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Umbraco’s Composable DXP: Prepare your Digital Business to surf the next major wave!

Authored by By Abishek Balakumar, Sr Content Writer; Sambath, Technical Architect. on 22 Sep 2022

Gartner predicts that by 2023 organisations that have adopted an intelligent composable DXP approach will implement new features 80% faster than their competitors who have adopted a suite or a bespoke approach. To pre-empt this, businesses are fast-tracking IT investments and moving from monolithic, legacy platforms to modern approaches that offer more flexibility, an improved user experience for employees, and a better, more personalised omnichannel customer experience for end-users.

What is a Digital Experience Platform (DXP)?

Digital Experience Platform (DXP) is an evolving category of enterprise’s core software technologies that support business operations, content management, marketing, and overall optimisation of digital experiences, as well as meet the demands of the organisation’s digital transformation initiatives with the goal of providing a superior customer experience. DXPs include a collection of technologies that provide timely, consistent, secure, and personalised experiences across multiple digital touchpoints to a wide range of audiences.

Monolithic vs Composable DXP

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Source - Umbraco

Monolithic DXP:

The front-end and back-end layers in Monolithic DXP are coupled, like a traditional CMS, and are powered by a single digital channel, such as a mobile application or a website. The key difficulty with a monolithic DXP platform is that it creates friction when implementing even minor changes and it often has complicated workflows which leads to increased costs in most cases.

Composable DXP:

A composable DXP is a robust platform of marketing tools and includes a CMS at its core. DXPs often feature the following functions built on top of a content management system:

  1. CMS - Content Management System

  2. DAM - Digital Assets Management

  3. PIM - Product Information Management

  4. Personalisation and Marketing Automation

  5. A/B testing

  6. Analytics

  7. CRM - Customer Relationship Management

  8. E-commerce

  9. Presentation Layer

However, while composable DXPs are key for a modern tech stack and adopting agility, they aren’t necessarily the answer to all your problems. So, the questions when choosing a new DXP are:

  1. What are your business needs for individual user profiles - from content editors and developers to the C - Suite?

  2. What kind of marketing automation, personalization, and analytics capabilities does the platform offer?

  3. How is it flexible to integrate with other solutions?

  4. How would this platform enhance my existing technology stack?

  5. What are your organisation’s security needs?

With the evolution of market demands, Umbraco provides a combination of composable DXP and a fully integrated DXP solution that can assist in driving business growth and ecommerce experiences.

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Benefits of adopting a Composable DXP

The core benefit of DXP is the ability to create rich, personalised, and digital content experiences that exceed customers’ expectations. The finest DXPs go beyond content distribution and provide automation and intelligent delivery across websites, applications, and more. They use data, analytics, AI, and machine learning to deliver actionable insights. That’s why the future of omnichannel digital experiences lies in modern DXP systems built on the four principles known as MACH:

Microservices: Microservices are lightweight applications that can be deployed, maintained, and scaled independently to deliver unlimited services to users.

API: Application programming interface (API) technology integrates services to provide a composable ecosystem that can be reconfigured.

Cloud nativity: Cloud-native software is delivered as a service by an outside vendor, allowing for indefinite scalability.

Headless: Headless architecture decouples front-end and back-end to enable infinite integrations and channel-independent service delivery.

Let us look at some of the advantages of using a composable DXP:

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Moving to composable is more of a gradual rebuilding process. Over time, you must eliminate the old system while simultaneously integrating pieces of what will become the new. This reconstruction can only be effective if decision-makers focus on including the right people, evolving their processes, and implementing the right technologies.

Umbraco’s Composable DXP

The shift to composable DXPs results from the difficulties and inadequacies of monolithic DXPs. Composable DXPs align with industry trends toward best-of-breed technology, modular architecture, and headless platforms. Are you stuck with a platform that doesn’t provide the best functionality?

The ability to choose the best services for your organisation considerably impacts how businesses improve their technology. 

Choosing the right DXP will be able to replace the majority of your MarTech stack and fully integrate with the rest of it. Umbraco collaborates with software suppliers in areas such as commerce, customisation, and product information management (PIM), all of which function in harmony with CMS in a DXP. 

Umbraco allows you to support the best-of-stack approach for a composable DXP and your preferred programming language and presentation technologies. It is easier to combine all of these services with your website and additional channels such as mobile applications or digital displays. 

Plug and play - The Umbraco DXP architecture is built from the bottom up to be agnostic of individual services and uses modern integration methods. You can add or delete services without starting over with a new underlying platform or worrying about compatibility issues. To put it another way, it prevents vendor lock-in. 

Umbraco’s composable DXP also allows you to take your implementation one step at a time, rather than having to implement a large system all at once, making it very compatible with agile teams.  

Summary

  1. A composable DXP will allow for greater agility and improved market time and help future-proof your business.

  2. DXPs go beyond supporting the delivery of content and can provide automated, intelligent delivery across websites, portals, apps and more. With deep data, analytics, A.I., and machine learning, it also provides insight into these digital experiences.

  3. Composable DXP can be integrated with marketing automation tools and help brands drive targeted campaigns based on customer preferences and business data.

What’s Next?

Let’s review. A content management system (CMS) is essential for digital identity, strategy, and engagement. A DXP is a complete set of tools for providing personalised experiences that scale and connect - across any channel and in any language.

As a Umbraco Gold Partner, Ameex Technologies can help your brand build a future-proof tech stack that aligns with the dynamic business requirements and deploy a composable DXP architecture to help you deliver contextual user experiences across all touchpoints. To learn more about how we’re delivering impeccable digital experiences, get in touch with us!

Fact checks (source)

  1. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing 
  2. https://www.gartner.com/en/newsroom/press-releases/2022-04-06-gartner-forecasts-worldwide-it-spending-to-reach-4-point-four-trillion-in-2022 
  3. https://umbraco.com/knowledge-base/digital-experience-platform-dxp/ 
  4. https://umbraco.com/explore-umbraco-benefits/composable-dxp-for-umbraco/