Digital marketing should work simultaneously for every target group, serve all channels and still feel like a personal dialogue between brand and customer. Goals such as faster time-to-market, higher conversion rates and better customer retention are increasingly difficult to achieve in this complexity. In the masterclass ‘Headless but not brainless – rethink your digital business’, IBM iX and guests from commercetools and Contentful presented new approaches. Here are their take-aways.
When selecting technology and solutions, until now there have been only two options:
In-house development is complex and thus cost-intensive. A lot of start-up capital is needed to meet at least basic customer expectations. Prefabricated solutions are easier to implement, as they can be fitted more easily into existing framework conditions. However, they offer only limited application possibilities and fail as soon as complex demands are made of them. Although there are solutions with more customisation options, in most cases companies pay too much for too little. MACH, composable and decoupled architectures offer a better approach to the design of online experiences.
Whether DXP, DAM or accounting tool, every contemporary software architecture follows the MACH principle – microservices, API-first, cloud-native, headless. MACH is the result of new developments in cloud computing and new service architectures, and is based on four principles:
To implement MACH architectures, retailers must identify services and APIs that enable complex content and commerce projects. This individual combination of API, services and front-end applications is called composable commerce.
With the increasing simultaneity of touchpoints and greater segmentation of the customer journey, content management systems have not become obsolete, but today they are just one building block in a complex digital environment. A CMS is ideally a component of a composable Digital Experience Platform (DXP), based on two significant developments:
This enables DXPs to accompany the entire digital customer journey for each target group and to respond with customised, coherent content and offers. DXPs eliminate data silos and lead to new ways of working and looking at things:
Composable platforms are not just a technological approach; above all, they ensure that content itself becomes composable – and can thus be combined almost infinitely. Moreover, according to Gartner, the approach could reduce IT costs by 50% by 2024.
Apart from technical decoupling and modularisation, we also see a move away from all-in-one thinking in marketing. Marketing teams should not do all the steps from the idea to measuring success themselves, but nor should all steps be outsourced.
Rather, companies are becoming aware of the actual competencies of their marketing and are buying building blocks for the implementation of a strategy in the modular MACH principle: as needed, digitally and with maximum flexibility. Typically, marketing teams focus on strategic, creative and KPI-centric tasks, while production is outsourced.
This realignment ideally goes hand in hand with the realignment of digital structures and workflows, and is thus on the agenda at the same time as a Composable DXP project. Because new approaches will be effective only if more than the technological basis changes.
Our experts are at your side for each of these aspects. We support you in identifying the optimal technological approaches, in comparing solutions and providers, and at every phase of restructuring and implementation. Get in touch today!
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