The True Costs of Deploying DXP
A Digital Experience Platform (DXP) is like the Swiss Army knife of digital marketing – it seemingly does everything! Powerful and endlessly adaptable, DXPs give companies a seamless way to centrally manage and analyze data, gather and present engaging online content, and gain deeper insights into user behavior. They make traditional content management systems look like a (not-especially sharp) spork.
The benefits of DXP, like improved customer engagement and increased revenue, are a compelling and powerful siren’s song for digital marketers looking to stay ahead of the competition. But launching a DXP successfully is not as simple as merely installing software on a server, and companies that don’t do the proper research and planning beforehand run the risk of overlooked needs, costly revisions, and dragged-out launch dates. Add in the demands of maintaining the DXP once it’s up and running, and there’s a lot of potential for costly mistakes and buyer’s remorse.
So, how do you get the most from your DXP and avoid all the missteps and delays? By laying the groundwork with extensive research, meticulous planning and careful integration with your existing systems.
First: Why bother with a DXP at all?
You have a “perfectly good” CMS system. Why take on the extra work and expense of upgrading to a DXP? For some businesses, that CMS may in fact be just fine! But if you find yourself frustrated by the limitations of your set-up, or wishing for more insight into customer behavior and data, or feeling your customers growing disengaged, it might be time to look at a DXP. A DXP can provide:
Improved Customer Engagement: By providing a unified and personalized digital experience, a DXP can help your business increase customer engagement and satisfaction, leading to increased customer loyalty and revenue.
Compelling Online Content: DXPs can help companies create and manage compelling online content. This includes everything from website content to e-commerce content. DXPs can also help companies track the performance of their content and to make changes as needed.
Increased Operational Efficiency: A DXP can help businesses streamline their digital operations by integrating various technologies into a single platform, reducing the need for manual processes and improving efficiency.
Centralized Data Management for Improved Data Insights: DXPs allow companies to centrally manage all of their data, including customer data, product data, and marketing data. This makes it easier for companies to track customer behavior, gain valuable insights into preferences, and make informed decisions to improve their digital experiences.
Competitive Advantage: Businesses that deploy a DXP gain a competitive advantage by providing a better understanding of users and customers. This enhanced understanding of user needs, preferences, and behaviors means companies can create a more personalized and engaging experience that is more likely to lead to conversions.
What to Expect (the Knowns):
So, you’ve decided your business definitely needs a DXP. The next step is to carefully consider the costs. Obviously, this kind of awesome power comes at a price: implementing a DXP, no matter how simple, will always require an investment. The basic costs of a DXP implementation can be broken down as follows:
Licensing Costs: DXP vendors typically charge a license fee based on the number of users and features required. The more users and features needed, the higher the cost.
Integration Costs: A DXP integrates various digital technologies, such as content management, analytics, and e-commerce platforms, into a single platform. This is complex and time-consuming work, and costs can add up fast.
Implementation Costs: Launching a DXP requires a significant investment in time and resources to configure, customize, and deploy the platform. External consultants or developers may be required to assist with the implementation.
Maintenance Costs: Once deployed, ongoing maintenance is required to ensure your DXP remains up-to-date, secure, and functional. Maintenance costs include software upgrades, bug fixes, and security patches.
Training Costs: Training is essential to ensure your employees take full advantage of the DXP. Training materials, trainers, and of course your employees’ time all add up.
Avoid (totally predictable) Pitfalls
Knowing the basic costs is a good starting point when planning your implementation. But without careful planning, each one can blossom into a cascade of mistakes, additional costs, and delays. That’s why careful planning and research before you buy is so important.
Do your research. Before you choose a DXP, it’s important to understand your needs and your goals. What are you trying to achieve with a DXP? What kind of data do you need to manage? What kind of content do you want to present? What kind of user understanding do you want to achieve? Once you have a good understanding of your needs, you can start to evaluate different DXPs to see which one is the best fit for you.
Plan your integrations. Integration is a key part of any DXP implementation. You need to make sure that the DXP can be integrated with your existing systems, such as your CMS, e-commerce platform, and CRM system. This can be a complex and time-consuming process, so it’s important to plan carefully and factor it into your timeline.
Be prepared to spend some money. DXPs can be expensive, and the cost will vary depending on the features and functionality you need. While a DXP might be the right investment for your company, it’s important to make sure that the benefits of a DXP outweigh the costs, and that you only pay for what you actually need.
Up, Up and Away!
Deploying a DXP can provide many benefits to companies that want to improve their digital experience, but it is essential to consider the true costs associated with deploying and maintaining the platform. Licensing, integration, implementation, maintenance, and training costs must all be factored in when evaluating the overall cost of a DXP.
Intrigued – or overwhelmed – by this introduction to DXP? Take a deeper dive into the hidden costs of DXP deployment, and learn to get the most from your DXP implementation in this video of our recent webinar with Industry Dive. Ex Squared’s Senior Engagement Manager Russell Cummings walks you through the process of deploying a DXP, including:
- What CIOs need to know before investing in a digital experience platform
- The kinds of resources that ensure a successful DXP launch
- What CIOs should expect from their DXP when it’s up and running.