Open Architecture

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ADAM Software Technical Proposition: Open Architecture Why Open Architecture is Critical for Marketing Software Increased marketing complexity and the need for greater marketing agility have made technology essential for effective and efficient marketing, particularly for large enterprises. Today, virtually all significant aspects of marketing—from planning and budgeting to data analytics to marketing content management and campaign execution—depend on information technology applications and systems. The nature of modern marketing places unique demands on marketing technology systems. To effectively support personalized, omnichannel marketing programs, software applications must have an open architecture that provides a high level of flexibility. In this context, flexibility encompasses two key software attributes: º The ability to easily integrate an application with other information technology applications and systems º The ability to easily modify and/or extend the functionality of an application to meet specific business requirements and needs While software architects have long recognized the value of flexibility for all types of business software, flexible software applications are particularly vital in marketing for three reasons. ADAM Software NV adamsoftware.net info@adamsoftware.net 1
ADAM Software Technical Proposition: Open Architecture The Proliferation of Technology Solutions The number of marketing technology solutions has been growing exponentially for the past several years. In the 2016 version of his marketing technology landscape graphic (shown below), Scott Brinker includes approximately 3.500 technology providers. When Mr. Brinker published the first version of his graphic in 2011, it included only about 350 companies. The scope and complexity of modern marketing make it impossible for any single software application to provide all of the functionality a large enterprise needs. As a result, many enterprises have implemented multiple software applications from multiple vendors. In a recent study by Econsultancy and Tealium, over half (51%) of marketers surveyed reported that they worked with twenty-one or more marketing technology vendors. And research in 2014 by Signal found that the average marketing technology “stack” contains as many as seventeen or more distinct tools. The use of multiple marketing software applications can enable enterprises to deploy best-ofbreed solutions for their specific needs, but this approach will not produce maximum marketing effectiveness and efficiency unless the applications are integrated in appropriate ways. Perhaps most importantly, a lack of integration can impair the ability of enterprises to deliver the kinds of personalized, omnichannel experiences that customers increasingly expect. In a recent survey by Econsultancy, respondents identified the lack of integrated technology platforms as the leading obstacle to executing coherent multichannel marketing programs. ADAM Software NV adamsoftware.net info@adamsoftware.net 2
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