Advancements in customer data, SaaS, marketing technologies and AI-generated content have revolutionized business operations. However, these developments also present unique challenges, including data silos, infinite content and workflow concerns.
According to Zylo research, the average business with 500 or fewer employees has 172 SaaS technologies in its stack, and companies between 501 and 2,500 employees have 255. As you might expect, it’s more than twice that for large enterprises, an average of 664.
Having this many tools can create data and workflow silos and, as a result, difficulties such as duplicate entries or outdated data. This causes friction and misalignment inside organizations that are difficult to solve.
The recent availability of generative AI to many marketing technologies similarly brings silos to organizations: content silos and affordable infinite content. Since generative AI made creating text, video and graphic content easier, many organizations have more content than they can manage and create meaningful experiences for their audiences.
By bridging the gap between generative AI, data and composability, businesses may be able to overcome these obstacles and unlock new levels of efficiency, innovation and digital customer experience.
Why Bridge The Gap Between Data, Composability And Generative AI
Composable martech is a new generation of marketing technology built on the modularity idea. It’s like having a customizable Lego set for your marketing tech stack. It allows digital teams to break down their tech stacks into smaller components or modules that can be used interchangeably, combined and modified according to specific needs.
By connecting data with composable technologies, companies can dismantle data silos, paving the way for a more integrated, streamlined workflow. This workflow facilitates data movement and unification, simplifies content creation and enables personalized experiences.
The subsequent step involves integrating this workflow with generative AI. Just like the other Lego pieces, you can also integrate an AI solution into your content, experience, data or analytics stack to start leveraging the benefits of generative AI, such as personalized content generation for different audiences, creating A/B testing variants, content modeling based on the content you have, predictive profile enrichment and so on—providing workflow automation and scalability.
You may wonder why automation and scalability matter. The answer lies in individualization. As outlined at the start of this section, combining data, composability and AI equips you with everything necessary to create multichannel individualized experiences in real time.
As you already know, nothing comes without its challenges and considerations. You should remember that sometimes putting the Lego pieces together might be more complex than it looks, ensuring the seamless operation between the pieces and maintaining and updating each system over time. However, by bridging the gap between the three, businesses can unlock more efficiency, innovation and digital customer experience.
Dynamic Content Generation For Personalization
Personalized content is crucial for engaging customers and driving conversions. However, many organizations struggle to create enough unique content to meet the needs of each customer. In this regard, generative AI for content creation can save organizations significant time and resources. Generative AI can also help organizations create more engaging and relevant customer experiences.
By integrating AI-generated content with composability, organizations can ensure that their experiences are highly targeted but also dynamic and interactive. This can increase customer engagement, drive conversions and build brand loyalty over time by delivering highly personalized experiences at scale.
From Infinite Content To Omnichannel 1-1 Personalization
By bridging the gap between data, composability and AI, businesses can turn infinite content and customer data into personalized experiences delivered at the right time, in the right format and via the right channel.
• Right Format: Since generative AI lowered the content creation barrier, companies must find a smart way to manage and create meaningful experiences with this infinite content from different sources. This is where the combination of the composability and the other part of the generative AI comes into the equation: automation.
• Right Time: This is where understanding customer data comes into play, along with composability and its capabilities of data unification. Timing is of utmost importance when it comes to personalization. To unleash its potential, organizations need to handle personal data acquisition and utilization with great care. Failing to do so can lead to customers feeling uncomfortable and distancing themselves from your brand instead of embracing it.
• Right Channel: This is again where the combination of three technologies comes into play with experience orchestration and experience automation at scale.
This approach, delivering the right experience via the right channel at the right time, known as omnichannel 1-1 personalization, enables businesses to create meaningful customer interactions that drive engagement, loyalty and revenue—once you build a system to orchestrate, automate and scale.
Start Customer-Centric. Start Composable.
The combination of data, generative AI and composable martech holds immense potential for transforming how organizations approach digital customer experiences. By embracing these technologies, organizations can unlock new levels of personalization, segmentation and data-driven decision-making that were previously unattainable.
However, it’s not enough to have the latest technology and tools in place. While generative AI, infinite content, customer data, experience data and composability are undoubtedly important aspects of any successful business strategy, they are not the end-all-be-all. What truly matters is the experience you can deliver to your customers, tailored to their unique needs and preferences.
After all, it’s only by providing a truly personalized and memorable experience that you can build lasting relationships with your customers and establish your brand as a leader in your industry. So, while staying up to date with the latest trends and technologies is important, never lose sight of the fact that the customer experience should always be at the forefront of your mind.
Looking toward the future of marketing and digital experiences, it’s clear that generative AI and composable martech will play an increasingly important role in shaping how businesses engage with their customers. By exploring these cutting-edge technologies with a customer-first mindset, organizations can stay ahead of the curve and continue delivering exceptional results in an ever-changing digital landscape.