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Digital Experience: find out why to personalize it

Iñaki BarturenNovember 05, 2021

Do you know what "Digital Experience" means? Among brands, it has become the differentiating factor. Even the public sector today adjusts its digital experiences to people's preferences, as this allows for greater loyalty and more lasting relationships.

To build immersive digital experiences, brands require flexible technologies with the ability to adjust to the specific needs of each organization in order to manage each content that is part of the journey. In this sense, a content platform that adapts to different systems is the key to the success of any DX.

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The Role of a Content Platform in the Digital Experience (DX)

People expect a shopping experience and digital services to be fast, personalized, anywhere, anytime. In this sense, a content platform must allow each piece of information to be distributed efficiently across all the channels to increase consistency in people's shopping experience as they encounter the same quality of content and types of interaction across all channels different digital touchpoints.

Thus, a modern CMS accelerates the creation of a superior Digital Experience (DX). It allows better content management flexibly and simply, allowing editors and designers to collaborate autonomously without depending on the development team. If that wasn't enough, it integrates seamlessly with other services through APIs.

An excellent example of a content platform is Contentful, a headless CMS that helps you manage all the content, reuse it if necessary and implement new entries (for example, your new products) without conditioning the backend or affecting the systems that make up the platform.

Everything follows the philosophy of managing efficiently each entry that hosts content in the various digital channels, unifying all types of content in a single space.

Evidence-based personalization

In the quest for a successful digital transformation, companies have opted to personalize their platforms to enhance the experience they offer to stand out from the competition. But getting digital personalization and optimization right requires an in-depth understanding of the people interacting with the platform.

Data and analytics are the foundation of digitalization and digital transformation efforts; while people have specific demands, meeting them varies based on countless factors. In that sense, it's important to remember that customers aren't necessarily what you think of them, and their preferences can change as quickly as 2020 proved.

In this way, recognizing which content captures more attention and which points of your platform become gaps to live a complete experience are factors that will allow you to adjust your commercial and content strategy in advance.

  • According to a PwC report, 63% of U.S. citizens are willing to share more personal information with a company that offers a good digital experience. In other words, the role of previously collected data to personalize the experience could lead to greater background knowledge in the future.
  • This is the basis for agility: with the data collected from the different touchpoints on the platform, you can build new integrations and intelligent automation.
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Technologies for an immersive experience

Everything we've said sounds easier than it is; to achieve it, you need to have the ability to be making agile adjustments to both content and functionality constantly. Much of this is already covered when you incorporate a decoupled or headless architecture like JAMstack or Composable.

This type of technology allows companies to develop an immersive experience, adding every necessary function on the client-side to enjoy an intuitive and predictive platform, for example, a search engine that learns from the user.

Continuing with the example above, if you add Algolia for the search function to Contentful's CDN-based content management, you get a platform with a predictive (on-the-fly) search, which returns results immediately after the first character is entered.

Thus, this type of technology sophisticates the digital experience, increasing people's loyalty, allowing you to build lasting relationships that are adjusted to changing preferences, without meaning ruptures in the ways of interacting. In addition, they give brands the possibility to grow in their digital operations, deploying both content and functionalities at a global level while maintaining security standards.

As we can see, an immersive digital experience provides value to both people and the brand itself. That's why at Reign, we create platforms that foster lasting relationships, both with our partners and with the people who prefer them. With headless technology, we put people at the center of the strategy, and from it, we build modern platforms that adapt to the growth of the brands.

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