3 тренда лежащих в основе Второго золотого века мартеха: экосистемы, эксперты и инженеры
There are three trends that are changing the nature of martech. They will catalyze the end of the “first golden age of martech” and lay the foundation for a second golden age that will be much larger, but likely look quite different.
Ecosystems — instead of marketing cloud suites vs. best-of-breed point solutions, we will have the best of both: open platforms that serve as stable foundations, augmented by large ecosystems of specialized third-party apps that are more deeply integrated.
Experts — the lines between software vendors and professional services firms will blur: software companies will offer more expert services; services firms will automate and bottle their expertise in code.
(Citizen) Engineers — in a digital world where every company asymptotically becomes a “software business,” organizations will extend commerical platforms with customized customer experience apps and business process logic, many via “citizen developers.”