Podcast Episode

Modern Day Marketer: Why Composable DXP Should Matter to Marketers with Christian Burne of Oshyn 

Brett McGrath

January 11, 2024

Modern Day Marketer: Why Composable DXP Should Matter to Marketers with Christian Burne of Oshyn 

In today's rapidly evolving digital landscape, marketers are constantly seeking innovative solutions to enhance their digital experiences and drive better results. One such solution that has gained significant attention is Composable Digital Experience Platforms (DXP). This blog post will delve into the rise of Composable DXP and its impact on marketers. We will explore the insights shared in a episode of Modern Day Marketer featuring Christian Burne, the CTO of The Oshyn, as he discusses the significance of Composable DXP for marketers.

Understanding Digital Experience Platforms (DXP)

Christian explains the evolution of digital experience platforms, starting with content management systems (CMS) that emerged around 12 years ago. Initially, CMS allowed marketing teams to edit and publish content on websites. However, as the need for more advanced functionality arose, CMS evolved into digital experience platforms. These platforms incorporated features such as personalization, targeting, analytics, and campaign management to help marketers improve conversions and sales online.

The expansion of digital experience platforms was further fueled by acquisitions made by major players like Adobe. These acquisitions allowed platforms to integrate additional functionalities from separate software packages, such as analytics and personalization tools. While these integrations were technically composable, the true concept of composable DXP emerged in the last three years, where separate packages from different vendors could be pulled together and composed into a single solution tailored to a business's specific needs.

Introduction to Composable DXP

Christian provides a clear definition of composable DXP, describing it as an architecture that allows marketers to choose and integrate multiple packages from different vendors. This flexibility enables marketers to optimize their marketing operations based on their specific objectives and customer needs. Composable DXP offers the ability to select the best features from different vendors and combine them into a cohesive solution.

The concept of composable DXP has evolved from the integration of separate packages within a single platform to a more modular approach. This evolution has made it easier to choose and replace components as needed, resulting in greater agility and adaptability for marketers.

Composable Architecture and its Components

To understand the components of composable DXP, Christian outlines the key elements that make up this architecture. These components include:

Content Management System (CMS): The foundation of a composable DXP, the CMS allows marketers to create, edit, and publish content on their websites. It provides the necessary tools for managing and organizing content effectively.

Search Functionality: Composable DXP incorporates search functionality to enhance user experience and enable users to find relevant information quickly. This feature improves website navigation and helps drive conversions.

Digital Asset Management (DAM) System: A DAM system enables marketers to manage and publish media assets, such as images and videos, in various formats and sizes. This ensures consistent and optimized content delivery across different devices and platforms.

Advanced Functionality for Personalization and Testing: Composable DXP offers advanced capabilities for personalization and multivariate testing. Marketers can tailor content to specific users and experiment with different variations to optimize conversions and improve user experience.

Customer Data Platform (CDP): A CDP allows marketers to capture and leverage customer profiles for personalized marketing efforts. By integrating customer data with the personalization engine, marketers can deliver highly targeted and relevant content to their audience.

Complexity of Implementing Composable DXP

Implementing a composable DXP can be a complex process, as it requires alignment within marketing organizations and collaboration among internal teams. Christian  emphasizes the importance of involving stakeholders from different departments, such as product marketing and content marketing, to ensure their requirements are met. The decision-making process may take longer due to the increased options available with composable DXP, but it ultimately allows organizations to tailor the solution to their specific needs.

Benefits of Composable DXP for Marketers

Composable DXP offers several benefits for marketers, including:

Enhanced Personalization: With the ability to choose from multiple vendors and packages, marketers can implement personalized experiences that resonate with their target audience. This level of personalization can significantly improve engagement and conversions.

Integration of Multiple Vendors and Packages: Composable DXP allows marketers to select the best features from different vendors and integrate them seamlessly. This flexibility ensures that marketers have access to the most effective tools and functionalities for their specific marketing objectives.

Speed to Market: Composable DXP enables marketers to bring new features and functionalities to market quickly. The modular nature of composable DXP allows for faster implementation and iteration, reducing time-to-market and enabling marketers to stay ahead of the competition.

Agility and Flexibility: Marketers can easily replace components or switch vendors as needed, ensuring that their digital experiences remain adaptable and aligned with evolving business needs. This agility allows for continuous optimization and improvement of marketing operations.

Signals for Marketers to Consider Composable DXP

Marketers should consider adopting composable DXP if they are experiencing functional and performance issues for their end users. Slow page speeds, subpar user experiences, and SEO optimization challenges can indicate the need for a more flexible and optimized solution. Composable DXP offers improved performance, better SEO optimization, and the ability to choose and replace components to meet specific requirements.

Conclusion and Key Takeaways

Composable DXP is revolutionizing the digital experience platform landscape for marketers. By providing the flexibility to choose and integrate multiple vendors and packages, composable DXP empowers marketers to create personalized, high-performing digital experiences. The modular architecture of composable DXP enables agility, speed to market, and continuous optimization. Marketers should consider the signals of functional and performance issues as an opportunity to evaluate and implement composable DXP to enhance their digital experiences and drive better results. Stay ahead of the competition and embrace the power of composable DXP to revolutionize your marketing operations.

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