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Market overview – The evolution of DXPs in response to business needs
The core capability of the digital experience platform (DXP) is managing and delivering the digital user experience — primarily web pages, but also mobile apps and other types of content — a need that has long been served by content management systems (CMS). While the growth of CMSs let marketers wrest control over websites from the IT department, which was largely in charge of the early web, marketers’ needs have grown beyond CMSs’ ability to meet them in recent years.
Over time, businesses have undergone digital transformations to drive efficiencies, remain competitive in the marketplace and respond to changes in customer behavior. To perform everything expected of a modern marketing operation, marketers adopted adjacent technologies to enhance what their CMS was able to do.
Web analytics helped marketers gather data about user behavior and the conversion funnel, with more sophisticated optimization systems allowing for A/B and multivariate testing. Customer journey analytics (CJA) gave marketers a more sophisticated sense of the path users take on the route to purchase. For many businesses, e-commerce capabilities became essential to their digital operations. Connecting all the data in these systems to the right customer or prospect and keeping track of it all required a customer relationship management (CRM) tool or even a customer data platform (CDP).
Applying the insights gained required another set of tools for orchestration, and making sure digital platforms were safe, reliable and fast required technologies like content delivery networks (CDNs). Meanwhile, marketers and developers have grown frustrated by traditional CMSs as they sought to take advantage of lightweight frameworks for modern user interface development — such as React or Bootstrap — and the JAMstack, with the capital letters representing JavaScript, API and Markup.
Though each of these technologies provides a way to improve the user experience and helps modern marketers meet the demands now placed on them, this hodgepodge of systems has increasingly become a liability. In some cases, marketers are weighed down by the costs of licensing all of these disparate systems. Additionally, no matter how many APIs and integrations are employed, the sheer number of systems slows performance and risks data loss. With so many moving parts, there are more opportunities for things to go wrong. And finally, getting a truly holistic picture of marketing efforts — and, beyond that, business operations — is made more difficult and complicated by the number of systems involved.
Rising expectations
Behind all of these developments is a fundamental change in what customers expect from digital experiences, which is, in turn, driving what’s expected of marketers. Some of this is fueled by the proliferation of devices and platforms now available.
Ninety-two percent of people in the U.S. will use the internet by 2023, up from 90% in 2018, according to Cisco’s most recent annual internet report. And each of those people will have more and more devices — an average of 13.4 connections and devices per person in 2023, up from just 8.2 per person in 2018. Globally, that number will go from 2.4 devices per person in 2018 to 3.6 devices in 2023.
Data and analytics needs
More importantly, though, both consumers and business buyers expect to be known and understood in digital contexts, and delivering that personalization requires data and a means to act on those insights.
It isn’t just that personalizing experiences confers an advantage, but, given these heightened expectations, failing to personalize is a big risk, especially given the ease with which customers can switch to a competitor, McKinsey has found in its surveys.
The modern user experience
One significant aspect of the modern user experience is that it is fast. Besides the desire to please users, marketers focus on speeding content delivery because Google penalizes websites with poor landing page experiences — which includes slow loading — by ranking them lower in its search results. The search giant has long made the connection between page speed and success with users, saying: “In short, speed equals revenue.”
Given that Google organic search is still the largest traffic driver to most websites, businesses
— and those in charge of their sites — have paid close attention. In November of 2020, the search engine said it had seen a median 70% increase in the number of users engaging with its free tools (Lighthouse, PageSpeed Insights) that help webmasters measure and improve their web pages’ performance. To achieve better results, webmasters are looking closely at every element on their pages, seeking to eliminate unnecessary code and generally simplify their pages.
At the same time, many front-end web developers have been chafing at the limitations of programming in PHP, seeking to take advantage of more modern methods and craft the slicker and more flexible user experiences they’re able to deliver with those technologies.
Both of these developments have led businesses to seek alternatives to traditional content management approaches such as headless or hybrid CMSs, often within DXPs. In these types of deployments, the CMS disconnects the underlying content from the means and manner of displaying it. Because of this, developers can employ modern frameworks to create the user experience, and it’s easier to leverage the same database of content assets across multiple platforms, devices and formats.
E-commerce everywhere
The COVID pandemic, because it shifted so much activity online, significantly raised
the bar for user experience, and e-commerce experienced one of the most dramatic transformations. Stay-at-home orders and social distancing created a situation where many more businesses became e-commerce enabled.
Restaurants and convenience stores suddenly had to introduce online ordering and curbside pick-up, while major brick-and-mortar retailers and grocery stores needed to up their online games to keep up with online natives and direct-to-consumer companies. Nearly one in three Americans now see no difference between the experience of buying from a direct-to- consumer company versus a traditional retailer, a YouGov survey fielded for Scalefast found in January of 2021.
These trends explain why commerce capabilities are more integrated with content than ever before in digital experience platforms.
A mindset shift toward greater agility and modularity
The pandemic has also taught marketers an important lesson about being responsive and agile. Businesses that were quickly able to identify and adjust to shifting societal conditions and consumer sentiments have been the most successful at riding out the storm. One approach that’s gaining currency in this environment is the composable DXP.
“Application leaders, hamstrung by their existing monolithic platforms, struggle to deliver digital experiences fast enough to respond to changing market demands as well as new business threats and opportunities,” wrote Gartner analysts in Adopt a Composable DXP Strategy to Future-Proof Your Tech Stack, published in December of 2020 (see Figure 11).
Just as headless and hybrid CMSs separate the content itself from the presentation of that content, making it easier to quickly develop and adapt more modern front-end experiences, a composable or modular DXP approach lets marketers pick and choose the modules that meet their business needs — or even connect modules from other providers — rather than being stuck with an all-in-one solution.
In recommending this approach to its clients, Gartner says a key indicator of vendor preparedness for this emerging world is their willingness to integrate with third-party solutions that may be a better fit, or provide better functionality, than their native module.
The vendor marketplace
The rise of digital experience platforms hasn’t escaped investors’ notice. We’ve also seen the companies behind these solutions make their own acquisitions to bolster their suites of offerings.
The player making the most splashy moves lately is Optimizely, which rebranded itself with that name (previously, it was known as Episerver) after buying the testing and personalization company for an undisclosed sum in September of 2020. One key asset brought into the combination was Idio, an advanced analytics provider acquired by Optimizely in 2019. Under its new brand, Optimizely announced the acquisition of customer data platform Zaius in March of 2021, saying the buy will let it add customer data to its digital experience platform. The company followed that with an agreement to purchase Welcome (formerly part of NewsCred) in December of 2021, giving it additional capabilities in content marketing, marketing resource management and digital asset management. (That deal wasn’t finalized at publication time, but it is expected to close in Q4 of 2021.)
In January 2021, Sitecore said it had raised $1.2B in backing for an ambitious plan to drive growth. As part of this, the company acquired its own CDP, Boxever, in March 2021, plus headless e-commerce playerFour51,Inc. ItfollowedthisupbybuyingMoosend(marketingautomation)inMay2021and Reflektion (AI-powered search) in September 2021. (Terms of the deals weren’t disclosed.)
Pantheon took in a $100M Series E round of financing from SoftBank’s Vision Fund 2 in July of 2021. In September 2021, the company released its Autopilot tool, which was based in part on the technology it acquired when buying Staging Pilot in 2019.
