How composable DXPs enhance multichannel marketing strategies

Highlights

You’ll learn about enhancing multichannel marketing with composable DXPs

• Personalization: Tailor content for each channel while maintaining a unified brand voice
• Cross-channel integration: Unify customer data and connect touchpoints across apps, the web and more
• Efficiency: Reuse content and automate marketing tasks to save time and costs

There is a good case for multichannel marketing, considering it improves customer retention by up to 91% and increases in-store sales by up to 80%. A Harvard Business Review also states that 73% of consumers prefer shopping on multiple channels. 

However, executing a multichannel marketing strategy can be difficult. It requires resources for each channel, which can make it costly and time-consuming. Is there a way to make it more cost-effective and efficient? Yes, with the help of a composable DXP.

A composable DXP integrates tools and packaged business capabilities that allow you to manage multiple channels. It unifies customer data, integrates all touchpoints and delivers content via APIs. But how does a multichannel approach work?

Overview of multichannel marketing

Multichannel marketing is the practice of using more than one channel to interact with customers and sell products or services. It recognizes the many pathways customers take before they buy a product. So, it typically involves direct and indirect, offline and online channels with the goal of reaching customers and delivering a seamless customer journey.

A typical multichannel marketing strategy should have the following elements to it:

• Customer-centric
• Consistent across channels
• Integrate diverse channels (traditional and digital)
• Engaging content tailored to each platform
• Offer a unified customer view

Importance of multichannel marketing

The customer journey is not a linear process. You can expect potential customers to interact with your brand via several touchpoints, such as mobile apps, physical stores, the web, social media, etc. Brands must integrate these channels to deliver a cohesive brand experience. A multichannel marketing strategy allows you to;

• Enhance your brand reach
• Connect with audiences on their preferred channels
• Simplify the customer journey
• Deliver successful retargeting campaigns
• Leverage each channel’s advantages to turn leads into conversions

While you have the strategy, content and touchpoints, a composable DXP adds the element of harmony, control and automation. 

Understanding composable DXPs

A composable DXP is a flexible platform that integrates the best products for specific services, enabling a business to create tailored digital experiences. It is modular, supports microservices, is API-driven, cloud-native and headless.

A composable DXP gives you access to different functions built to address specific business capabilities. It can be thought of as a customizable ecosystem rather than a single platform. Its microservice architecture enables developers and marketers to make changes simultaneously.

Benefits of composable DXPs for multichannel marketing

A composable DXP supports multichannel marketing in many ways, such as:

• Flexibility and scalability: It allows you to serve content across multiple channels as customer needs change. Also, you can add new features and scale your digital marketing strategy to new customer segments, regions, etc.
• Cross-channel analytics and insights: It provides unified analytics across all channels. This feature allows you to track customer journeys and provides the right insights to optimize each one.
• Future-proofing: A composable DXP allows you to adapt to target audiences, new trends and changing customer needs. It enables you to replace or upgrade your tech stack, helping you avoid technical debt.
• Cost-effectiveness: A composable DXP supports content reuse and AI integration for smarter digital experiences. You only create content once and optimize it for use on different channels, saving you time and costs on IT resources.

How does a composable strategy enhance multichannel marketing strategies?

A composable digital experience platform (DXP) offers a range of features such as automation, content reuse, unified analytics, etc. Here are specific ways it supports multichannel marketing:

• Channel-specific personalization: Composable DXPs allow marketers to tailor content and experiences for each channel while maintaining a unified customer view and central brand theme. So, while the context of your marketing remains the same, it is unique to the channel customers are interacting with.
• Seamless cross-channel integration: As customers interact with your business, a composable DXP integrates multiple marketing channels, tracks the customer journey and delivers on-brand experiences, whether on apps, the web, social media, or even in-store. This enables customers to move across various channels without losing the essence of your central message.
• Optimized content distribution: The platform uses APIs to deliver content across multiple channels, ensuring timely delivery and a streamlined process.
• Rapid channel adaptation: When customer needs change or new channels emerge, you can integrate these new solutions to keep up with the changes or latest trends. For example, imagine you need to serve customers in a new region. A composable DXP makes it easy to localize your content for that specific customer touchpoint.

Case studies

Taxfix

Taxfix struggled with a slow and manual system. Their content management was not streamlined, making it challenging to serve content on multiple channels.

Contentstack’s composable DXP offered the required changes. The headless CMS provided prebuilt content models for multichannel publishing, allowing them to streamline content management. The changes enabled them to publish faster and reduce content update time from two weeks to five minutes. They also orchestrated over 300 content variables in record time.

The Product Manager, Jana Teuber, had this to say. “We can use the same logic; we have all the components, the structure and the headers, and it’s all way more scalable. I remember the designers were a little skeptical at the beginning, but now they are huge fans!” 

Keep reading to see how Taxfix streamlined content management with Contentstack.

Miami Heat

Miami Heats could not implement a consistent multichannel marketing strategy when using Tridon CMS. The system was suitable for web content but struggled with smart and mobile devices. It could not also personalize content in real-time.

Opting for Contentstack allowed them to turn the tide. The headless CMS headless CMS offered structured content models, extensible APIs and CDNs that enabled them to publish faster. It also allowed them to personalize content for web, app, social and smart devices. The changes helped them reduce costs by 50% and increase in-app traffic and active users by 200%.

Hear from Matthew Jafarian, the Executive Vice President. “The best part was that the new platform is customizable to meet all our content team’s needs, without requiring highly complex development.” 

Learn more about how the Miami Heats delivers real-time multichannel content via Contentstack.

Tips to enhance multichannel marketing strategies

A composable DXP offers the tools and architecture that enable you to simplify a multichannel marketing strategy. Here are essential tips for leveraging it.

• Adopt a composable strategy: You integrate best-of-breed tools that are flexible and scalable. This strategy enables you to adapt to new channels and market changes. Also, you only incorporate specific features that support your plan.
• Focus on customer experience: Use real-time insights to personalize interactions across channels. A composable DXP allows you to collect and analyze customer data, enabling you to deliver experiences with the proper context.
• Maintain consistent messaging: Choose the right tone and be consistent on every channel. Ensure that your messages are helpful. The create one, publish everywhere approach of a composable DXP ensures that you do not create new content for every new project. Instead, you create content with a universal message and repurpose it for specific audiences on different channels.

FAQ section

What is a composable DXP?

A composable DXP is a SaaS platform that allows you to integrate best-of-breed solutions, enabling you to deliver flexible and tailored digital experiences.

What is a multichannel marketing strategy?

A multichannel marketing strategy involves using more than one digital channel to connect with customers, interact with them and sell products or services. 

How does a composable DXP improve multichannel marketing efforts?

It offers content reuse, automation and seamless integration to ease the process. It also allows you to work with real-time data insights, which can be used to tailor customer experiences, content and marketing efforts.

How does a composable DXP enhance brand reach?

It enables you to deliver consistent, tailored content and interactions across all customer touchpoints. That way, you are exposed to a wider audience no matter what channel they use.

Learn more

A multichannel marketing strategy exposes you to a broader audience, increases your brand reach and enables you to boost conversions. However, it can be costly to execute as you need to combine resources for different channels.

A composable DXP addresses that, giving you a single platform to integrate all channels, track customer touchpoints and deliver content via APIs. It also allows you to reuse content, saving time and IT resources.

Contentstack’s composable DXP allows you to preview content, personalize customer journeys and automate marketing tasks. It is also easy to use, offers reliable support and is cloud-native, allowing you to scale when required. Talk to us today to get started.