Liferay DXP for Marketers: Own the Entire Customer Journey

Personalized digital experiences for every audience across marketing, commerce, and service solutions.

Deliver Content to Everyone

Use Liferay Digital Experience Platform (DXP) to create, track, and optimize everything from websites and landing pages to customized offers and content marketing campaigns.

 

That’s not all you can do. Liferay DXP is built for enterprise scalability, meaning you can go beyond lead generation to maintain customer engagement well past purchase.

  • Complete marketing journeys with frictionless B2B and B2C commerce and customer service experiences that grow sales.
  • Manage even hundreds of digital properties that give you centralized control, security, and brand consistency.

  • Transform every digital touchpoint into an opportunity to delight, serve, and retain customers. 

With one platform, take down data silos, reduce operational costs, and boost sales.

Achieve Digital Transformation with Solutions

Websites and High-Converting Landing Pages

Build, test, and optimize pages for public-facing websites to improve acquisitions and lead quality.
  • Easy content creation and content management
  • Search Engine Optimization (SEO)
  • Experimentation features like A/B testing

Integrated Digital Storefronts

Simplify purchasing for customers and increase high-value orders with a unified commerce experience that handles both B2C and B2B complexity.
  • Personalized content and offers
  • Intuitive cart experiences
  • Product catalogs

Customer Self-Service Hubs

Happier customers who can find answers fast = increased Customer Lifetime Value (CLV) and more upsell opportunities.
  • Hyper-personalized, AI-assisted support
  • Proactive resources and help
  • Omnichannel interactions

Secure Dealer and Partner Sites

Fast-track B2B sales cycles and improve channel relationships while maintaining control over your brand and what you share.
  • Personalized product training
  • Brand assets
  • Co-marketing content

How Liferay DXP Benefits Marketers and Beats a Traditional CMS

Build Experiences That Actually Convert

Use Liferay DXP’s native tools to improve Lighthouse scores, SEO, and Answer Engine Optimization (AEO) and make sure both search engines and AI platforms can find your content. With fast, responsive, and discoverable experiences, turn great ideas into measurable results.

Own Your Brand Through Every Stage

Does your customer’s digital journey feel fragmented the moment they log into a portal or storefront managed by another department? Instead, create seamless, on-brand experiences from the first ad click to authentication and support.

Uncover Hidden Marketing Data

When you bring together your marketing sites, service hubs, and storefronts, you get a 360-degree view. No more top-of-funnel guesses: see exactly how customers behave before, during, and after purchase to trigger relevant campaigns.

Launch Major Campaigns without IT

Use shared template and asset libraries to go live with microsites and landing pages in hours or days, not weeks or months. And reusing content from your public website across commerce and self-service sites means you reduce dev cycles and go to market faster.

Conquer B2B Complexity

Traditional content management systems sometimes struggle with B2B requirements. Liferay DXP helps you not only personalize experiences and campaigns for entire accounts but also set up intricate purchasing workflows for direct sellers and dealer networks.

Manage Multiple Sites

Retire outdated design and messaging. Create and manage experiences across sites, locales, and countries to serve every user with the right content in the right language while staying on brand and relevant.

Enforce Global Security Measures

Control from one central hub means you can push critical components, security patches, content updates, and legal disclosures across hundreds of digital properties at once to ensure every site gets protected with minimal manual oversight.

Meet Accessibility Requirements

Make sure every user can visit your sites by delivering experiences that comply with accessibility standards. Liferay DXP offers tools so you can make necessary changes, and the platform’s administrative interface is compliant with WCAG 2.1 and AA requirements.

Stop Guessing, Start Measuring.

Is your current platform actually enabling your strategy or quietly holding you back? Use our checklist to see how your DXP scores on the 45+ essentials for owning the customer journey.

Key Features for Marketers

An Analyst-Recognized CMS

Liferay DXP’s CMS is the foundation for thousands of public websites:
  • Use structured content. Pre-defined templates for blogs, news articles, announcements, and other content give your team consistency without the help of your developers.
  • Generate AI-assisted content. Integrated tools like ChatGPT empower you to create and edit images and text, increasing productivity.
  • Offer content recommendations. Using AI, the CMS can suggest content based on user preferences, most viewed content, and place in the journey.
  • Simplify collaboration. Improve previously manual business processes by sharing multiple assets simultaneously and setting permissions for users to view, comment, and update.
  • Perform A/B testing. Create content variations and test them on different groups of users to find the winning version.
  • Access performance analytics. In the Liferay CMS dashboard, get immediate insights into where content is used and how it’s performing, with metrics like views and shares.

Multi-Site Builder

Launch web experiences, landing pages, and microsites fast while maintaining your brand everywhere.
  • Go live quickly. Use the Site Builder’s visual editor and reusable components like headers, footers, nav bars, and CTA buttons for easy editing and publication.
  • Build your own templates. Define page layouts and compositions or clone and adapt an existing template.
  • Customize prebuilt templates for even faster launch. Site Initializers give you a library of professional templates so you can focus on content, not formatting.
  • Manage hundreds of branch or subsidiary sites. With Site Hierarchies, you can let local teams own their experiences while corporate retains global ownership.
  • Create comprehensive style guides. Define typography, color, and spacing with Style Books. For full flexibility, designers can import CSS.

Accessible Digital Experiences

True digital success means ensuring every user can access your site.
  • Scan individual pages. Using the Page Audit Tool, look for missing alt text, illegible font sizes, and too-small tap targets.
  • Verify screen reader compatibility. Built-in support for Accessible Rich Internet Applications (ARIA) makes sure elements like labels and logical navigation are compatible.
  • Navigate with only the keyboard. Use all Liferay DXP components with just a keyboard.
  • Take advantage of the opt-in Accessibility Menu. Adjust page appearance as needed, including underlining links, increasing spacing, expanding shortened text, and reducing motion.

Automated Translation and Localization Processes

Get content ready for global distribution quickly, offering consistent prospect and customer experiences that still speak to regional needs.
  • Translate side-by-side. Translate manually or with auto-translation software using clearly identified translated v. untranslated fields.
  • Use AI. Translate content in bulk with services like Amazon Translate or Google Cloud Translation.
  • Support 50+ languages out of the box. The Localization Framework supports locale differences like date format and region-specific spelling.

Simplified Digital Asset Management

Store, organize and manage assets more efficiently with Liferay DXP.
  • Organize everything in one place. Consolidate assets in a dedicated library for reuse.
  • Publish, deliver, and reuse for scalability. Make assets available on any channel with support for adaptive images, content delivery networks (Liferay or third party), and headless APIs.
  • Integrate with back office technologies. Connect with other software, like Sharepoint or Documentum, to surface assets or add additional metadata.
  • Control asset access. Limit who can view, edit, download or publish content to manage asset use and increase collaboration.

Governance Capabilities

Automate publishing workflows and ensure every single piece of content gets approved before going live.
  • Control with roles. Make sure only the right users can view, edit, and publish content with role-based permissions.
  • Implement version management. Draft, review, and publish changes. If necessary, you can also roll back to a previous version. 
  • Customize workflows. Tailor page and site approval workflows for streamlined publication.

Dynamic Personalization

Effective personalization begins with precise segmentation that makes deeply resonating with your customers possible.
  • Create static or dynamic segments. Base known user segments on criteria like attributes, behaviors, and interests and anonymous user segments on a visitor’s browser and system information.
  • Personalize pages over time. No more static websites. Adjust content, layouts, offers, and more automatically according to customer behavior.
  • Show relevant content. Display website content curated for specific segments. For example: someone searching on their banking website for how to get a home loan could also see articles on current interest rates.
  • Recommend products. Use AI to generate recommendations before a search even begins based on related products, also-bought items, and similar buyer profiles.

Omnichannel Support

Create once and deliver everywhere—from desktop to tablets to mobile apps.
  • Design responsively. Automatically adapt to any screen size or channel with Liferay DXP’s CSS framework.
  • Get previews. See exactly how your content looks on desktop, tablet, or mobile before publication.
  • Define conditional elements. Show or hide certain elements like navigation menus or buttons depending on the device.
  • Resize and optimize. Use adaptive media to tailor images so that they automatically display correctly and load fast.

Content Marketing Platform

With the Liferay Content Marketing Platform (CMP), streamline planning to creation to distribution across various channels.
  • Centralize your campaign calendar. Get a clear view of your calendar from first idea to final launch and track every task, due date, and owner.
  • Create, collaborate, and reuse. Integrations like Google Docs give your team familiarity and efficiency, while reusable templates enable you to turn successful projects into ongoing wins.
  • Take charge of brand and compliance governance. Customizable approval workflows and permissions protect your brand, establish consistency, and enforce compliance.

Unified Customer Data

Get a complete view of customers to craft more meaningful, targeted engagement with Liferay Data Platform (LDP.)
  • Bring all your data together. Collect data from multiple sources and systems to create a unified customer profile.
  • Add account-level data. Using data from accounts and organizational hierarchies, create segments that persuade entire buying groups.
  • Personalize for impact. Change page layouts, content, and recommended products based on real-time behavior, account membership, and user profiles.

SEO and AEO Optimization

Liferay DXP helps ensure your digital experiences are discoverable.
  • Configure directly in the platform. Modify HTML titles, meta descriptions, canonical URLs, Open Graph tags, and XML sitemaps and set up redirects.
  • Audit pages. Gather PageSpeed Insights to analyze pages for SEO and accessibility. A direct connection to Google’s Lighthouse platform gives you specific advice on how to improve rankings and usability.
  • Monitor content performance. Analyze content metrics, views, and traffic channels.

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… And AI Everywhere

Liferay DXP includes pre-configured AI capabilities that plug straight into your content marketing workflows.
  • Scale content operations. Generate text and images for blog posts, web pages, product pages, and more with integrated technologies like ChatGPT.
  • Discover intelligent personalization. Surface the most relevant content and offers to specific users at the exact right time in their journey.
  • Fuel commerce digital experiences with AI. Use price optimization, rule-based discounts, inventory forecasting, and virtual sales agents.
  • Tag automatically. Make assets easily searchable and reusable.
  • Optimize search. With an intelligent search that understands user intent and context, deliver accurate results. AI in DAM also supports text-to-image search and duplicate asset detection.

O que é um CMS headless?

Um CMS headless é um sistema de gerenciamento de conteúdo que separa o “back-end” (o repositório de conteúdo) do “front-end” (a apresentação voltada para o usuário). Ao contrário de um CMS tradicional, que agrupa o conteúdo e sua exibição, um CMS headless entrega o conteúdo por meio de APIs. Isso permite que os desenvolvedores usem qualquer tecnologia front-end (como React, Angular ou Vue) para mostrar o conteúdo em um site, aplicativo móvel, dispositivo inteligente ou qualquer outro canal digital. Descubra mais benefícios de um CMS headless aqui.

Perguntas frequentes

Um CMS tradicional (como WordPress ou Drupal) é “monolítico”, o que significa que o gerenciamento e a entrega de conteúdo estão intimamente ligados. Um CMS tradicional é criado principalmente para publicar em um site usando temas e modelos predefinidos.

 

Já um CMS headless separa o gerenciamento da apresentação do conteúdo — ele gerencia apenas o conteúdo, permitindo que o front-end seja construído com qualquer framework. Assim, é possível centralizar o conteúdo em um único lugar e publicá-lo em sites, aplicativos e outros canais digitais.

 

  • Entrega omnicanal. Gerencie uma vez, publique em qualquer lugar — sites, aplicativos móveis, dispositivos inteligentes e muito mais.
  • Liberdade para desenvolvedores. Os desenvolvedores podem usar qualquer estrutura ou ferramenta, acelerando os ciclos e tornando os fluxos de trabalho mais ágeis.
  • Arquitetura preparada para o futuro. À medida que novas tecnologias e canais surgirem, o conteúdo estruturado já está pronto para ser entregue.
  • Segurança aprimorada. O back-end é separado do front-end, reduzindo a exposição a ataques.
  • Desempenho aprimorado. A separação do conteúdo da camada de apresentação resulta em tempos de carregamento de página mais rápidos e uma melhor experiência do usuário.

 

O Liferay DXP combina entrega headless com uma rica experiência de autoria. Profissionais de marketing e creators podem:

 

  • Usar estruturas de conteúdo predefinidas.
  • Colaborar entre equipes e regiões.
  • Usar IA para criação e tradução de conteúdo.
  • Aplicar ferramentas de governança para manter a consistência e a conformidade.

O Liferay DXP é uma ótima opção se sua organização precisa :

 

  • Publicar conteúdo em vários canais e regiões.
  • Dar mais flexibilidade e agilidade aos desenvolvedores.
  • Otimizar os fluxos de trabalho de conteúdo e melhorar a colaboração entre equipes.
  • Manter uma governança, consistência e conformidade sólidas.
Sim. Mesmo com uma configuração headless, o Liferay DXP permite que você visualize como o conteúdo ficará em diferentes canais antes de ser publicado. O módulo Sites oferece visualizações e as APIs permitem que os desenvolvedores testem o conteúdo em diferentes dispositivos e canais.
Geralmente, sim. Ao separar o front-end e o back-end, a arquitetura headless reduz uma camada de ataque. O banco de dados do CMS não fica diretamente exposto ao site público, ajudando a proteger contra ameaças de segurança, como ataques DDoS e injeções de malwares.

Conteúdos adicionais

Ready to Own Your Customer Journey with Liferay DXP? 

Don’t be limited by data silos or slow development cycles. Whether you’re a marketing team heading a single global brand or hundreds of local experiences, Liferay DXP is the unified platform you need for exceptional, secure, and deeply personalized digital experiences that ultimately grow your business. From AI-powered content management to seamless B2B commerce and customer portals, build your future with Liferay.

Publique seu conteúdo em qualquer lugar, mais rápido, com o Liferay CMS

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