Digital marketing often encounters web publishing tools that hinder its dynamism, as they require technical interventions that affect time to market and campaign agility. The need to adapt websites to product news or local contexts requires sufficiently flexible and comprehensive tools. Content personalisation based on business lines and individuals is also an increasingly important requirement.

Digital Experience Platforms (DXPs) meet all these needs and offer a comprehensive range of integrated and composable solutions for marketing, business and support departments.

Centralised and consistent digital strategy

A DXP is a composable application ecosystem that allows you to manage all your websites, subsidiaries, brands and content on a global scale. The management of your digital assets (PIM, DAM, etc.) is centralised to ensure consistency in messaging and visuals.

It is also possible to personalise experiences according to your different markets, while respecting brand identity, or to adapt certain brands in a specific way for maximum flexibility.

Flexible and powerful content management and product catalogue enhancement

New websites, new types of content, and landing pages (for events, product launches, new offers, new subsidiaries, etc.) can be created in just a few clicks, without any technical intervention, giving marketing departments greater responsiveness and autonomy.

The centralisation of rich content and product sheets via integrated PIM and DAM modules (or fed via low-code connectors by third-party tools) allows you to enhance your catalogue and associate it with reassuring elements (studies, customer testimonials, technical documentation, etc.) in a single, user-friendly back office. This last aspect is particularly important for complex products and services that need to be explained and enriched with related content.

Easy multilingual and multi-brand management

Les DXP offrent une gestion native des traductions. Les workflows permettent de gérer des contenus en plusieurs langues avec des connecteurs de traduction de type DeepL, SDL, TransPerfect ou une traduction par IA…
Il est possible d’adapter, dans les sites web locaux, les contenus en fonction des spécificités culturelles et linguistiques de vos filiales. 

La gestion multisite est par ailleurs facilitée, offrant une déclinaison simplifiée de plusieurs sites sous une même plateforme pour chaque pays ou marque.

Adaptation to local regulatory compliance

Compliance with regional regulations (GDPR in Europe, CCP in the US, PDPA in Asia) is possible thanks to differentiated content management by region. The integration of the Consent Management Platform enables consent to be collected and managed in accordance with local laws. It is also possible to centrally update regulatory changes by quickly disseminating legal amendments across all websites.

Personalised & omnichannel experiences

DXPs enable audience segmentation by delivering content tailored to different visitor profiles (B2B/B2C, market, country, purchase history) and can go as far as implicit personalisation, determined by the visitor's browsing history, or personalisation by customer via a related Customer Data Platform (CDP) solution.

Finally, the omnichannel orchestration of DXPs offers a unified experience across web, mobile, e-commerce, apps, IoT, and more.

International collaboration, real time

Validation workflows can be set up with simple configuration and enable sequential contributions from local and global marketing teams. Content publishing and management processes reduce time to market, while cloud and headless technical solutions enable rapid and flexible deployment according to the technical needs of different subsidiaries.

In addition to these now standard publishing processes, it is now possible to switch to a simultaneous collaboration mode, in digital workplace mode. I invite a colleague or external contributor to work on a given piece of content. I assign them the necessary permissions and can work with them in real time on the same page, the same field, or even the same page layout, depending on the CMS in question.

These features give marketing teams complete autonomy and optimal responsiveness in content production and publication, in line with time-to-market requirements.

Integration with marketing and CRM tools

DXPs offer easy interoperability with CRMs (Salesforce, HubSpot), ERPs, CDPs, analytics, and marketing automation. Customer data is unified for a better 360° view and advanced personalisation.

DXP, CDP and AI agent

The modular structure of DXPs makes them naturally suited to integrating AI agents in both front office and back office operations for content production, site configuration, site building, navigation assistance, etc. Solutions of this type are already operational on most DXPs on the market. Although this type of traffic remains relatively limited for the moment, it nevertheless represents a future trend, particularly with the emergence of interoperability protocols (MCP in particular) aimed at broadening the scope of AI to transactional operations that go beyond its generative and informational role to become that of an everyday assistant (see our article on this subject).

Customer Data Platforms, which are key components of DXPs, will also have to adapt to navigation and search via AI agents. For the time being, this type of interaction compromises the observability of human interactions with brand platforms, even though it is precisely this data that CDPs use to aggregate customer knowledge. This is a considerable and exciting challenge that goes beyond the technical scope and will require coordination among market leaders.

Why is a DXP the ideal solution for digital marketing?

• Flexibility and scalability to adapt to markets and regulations.
• Time savings and cost reductions through the pooling of digital resources.
• Better content governance to ensure consistency and compliance.
• Optimised and personalised customer experiences for increased engagement and improved conversions.