In this article, I want to touch upon the software architectural models used in marketing technology and e-commerce platforms. Knowing different architectural models when planning marketing technology is crucial, not only because it will show us various opportunities, but also to ensure we don't lag behind in competition. Especially for non-technical business and marketing teams, understanding these architectures is vital. This way, you expand what you can do in the field of marketing.
These architectures reflect the evolution of modern software development approaches. Starting from Monolithic, we see a shift towards headless and microservices approaches to ensure that applications are more flexible and scalable. Composable and MACH architectures represent the latest stages of this evolution. Particularly, MACH brings concepts like headless and microservices together, providing a framework on how modern digital products and platforms should be created.
All functions of the application (database, user interface, server logic, etc.) are found in a unified manner on a single codebase and platform.
The front-end and back-end operate on the same application and codebase.
When you want to expand, you need to work on the entire application, which further increases development costs and time.
In case of an error, the risk of the entire application being affected is higher.
The term "headless" generally means that a system operates without a user interface.
This approach is especially popular for content management systems (CMS). Here, content creation and presentation are separated. Content can be presented to different "headless" platforms via APIs.
Front-end and back-end are independent of each other.
Due to this structure, it's easier to change or use the front-end on different platforms (e.g., mobile, web, IoT devices).
The back-end provides data via API, and this data can be used on various "headless" front-ends.
Hybrid methods can be applied when transitioning from Monolithic to Headless architecture; the headless architecture can be built on top of the monolithic architecture. In this case, we might still encounter different limitations. Composable architecture offers solutions based on micro-products as an advanced stage of headless architecture. It is an approach that allows creating custom applications by bringing together (combining) functionalities or components. This allows a company to select only the features they need and add or remove these components as they scale or their needs change. These micro-products can easily be integrated into your application. Functions like checkout, cart, and payment page can be integrated into the website independently. This ensures that each function is optimized independently.
In summary, the headless technology uses MACH technology to create a composable architecture.
What is MACH Architecture?
MACH (Microservices, API-first, Cloud-native, Headless) defines an architectural approach.
Microservices: Dividing applications into smaller, independent services.
API-first: Designing and developing applications primarily as an API.
Cloud-native: Applications specifically designed to run on cloud-based infrastructures.
Headless: Providing services without a predefined user interface.
MACH architecture is a popular approach today in the digital age to provide faster, scalable, and flexible solutions.
Applications of Headless Architecture in Marketing Technology
Headless architecture is widely used in marketing technology. This approach allows marketers to create faster, scalable, and customizable experiences. Here are some examples of marketing technology with headless architecture:
Headless CMS (Content Management Systems):
A traditional CMS encompasses all aspects of content creation, management, and presentation. On the other hand, a headless CMS only provides content creation and management. It makes no assumptions about how the content will be presented. Examples: Contentful, Strapi, Sanity, Sitecore
Marketers can consistently present their content on various devices and platforms (websites, mobile apps, IoT devices, digital signage, etc.) using a headless CMS.
Headless Commerce Platforms:
Marketers and retailers can customize the user experience and merge shopping experiences across different channels.
Personalization and Targeting Platforms:
Targeting solutions with a headless architecture allow dynamic presentation of personalized content and campaigns.
Examples: Segmentation and targeting tools, personalization engines.
Headless Search Solutions:
Marketers can improve user experience and search results, leading to increased conversion rates.
Integration of content or campaigns to different platforms and devices easily. The headless architecture allows brands to create consistent and personalized experiences across different channels.
Headless architecture is rapidly becoming popular in marketing technologies because this approach offers marketers greater flexibility and customization capacity. This can enhance the user experience and increase conversion rates."
Please note that while I've tried to ensure the accuracy of this translation, nuances and specifics of language might mean that some phrases or concepts are best checked with a human translator familiar with both languages for professional purposes.