How microservices are changing online marketing

By: Andrew Simmons

Date: 11 November 2019

A pair of programmers use microservices to inject new functionality into a bespoke marketing platform.

The worlds of technology and marketing have been drawing closer together for some time now. Marketers are forever finding new ways to use existing technologies to augment their work, enabling them to broadcast their message and interface with consumers in ways that would have been unthinkable just a few decades ago.

Our globalised economies mean that businesses are increasingly expected to set their sights on as large an audience as possible. The internet has made it more feasible than ever for marketers to do just this, and to appeal to consumers from around the globe. A number of technologies have since emerged and been adopted by the marketing industry, where the two sectors are now deeply intertwined.

In many cases, it can take some time before a technology is deployed to its full potential. New technologies will take a while to learn and even longer to master. Microservices are one such technology - they have been around for a long time, but we are only now beginning to see their full potential.

What are microservices?

A microservice is a software ‘component’ that provides specific functionality. Each microservice consists of a small amount of code - all that’s required for its individual function.

Microservices can be tailor-made to serve any function required within a larger application. They can then be linked together to create an overall system, communicating with one another through the use of APIs.

For example, a business might have microservices for performing data analysis to inform corporate strategy. A marketing team could take the analytic functions that are relevant to them, and use them to create an entirely new system.

More flexibility

Prior to microservices, developers had to work with unwieldy, monolithic systems. If there was a problem, fixing it could become a Herculean task. In some cases, a relatively minor issue could render an entire system all but useless.

With microservices, it’s easy for developers to modify a system with surgical precision. You can add, remove, or modify specific functions of a system in isolation, without having to worry about the whole thing failing.

More agility

The added flexibility of a microservice-driven approach enables marketers to be more dynamic and agile when they’re formulating a strategy. A marketing platform built using microservices is easy for your development team to adapt on the fly to meet your current needs.

Bespoke systems

By working with microservices, developers can design and build a microservice-driven platform that have been tailored to a business’ specific needs. For example, you could work with a provider that has experience in producing microservices solutions for ecommerce.

Working with specialists is always going to be preferable to trying to manage everything on your own. Microservices are designed to perform very specific functions, while also operating as part of a larger whole. Balancing these two sides of the equation takes skill and experience.

Introducing microservices when developing business solutions is a worthwhile investment. All areas of a business can benefit from an approach that allows for more flexibility when strategizing, one that provides you with the extra time you need to make better decisions. Marketers should find it easy to embrace this new approach.

Copyright 2019. Article was made possible by site supporter Andrew Simmons

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