EnterWorldDXEven if the statement "Content is King” is getting older, its core message still applies. Editorial content and a comprehensive customer journey are key aspects of a modern digital experience (DX), that picks up the customer regardless of location, device and preferences, and creates the best possible experience with all available data.

Many companies underestimate the opportunities and complexities that a contemporary DX requires: The networking of online and offline media, the 360-degree view of customers, shopping suggestions and seamless touchpoints are things that need to be considered and critically questioned.

The basic building blocks are an editorial system and a web shop, as well as a customer data platform, which aggregates the data on a specific person regardless of the medium and access and, in combination, enables the optimal display of relevant user content.

The consideration of which system components are already in use, how many touchpoints are addressed, and how well these points are linked in terms of content, allows conclusions to be drawn about one’s own level of maturity. Optimization potential can be precisely determined and prioritized to achieve the best possible experience. What remains hidden behind all these elements is good storytelling that picks up the customer emotionally, captures it and takes it on a journey that also deserves the buzzword "experience".

Manage, orchestrate, and play out editorial content

Modern headless CMS or DXP offer the opportunity to not only cope with the usual everyday editorial work, but also to establish themselves as central integration interfaces for content. To be able to play out all aspects of a modern world of experience, the editorial team not only needs product data to enrich the editorial content, but ideally also insights into current analytics data. This is the only way to start improved A/B tests and change the content so that it meets the needs of the user groups. If potentials are neglected, this can lead to a decline in visitors or result in bad investments.

Reveal relevant content with a 360° view

Customer data platforms are also primarily about data collection, relevance, and sustainability. The main goal is to find out more about the personas and to better understand the usage behavior within groups down to the individual person to be able to provide suitable content, products, and recommendations.

It is becoming increasingly critical that the platforms offer modern interfaces so that they can be seamlessly integrated into the hardware landscape. Since personal data come together through site visits, search use, orders and online marketing, among other things, it must be standardized and fed back into the other systems. This is also where SEO and analytics come in as a foundation.

Systemic support for the enormous variety of editorial content

A modern world of experience includes various channels and end devices on which the brand and the associated offer must be represented. To be able to orchestrate the necessary variety of assets, we recommend using a Media Asset Management (MAM) or Digital Asset Management (DAM) system, which can be seamlessly integrated and makes the work of globally distributed editorial teams easier. The demands of the user groups are constantly increasing and the expectations of high-quality content with good performance can quickly become complex and expensive. System-integrated support helps to reuse material and merge communication channels so that the playout across all channels is guaranteed with consistent quality and uniform representation of the brand.

Search function is the heart of modern navigation

The entry points into digital worlds of experience are becoming more important. So far, the focus has been more on hierarchical flyout navigation, but the trend is now moving away from that. Intelligent search functions with deep integration, which pick up customers in the search engine and let them step in from there, have come to the fore. A search includes not only general information, but above all the products themselves and is flanked by product recommendations. For mobile end devices, a homogeneous search still poses challenges, because it has to do justice to modern user behavior and must not make any compromises on smartphones and tablets. The full integration of all available user information makes the search a powerful tool in user guidance.

E-commerce wins the race

Hardly any brand and product world can do without an online shop today, but the requirements can be very different worldwide, delivery methods and payment processing options are extensive and the products regionally accentuated. Not only is reliability important for the shop, but also good user guidance and performance.

If a prospect cancels the shopping cart, the purchase experience was often the decisive reason and interested parties are usually lost afterwards. If the shopping process interlocks seamlessly with the surrounding portal world, it leads customers to their destination and to the brands behind it.

Experience shows that the potential and complexity of a digital experience is often misjudged. It is therefore advisable to take the opportunity to reflect and derive new aspects and possibilities for a better customer experience. Those who do not take a critical look and shy away from the necessary investments will be surprised by the increasing expectations of existing customers and will miss the boat.


Overall, it helps raise awareness that many facets need to be balanced in order to do justice to the brands, products and ultimately the associated target groups. This is often only possible with a holistic view and external support.

By MediaBUZZ