Digital Experience Platforms (DXP):

Digital Experience Platforms (DXP)In the rapidly evolving digital landscape, businesses are navigating a complex terrain to engage users across various touchpoints. Digital Experience Platforms (DXP) have emerged as a core strategy for organizations seeking to optimize their digital interactions, ensuring seamless and immersive experiences for users. A DXP is an integrated suite of technologies that provide a comprehensive solution for managing the entire digital experience lifecycle.

  • 84% of customers say that being treated like a person is key to winning their business
  • The No. 1 reason customers switch brands is because they feel unappreciated

The technology that organizations use to establish and enhance customer experience (CX) continues to evolve. Digital experience platforms evolved from web content management system (CMS) to help marketers meet the needs of customer expectation. Digital eXperience Platforms (DXPs) now serve as the backbone for customer experience allowing brands to offer the personalized and relevant digital experiences customers expect today.

Key Capabilities of Digital Experience Platforms

  1. Content Management

    • DXPs offer robust content management systems (CMS) to create, edit, and publish content across different digital channels.
    • Personalization tools enable dynamic content based on user preferences, behavior, and demographics.
  2. Multi-Channel Delivery

    • DXPs facilitate consistent delivery of content across diverse channels, including websites, mobile apps, social media, and more.
    • Responsive design ensures optimal user experiences on various devices.
  3. User Analytics

    • Advanced analytics tools track user behavior, engagement patterns, and content performance.
    • Insights gathered help businesses make data-driven decisions to enhance user satisfaction.
  4. Commerce Integration

    • Seamless integration with e-commerce platforms allows businesses to offer a unified and efficient buying experience.
    • Features like product recommendations and personalized shopping carts enhance user engagement.
  5. Marketing Automation

    • DXPs provide robust marketing automation tools for targeted campaigns, email marketing, and lead nurturing.
    • Automation streamlines marketing efforts, fostering better user engagement and conversion rates.
  6. Social Media Integration

    • Social media features enable content sharing, user-generated content integration, and social listening.
    • DXPs leverage social channels for brand promotion and community building.
  7. Customer Relationship Management (CRM)

    • Integration with CRM systems enables businesses to manage customer relationships effectively.
    • Unified customer data allows for personalized interactions and improved customer service.
  8. Search and Navigation

    • Advanced search capabilities and intuitive navigation enhance user experience.
    • AI-powered search algorithms provide relevant and quick results.

Popular Digital Experience Platform Providers

  • Adobe Experience Cloud

    Adobe Experience Cloud and Adobe Experience Manager (AEM) are products from Adobe that help businesses create and manage digital experiences. Adobe Experience Cloud is a suite of cloud-based marketing and analytics solutions that help businesses create, manage, and measure their digital experiences. It includes a wide range of products, such as Adobe Target, Adobe Analytics, and Adobe Campaign. Adobe Experience Cloud is designed to help businesses understand their customers, personalize their marketing campaigns, and measure the results of their efforts.

  • Sitecore

    Sitecore Digital Experience Platform (DXP) is a cloud-native platform that helps organizations create, manage, and deliver personalized digital experiences across multiple channels. It provides a comprehensive set of tools for content management, marketing automation, commerce, and analytics.

  • Salesforce Experience Cloud

    Salesforce Experience Cloud is a suite of cloud-based digital experience (DX) solutions that helps businesses create, manage, and deliver personalized experiences across multiple channels, including websites, mobile apps, portals, and communities. It provides a comprehensive set of tools for customer experience (CX), marketing, commerce, and analytics.

  • Oracle Cloud CX

    Oracle Cloud CX, formerly known as Oracle Advertising and Customer Experience (CX), is a cloud-based suite of applications that help businesses create, manage, and deliver personalized customer experiences across multiple channels. It includes a range of products, such as Oracle Marketing Cloud, Oracle Sales Cloud, Oracle Service Cloud, and Oracle Commerce Cloud.

  • Acquia

    Acquia Digital Experience Platform (DXP) is a cloud-based platform that helps businesses create, manage, and deliver personalized digital experiences across multiple channels. It is a comprehensive suite of tools that includes content management, marketing automation, commerce, and analytics. The core Acquia Drupal Cloud platform is based on the open-source Drupal CMS, but the Acquia DXP also includes a number of proprietary modules and extensions that are not open source.

  • Liferay

    The Liferay DXP is a powerful and flexible platform that can be used to build a wide variety of digital experiences, including websites, portals, intranets, and mobile apps. It is a popular choice for enterprises that need a scalable and extensible platform that can support their digital transformation initiatives. The core Liferay Portal platform is available under the LGPL v3 license, which is an open-source license that allows for free modification and distribution of the software. Liferay DXP modules and many of the Liferay DXP extensions are proprietary.

What is a composable DXP?

A composable DXP, or Digital Experience Platform, is a modular approach to building digital experiences that utilizes best-of-breed components from various sources. It contrasts with the traditional monolithic DXP, which provides a fixed set of features and functionality.

A composable DXP offers several advantages, including:

  • Flexibility: Composable DXPs allow organizations to select and combine components that align with their specific needs and requirements. This flexibility enables them to create tailored digital experiences that match their unique brand and user personas.
  • Agility: Composable DXPs facilitate faster development and deployment of digital experiences. By leveraging pre-built components, organizations can quickly assemble and adapt their digital platforms to meet evolving market trends and customer demands.
  • Scalability: Composable DXPs are inherently scalable, allowing organizations to seamlessly add or remove components as their needs change. This scalability ensures that their digital platforms can grow alongside their business.
  • Cost-effectiveness: Composable DXPs can potentially reduce costs by eliminating the need for expensive custom development and maintenance of a monolithic platform. Organizations can instead focus on selecting and integrating components that provide the best value for their money.


In the era of digital transformation, Digital Experience Platforms play a pivotal role in orchestrating cohesive and engaging user experiences. By integrating various technologies into a unified solution, DXPs empower businesses to adapt to changing user expectations, foster brand loyalty, and drive engagement and growth in the digital realm. The selection of a DXP should align with the specific needs and goals of each business, ensuring a tailored and effective digital strategy.