I have an obsession with the digital experience space, both at a global level as well as what’s happening in my own backyard. One thing that has become absolutely clear in the past couple of years is that regardless of organisation size or industry, marketing and the digital function within have become key value drivers for business. Marketers are the ones who understand what customers expect and are doing their best to deliver against those expectations.
In the coming years, I expect major Australian industries such as education and healthcare to continue redefining digital experiences, and in turn inspire other sectors to follow suit.
The digital landscape being a level playing field creates exciting opportunities for businesses to raise the bar of their own digital experiences. However, it also presents challenges for marketers who have to meet seemingly ever-increasing demands and expectations from customers and the rest of the business.
What should Australian marketers pay close attention to in 2023?
Navigating the confusing world of digital marketing technologies
In the past, marketers have often been presented with confusing messaging from vendors about the capabilities of various platforms, including WCM, CMS, DXP, DAM, and CDP. It can be difficult to understand the true value and potential of these technologies, and as a result, it’s easy for marketers to get caught up in the hype. However, it’s important for marketers to demand transparency from vendors and to carefully consider where each technology has its place.
Rather than being swayed by flashy marketing material, marketers should insist on sophistication and true value from the technologies they adopt. By understanding the unique strengths and limitations of each platform, marketers can make informed decisions on which technology investments will drive the best results for their business.
The rise of composable DXPs: An alternative to inflexible and unscalable traditional platforms
Monolithic digital experience platforms (DXPs) have largely failed to deliver on their promises. These traditional platforms, which were once popular for shaping our expectations for digital experiences, are inflexible and difficult to scale.
That’s why we’re seeing a shift towards composable DXPs, solutions made up of multiple tools and platforms that deliver specific capabilities. The flexibility in choosing the right tool for the job, allows marketers to better meet the evolving needs of today’s businesses and consumers without over-investing.
Elevating customer experiences through personalised and secure digital interactions
In today’s economic environment, businesses that prioritise high quality, personalised experiences and customer trust will stand out, especially as consumers become more price sensitive. Personalised digital experiences that cater to the needs of individual customers can help businesses achieve this.
Privacy and security are also top priorities for consumers. Businesses that can balance personalised experiences with respect for customer privacy and security will be well-positioned to succeed in this competitive market.
The Importance of Headless Content Capability in Meeting Evolving Customer Needs
In the past, content management systems were designed to deliver content through a specific presentation layer, like a website. However, as consumers interact with businesses across a growing number of devices and touchpoints, this can be limiting. That’s why we’re seeing a shift towards headless content management systems, which allow businesses to deliver content through any channel or device.
It’s important to note, however, that marketers should not sacrifice their own agility in the pursuit of a pure headless approach. Hybrid content management solutions that offer both headless and traditional modes may make more sense for many organisations.
Marketers will need to work hand in hand with developers to design new digital experiences
More than ever, marketers and developers – the ones in the background developing and bringing to life what marketers want digital experiences to be – have to work hand in hand.
Developers are being called upon to create easy to navigate digital experiences. The design portion of these can’t be an afterthought. Developers will be looking for tools and guidance to improve and enhance these experiences.
Prioritising accessibility for all users, secrecy and privacy, as well as training for tools and languages such as .NET 7 and Javascript which have seen great changes in 2022 will be imperative.
Marketers that understand the importance of digital experiences and are able to meet growing demands from customers and from the business, as well as build accountability and transparency in these highly scrutinised times are the ones who will most likely succeed.