Today, Digital Experience Management (DXM) is more than an addictive catchword. And, you know how User Experience (UX) is more important than the product or quality to keep customers glued to your brand on the digital territory. DXM is the smart platform that helps companies align channels, manage content and deliver omnichannel experience to the customers. Offline or online, it’s a cluttered marketplace where brands struggle to differentiate from others. This is where a well-crafted DXM strategy helps. Only delivering content to websites, email, mobile apps, customer portals, social platforms, IoT (Internet of Things) devices, Augmented & Virtual Reality (AR/VR) devices, in-store kiosks, digital signage and POS systems isn’t enough.
There are 6.5 connected devices per person- all these devices or channels must coalesce to create a connected experience, goading people towards a clear outcome. DXM helps achieve this by merging physical and digital channels with the help of analytics, Machine Learning (ML), AI, IoT and other technologies.
What DXM Promises for Enterprises & Governments?
The amount of data, personalization and feedback populating the digital modes is too immense to be managed on its own. Amid this tide of digital infobesity, enterprises or governments can no longer be content with banal social media posts. They need to manage email communication, website landing sites, checkout experiences, smart beacons, inventory, ad placement, and more. Moreover, they need all of it to work seamlessly together. And, DXM is the recipe. How? It can manage a multitude of requirements:
- Language translation
- Content management across social accounts and channels
- Gathering data about customers, partners and influencers
- Scaling your Customer Experience (CX) seamless across countries and continents
- Providing data, metrics and analytics, offering insights into customer journey
- Determining the RoI of your digital investments.
DXM caters to not only downstream needs such as experience delivery and data collection but also upstream needs like digital asset management and collaborative content creation.
Transformation of Odisha Tourism Branding with DXM
The transformation started with a goal in which the focus was not just on content creation but on an embedded, agile workflow that keeps it user-centric, platform agnostic and relevant. Another key takeaway of the DXM was the Asset creation and its management. Using AI and automation techniques, less time was spent on searching and customizing content for a user by collaborative cataloguing and editing tools. With best expertise and experience in DXM, Odisha Tourism website transformed into a state of the art web portal featuring a travel aggregation portal for travel and tour operators to showcase their products and services, a contribution portal for bloggers and vloggers (video bloggers), a ready reckoner on 50+ tourist destinations in Odisha, along with a trip planner.
Going ahead, DXM models will have to be more like the Odisha Tourism portal with the heart in innovation and pulse on UX orientation. The future of digital experiences will be driven by an intersection of interface and content- the success hinges on how creatively you tap technologies to deliver on both.
This article first published on CSM Blog: Connecting Experiences On Digital.
About The Author
Jayajit Dash works as Research Analyst with CSM Technologies. His forte is public policy oversight and market analytics. Jayajit is a compulsive blogger, producing content that blends technology with policy narrative.