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Case Studies | Marketing | United States of America | Volume 13 Issue 7, July 2024 | Rating: 4.8 / 10
Plug and Play: Revolutionizing Marketing with Composable MarTech Architecture
Abstract: The COVID - 19 pandemic exposed the world to new realities of external business changes such as changing customer preferences and disruption of supply chains. In 2020 itself, analyst firm Gartner concluded ?The future of business is composable?. Composable business means creating an organization made from interchangeable building blocks. [1] During COVID - 19, in - person interactions became limited and everything switched to virtual, creating an enormous load on the digital infrastructure for marketing such as asset management, websites and email servers. It also triggered a fast moving, ever evolving marketing technology landscape to accommodate new needs. e. g. virtual events. Even today, solutions that feel cutting - edge one day are outdated the next. How does a company then establish a solid marketing infrastructure and yet stay nimble to adapt or pivot as per the changing macro or micro environment? This article explores how in a post - COVID era, companies are now looking forward to adopting a composable marketing setup so that they are able to operate in an agile and resilient manner at scale.
Keywords: Marketing Technology (MarTech), Composability, Modularity, Service Oriented Architecture, Microservices, CDP, Customer Data Platform, First Party Data, Headless Architecture, Legless Architecture
Edition: Volume 13 Issue 7, July 2024,
Pages: 226 - 228