In the rapidly evolving world of marketing technology, new buzzwords and trends constantly emerge, often causing marketers to jump from trend to trend and lose sight of their goals and priorities.
One such term that has gained significant attention lately is “composable.” From composable architectures to composable customer data platforms (CDPs), marketers are eager to understand what this concept entails and how it can impact their strategies. In this article, we’ll delve into the world of composable setups and explore the benefits they can bring for marketers.
What exactly is “composable”?
Composable setups refer to technologies that emphasize flexible customization and integration. Rather than relying on monolithic or rigid systems, composable setups enable marketers to build their technology stacks using integrated components. These components, often referred to as “composable building blocks,” can be assembled and connected in various ways to create a tailored solution that meets the specific needs of a brand.
Composable solutions have been around for years in the form of APIs and other integration web services.
At its core, the philosophy behind composable setups is to empower marketers with the ability to quickly adapt and respond to changing business requirements. By decoupling various functionalities, marketers gain the freedom to select and integrate best-of-breed software tools that align with their unique objectives.
One of the biggest developments of late in the composable movement is the beginning of a “composable data architecture,” as it allows the data to be separate yet connected to downstream systems. Cloud data warehouses can now truly be the single source of truth for data with the advancements in the data sharing capability, allowing platforms such as CDPs the ability to use data directly from your cloud data warehouse without copying it. This flexibility not only allows for rapid innovation and experimentation but also enables seamless scalability as a brand’s needs evolve over time.
How this is different?
In contrast, “bundled” monolithic systems are closed in nature with all functionalities tightly integrated within a single platform. While this approach offers simplicity, it often lacks the customization and scalability options that marketers require in today’s fast-paced digital landscape.
All-in-one suites aim to provide a comprehensive range of marketing capabilities under one roof. While these options are convenient, they can become cumbersome as they try to cover a wide range of functionalities and require data to be copied into and maintained in the system for use, leading to potential inefficiencies and limitations.
Composable setups strike a balance between these two approaches. They give marketers the freedom to choose and integrate best-of-breed components, allowing for tailored solutions without sacrificing interoperability. “Composable CDPs,” for example, allow you to use your data directly from your cloud data warehouse to best enforce the single source data model. This has many advantages, but IT leaders appreciate that it decreases security risks and costs while giving marketing an accurate and updated customer profile synced across all systems. By adopting composable architectures, marketers can create a technology ecosystem that seamlessly connects their tools and systems, enabling data flow and collaboration across the marketing stack.
Read More: Databricks Signs Definitive Agreement to Acquire MosaicML, a Leading Generative AI Platform
In parallel, IT teams can adeptly manage and construct the robust data infrastructure required to support these setups, empowering marketers with the agility and foundation needed to thrive in an ever-evolving digital landscape.
How to strategize around it?
Brands must adopt a strategic approach to leverage the full potential of composable setups. Below are a few key insights you should consider when building this:
- Define your objectives: Clearly articulate your marketing objectives and identify the specific capabilities and requirements needed to achieve them. This will help guide your selection of composable building blocks.
- Align organizational stakeholders: Rally both the marketing and IT teams around common goals and requirements. As highlighted earlier, the collaboration and alignment of these two crucial forces are paramount to successful composable setups that are mutually beneficial.
- Assess your existing stack: Evaluate your current Martech stack to identify gaps or areas where enhanced flexibility is needed. Determine which functionalities can be improved or replaced with composable solutions to better align with your objectives.
- Research and evaluate options: Explore the wide range of composable building blocks available in the market. Consider factors such as compatibility, scalability, vendor support, and integration capabilities to make informed decisions. To make a more informed decision, request demos of the use cases you’re hoping to solve for to understand the workflow involved and see if it aligns with your requirements.
- Prioritize interoperability: Ensure that the components you choose can seamlessly integrate with each other and with your existing systems. Interoperability is crucial for creating a unified view of customer data and enabling efficient collaboration across teams.
- Plan for scalability: Consider the future growth and expansion of your marketing operations. Select composable components that can scale with your business to accommodate changing needs and emerging technologies as they arise.
- Foster a culture of experimentation: Encouraging experimentation allows for continuous learning and innovation, giving your team the freedom to explore new strategies and technologies to better embrace agility and flexibility in the future.
In conclusion, composable options offer marketers a powerful approach to navigate the ever-changing landscape of marketing technology to best fit their needs.
By embracing flexibility, customization, and interoperability, brands can build tailored solutions that align with their specific goals and adapt to evolving business needs. As the way marketers work continues to evolve, understanding and harnessing the potential of composable setups will be a valuable asset to deliver faster results and stay ahead in a dynamic and competitive landscape.
Comments are closed.