min read
June 8, 2023
October 12, 2022

The DXP Playbook: Overcoming Marketing Challenges

The DXP Playbook: Overcoming Marketing Challenges
Table of contents

Just as businesses have changed the way they operate and succeed in the post-pandemic world, marketing has had a paradigm shift to adapt to the new normal. The demand to create personalized customer experiences across multiple digital channels has completely transformed how organizations engage with modern customers.

The biggest challenge in marketing lies in the speed of go-to-market. As customers expect real-time connection and fresh content with brands, marketers feel the need for speed. Complete dependency on the IT team for content authoring and management delays go-to-market. The traditional CMS (Content Management System) cannot meet today’s omnichannel content delivery needs.

As technologies and customers’ expectations have evolved, marketing strategy needs to evolve by streamlining the ever-expansive Martech stack. Your marketing should align with the new level of customer engagement and personalization to increase conversions and reap the benefits of digital marketing. While technology alone cannot solve marketing issues, the right combination of digital tools will help you. reach your full marketing potential in the digital age. 

Reach your full marketing potential with a DXP

A Digital Experience Platform (DXP) provides not only a set of the right tools but also a way to connect them all together. You can combine all these future-proof tools into one unit to perfect personalized digital experiences for your customers. 

DXPs divide functionalities and architecture into packaged capabilities that are composable and flexible. Each of these capabilities includes a set of functionalities that helps you fulfill a specific purpose.

With the right capabilities and functionalities, you can use a DXP to transform your entire CX into one cohesive flow. It will equip your marketing team to deliver content personalized to your audience across all channels, from websites to mobile apps and IoT apps. 

Why consider a DXP in your marketing strategy

Most businesses use different tools for marketing, such as CMS, CRM, marketing automation, analytics, and more. But these varied tools form a disconnected suite that is difficult to integrate and results in data silos. Most teams don’t even use all the tools within a suite efficiently.

On the other hand, a DXP contains all tools required for a MarTech stack but with seamless integration to each tool, and to existing software. A DXP gives clear visibility of every customer interaction with your business to efficiently manage end-to-end customer journeys across all touchpoints. Consider various DXP capabilities that will fuel your marketing strategies. 

Deliver winning brand experiences with DXPs

DXP Playbook - Capabilities that fuel marketing

As content plays a significant part in building brand experiences, a DXP will provide the capabilities you require to create and deliver digital content and experiences. Explore DXP capabilities that will fuel your marketing strategy.

Hybrid CMS

A hybrid CMS is a platform combining the capabilities of a traditional CMS and a headless CMS. The combination allows for more flexibility where you can enjoy the user-friendly interface of a traditional CMS with the architectural flexibility of a headless CMS for greater control over your front end.

Content Delivery Network

A CDN comprises servers that distribute cache data globally from the origin server. CDNs enable you to deliver updated content with quality, speed, and performance as your site users can quickly access content from a server near them.


The WYSIWYG (What You See Is What You Get) editor enables you to edit content (text, links, graphics) in the way it would appear on the front end. The editor gives you more creative control to create content and focus on the final design that matches the rest of your digital content.

Content-as-a-Service (CaaS)

CaaS is a layer of APIs, REST, and GraphQL that enables you to access functionality and content separately from the backend. You can create and deliver on-demand content using all content types, such as dates, media, location, and text.

Multisite Platform

Multisite is a feature of CMS where you can build, manage, and operate multiple sites from a single platform. You can easily build and launch new sites with the same codebase, components, and design language on the same server to manage them all with a single dashboard.

Multilingual & Localization

You can create and publish content in multiple languages to cater to all your customers across different geographies. This feature also allows you to edit and personalize content for each geography based on the customer and market needs.

Content Workflow

You can improve your content creation with multistep automated workflows that help you coordinate between multiple customer touchpoints along the buyer’s journey lifecycle. Marketing automation boosts conversions and revenue.

Digital Asset Management (DAM)

DAM helps you store and retrieve digital content and assets quickly without the need for an external database. You can organize your content in a centralized location, making it accessible to all team members and aligning the workflows together.

Low Code/No-Code Capabilities

Low code or no code is a process that facilitates software development with components that require minimal or no coding. Your marketing teams can drag-and-drop these components to build content pages without depending entirely on development teams.  

Solving modern marketing challenges with a DXP

DXP Playbook - Marketing benefits

Omnichannel Delivery

A DXP generates a 360° view of your customers at every step of the buying journey. It's much easier for your marketing teams to optimize and launch pages and campaigns across multiple channels to maintain an interactive and responsive presence.


DXPs integrate Business Intelligence (BI) and advanced analytics microservices that will enable your marketing teams to personalize content for each customer tailored to their preferred touchpoint. You can deliver the right content at the right time to foster customer loyalty.

Better Control

As DXPs integrate with your business commerce, customer support, and marketing platforms, they help you acquire better control over how you engage and interact with your customers. You can collect data from different sources and use insights to deliver relevant content to your customers.

Flexible Architecture

DXPs are agile and flexible enabling marketers and developers to make necessary independent changes and updates to sites without delay or latency. DXP microservices are independently deployable giving your marketing team the flexibility of publishing content in real-time.

Faster Time-to-Market

DXPs enable effective collaboration between marketing teams and IT teams. Your marketing team can create landing pages and manage content updates on their own without requiring IT assistance for these tasks.

Brand Building

DXPs have an agile CMS that will help you to build your brand with consistency. You can easily store and access your digital assets, such as images, videos, graphics, and templates to take your brand story into the future.

Ideal MarTech Stack

DXPs give you the flexibility to choose an integration framework and architecture to build an ideal digital experience stack. You can choose the tools and integration that can meet your business’s unique needs, for now, and in the future.  

Implementing an effective DXP

Implementing an effective DXP will empower your marketing teams to deliver an elevated digital experience that drives customer engagement and revenue. The integration capabilities of a composable DXP improve workflows and collaboration to deliver contextual content at scale. However, you need to assemble the right DXP that works for your business. Consider the factors you need to focus on to put the best DXP together.

Data Analytics: Data insights help to understand customer history and expectations to personalize content. Integrate an analytics engine and marketing automation to get a complete insight into your customers on an individual level.

CMS with Orchestration: Invest in a CMS with orchestration to enable reusability across multiple channels. Create content once and publish it everywhere driving omnichannel content delivery.

Marketing Automation: Automation capabilities enable your marketing teams to focus on creating the right content instead of lead generations and bulk emails. Marketing automation takes care of repetitive tasks allowing you to work on enhancing experiences and driving revenue. 

Marketing experience optimization with a DXP

An Open DXP empowers you to optimize your marketing experience by serving a myriad of customers with unique needs, interests, and expectations. You can not only create content targeting customer needs but also enhance experiences by acting upon the interactions and feedback.

A DXP will be a one-stop platform for your business to create, manage, and deliver personalized content. You can collect data to measure the impact of your experiences and rapidly iterate through improvements with a DXP. 

A DXP will help create and drive a robust, futuristic digital strategy for your business, and manage your digital content and assets at scale. 

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