Digital Experience Ecosystem: The Future of School Marketing
2 December 2024
In today’s hyperconnected world, delivering a seamless and engaging digital customer journey is no longer optional — it’s a competitive necessity. At the heart of this transformation lies the Digital Experience (DX) ecosystem, powered by a robust Digital Experience Platform (DXP).
A digital experience (DX) ecosystem is the extended set of enterprise software solutions needed to satisfy the full digital customer journey experience. But before we explore the full DX ecosystem in depth, it is important to understand that the core of any DX ecosystem is the digital experience platform (DXP).
The digital experience platform is an integrated, centralised enterprise software framework intended to provide a unified customer experience across most digital touchpoints. The DXP is essentially a core set of software technologies that enables the creation, delivery and optimisation of personalised, content-rich digital experiences in order to engage customers and drive them to a desired action.
The benefits of a DXP are numerous, but at the most basic level, it gives a company the ability to differentiate from their competition and drive more customer engagement and ultimately more revenue. The need for a connected and consistent experience is also critical to building both customer satisfaction and loyalty during the full customer journey.
1. The CMS (Content Management System)
A CMS is a software application that enables the creation and management of digital content by multiple users in a connected environment. This typically refers to a system which manages all the content on web pages, including images, photos, video, audio and more.
Traditionally, a school’s CMS is provided as the backend to their website. This creates a separation between management of the website & management of wider experience systems.
2. An AI-driven content personalisation engine
Personalisation engines allow the user experience to be personalised for micro-segments of users based on behavioural, contextual and user-specific data.
A digital experience platform is, by nature, data-driven. It's built on APIs. And it's designed to collect, analyse and act upon customer data to create personalised, seamless experiences across all your touchpoints.
3. Omnichannel Content Delivery
Omnichannel is an integrated cross-channel content strategy in which channels and related customer interactions are managed to enable a unified customer experience.
Beyond the three core components that make up the main DXP, there are an assortment of technology packages and platforms that supplement the DXP. While not all of these technologies will make up every company's DX ecosystem, many would play a critical part in any DX and are core to most businesses.
The Benefits of a DXP and a DX Ecosystem?
The ability to retain and upsell customers by rewarding high-value customers and getting customers to engage with personalised content marketing programs.
- Education of customers by providing DIY material and product information content
- Engagement with the audience and community engagement
- Increased brand value
- Improved productivity and time to market
- Reduction of technology costs
How can schools utilise a DX Ecosystem?
In reference to the former, a product like SprX™ allows MarComms teams to target relevant historical content to prospective families via any channel. Individual stories can be integrated into websites, marketing collateral, virtual tours, newsletters, voice technology or the wider IoT (Internet of Things). This occurs automatically and actively supports the latter issue, capacity. School teams are under-equipped to compete in the modern marketing climate to wow families without the support of technology. Reaching individuals via their desired medium, at the right time, is as much a science as it is an art.
Final Thoughts
As schools navigate an increasingly competitive digital landscape, having the right tools in place to deliver consistent, compelling experiences is more important than ever. Solutions like SprX™ are purpose-built to meet this need, offering a seamless layer of technology that integrates directly with a school’s existing website and marketing infrastructure. Request a demo here.