Developing Digital Experience Management solutions has been an integral part of my work over the past two decades. Started with Content Management (CMS) development, to more sophisticated developments for enterprises like hisense-usa.com, where I led the architecture and platform engineering of a complex process and developing a Digital Experience Management or DXM.
What is a DXM?
We come across the need for a Digital Experience Management through breaking the components of a CMS and sometimes the extensions of it such as a Client Relationship Management (CRM), eCommerce systems and other operations, sales and marketing I/O backend and user-interfaces that handle the data transactions of a user with the web connected interfaces, often a website or mobile app.
Over the years, we design and develop our DXM solutions based off the public user needs, what we serve to users and what they send back via our forms and trackers to understand user’s responses and behaviour.
There are hundreds of key tools and thousands of integrations available to connect to common CMSs like WordPress to establish the requirements for a website. However the moving components and various skills and interests in development result in redundant work that we often try to solve for.
In my view of the modern web, a DXM serves to define the primary administrative functions for managing an organization’s various digital experience channels. Its purpose is to synchronize content publication across these channels while optimizing result reporting processes. This ensures that content creation efforts are directly aligned with measurable outcomes.
A DXM is more sophisticated than a CMS on the backend but simplifies administration. It extends a CMS by incorporating Platform Engineering principles to address traditional CMS limitations, where code and databases are managed separately to generate the final output. In a DXM solution, micro-systems are defined to handle specific tasks related to codebase files, media files, and databases, while the DXM integrates these components to deliver a single rendered output optimized for the fastest loading response times.
DXM could integrate all digital outlets including website(s), app(s), eCommerce, and social media channels for syndicated content publishing and reporting needs.
Where AI Comes in?
The rise of AI is significant for various areas in a DXM model we are working to build. We are doing this by defining direct correlations between content production and the outcomes.
Finding out what has worked from the Analytics is an easy task for AI in 2024 by accessing Google or Bing Webmaster tools, we can easily find out what’s performing. Now AI is capable of suggestions for creating new content to advance the previous organic efforts (SEO). Same could work in analyzing the user behaviours and for paid advertisement (bidding keywords, ads) and similarly for the social media management.
Defining AI Agents that are responding to outcomes and are trained to manage and moderate the content to some degree or fully automated. Although this is already happening with some degree of integrations in 2024, purpose of a DXM system is to streamline the full production to outcome and the iterative optimization process a breeze!