Content experience platforms (CXP), a market category for content management, focuses on the unique journey for a buyer through web, mobile, and other forms of customer experience. CXP replaces older approaches such as web content management (WCM). Not to be confused with Digital Experience when tends to be more Portal and ecommerce focused, CXP is focus on device neutral content experiences.
The aim of CXP is to drive customer loyalty and retention with a solution that supports speed and flexibility and is personalized to buyer demands and behaviors. Content experience platforms leverages artificial intelligence, rich content-like video, and integrations across channels. The next generation of content management technology will deliver immersive, omni-channel content experiences, moving us beyond the static web pages of the past.