A digital experience platform (DXP) is a well-integrated and cohesive set of technologies designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multiexperience customer journeys. A DXP can provide optimal digital experiences to a variety of constituents, including consumers, partners, employees, citizens and students, and help ensure continuity across the full customer lifetime journey. It provides the presentation orchestration that binds together capabilities from multiple applications to form seamless digital experiences. A DXP forms part of a digital business ecosystem via API-based integrations with adjacent technologies. DXPs are applicable to business-to-consumer (B2C), business-to-business (B2B) and business-to-employee (B2E) use cases.
Gartner defines web content management (WCM) as the process of controlling content consumed over one or more digital channels through the use of specific management solutions based on a core repository. These solutions may be procured as commercial products, open-source tools, cloud services or hosted services. The functionality of WCM solutions goes beyond means of simply publishing webpages. It also includes: • Content creation functions • Repositories that organize and provide metadata about content • Library services • Website management features • A high degree of Capabilities such as real-time personalization of visitor interactions • The ability to integrate well with delivery platforms.