This article was based on the interview with Rupali Jain of Optimizely by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Composability is a growing trend in the world of marketing technology. It refers to the ability to mix and match various tools and platforms to create a customized and flexible solution that meets the specific needs of a business.
This trend has been driven by a few key factors.
- Firstly, there is a growing demand for choice and the ability to select the best tools for each specific task. With the vast number of tools and platforms available in the market, organizations want to be able to pick and choose the ones that work best for them. This allows them to take advantage of the latest innovations and technologies without being tied to a single ecosystem.
- Secondly, composability allows organizations to avoid the trade-offs and limitations that come with being locked into a single platform or vendor. By adopting a composable approach, businesses can avoid being stuck with suboptimal solutions or being dependent on a single provider. This gives them the freedom to switch or upgrade tools as needed, without disrupting their entire marketing and technology stack.
However, while composability offers many benefits, it also presents challenges, particularly for marketers. One of the main challenges is complexity. As organizations adopt more and more tools and platforms, it can become increasingly complex to manage and integrate them all. Marketers don’t want to be burdened with the technical complexities of setting up and maintaining these systems and the technical debt they can bring. They want tools that are easy to use and don’t require extensive IT support.
Another challenge is the need to do more with less. Marketers are constantly being asked to achieve better results with shrinking budgets. This has become even more critical in times of economic uncertainty. Marketers are looking for tools that can help them maximize their efficiency and productivity. They need tools that are not only powerful and effective but also cost-effective.
In response to these challenges, the market has seen the rise of AI-powered tools and platforms that can automate and streamline marketing processes. These tools can help marketers achieve more with less by automating repetitive tasks, providing data-driven insights, and optimizing campaigns in real-time. Marketers are increasingly relying on these AI tools to help them make data-driven decisions and improve their overall marketing performance.
Overall, composability, like MACH, and headless architectures, is a growing trend that offers both opportunities and challenges for marketers. It allows organizations to create a customized and flexible marketing and technology stack that meets their specific needs. However, it also requires careful consideration of the complexity and cost-effectiveness of the tools and platforms being used. Marketers need tools that are easy to use, integrate seamlessly, and provide tangible results. With the right approach and the right tools, composability can help marketers create agile and efficient marketing strategies that drive success in today’s rapidly evolving digital landscape.
