Recession-proofing business with composable architecture

by Vasu Kothamasu


Businesses' opportunities for digital growth are facing blockers due to unstable economic conditions and inflation that are likely to continue deep into 2031. As the volatility of the global markets continues, business leaders and C-suite executives need digital agility, budget revamping, vendor updates and enhanced sales reach.

However, some businesses still lack the caliber to navigate these tricky times. Amid market turbulence, can composable architecture help modernize businesses effectively?

Preparing for growth

Continued growth requires consistent efforts, and all industries, from healthcare to manufacturing, are running that marathon. However, only those businesses that have adopted scalable and agile systems will win the race against economic downturn. The markets are more dynamic than ever, with requirements changing at the speed of imagination. Under such circumstances, the last thing brands need are hefty monoliths incapable of scaling and adapting to the business needs. 

The solution? 

A modular structure that evolves with the business, incorporating flexibility and ease of expansion within its folds. Composable architectures based on technology stack agnosticism, API support and cloud-native foster the required scalability. 

Enhancing business resilience

According to a Workday report, 52% of business leaders have recognized an acceleration gap impeding the digital growth of their companies. Thankfully, composable architecture can help bridge this gap. By adopting a composable system, businesses can deploy and test functionalities much faster. With the ease of experimenting, scaling, and implementing new functionalities, brands can be more adaptable to any change, be it adding new capabilities during market growth or streamlining operations stemming from financial upheavals. 

Profit generation

Maintaining profitability and business sustainability are of prime importance during an economic downturn. Besides taking measured steps to enhance cash flow, reduce fixed costs and increase efficiency, companies must protect their existing market share and discover new customer segments to stay afloat during an economic downturn. 

Composability comes to the rescue yet again by enhancing revenue and reducing costs by letting companies buy only what is needed rather than investing in a broad range of irrelevant capabilities. After surveying 4000 C-suite executives in the Value Untangled report, Accenture posits that agility featuring high interoperability backed by composable tech is the hallmark of successful brands. 

Fosters a "fail fast" approach 

In an attempt to "trim the fat" during an economic crisis, businesses often make the grave mistake of jamming innovation and, as a result, fail to develop alternative models. While hacking innovation reduces short-term production costs, it doesn't benefit in the long run as revenue flow stops. 

To keep the profit cogs functioning seamlessly, companies must continue experimenting with innovations, embracing rapid failures and swift learning to realign with market needs. Many enterprises and startups have adopted this ideology, and by embracing composability, they can easily construct business components using flexible data and then test the resulting model to see if it's viable in the market.

During turbulent economic times, composability provides businesses with the opportunity missed by traditional monoliths — scalability. With a modular development approach using best-of-breed services, companies can enjoy the freedom to thrive in the face of economic disruption.

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Vasu Kothamasu is a General Manager & Global Engineering Leader at Contentstack

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Five composable technology trends that will define 2024

Amidst game-changing shifts in the digital landscape, understanding the impact of composable technology is pivotal for businesses seeking a competitive edge in 2024. With personalized content, consistent and connected journeys, new features that make your digital life easier, and robust security measures ensuring your data's safety, composable technology is the secret sauce behind future-ready business operations.We have identified five key trends that businesses can’t afford to ignore. These trends will define how businesses stay ahead of the competition in 2024 and retain their best customers. This evolution of the modern consumer experience is not only the norm, it’s the expectation. We’re not just talking about another tech fad here; these are the trends that are already redefining how businesses operate, how consumers interact with brands, and how personalized digital experiences are delivered. 1. Composable content: The new normThe term “composable content” refers to a method of content creation where content is broken down into small, reusable building blocks and then these blocks can be combined and recombined to suit various digital channels.In 2024, composable content will become the norm rather than the exception. Businesses increasingly recognize its value, as it allows content teams to tailor content to specific audiences and platforms without reinventing the wheel each time.One of the key drivers behind this trend is the rise of mobile apps and other digital platforms. Composable content allows businesses to deliver a consistent message across all these platforms, enhancing the overall customer experience."As we navigate the evolving landscape of consumer expectations, the agility offered by composable content becomes indispensable. Businesses are poised to adopt a more modular approach to content creation, enabling them to assemble and reassemble digital experiences to match the precise needs of the moment. This fluidity ensures that our messaging remains not only relevant but perfectly timed and targeted, meeting our audience exactly where they are."- Neha Sampat, Contentstack CEO2. Composable design: Flexibility at its bestComposable design takes the principles of composable content and applies them to software development and architecture. In a composable design framework, software is built using autonomous, exchangeable components that can function independently or together. This approach enables developers to build complex systems with simple parts, allowing for greater flexibility and scalability.As we move into 2024, expect to see a surge in the adoption of composable design principles. This trend will be driven by the need for businesses to quickly adapt to changing market conditions and customer preferences.“In 2024, we will witness the rise of composable architecture as the new standard for technology innovation. Just as LEGO bricks allow you to build anything you can imagine, composable technology will empower businesses to assemble customized solutions, adapting swiftly to evolving needs. The era of rigid, monolithic systems is coming to an end, making way for a more flexible, agile and cost-effective future.”– Jasmin Guthmann, VP MACH Alliance and Head of Corp Communications, Contentstack3. Composable DXPs: The future of content managementComposable digital experience platforms (DXP), with a headless CMS at its core, are set to revolutionize how businesses manage and create content. Unlike legacy DXP platforms, which often come with a one-size-fits-all approach, composable DXP platforms offer greater flexibility.In a composable DXP, various functions, such as content creation, editing and publishing, are treated as standalone services that can be used separately or together. This modular approach allows businesses to hyper-optimize their content management and add on any extensions and applications to suit their unique business needs.4. Democratized generative AI Gartner has highlighted democratized generative AI as one of the top strategic tech trends for 2024. Imagine being able to harness the power of artificial intelligence to create unique content or designs. That's the promise of democratized generative AI. It's no longer just about using AI; it's about creating with it.When combined with generative AI, composable technology opens up endless possibilities for innovation and creativity. Imagine being able to leverage the power of generative AI to compose unique products, services or experiences tailored to your audience. Composable tech and generative AI are poised to revolutionize industries and empower individuals and businesses to push the boundaries of what's possible. “The simple tasks are going away now that AI is here. We traditionally spend so much time designing interfaces to make doing simple tasks easier (how many screens should this be? Is the button in the right place?) but now so much of that can be done on our behalf. It’s really changing the interface for doing work as drastically as the advent of the web did.”– Conor Egan, Vice President of Product and Engineering, Contentstack5. Prioritizing composability in application planningGartner forecasts that by 2024, 70% of large and medium-sized enterprises will prioritize composability in their application planning. This underlines the growing consensus among businesses that flexible and adaptable software architectures are crucial for staying competitive in the digital age. This means that we’ll see the adoption of composable technologies across more industries than just tech and e-commerce. There will be a focus on flexibility and adaptability in industries like financial services, healthcare, higher education, and travel and tourism. Businesses need to be able to react quickly to market and customer behavior changes, no matter the industry. With a composable tech stack, they can do exactly that without their monolithic technologies holding them back. This transformative shift is a fundamental evolution in how industries operate, scale and deliver better personalized experiences.Learn how a Composable DXP, built with the industry-leading headless CMS at its core, can transform your business from the inside out.

From local to global: The evolution of localization strategies

The way we interact with global audiences has gone through a major makeover, all thanks to the digital revolution. In today's interconnected world, businesses are no longer confined within the borders of their home countries. Nailing your expansion strategy comes down to one word: localization. It's the secret sauce for connecting with consumers from different corners of the globe, smashing through language and cultural barriers, unifying your brand, and unlocking new opportunities for business expansion. In fact, about 73% of customers prefer to buy from websites that speak their language, according to the Harvard Business Review.But localization is so much more than language. How can you ensure your message hits the mark no matter where it's heard? The answer lies in understanding the cultural and geographical attributes of your customers and how those attributes influence their buying decisions.Localization in practiceThese examples illustrate the various dimensions of localization beyond language translation, emphasizing the need for a comprehensive and culturally sensitive approach when expanding globally.Cultural representation in visuals: Tailoring visuals to resonate with local cultureLocalized customer support: Providing support in the customer's native languageAdapting to regional trends: Aligning products or services with local trendsLegal compliance illustration: Adhering to local legal requirements and regulationsLocalized social media engagement: Customizing social media content for diverse audiencesCelebrating local holidays: Acknowledging and participating in local celebrationsUser-generated content across cultures: Showcasing diverse user experiences globallyGlobal collaboration: Fostering collaboration among teams from different regionsLocalized packaging design: Adapting packaging to suit local aestheticsMultilingual marketing collateral: Presenting marketing materials in multiple languagesWhat is localization?Localization is not merely translating words from one language to another. It is a comprehensive process of adapting your content, products, and services to the culture, preferences, and requirements of a specific target market. It's about speaking the language of your audience, not just linguistically but also culturally, economically, and legally.Let's explore the evolution of localization strategies and understand why they are critical for businesses aiming to expand globally.Localization vs translationLocalization goes beyond mere translation. It involves a deep understanding of cultural nuances. Does the color red symbolize luck in your target market, or does it denote danger? How should you lay out your content to appeal to your audience's aesthetic sensibilities? What images or visuals would resonate with them? Are there any local laws or regulations that you need to comply with? All these factors are taken into account while localizing content.Even marketing practices are tailored to cater to specific markets, such as optimizing keywords, link-building strategies and lead-generation techniques to align with local search behavior.Understanding cultural fitLocalization is a powerful tool to overcome cultural barriers. It helps businesses to understand, respect, and align with the preferences and norms of different markets. By crafting content that reflects local cultures and values, businesses can effectively engage with their target audience and foster brand loyalty.Imagine trying to sell a product without understanding the needs, tastes, and preferences of your consumers. It's like shooting in the dark, isn't it?Business benefits of localizationThe benefits of content localization are manifold. It increases sales by addressing the language needs, marketing practices, and preferences of diverse audiences. It helps build brand loyalty by showing an understanding of the target market and creating a connection with customers.Localization also enhances brand integrity by avoiding cultural faux pas and ensuring consistency across global markets. Moreover, it reduces customer support costs by providing localized troubleshooting guides and content in the preferred language of the customers.Global footprint with a local feelThe evolution of localization strategies from simple translation to comprehensive content adaptation has been a game-changer for businesses expanding globally. A nuanced and well-executed localization strategy not only ensures linguistic accuracy but also embraces the richness of cultural nuances, fostering a sense of connection and belonging among global consumers. Brands that go beyond mere translation and delve into the intricacies of local cultures demonstrate a commitment to understanding and respecting their diverse customer base.By resonating with local sensibilities, businesses can establish an emotional connection with consumers, transcending language barriers and creating a lasting impact. To sum it up, localization transforms a brand from being a mere product or service provider into a cultural collaborator operating on a global scale. So, if you're planning to go global, remember, localization is not an option but a necessity. It's not just a matter of words—it's about crafting an immersive and authentic experience for every individual, turning the challenges of global expansion into opportunities for meaningful, personalized engagement.

The future of travel content: Unlocking the potential of composable experiences

The holiday season is upon us, and there is nothing more enticing than finding the perfect travel offer right when the weather gets colder and everyone dreams of an easy trip home for the holidays — or the perfect winter getaway. And that means travel companies are on the hook for providing that perfect offer, to millions of travelers, all looking for something just right, just for them. Composable content makes that task easier than ever. The concept of composable content is revolutionizing how we create, manage and deliver travel and tourism-specific digital customer experiences. It's a dynamic shift from traditional monolithic content creation to a more flexible, efficient and scalable approach.What is composable content in the travel industry?Composable content is designed to be reusable, rearranged and reassembled in different ways across multiple platforms and contexts. It's like building blocks — creating smaller, self-contained content pieces that can be compiled into a larger, more comprehensive travel experience.Each module independently holds value but can be combined and recombined to create diverse omnichannel offerings without the need for repetitive content creation. For example, Icelandair uses composable content to serve localized content in 12 languages, to 16 local markets, all with a relatively small team of content editors. This way, they can serve customers in their local language and create custom travel offers for every region, all from one central content platform.The power of composable experiencesThe force-multiplying power of this approach lies in its inherent flexibility and efficiency. It allows for more efficient travel and tourism-related content production. Instead of creating new content for every scenario, modular content enables repurposing and re-packaging existing modules as needed. This reduces the time and resources spent on content creation and ensures a consistent brand voice and message across all channels.Composable content also makes updating information significantly easier. Instead of searching through extensive page backlogs to make updates, with composable content, you simply update the relevant module and the changes are naturally propagated through any channel that uses that module.Additionally, in the era of highly personalized travel and tourism experiences, composable content shines through its ability to adapt to individual needs. Modules can be rearranged, substituted and assembled based on specific preferences, allowing for a truly tailored travel digital content experience.Travel experience brand GetYourGuide uses composable content modules to create exclusive, once-in-a-lifetime experiences — called “Originals” by GetYourGuide — that are promoted using rich videos and influencer content, allowing them to reach new audiences in new markets compared to their regular suite of traditional travel offers.Empowering content creatorsTo harness this force-multiplying power, content creators need to be able to execute a customer-data-driven content strategy. They need to identify the core travel messages, divide them into logical modules, and ensure each module is self-sufficient and capable of standing alone.Essentially, they're creating a content library, which content creators can draw from and combine in countless ways to craft unique, personalized travel experiences. It goes without saying that technology that supports composable content is paramount to successfully executing this approach. Pedro Torres, Product Manager at GetYourGuide, says leveraging Contentstack composable technology has been a game-changer for content editors. “Contentstack helped us establish pre-approved components where users can quickly create content and drop it into flexible templates, transforming our approval processes and how we think about new experiences.”Content reigns supreme in the travel industryThe future of travel and tourism digital experiences is indeed modular. As we navigate the ever-changing digital landscape, the force-multiplying power of composable content will become increasingly apparent in the travel and tourism industry.Composable content offers a streamlined, efficient and adaptive approach to content creation perfectly suited to our dynamic digital age where content reigns supreme. It's not just about creating content anymore — it's about composing unforgettable travel and tourism experiences.