and more emerging digital channels join the mainstream, firms that leverage the power of a DXP will have the upper hand.

Data Security and Compliance Is Not Just a Checkbox: It Is a Business Imperative

Data compliance and security has become one of the most challenging technical hurdles for businesses of all sizes; Acquia addresses this by adopting a proactive approach to security. Acquia is an early adopter Opens a new window of Yubico’s U2F Security Keys, which were made mandatory for all employees over two years ago. Their security teams are focused on innovation and anticipating future demands ahead of many of the world’s leading software firms. Besides providing robust security features, Acquia’s solutions meet the growing and evolving data privacy and security requirements from HIPAA, FedRamp, PCI, SOC I and more. 

Bottom Line

Marketing technologies handle many aspects of the omnichannel puzzle, but integrating them into a unified, data-driven marketing technology stack can be complicated. That’s why many businesses are turning to the digital experience platform, the next generation of marketing technology. To be truly digital and consistently drive frictionless customer engagement and personalization across every touchpoint,  Acquia’s end-to-end digital solutions – low code tool Site Studio, the multisite management platform Site Factory and Personalization enable marketers to implement a customer-centric, omnichannel approach.

Want to understand how to deliver meaningful digital experiences across channels? Join this webinarOpens a new window , More Brands, More Content: Make it Easy and Agile, presented by Acquia on Feb 22, 11 am EST.