Any online business that deals with customers should be able to provide an incredible online experience to their customers, and this can be made possible only with a proper digital platform that can meet your business needs in every way possible.
However, as always, with so many offerings on the market, your choice becomes confusing and overwhelming.
In this piece of article, we will be discussing about the different between a content management system (CMS) and a digital experience platform (DXP), to help you choose the right one for your business.
CMS: Overview
Used by businesses to create and manage digital content, a content management system, also referred to as CMS, does this by creating, editing, or deleting written and/or visual content, which can include images and video, and delivering the same by publishing it online.
It can be considered as one of the fundamental software for your company’s digital identity and engagement.
With a content management system, numerous users can work on the same content by accessing and managing the same, thanks to the single central interface provided by the CMS software. CMS is being used in various industries, for a wide range of applications.
However, remember that these are not solutions that are designed to develop websites; but, some of these solutions do come with the functionality.
Some key features of a content management system are:
✓ Proper customization without coding
✓ Easy and efficient content management
✓ Enhanced security features
✓ Easy file sharing
✓ Omnichannel support
✓ Workflow management
✓ Publishing
CMS Benefits and Downfalls
Firstly, by using a CMS, you get the ability to include or edit a new page to your website all by yourself.
This gives you control over this aspect of your business as well, which is really beneficial for a company that is growing fast, dynamic, and requires everything done quick.
Since it allows you to make changes to your website by yourself, the money you would otherwise pay your developer for the same, hourly or monthly, gets saved, unless you have no idea how to do it!
But, since CMS solutions are really easy to use, you shouldn’t have problems with the same.
By offering the multiple user access feature, a CMS solution makes it easier for you to maintain the image and voice of your business consistent at all times.
Also, if you have numerous content contributors in your organization, a content management system is the best tool to have, as it helps audit any change made to the content.
Yes, there are downfalls to a CMS:
If the system is not used properly, you are looking at spoiling the whole look of your website, anywhere from incorrect image preparation and lack of image compression, to pictures in wrong proportion, and a whole lot more, all of which together can affect your brand’s consistency.
Content management systems are not really advanced, and therefore, they may not be suitable for omnichannel marketing.
This, therefore, requires integration with other relevant software, which can be really expensive and time consuming.
DXP: Overview
While a CMS solution helps with the composition and delivery of the content required to provide your customers with a great online experience, a DXP, or digital experience platform, goes a step further and provides automation for various features across your website, app, and other portals.
In addition, it also provides you with clear insights into how these changes are received by your clients or customers.
In simple words, it gives you a 360-degree view of your customers, across the different channels you use, and also keep updating the same on a regular basis.
Following are some key features of a digital experience platform:
✓ Improved performance
✓ Multichannel marketing and publishing
✓ Automated migration
✓ Integrations with different platforms
✓ Analytics on content performance and reception
✓ Site staging
DXP Benefits and Downfalls
Of course, the first and most obvious benefit of using a digital experience platform is the omnichannel reach that it provides for your business.
With having you reach your target audience wherever they are being more important now than ever before, a DXP tool will help you achieve just that.
With a DXP solution, you get to score on personalization, offering your customers an online experience that is tailored just for them, thereby automatically and consistently improving customer satisfaction and customer experience at all touchpoints.
As a business owner, you should be aware that your relationship with your customers doesn’t end with conversions, but it is just a new beginning.
With the DXP’s ability to track customer engagement throughout the lifecycle, you get to build long-lasting relationships with your customers.
Moving on to the downfalls:
Probably the only significant downfall of a DXP platform would be that you will need more time to learn to use it. You can, however, overcome it by choosing a DXP platform that offers round the clock support.
Should You Use a CMS or a DXP?
Straightaway, if your business is not really dependent on your digital platform, then you should be able to meet your business needs with just a content management system.
On the other hand, if your business’ success depends on giving your customers a highly personalized experience, then you need a digital experience platform.