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How to implement personalization in a composable DXP

Apr 20, 2023 | 3 min. read | The Contentstack Team

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Personalization is an essential aspect of modern marketing. Today's customers expect personalized experiences that resonate with their interests and values. According to research, businesses that prioritize personalization can see significant benefits, including improved customer engagement, loyalty and higher conversion rates.

In this blog post, we will explore the benefits of personalization, why a composable digital experience platform (DXP) is the best platform to achieve successful results and practical tips for implementing personalization in a composable DXP.

Benefits of personalization

Personalization offers various benefits to businesses that implement it effectively. Here are some of the key benefits of personalization:

Improved customer engagement

Personalization helps businesses improve customer engagement by creating experiences that resonate with their interests and preferences. Customized experiences can improve a customer's perception of a brand and their likelihood of engaging with them in the future.

Higher conversion rates

Personalization can convert website visitors into customers by providing them with more relevant content and offers. When customers feel understood and catered to, they are more likely to make a purchase or become a repeat customer.

Increased customer loyalty

Personalization also improves customer loyalty by creating a connection between the customer and the brand. Personalized experiences can make customers feel appreciated and valued, leading to higher customer retention rates.

Advantages of a composable DXP 

BlueWeave Consulting recently reported that the demand for quality customer experiences is driving demand in the global digital experience platform market, which it predicts will grow from  $10.75 billion to $26.93 billion by 2028. According to Blueweave, “Companies’ focus on delivering personalized, optimized, and integrated user engagement and experience across marketing channels fuels the demand for platforms to comprehend customers’ immediate needs.” 

Composable DXPs provide the speed and agility to make all this possible. While making the transition to composable may seem daunting, it’s well worth the effort. With a composable DXP, businesses can integrate best-of-breed technologies that work together to seamlessly create a cohesive and personalized user experience. It also allows for easier testing and QA, better API integrations and improved data analytics. 

7 benefits of a composable dxp: seamless integrations, omnichannel content, affordable scalability, flexibility and agility, personalization capabilities, brand consistency, informed business decisions

How to implement personalization

Here are some practical steps to implement personalization in a composable DXP:

  1. Identify and segment target audiences: The first step to personalizing your digital experiences with a composable DXP is identifying and segmenting your target audiences. By determining your audiences' preferences and interests, you can personalize the user experience and improve engagement rates.

  2. Determine your criteria: Once you have identified your target audience, you need to determine the criteria for personalization. Consider a customer's behavior, location and purchase history to create personalized experiences tailored to their needs.

  3. Leverage data and analytics tools: To personalize the customer journey, you need to leverage data and analytics tools to understand their behavior and preferences. By using data-driven insights, you can create relevant and personalized experiences that improve customer engagement and conversion rates.

  4. API Integrations: Integrating the right APIs with your composable DXP can improve personalization efforts. By connecting your DXP with your customer relationship management (CRM) or email marketing software, you can create personalized experiences that align with a customer's preferences.

  5. Testing and QA: Lastly, the testing and QA phase is critical in creating an excellent user experience. Ensure that any changes made during the personalization process do not have any adverse effects on the user experience.

Learn more

Learn more about digital experience platforms in our guide, “The ultimate guide to digital experience platforms.”

Schedule a free demo to learn how you can create personalized experiences that will delight your customers with Contentstack’s composable DXP.

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May 25, 2023 | 7 min. read

How composable technology improves experiences in financial services

The financial services industry is one of the most advanced sectors when it comes to using digital technology. However, companies in this space are constantly competing for customers at every level, from large investment firms to small, independent banks.To stay ahead of the competition and satisfy customer needs, financial institutions must take advantage of the most advanced solutions available to optimize customer experiences. Composable digital experience platforms provide an easy-to-implement suite of tools and features that allow businesses to execute complex tasks quickly and cost efficiently. In this blog, we’ll explain what a composable DXP is, then look at how financial services companies rely on this technology. We’ll also cover the major benefits of composable DXPs and give you questions to ask when selecting a DXP.What is a composable digital experience platform (DXP)?In a legacy platform, a suite of features and capabilities are built into the software by the vendor. You pay for everything in the suite, even features you don’t want. To add functionality, you must choose vendor-approved, third-party plug-ins. There’s no freedom to choose the ideal solutions for your business as you grow.Composable DXPs differ. They’re “composed” of best-in-breed solutions that work together via APIs to deliver omnichannel content and digital experiences. With composable, you’re no longer locked into features and capabilities chosen by the vendor. Instead, you can compose a unique DXP with the right mix of tools for your business.Many types of software can be integrated into a composable DXP such as:E-commerce toolsAsset managementCustomer managementOmnichannel managementMarketing automation and analyticsContent workflowsCustomer engagementAI toolsThe architecture of legacy and composable DXPs also differs. With a legacy platform, developers create HTML code to control how a website’s front-end display looks. This is great for managing content like photos, text, art, and videos on one website. However, it’s inefficient when using content across multiple websites and channels like social media sites and native apps.With legacy systems, users must manage content separately for each channel. This is difficult, time-consuming and also increases the risk of human error. Legacy systems simply can’t provide the level of agility financial organizations require to deliver the meaningful content experiences required to be competitive.Composable DXPS are built on composable architecture with headless content management systems at the core. With headless, the front-end display and back end are disconnected. Because of this separation, content for multiple channels is managed from one central hub. Then it’s pushed to websites, mobile apps and social media on demand. When integrated with tools like real-time customer data and analytics, organizations become more agile. This leads to greater customer satisfaction along the customer journey.How financial services companies use composable technologyTo understand how financial companies rely on composable technology, let’s consider their customers. According to the Forbes Advisor: 2022 Digital Banking Survey, nearly 80% of adults in the U.S. prefer using a mobile app or website for banking rather than banking in person at a physical location.That’s not surprising when digital is more accessible and convenient. With digital, customers can bank 24/7 from anywhere in the world on any device. They no longer have to leave home to make a deposit, get a loan or even close on a new house.New digital-only banks have also disrupted the market. These non-traditional banks offer fast, convenient mobile banking solutions and payment services. And they have left some traditional banks struggling to keep up.Advances in digital technology aren’t limited to banking either. E-commerce is booming. According to the U.S. Census Bureau, e-commerce sales in 2022 were estimated to total $1.03 billion. Payment providers, acquiring banks and card schemes like Mastercard work behind the scenes to enable these transactions.Customer expectations of financial services organizations have evolved along with technology. Customers now expect options that make it easy to manage their banking, conduct financial business and make purchases quickly and conveniently. This has increased competition between financial services companies trying to seize their share of the market.Competition is actually responsible for furthering banking along the digital journey toward digitized processes and digital revenue. In fact, according to Gartner’s CIO Survey 2021, it’s further along than any other industry.That's why robust DXPs are must-have technology for financial services companies trying to seize their share of the pie. By robust, we mean composable DXPs that support personalization, marketing automation, data and analytics, and other tools your tech stack may require to keep pace with customers expectations.Benefits of a composable DXP for financial services  Increased flexibility Banks, payment providers and other financial services companies gain the freedom to keep existing systems and solutions they require to do business, while integrating new solutions they want to leverage for customer engagement and other purposes. Put simply, they can choose the best mix of tools for their unique success story.From one composable platform, this mix of best-in-breed solutions will connect and communicate seamlessly. Many complex processes that were once slow, time-consuming and left room for error become automated and streamlined.Agility Composable empowers financial organizations to move faster. They could mean pushing important information to multiple channels quickly or adding a new product ahead of a competitor. This agility enables financial organizations to scale faster while still keeping up with customer expectations and regulatory requirements.Composable DXPs can even help financial organizations to grow as it enables them to deliver much better content experiences. This not only helps to attract brand new customers, but builds customer satisfaction and customer loyalty among existing customers. Enhanced security Composable enables faster implementation of security updates. This minimizes both disruption and vulnerability to cyber attacks. Financial organizations are very susceptible to cyberthreats from criminals trying to access financial assets or personal information to target customers. And the slow process of updating security protocols with traditional, legacy DXPs can result in lengthy downtimes. During these times, secure systems are more vulnerable to cyber threats.Not only do government regulations require that financial organizations take security measures to protect their customers from cyberthreats, customers have similar expectations. They want security when they bank or conduct any business through a financial services provider. This is true whether they’re banking on their phone or making a purchase on an e-commerce site.What to consider when implementing a composable DXPBefore choosing a DXP, it’s crucial to first consider who will be using the platform and how they will use it. Be sure to loop in stakeholders from marketing, IT and business. Developing specific use cases will provide a clearer picture of what you require from a platform.Next, it’s time to begin searching for a DXP to fulfill your requirements. Be sure to ask these four questions: Does it have a headless CMS? A headless CMS is important because it enables composable DXPs to manage content from one location, then push it out to multiple channels like your website, social media and native apps.Is it easy to use? Composable DXPs should enable content creators and other nontechnical users to create and edit content without any coding skills or assistance from IT. Select a platform that’s easy to use and intuitive.How configurable is it? Regardless of how easy a platform is to use, it isn’t going to be the right fit unless it can be customized to align with user requirements and business objectives. Choose a DXP that offers the customization options your business needs, as well as the capability to integrate the best-in-breed solutions you may want to leverage both now and later as your organization scales.How good is the customer support? Transitioning from a monolithic platform to a composable DXP is a unique experience for every organization. Making the switch is often done in phases with different capabilities and features being rolled out over time with minimal disruption. You’ll need technical support throughout the transition. Make sure your provider is willing to listen and comprehend your use cases and business objectives and will be there when needed.How financial services companies use composable DXPsHere are three examples showing how banks and financial services companies are using composable DXPs:Composable banking: Many banks have already adapted to composable banking, which makes it easy to quickly adapt to changes in the market. With composable banking, products and services are broken down into separate components that are managed independently. Composable DXPs support composable banking by making it easy to launch new products and services at the right time without disrupting other services.Managing content across channels: Banks with multiple locations, divisions and different suites of products and services for personal and commercial banking customers are using composable DXPs to manage all their content from one central hub. When an interest rate changes, for instance, a composable DXP enables content teams to quickly push the new rate out to multiple channels in a matter of minutes. Whereas in the past, someone had to go into each piece of content and manually update the rate. This was not only tedious and time-consuming, but increased the risk of human error.Personalization: Some larger banks are focusing heavily on enhancing personalization through better technology to deliver a better customer experience. Composable DXPs enable banks to seamlessly integrate and connect sophisticated automated and AI-powered tools that communicate and share data. For instance, localization tools can determine a customer’s location and deliver personalized content in their language, while feedback from analytics tools ensures the message is relevant to them.Learn moreLearn more about the advantages you can expect from our composable DXP in our blog, “Contentstack demonstrated 295% ROI in Forrester study.” To see how Contentstack’s composable DXP can help your digital transformation, schedule a free demo. 

May 19, 2023 | 4 min. read

5 key takeaways from ContentCon 2023

If you were lucky enough to attend ContentCon 2023, the Contentstack’s highly anticipated annual customer conference held May 8-10, you know how incredibly useful this event can be for those on the journey to composable. With inspiring keynotes and exclusive workshops, attendees take away new insights on composable leadership and technology. In case you missed it, here are some highlights and key takeaways from ContentCon 2023:The monolith is dead: Welcome to the age of composableThe monolith is dead, Contentstack CEO Neha Sampat declared in her opening keynote.“When you're living life according to the rules of the monolith, you're stuck in a cycle of what's not possible,” Sampat said. “You're constrained by the limitations of tech. But when you do break free suddenly this whole world of possibilities can open up to you.”To break free from the monolith, Sampat said, “We have to find our people. We have to find our champions, and we have to find our inner heroes. 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The way that we do business will never look the same. And with those changes will come extreme challenges, and unless you and your teams are equipped and prepared to face them, you will be left behind.”L’Antigua and Chapman presented Aprimo’s “360-degree” approach to content strategy to get the most out of generative AI. The steps include:Create a cross-functional steering committee to develop a centralized company POV on opportunities to use generative AI.Consider AI use policies and brand safety risks and develop an approach to mitigate them.Identify budgeting and process changes that will be needed to take advantage of AI.Develop a prompt-management strategy as a reference point for content creators.Create training strategies for creating effective AI prompts and scaling performance and consistency.More from ContentCon 2023Visit the ContentCon 2023 Video Hub to watch videos of these presentations and more.

May 11, 2023 | 5 min. read

5 ways AI tools can help you create content

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Generative AI has developed a remarkable ability to recognize shapes and patterns in images, such as the silhouettes of cats, children and shirts.How is generative AI used in content creation?The versatility of generative AI tools for content creation is vast and diverse, with many industries and formats benefiting from its implementation. Some of the most common applications include:Natural language processing (NLP) for text generationImage synthesis for generating imagesAudio synthesis for generating music and speechVideo synthesis for generating videosMachine learning-based systems for personalized contentNatural language processing for text generationOne of the most popular applications of generative AI in content creation is natural language processing (NLP). NLP is the process of computers and human languages interacting with each other. This enables machines to read, understand and create human text. 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This may involve automating repetitive tasks, producing personalized suggestions, or generating unique and captivating content.To make the most of generative AI tools, it's important to do your research and invest in those that match your business goals and content requirements. Depending on your focus, tools like GPT-4 and other NLP models could be worth considering for text generation.Collaborating with experts in the field of generative AI can be challenging due to its constant evolution. With so many new AI tools available from various vendors, finding an expert in marketing content management to help guide you is crucial. It's important to balance automation and human creativity when it comes to content creation. While generative AI can be incredibly helpful, it's crucial to remember the value of the human touch. 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By adopting a methodical approach and adhering to the steps described above, you can leverage the potential of generative AI to enhance your content plan and stay ahead in a highly competitive, AI-centric environment.Learn moreLearn more about using generative AI in our blog post, "How to transform your content creation with generative AI."Contentstack recently announced AI Assistant, a ChatGPT integration for our composable digital experience platform. Schedule a free demo to see how Contentstack's DXP and AI Assistant can help you scale your marketing content creation.

Apr 27, 2023 | 5 min. read

Composable or poseur? What to look for in a DXP

As customer needs and expectations continue to evolve, organizations need to be able to respond quickly in order to remain competitive. A composable digital experience platform (DXP) offers speed and flexibility while delivering the personalized experiences today’s consumers expect. This has prompted a growing number of organizations to make the switch to a composable DXP. Unfortunately, it has led to a growing number of composable DXP offerings that are not quite the real thing. In this article, we’ll show you how to spot these and how to avoid what we call composable poseurs.What is a composable digital experience platform (DXP)?In a traditional, monolithic (or “legacy”) architecture,  an all-in-one suite of software from a single vendor. Functions are built into the software by the vendor, and users can seamlessly incorporate whatever functions they need to deliver their customer experience — in theory, anyway. 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These solutions work together via APIs to deliver content and digital experiences to customers in a more agile and flexible way than a single, integrated and monolithic platform.Why this matters for your businessA composable digital experience platform offers many advantages for users, such as the ability to push content to multiple channels quickly, make changes with little to no coding skills, or update specific modules or blocks incrementally over time as business needs evolve. In addition to making life easier for your organization’s teams, a composable DXP approach can make it easier to future-proof your marketing tech stack, deliver a robust and personalized customer journey, and even save your organization money.What makes a DXP composable?So you’ve decided to move to a composable DXP. What features should you be looking for in your new, future-proof architecture? And what does a true composable digital experience platform look like in practice?Headless CMSIn the early days of the internet, CMSes were designed to store and present content on web pages. A traditional CMS stores all its content in one big repository — but because that content is only intended to be displayed in a specific way for one specific medium (websites), it can’t be repurposed or reused for different channels. With a true composable DXP, content is still stored in a CMS; however, the CMS is headless, so content can be deployed via APIs across any digital touchpoint. The content in the CMS can also be structured so that if you need to edit site copy or an image, you don’t need to update it on each channel. Just edit it in one place and it will automatically update anywhere that content is located. A true headless CMS also does not include a presentation layer, so you have full control over how your content will be displayed to customers.Open architectureMany DXPs that claim to be composable also tout all the pre-built functions that come with their composable DXP. They seem to think that’s a strong selling point — but in reality, it’s a clear sign that their DXP offerings aren’t truly composable at all. The benefit of a composable DXP is the flexibility to assemble a technology stack that works best for the digital experience you want to create for your audience. If most of that tech stack is being supplied by a single vendor, then the architecture isn’t truly open. What you get will likely have more in common with monolithic DXPs than a true composable DXP solution.ScalabilityA growing user base for your site or application is a good thing, but if you want to maintain that growth, you have to scale. A true composable DXP allows you to quickly and efficiently scale individual functions according to demand, often in a low- or no-code environment. How to tell if a DXP is composable (or just ‘composable’)The difference between a composable DXP and a “composable” DXP can be difficult to spot. If you’re not sure which is which, ask yourself the following questions:Will your teams feel empowered?With a true composable DXP, content and marketing teams can make changes to the front end or publish new content without the need for IT involvement. And by spending less time on tedious tasks, your IT team can spend more time on bigger-picture projects. In addition, composable DXPs enable developers to make changes quickly and efficiently when necessary. If the solution doesn’t seem like it will make a big difference in the way your teams work, it might not be truly composable after all. Are all the functions independent and separated?In a monolithic DXP, all the functions are contained within a single CMS, which means they are not independent or separated from one another. Some vendors use a “decoupled” approach, in which the front end and back end are separated. Content can be delivered via an API or via an integrated front end, but you are still limited in how the whole system can be structured. In a truly composable DXP, all your content and applications operate from a single CMS, much like in a monolithic solution; the difference is that the headless CMS holds the content, and APIs connect each operation and function, so everything is kept independent and separate for maximum flexibility and speed.Do you have a true variety of options?A composable DXP should have the ability to incorporate the following:Personalization optionsCustomer relationship management (CRM) softwareCustomer data platform (CDP) solutionsDigital asset management (DAM)Customer experience management (CEM) software (chatbots, automation, etc.)In a “composable” DXP, these features will either be automatically included out of the box, or the vendor will only allow you to pick from a handful of third-party vendors if you want to add these features into your tech stack. Composable poseurs may use terms like “headless” to try and capitalize on the shift to composable architecture, but their offerings aren’t intended to be used as part of an open architecture. A truly composable DXP will offer greater flexibility, increased ease of use, and a much wider range of options, so you can choose whatever software works best for your marketing stack.Learn moreLearn more about composable DXPs and the benefits they offer in our article, “Why composable architecture is the future of digital experience.” To see the difference between “composable” solutions and a truly composable DXP, schedule a free demo with us today.