Steve Ohanians, Accidental Entrepreneur, Co-Founder, and CEO, WebEnertia
Digitalization shows no signs of slowing down. Leaders across industries feel the effects of rapid digital transformation—there is always a new platform, system, technology or strategy that they must incorporate into their business models. Having a website and a social media account won’t cut it. You need a scalable, comprehensive digital strategy or you’ll get left behind.
These constantly growing and changing expectations create one critical challenge for business leaders: how to manage so many outlets and avenues at once. Until now, most companies have used a set of tech platforms or systems to manage their digital presence. Most companies use separate platforms for website management, paid advertisements, social media channels, email campaigns and even project management. There has to be a simpler way to manage so many digital elements, right?
Enter the digital experience platform, or DXP. In a nutshell, it’s a single tech system that manages every aspect of a company’s digital presence. It’s a one-stop-shop for everything, including your website, analytics, marketing and e-commerce. A DXP can totally transform how you manage your company, but only if it’s the right choice for your brand. While it is an incredible and innovative tool, leaders must determine if it’s the right system to support their goals.
Leaders have been rushed to implement new digital tools to keep up with rapid digitalization. However, investing in tech is an extensive (and expensive) process that requires considerable research and thought—it can’t be rushed. If you’re considering implementing a DXP for your company, here are the most important things you should consider.
Do you have the resources to install and maintain a DXP?
A DXP is a great tool. There is no question that it offers immense benefits. However, it will not benefit your company if you do not have the time and resources to install and maintain the platform. A DXP will require a dedicated internal or external team to support the system, and they will need to monitor and maintain it daily. This may not be feasible for smaller companies because they likely don’t have enough staff to assign to the maintenance of the platform.
Companies that do invest in a DXP are usually doing so for the long haul, looking to find a new platform that can support their company’s goals in the coming years. This means that they will need tech support and resources for many years, which may mean investing in an internal IT department.
Will a DXP improve your team’s ability to collaborate?
One of the main benefits of a DXP is that critical information is housed in a single location instead of multiple platforms or systems. This can streamline workflows and make it easier for team members to work together because project information is readily accessible. But if your team is already functioning well and can collaborate effectively with your existing tools, you may not need to make an upgrade.
The lesson here is this: Don’t reinvent the wheel. If your systems and processes are working well for you, your team and your customers, then don’t feel pressure to change them. When considering a new platform or system for content management, consider how you can serve your team members—do they need collaborative tools, or are they content with the tools that they have on hand?
Will this investment support your company’s existing marketing goals?
You should never rebuild your marketing strategy around new marketing technology. If you do that, you’re working in reverse. When looking at a new system, like a DXP, consider the most important goals in your marketing strategy and ask whether the new platform will support those goals or if it will detract from them. A digital experience platform can make it easier to manage multiple channels, provide consistency across projects and support your marketing strategy, but you need that marketing strategy mapped out before you’ll know how a DXP can support it.
If your goal is to elevate your brand experience and expand the reach of your company, a DXP will be an excellent asset because it makes it easy to manage multiple websites, platforms, channels and digital experiences. On the other hand, if your goal is simply to establish your brand identity and develop your digital presence, a DXP may be too elaborate of a starting point. It may not serve you well until you are ready to grow and scale your business.
A DXP can serve your company and help create a cohesive brand experience across numerous digital channels. But it is only wise to invest in a DXP when you have the team to support its implementation and maintenance, when it will considerably improve your everyday workflow and when its features support your marketing goals. Every leader should be preparing for digitalization, but they must think critically before they invest in new technology. Don’t get so caught up in the race to be current that you waste time, money and effort on technology that doesn’t suit your company’s needs.
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