MAIDENHEAD, England,
June 4, 2018 /PRNewswire/ --
DCG Research Suggests
Buying Preference Among Global Brands for
Best-of-Breed Components over Single Vendor
Solutions
SDL (LSE: SDL), a leader in global content management,
translation and digital experience, today announces a report by
analyst firm Digital Clarity Group (DCG), highlighting the radical
impact that new, disruptive business models are having on
traditional approaches to buying digital experience platforms
(DXP).
The research report, 'Digital Experience Platforms: Buyer
Trends, Preferences, and Strategies,' indicates that almost three
quarters (70%) of brands currently take a heterogeneous approach to
their digital experience platforms, meaning they combine
best-of-breed components to build the desired DXP and continuously
extend its functionality for better customer engagement.
"Brands are forced to adapt their digital strategies, and
supporting processes and technologies," said Arjen van den Akker. "The traditional suite
approach doesn't give the agility brands need to stand out, instead
they need to take advantage of software solutions that deliver the
many moving parts that make up truly engaging digital
experiences."
The research clearly highlights skepticism among global brands
that a single vendor could develop a fully-functional end-to-end
DXP, and keep up with the constant DX innovations taking place
across the market. There is also a concern among brands that parts
of a single-vendor suite will lack the functionality of disruptive
and emerging technologies, leaving them with fewer options to
deliver these next-generation digital experiences.
"Our DXP research confirms that brands are striving for business
and technical agility. Leaders recognize that meeting customers'
expectations for high tech and high-touch digital experiences must
be business as usual, not a 'one-and-done' project," said
Connie Moore, Senior Vice President
of Research, Digital Clarity Group. "Delivering on these
experiences for millions of customers - across different languages
and devices - is incredibly difficult, and it's driving global
businesses to shy away from single-vendor suite approaches."
Brands are also changing the traditional way that
transformational DXP projects are led, according to the report.
Many enterprises questioned indicated that it's not marketing, but
their C-suite executives championing and driving DX strategies and
projects. If the C-suite does not lead the DX initiative, then
either the CIO/ CTO leads it. Only ranked third, marketing and
technology leaders co-manage it.
This change reflects SDL's own approach of working closely with
C-Suite executives on their digital transformation projects. The
leadership team, unlike most roles with a business, has an
enterprise-wide overview, and the ability to collaborate with
cross-functional teams to deliver end-to-end customer-centric
processes.
In this research, DCG surveyed and conducted interviews with 300
business and IT leaders from across the globe to gain insight into
real-world purchasing strategies.
About SDL
SDL (LSE: SDL) is the global innovator in language translation
technology, services and content management. For over 25 years
we've helped companies deliver transformative business results by
enabling powerful, nuanced digital experiences with customers
around the world. Are you in the know? Find out why 79 out of the
top 100 global brands work with us at SDL.com. Follow us on
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