As a Platinum Partner for Umbraco, Luminary has implemented the platform for years. We’ve always appreciated its flexibility. But let’s be honest – for a long time, when the conversation shifted from ‘content management’ to ‘digital experience’ (DXP), Umbraco was often left in the waiting room while the big commercial beasts like Sitecore, Optimizely and Kentico sat at the grown-ups’ table.
Well, things have changed.
Umbraco has been making some serious moves lately. Through smart acquisitions and a clear strategic pivot, it has effectively kicked the door down to the DXP space. The most significant piece of this puzzle? Umbraco Engage.
The evolution of the friendly CMS
For most of its history, Umbraco was a pure-play CMS. It managed content brilliantly, but if you wanted personalisation, marketing automation or deep analytics, you had to build it yourself or integrate third-party tools.
This meant that for large organisations requiring an all-in-one DXP, Umbraco sometimes struggled to make the shortlist purely on a feature-for-feature basis.
However, the landscape has shifted. We’ve seen a move towards composable architecture (picking the best-of-breed tools for specific jobs), but we’ve also seen Umbraco realise that to compete, it needed to offer more than just a blank canvas.
Enter Umbraco Engage
The game-changer arrived with the acquisition of uMarketingSuite, which has now been rebranded and integrated as Umbraco Engage.
This isn’t just a bolt-on plugin; it’s a fully integrated marketing suite that lives right inside the Umbraco back office. It transforms Umbraco from a passive repository of content into an active engine for customer engagement.
By baking these features directly into the platform, Umbraco has bridged the gap between the content editor and the digital marketer.
Why Engage is a serious option for marketers
If you are currently in the middle of a platform selection process, you might recall our guide on how to choose the right CMS. In that post, we talk about the importance of balancing capability with investment.
This is where Umbraco Engage shines. It offers the ‘holy grail’ DXP features without the eye-watering licensing costs usually associated with enterprise DXPs.
Here is what Engage actually brings to the table:
Granular analytics
Forget the anonymity of Google Analytics. Engage tracks individual visitor journeys on your site in real-time, adhering to privacy-first principles (fully GDPR compliant).
Umbraco Engage - Analytics
360-degree profiling
It builds detailed profiles of your users based on their behaviour, allowing you to see exactly how a prospect interacted with your content before they filled out that contact form.
Umbraco Engage - 360° Profiling
Personalisation
This is the big one. You can personalise content blocks based on user behaviour, referral source, device type, or persona group.
Umbraco Engage - Personalisation
A/B testing
You can run split tests directly within the content editor to see which headlines or images drive better engagement.
Umbraco Engage - A/B Testing
Marketing automation
Trigger emails or actions based on user behaviour on the site.
Umbraco vs the big players
Umbraco Engage disrupts the existing hierarchy. It provides the critical 80 percent of DXP functionality that marketers actually use (personalisation, A/B testing, analytics) but does so at a price point that is significantly more attractive.
When you combine this with Umbraco Cloud – Umbraco’s SaaS hosting offering – you have a compelling commercial proposition. You get a secure, scalable, .NET-based DXP that allows you to spend your budget on innovation and user experience design, rather than just software licensing.
See Umbraco Engage in action
Embed: https://capture.navattic.com/cmgg57y8c000004l50wdyeqav
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","blogUrl":"/blog/will-ai-destroy-the-art-of-human-communication","isFeatured":false,"authors":{"publishDate":"28 August 2024","readingTime":6,"authors":[{"authorName":"Matthew Dalla Rosa","authorUrl":"/matthew"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/65d2bc71-8403-494b-bd53-f0cf72b8962e/Matthew_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Matthew Dalla Rosa"},"readingTime":6,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"UX","codename":"ux"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/9d94c4f6-caad-46b8-9c6f-408e5bda2576/Ethereal%20Congregation%20of%20Classical%20Expressions.jpg?h=350&fm=webp","alt":"Statue heads","width":1600,"height":901},"lastModified":"2025-03-12T03:37:43.8914814Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"9711f80b-78bb-44a5-969c-77d2b7f170fa","title":"Evolving your SEO strategy for Google’s upcoming AI search experience","introduction":"Search, as we know it, is in a state of flux. 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We acknowledge the Traditional Custodians of the land on which we work, live and engage. We pay respect to Elders past and present.
