The DXP is Dead. What’s Next?
In recent years, the quest for a single Digital Experience Platform (DXP) has been one of the hottest topics in marketing technology. Vendors have spent literally billions of dollars trying to cobble together a one-size-fits all DXP that serves every type of company all purchased from a single vendor. Strangely though, even as vendors were looking to consolidate their “platform” the Martech 5000 suddenly became the Martech 9000. There were more technologies than ever before.
What happened?
In his recent blog, Joe Cicman from Forrester Research concludes people aren’t buying monolithic DXPs because they are both complex and inadequate: expensive to implement but insufficient to meet the diverse needs of each company. In his accompanying report he concludes “Digital experience platforms (DXPs) exist, but they’re built by enterprises, not bought from vendors—yours is no exception.”