Back in early September XMPie released a press release entitled, ”
XMPie’s New Architecture for Digital Media Personalization Breaks New Ground in Multichannel Communications” (link) which introduced PersonalEffect v8.0 to the world. I like many others read the press release but was actually known the wiser as to what had been released, which was somewhat frustrating but understandable as this was released at GraphExpo and before PersonalEffect v8.0 actually was released.

However, I have now managed to get a closer look at what has been included and XMPie are focusing very heavily on what they call, “Cross Media 2.0”. Not that I am a great fan of the name, but I can understand the positioning. Implementing true integrating marketing campaigns (Cross Media) that span print, web, email etc. has been inherently difficult up to now, which could be a reason for the slow uptake. The reason behind this is the technology being used which in many cases was propriety and needed to be done by skilled people.

In XMPie’s case any personalised webpage or email needed to be an aspx page, with an injection of various C# calls to create the link between the media and the XMPie server. This resulted in difficulty when try and create a dynamic page that needed to sit anywhere other than on a XMPie server, and needed a certain skill set.

What XMPie have now done is to adopt a more open standard of web programming, used by many others around the globe which opens up the technology to an array of different uses, as well as making it easier in the process. Essentially XMPie have created an Open Cross Media technology stack (XMPL as it’s called). What this does is allow a developer/designer to drop a few calls into a web page/application that then allows the integration of media and personalised content.

Let me demonstrate by breaking it down.

First we make the calls to the XMPL libraries. The reference to xmpcfg.js is a configuration file that I can grab from XMPie which gives me the configuration settings to connect to the XMPie server hosting the campaign (data/logic/assets):

<head>
        <!-- XMPie XMPL library -->
        <link href="https://ajax.xmcircle.com/ajax/libs/xmpl/1.0.0/xmp/css/xmp.css" rel="stylesheet" media="screen">
        <script src="http://ajax.googleapis.com/ajax/libs/jquery/1.10.2/jquery.min.js"></script>
        <script src="https://ajax.xmcircle.com/ajax/libs/xmpl/1.0.0/xmp/js/xmp.min.js"></script>
        <script src="./xmpcfg.js"></script>
</head>

Next add the following attributes to the body or div tag of the section that needs to be personalised:

<body ng-app="xmp.app" 
      ng-controller="XMPPersonalizedPage" 
      xmp-cloak 
      xmp-tracking-page-name="Landing">
YOUR PERSONAL CONTENT HERE
</body>

That’s it! Everything is now setup for me to start personalising my content. To add a content object from the database to the page it’s just a case of adding the call:

<p> Welcome to this page, {{xmp.r['first-name']}} </p>

Of course we can go on to add dynamic graphic elements, visibility calls, and styles all in the same way.

Is this a game changer?

For me, yes and for anyone else that has had to create personalised websites and emails on the back of a cross media campaign. This new adopt of truly open standards makes it so much easier to integrate personalised and dynamic content into web media. Not only that but also integrating into other applications as well, such as mobile applications.

Call it Cross Media 2.0 if you want, but this changes the game and make integrating cross media elements into a campaign significantly easier.