The world of marketing technology is ever evolving. With businesses slowly moving away from monolithic, all-in-one platforms in the favour of more modular and customisable approaches, martech might be witnessing what is called a Composable Revolution which is attempting to transform how companies build and manage their martech stacks. By leveraging the best of the available solutions that can be easily integrated and switched out as needed, organisations can achieve greater flexibility, efficiency and innovation in their marketing strategies.
But, what is a composable revolution?
Imagine it this way, suppose you have a music playlist, but instead of listening to one album from start to finish, you can pick out your favourite songs and put it into another playlist and enjoy the whole experience. Similarly, the composable martech stacks lets businesses choose the best parts from different tools to create a custom system that works exactly the way they want.
With the help of modular and interchangeable components within the martech stacks, the composable revolution allows businesses to create highly customised tech ecosystem that can adapt to the changing requirements and the market conditions that the business survives in instead of the business struggling to fit in their modules into a comprehensive suite of tools that martech companies provide.
According to a report by Statista, the global martech market’s value in 2023 was estimated at nearly $ 670 billion. Another report states that over 14.1 thousand martech solutions were available to industry professionals in 2024. The shift towards composable martech is supposedly driven by several factors such as the need for greater agility in an increasingly digital world. According to a 2023 report by Gartner, 60% of organisations are expected to adopt a composable approach by 2025 to increase their digital capabilities and respond more effectively to customer demands. This trend reflects the growing recognition that a one-size-fits-all solution is no longer sufficient in a complex and rapidly evolving market.
No more one size fits all
One of the most significant advantages of the composable approach is the increased flexibility that it offers. As new technologies and marketing channels emerge, businesses can quickly integrate these innovations into their tech stacks without disrupting existing systems. This agility is crucial in a world where customer preferences and behaviours are constantly changing.
For example, a company might decide to integrate a new AI-driven personalization tool into its existing martech stack to improve customer engagement. With a composable architecture, this can be done with minimal disruption, allowing the company to stay ahead of the competition and deliver more personalised experiences to its customers.