Digital marketing channels in Xperience by Kentico

Digital marketing is constantly evolving, and it’s crucial that marketers can reach and engage their audiences across different platforms and channels. In this guide, you’ll learn about how Xperience understands digital channels, especially what the website channels are and how they fit into the digital experience you can build with Xperience by Kentico DXP.

What is a marketing channel?

Marketing channels refer to different ways companies and organizations communicate their marketing messages. Some channels, like print or TV, target the offline world, while others target the digital world, such as websites, emails, landing pages, or mobile applications. Marketers can manage digital content through content management systems or digital experience platforms.

Find more general information about the channels in Let’s explore terms like digital marketing channel, multichannel, multiexperience, and headless on Kentico blog.

Channels in Xperience

By channel, Xperience by Kentico DXP understands any digital platform that a company uses to communicate in the digital world, including main websites, regional sites, different brand-specific sites, campaign microsites or landing pages, emails, mobile applications, or content distributed, for example, snippets to third-party websites.

Xperience customers typically maintain different marketing channels, and Xperience provides a toolset to help the marketing team achieve their goals.

Marketers manage both content and customer experiences in the Xperience admin application.

They store the content they plan to reuse across different channels in the Content hub. The second part of Xperience, Contact management, includes tracking, segmentation, or customer journey mapping. From the central repository, the data power different communication channels. The website and microsite channels are the most typical among Xperience by Kentico customers, followed closely by the various email channels.

The out-of-the-box headless API is just another type of channel; it is represented by a mobile app.

Website channels in Xperience

Marketers use websites to promote their companies, products, brands, or services or share their latest messages on websites and microsites. A common challenge marketers face is handling their marketing content across different websites.

With Xperience, marketers can store all their marketing content inside the administration and use it across their websites. Besides having all their content in one place, they will benefit from using one administration interface to manage their entire website presence. Their editors will work with a familiar UI and have the same tools across different domains. They can use the data they’ve collected about their customers to personalize the website’s content and tailor the digital journey to move customers from one touch point to another, getting them closer to conversion.

Websites vs. microsites

Xperience differentiates between website and microsites for licensing purposes.

• Website channel represents a typical company website that lives on its dedicated domain or subdomain, such as kentico.com or community.kentico.com. These two represent two separate websites, which means two channels.
• Microsites fall under the new concept of a marketing “microchannel”. A microchannel is a mini-channel that contains only a limited amount of content. A microsite can have maximally 20 items (pages with URLs, nav menu structure, folders, etc.) in the content tree Pages and up to 200 reusable content items in the Content hub Content hub.

Learn more about how website and microsite licensing works in Xperience in the documentation Licenses or on the Partner Portal.

Summary

In today’s digital era, connecting with audiences across diverse platforms is crucial. With Xperience by Kentico DXP, any digital platform can be recognized as a channel, making it easier for marketers to manage content and user experiences seamlessly. Explore insights on marketing channels on Kentico’s blog.