On our inRiver PIM platform, the PXM (Product Experience Management) concept ties into one of the best illustrative images I have seen on marketing technologies. The image, made by Gartner, shows all emerging marketing technologies in the form of a subway map. In order to get this whole ecosystem of marketing technologies to work, they need one repository for marketing content and one story. This is where the inRiver PXM concept fits in – working as the center of all marketing technologies as a Dynamic Marketing Hub.
What I have been told over the years is that our customers find it hard to choose a platform that will help them benefit from all these emerging marketing technologies, and knowing that the choice will not lock them up in a rigid platform with nowhere to go after the initial implementation. With a complex ecosystem of new marketing technologies, it is important to be antifragile in your choices. The concept comes from the fantastic book “Antifragile” by Nassim Nicholas Taleb, where he describes things that benefits from disorder and thrive on optionality (benefiting from more than one outcome), amongst other topics.
At one point, when I had the time and the pleasure of reading this book, I was inspired to do a thought experiment with time, since time is the ultimate judge of what will work and what will fail. This is always revealed by time. If you look at time in a simplistic way of past, present and the future, you can go back five years in time to look at some ideas and predictions that were made then and there. For example, take the economic analysts giving stock market advice, or the technology experts giving predictions on the world domination of some technology or company. When you heard about these predictions then and there, they most likely made sense. But with the time perspective on your side, you see a whole other story being revealed. Almost all of these predictions are precisely what they are: predictions. Some were lucky and got it right, but almost all of them failed.
Adapting to changes in the market instead of trying to foresee all eventualities becomes a necessity when dealing with change. If you can adapt in real time, rather than trying to react to changes after they have happened, you have a far more powerful set of options on how to move ahead with your marketing strategies.
What we are trying to achieve, is to make your organization’s investment in a marketing platform antifragile by using inRiver’s agile Marketing Model. This will enable you to easily adapt to the changes in the market, since you can adapt and change the Marketing Model easily to suit new requirements and new ways of telling the story about your products.
An important point is also that it also gives you the possibility to capitalize on the available options in the market at a low cost. If you have no options left, and must make major changes to keep up with the demands in the market, everything becomes quickly significantly more expensive.
So when you scope and plan your journey to tell the story of your products, make sure you are on a platform that will support you in this mindset:
Think big, start small, scale fast.
-- Jimmy Ekbäck, CTO --