DXP vs. CMS: Key differences and which is right for you?

Highlights

You’ll learn about the key differences between DXP and CMS and which is right for you.

Definition:

• DXP: Integrates multiple technologies to deliver a seamless customer experience
• CMS: Manages, creates, and modifies digital content

Key features:

• DXP: Personalization, analytics, omnichannel and multi-channel support
• CMS: Content creation, storage, and publishing

Use cases:

• DXP: Complex, personalized customer journeys
• CMS: Basic content management needs

Track customer journeys and deliver cohesive customer experiences with Contentstack’s composable DXP. Talk to us today.

Keep reading to learn more!

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Businesses must always communicate with their customers, which is why content management systems are common. However, organizations are further optimizing entire customer journeys for better delivery of customer experience.

So, rather than focusing on only delivering content, there is a pivot toward full-scale digital experiences across entire customer journeys. Although the features of a DXP and CMS may overlap, there is a clear difference. Understanding these differences ensures you choose the best option for your business case.

What is a CMS?

A CMS allows businesses to control web content. It simplifies content management so users do not need specialized technical skills to manage and publish content. A CMS typically includes features such as:

• Content creation and editing tools
• Content publishing workflows
• Template and theme
• User and permissions management
• Search and retrieve functions
• Analytics and reporting tools

Types of content management systems (CMS)

CMSes are not born equal. They have evolved over time from traditional, monolithic CMSes to more API-centric ones like the headless CMS. Here are the various types of content management systems available today.

• Traditional CMS: A traditional CMS is a monolithic content delivery system that powers a website by connecting a backend and a front end.

• Decoupled CMS: Although it usually comes with a default presentation layer, a decoupled CMS separates content storage from presentation and establishes connections via API calls.

• Headless CMS: A headless CMS comes out of the box with no presentation layer. The backend solution offers the most flexibility, as you can connect with any front-end layer using APIs.

• Hybrid CMS: The hybrid architecture is, in essence, a traditional CMS that runs on a content-as-a-service (CaaS) API. While the back end is decoupled, it includes a presentation layer like a traditional CMS. It relies on a headless API architecture for content delivery.

Primary uses and benefits of CMS

A CMS (content management system) has many uses and benefits, most of which are centered around how brands use content. 

Web content management (CMS) provides content storage that allows creators and editors to optimize for delivery. It also allows non-technical users to make frequent updates to a website's content.

Managing blog posts and static pages: A CMS offers a drag-and-drop interface that makes it easy for anybody to manage content on blogs and static pages.

Cost-effective solution: A CMS is cost-effective no-code solution. It is easy to maintain, and most startups and small-medium businesses can afford one.

What is a DXP?

A digital experience platform (DXP) combines digital solutions that enable brands to create and deliver digital experiences that meet customer expectations. DXPs have a wider scope than content management systems, including integrated solutions to manage customer journeys. A DXP typically comes with the following features:

• Content management
• Personalization engine
• Integration capabilities
• Multichannel delivery
• Customer relationship management (CRM)
• Advanced analytics and reporting
• Marketing automation

 Types of DXP (digital experience platform)

There are two main types of DXPs, composable and traditional, and here are some details about them.

• Traditional DXP: A traditional DXP is an all-in-one system that offers a single interface with a prepackaged set of tools from one vendor.
• Composable DXP: With composable DXPs, you are looking at a collection of best-of-breed solutions from multiple vendors. Composable DXPs are flexible, modular and scalable.

Primary uses and benefits of a DXP

A digital experience platform has multiple uses and benefits, but here are some of the most important ones.

Personalized digital experiences: DXPs rely on analytics features to synthesize data with which it delivers tailored solutions, offers, and user recommendations.

Omnichannel delivery: DXPs allow businesses to track customer interactions across digital channels and offer consistent content and messaging to enhance experiences (CX).

Advanced customer engagement: DXPs integrate several marketing automation tools that make it easy for brands to manage and optimize customer journeys.

Key differences between CMS and DXP

Forrester’s Mark Grannan described a CMS as "critical for developing, managing and optimizing web, mobile, and other content-based experiences." 

He further stated, “Whereas some critics considered web CMS solutions ‘bloated’ a few years ago, we think times have changed. API-first architecture and cloud deployments are reshaping the packaging of digital capabilities into more granular tools that can be assembled on demand.”

Clearly, a DXP offers more than a CMS. It combines the functions of a CMS with essential marketing, commerce, and customer experience (CX) tools. Here are the major differences between a DXP and a CMS.

Integration capabilities

A traditional CMS relies on plugins and themes. Though a headless CMS addresses its shortcomings, even a single-vendor DXP is built to handle extensive integrations.

Content management vs. customer experience

A CMS focuses on managing and organizing web content. It allows brands to create and optimize content for delivery to a web platform or to multiple platforms if using a headless CMS. 

A DXP manages entire customer journeys. Customer experience (CX) is a business-wide responsibility. Even if the acquisition happens digitally, your interaction with customers continues post-acquisition as you need to renew or upsell. So, every part of the business is involved in creating the experience. A DXP personalizes and optimizes interactions throughout the customer journey.

Systems view

Traditional CMSes offer a single view of the content, allowing all stakeholders to view and access the content, while a digital experience manages a suite of technologies that enables you to compose, optimize, and deliver digital experiences.

CMS or DXP: Which is right for you?

It comes down to what you want to achieve. Do you want to deliver content or digital experiences encompassing every aspect of a customer’s journey? Many brands want to manage interactions across all channels and deliver engaging customer experiences. A DXP allows them to do that. So, a DXP or CMS? It comes down to these factors:

Your business needs

A small or medium organization or startup that wants to deliver content experiences and engage its audience can use a CMS. However, a DXP would be more suitable for organizations with large teams and extensive integration needs whose goal is to deliver tailored, immersive, and localized customer experiences at pace and on a global scale.

Budget

A CMS solution would suit startups or medium-sized businesses with limited budgets. For larger enterprises with bigger budgets and deeper digital ecosystems, a digital experience platform would be more suitable.

Integration

By design, DXPs can integrate a broader range of third-party applications and services than content management systems. Businesses that require deep collaboration among teams and integration of multiple third-party systems would be better off with a DXP.

User experience

A CMS simplifies content management and publishing, while a DXP focuses on all aspects of digital experience based on how users interact with businesses. So, brands that want to deliver full-cycle customer experiences should consider a digital experience platform.

Advantages of choosing a DXP over a CMS

You can view a DXP as an extended version of a CMS. They have content capabilities and a design that better supports digital asset management and business-wide digital strategy, change, and adaptability.

Statista also reports that the DXP market will grow by 10% from 2019 to 2025. The steady growth since 2019 could be the clearest sign that more organizations are opting for it. Here are the main reasons to choose a DXP over a CMS.

• Comprehensive customer experience management: With DXPs, you can track customer interactions end-to-end in real time. This gives you the tools to deliver data-driven customer experiences that resonate.

• More efficiency in managing silos: DXPs connect different systems and centralize business processes, eliminating internal technology silos. It enhances cross-team collaboration and allows you to surface proper data at the right time and to the right user.

• Omnichannel experience: DXPs integrate multiple marketing and customer experience (CX) tools that allow businesses to deliver consistent and seamless customer experiences (CX) across multiple channels, including mobile apps, social media, websites, etc.

• Advanced personalization: A DXP also integrates analytics, AI and machine learning algorithms to synthesize vast customer data. That enables businesses to personalize content, offers, and recommendations to customers.

How to choose the ideal stack for your digital strategy

Choosing a digital experience platform or CMS requires careful planning. First, consider your business needs to know what suits you, then follow the steps outlined below.

1. Define business objectives: Define your business goals and how you want to communicate with your customers. Do you want to manage a website, or do you want more—perhaps to manage entire digital experiences across your organization?

2. Evaluate current technology stack: Look at what you have on the ground. What is it lacking that a DXP would fix? What is the current integration capability? Also, consider the security system and how you would configure a new interface to suit your users.

3. Consider technical expertise: While a CMS does not require advanced technical knowledge, a DXP would require considerable technical input, such as API configuration, architecture design, security, CI/CD pipelines, and more.

4. Compare vendors: Look at vendor solutions and consider which vendor offers the best combination of pricing and features for your business needs. Contentstack offers an API-first extensible architecture with enterprise-level security, automation, and built-in AI, allowing you to create an optimal ecosystem, connect with your customers, and drive measurable results.

Choosing the right technology stack sets the tone for improved efficiency in delivering your organization's goals. Hence, ensure you do not skip this process.

Case studies

Air France-KLM

Due to an inefficient legacy system, Air France-KLM struggled with content update, reuse, and personalization.

Hear from Lydie Rodrigues, Solution Manager. “Because of the complex architecture and our multichannel operations, content management had become a nightmare.” 

They turned to Contentstack to solve these problems. The composable DXP allowed them to personalize content and digitalize the customer journey. It also reduced service line calls by 20%, translation costs by 20% and development costs by a projected 50%.

Listen to Ralf Schipper, the Product Owner CMS."With Contentstack, we are changing the way we distribute content, and paving the way for personalization. We’re defining the solution to master content distribution and optimize content creation and management."

Read the full story on how Air France-KLM streamlines content operations and omnichannel strategy on Contentstack.

Schroders

Schroders’s monolithic suite CMS was inefficient and slow. With a presence in 32 countries, they also needed to adapt content to their global markets.

Choosing Contentstack’s headless CMS allowed them to localize content and add new features.

Hear from Liz Cummins, Head of Digital Marketing Experience. "In addition to data and client insights, Contentstack supports us in engaging, supporting and informing our many audiences. It’s been helpful to have regular check-ins with Contentstack reps, sharing our pain points and our wish list. We’ve been able to maximize the benefit of a headless CMS platform to amplify content across various communication channels."

Read how Schroeders efficiently localized its content.

FAQ section

What is the difference between CMS and DXP?

A CMS helps businesses manage, publish and update content on a website, while a DXP delivers complete customer experiences that align with an organization’s digital strategy.

What does DXP stand for?

A DXP is the short form for a digital experience platform (DXP).

What is the difference between DXP and CDP?

A CDP centralizes customer data for other systems to access, while a DXP delivers personalized digital experiences.

Learn more

The choice between a DXP or CMS comes down to value. A DXP takes the functions of a CMS a step further. It integrates a ride of tools that enable brands to deliver smart communications, personalized content, and excellent customer experiences. On the other hand, a CMS offers an easy way to manage content.

It comes down to what you want to offer. A CMS simplifies your content needs, while a DXP allows you to optimize entire customer journeys. Whichever you choose to opt for, Contentstack offers best-in-class solutions. Talk to us today.