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As part of Solutions Review\u2019s\u00a0Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>Dave O’Flanagan<\/span><\/span>, the Chief Product Officer at <\/span><\/span>Sitecore<\/span><\/span><\/a>, talks about the potential composable platforms can bring to the future of marketing technology.<\/strong><\/em>\u00a0<\/span><\/p>\n The days of generic marketing are over. Modern consumers expect personalized experiences and custom content that meets their preferences and needs, and yesterday’s one-size-fits-all marketing platforms are increasingly not up to the task.<\/span>\u00a0<\/span>To meet this challenge, teams have embraced the concept of composable digital experience\/martech software. These modular platforms represent an architectural approach that enables businesses to build their e-commerce solutions by combining and integrating best-of-breed components instead of relying on a single monolithic solution, allowing an organization to easily swap in and out individual components without disrupting the entire system. <\/span>\u00a0<\/span><\/p>\n It’s a concept that is taking root, with <\/span>Gartner forecasting<\/span><\/a> that “organizations that have adopted an intelligent composable approach will outpace (the) competition by 80% in the speed of new feature implementation.” This article looks deeper into the benefits of this approach when applied to digital experience software. <\/span>\u00a0<\/span><\/p>\n A composable approach to the martech stack enables brands to become more agile and adaptive in their digital strategies. Teams can easily add or replace individual components within the platform to experiment with new technologies, features, or vendors. This allows them to stay ahead of evolving customer expectations, quickly respond to market trends, and optimize their digital experiences. <\/span><\/p>\n Another advantage of modular platforms is the ability to experiment with personalization strategies, using A\/B testing on campaigns and rapidly iterating to find the most compelling content. This is just one way an integrated stack can streamline workflows for enhanced efficiency. These solutions offer seamless integrations and interoperability, allowing marketers and content creators to work hand-in-hand. Centralized data management and automation also reduce time spent on manual tasks, allowing marketers to focus on strategic initiatives, resulting in improved productivity and faster time-to-market. <\/span>\u00a0<\/span><\/p>\n The demand for unique, personalized content can be overwhelming for marketing teams. By integrating customer data platforms (CDPs)<\/a> and personalization engines, teams can gather and analyze customer data to gain insight into individual wants and needs to deliver the right content to the right consumer at the right time. Armed with this knowledge, they can curate highly targeted content, such as product recommendations and tailored offers that resonate with consumers, leading to increased engagement, conversion, and satisfaction. <\/span>\u00a0<\/span><\/p>\nEnabling Agile Adaptivity <\/span><\/b>\u00a0<\/span><\/h3>\n
Personalization at Scale <\/span><\/b>\u00a0<\/span><\/h3>\n
![](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" "\\"Marketing")
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