With marketing technologies emerging one after another, it is critical to understand how each platform supports your needs. Understand the difference between content management systems and digital experience platforms.
Chapter I Definition of Work: CMS and DXP
A content management system (CMS) provides the tools needed to deliver content for an organization's websites and applications, including Editing, workflow, reporting, organization, security, and user management. It is the basic software for digital identity, strategy and participation.
The digital experience platform (DXP) provides a full set of tools to expand and connect personalized experiences across channels, regions and languages.
The fact is that these two platforms can overlap. With the continuous and rapid expansion of martech space, it is more and more important for decision-makers to have an effective understanding of at least the subtle differences between these two technologies. When you are ready for each entry, including their relationship, continue reading below.
Chapter 2 Your CMS is your digital core
At a minimum, a content management system (CMS) provides the impetus for an organization's websites and applications. The team needs to deliver the content they created, and CMS provides workflow, reporting, organization and user management tools to complete this task.
For some small organizations, these tools may be all you need. But for most people, this is just the beginning.
The following is a complete list of functions often included in modern CMS:
Security and compliance
Whether it is to verify users and access levels, or to maintain the security of user data, security is required. GDPR and California A B. Regulations such as 375 require all enterprises operating within their jurisdiction to meet strict requirements on data security, transparency and consumer data rights. Today, most enterprises need security first CMS, which includes data encryption (static and transmission), advanced personally identifiable information (PII) compliance, and smooth integration with enterprise security providers and/or third-party authentication systems.
Workflow management
Authoring, editing, staging, approving, translating, publishing, promoting, reporting, and iterating - Your busy team needs a workflow that fits its needs, an intuitive performance dashboard, and support for tagging all content with appropriate metadata.
Omni channel
People want to reach your organization through any device they choose. Your CMS must not only make it easy to deliver content to the various channels of today and tomorrow, but also make future applications and services simple.
Global delivery
If you currently have multiple websites in different countries, or plan to have multiple websites in the future, you will need a CMS with multi website and multi language support, smooth integration with localization and translation services, and multi country content compliance.
Flexibility, scalability, and performance
With the passage of time, organic visit, seasonal peak, entering new countries, creating new websites and activities quickly - a modern CMS must have enough flexibility to deal with all this. It should integrate with other technologies, including a large number of modern apis and connectors, managing multiple sites from a centralized location, and so on. It should be able to be deployed in the cloud.
Cloud:
It allows continuous deployment, automatic update, rapid delivery of new functions, etc. Cloud deployment also supports launching activities and websites within hours or days, rather than weeks or months.
release
Modern CMS makes it easy to edit and view content before publishing and to schedule projects for future releases.
E-commerce and content integration
From the initial research to the use of purchased products, content and commerce have now been linked. Ensure that your CMS includes unified business interface, migration tools, seamless inventory management, adaptive inventory processing, automated operations (such as shopping cart abandonment or subsequent purchase), third-party integration, user generated content creation and testing functions.
This seems to be a lot to look forward to from a CMS. To some extent, this is the reality of our business in the digital age. But this also raises an important fact: as Mars' technological space becomes more and more complex, the difference between the various tools needed to compete in it becomes somewhat unstable.
In fact, the last category, business and content integration, is a function that starts to drive this technology from being defined as a simple CMS to being defined as a digital experience platform (DXP).
CMS provides all the tools needed to deliver content for organizations' websites and applications including editing, workflow, reporting, organization, security, and user management.
Chapter 3 CMS Architecture: Introduction
But before we go deep into the definition of DXP, we need to give a brief introduction to the CMS architecture. The reason is simple: CMS architecture determines what CMS can do today and tomorrow.
CMS is software containing the following contents:
A programming framework (such as ASP.NET or Java) Database storing content User interface of the web editor
These are hosted on the web server, which has an operating system or is in the cloud. CMS software also includes multiple application layers. The application layer supports CMS functions and defines how different parts of the software are connected to each other and host systems.
For example, Sitecore's CMS has an application layer to manage content ( With editing, management, storage and other functions) And another layer for assembling content into a layout - delivering content. We call the first "content layer" and the second "delivery layer"
To get content to the audience, the delivery layer requests content from the content layer through the application programming interface (API). Then, the content will be The third layer, the render layer or "presentation layer", This layer obtains the content produced by the delivery layer and presents (or renders) it on the screen.
Visitors to websites built on Sitecore can see the release version generated by the presentation layer. Because the content and delivery layers are separated from the presentation layer, our CMS is "decoupled" (Coupled with a system, three of which are only one layer) or "headless"
Due to different methods of dealing with the application layer, there are also different ways to store the content in CMS. Under the condition of less technicalization, we can say that, Some systems store content as an entire page, while others store content in smaller blocks called "items" or "objects"
There are two reasons for storing content as items or objects. The first is that it makes It's easier to reuse content across multiple pages and applications 。 The second problem is that the content is not subject to any representation requirements ——For example, it is not bound to the format of the page.
But what does it matter? There are three reasons: Fitbit, Amazon's Alexa and Facebook's Oculus. Similar devices have unique (and increasingly different) requirements for presenting content. When extracting content from CMS, they only need the underlying content, not the page layout, style, management framework, etc.
Our CMS stores content as objects and separates the delivery layer from the presentation layer - which means that content creators only need to create content once to deliver it anywhere.
But we also have a decoupled release layer. Unlike traditional headless CMS, it allows creators to easily preview and publish content without developer support. In addition, our unique headless CMS has more functions: it collects analysis information from web services, and uses APIs to collect analysis information from anywhere.
Learn more about our uncompromising hybrid headless architecture.
Chapter 4 DXP: Personalized Participation in the Digital Age
The digital age empowers consumers and connects them to growing expectations. These consumer expectations are driving organizational changes in the entire industry, from manufacturing to retail, to health care, and so on.
Digital experience platforms (DXPs) support organizations to adapt to exponential changes in the digital age. The method is as follows:
Although CMS supports the orchestration and delivery of content necessary for a digital experience, DXP goes beyond that by providing automated and intelligent delivery across websites and portals, applications, IoT devices, etc. It also provides insight into the reception and results of these experiences through data, analysis, and artificial intelligence and machine learning.
DXP simplifies participation, provides a coveted 360 degree customer view, cross channels, and constantly updates in real time, elevating CMS analysis to a new personalized level.
In short, DXP is a tool (or set of tools) that supports personalized, cross channel digital experiences. The correct one will replace most of your current martech stack and integrate smoothly with the rest of it. The benefits are obvious:
Omni channel coverage: With the improvement of voice support rate and the proliferation of IoT devices, it has become unprecedented important for your audience to understand their position and future position. Build lasting relationships: Smart organizations know that change is not the end of a relationship, but a new beginning. DXP motivates and tracks participation throughout its lifecycle. Integration provided: different data cannot be operated. Connected data. In the case of changing markets, knowing that future integration will not be a problem, may bring today's rarest commodity - peace of mind.
What is included in DXP – or should be included
As a powerful marketing tool platform, DXP usually includes CMS (usually as its core), but also the following functions:
Context intelligence and relevance (customer information engine, language translation, omni channel, etc.) Business (PCM, payment and billing, shopping, etc.) Asset management (DAM, network printing, etc.) Participation (chat robots, mobile applications, marketing automation, etc.) Digital processes (BPM, MRM, case management, etc.) Cognitive analysis (predictive analysis, machine learning, artificial intelligence automation, etc.) Data center (CRM, MDM, etc.)
DXP can be a solution from a single supplier or a combination of solutions from different suppliers, depending on the needs of the organization 。 However, as DXPs continue to evolve to keep up with today's changing competitive needs, most organizations will not find a single vendor solution. Those who do this almost always require their suppliers to provide multiple products.
Therefore, it is crucial to find a DXP that contains an easy to integrate, future oriented scalability and scalable partner ecosystem.
After all this, we can now return to our statements above with a deeper understanding.
CMS is the basic software for digital identity, strategy and participation. DXP is a set of tools that support the expansion and connection of personalized experience across channels, regions and languages.
Original text:
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this paper:
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