In a technology context, platform refers to an underlying architecture that supports hardware and software applications. Its defining characteristics often involve the underlying processor type, memory and networking interconnections of the server or other hardware it’s running on. However, the term is increasingly being used to describe the broader environment in which software is run—as well as to describe hardware and software products that support the use of user-designed elements (e.g., mods) within existing video games.

The emergence of new online platforms has disrupted older business models. For example, the once dominant rental video business has been replaced by streaming services such as Netflix and Hulu. In addition, Airbnb has transformed vacation rental and taxi businesses. These platforms enable business-to-consumer (B2C) and consumer-to-consumer (C2C) transactions and innovation.

This article explores the current state of marketing platforms and highlights what marketers need to do to succeed with them. It also discusses some of the key factors that must be considered when selecting a marketing platform.

In general, the rise of marketing platforms is being driven by the need for better data and analytics across multiple channels—as well as the increasing demand for individualized experiences. Platforms provide a common infrastructure for connecting tools, teams and data, which in turn improves the effectiveness of campaigns and accelerates business growth. The best marketing platforms are designed to be scalable and extensible, providing easy integrations with other software systems and custom enhancements. In addition, they should have stable APIs that allow for full data access and smooth integration with external apps and technologies.  platform