Customers today expect digital experiences that are consistent and highly relevant across all touchpoints.

In the past, marketers have used content management systems (CMS) and other web management systems to take control of and execute online campaigns. However, limitations in this technology, coupled with the rising expectations of consumers, has resulted in the need for more complex and innovative software solutions.

This now comes in the form of the DXP, or digital experience platform.

So, what is exactly is a DXP and why might you need one? Here’s a rundown of this new technology and how it can help marketers.