This month, we published a new article on Localogy Insider: Service is the New Software. In the article, we examine the ever-changing tides of the marketing sector. In the past, service was the defining factor in good marketing; execution, strategy, and responsiveness are what set you apart from competitors. However, the last decade brought a new focus on SaaS as a differentiator for marketing providers. Marketers began to worry about investment in custom software and popular applications to set themselves apart. However, the emergence of AI means that software as a differentiator is beginning to disappear. What’s taking its place? Service.
AI has lowered the barrier to entry for developing applications for anyone who has a computer and an internet connection. What used to take months or years with a massive team can now be recreated in weeks by smaller, nimbler teams. (JP Morgan already tried it: the efficiency of their engineers improved 20% when using an AI coding assistant). Software is becoming easily replicable, and the accessibility of software often means teams are fragmented, using disjointed marketing stacks, and operating with massive overhead. The future of achievement in marketing will be defined by who can not just access the best tools, but wield them most effectively. In other words, the service teams that streamline and utilize software best will provide the most value to clients as we move into an AI-dominated industry.
Of course, software is here to stay, but simply having the software is no longer enough to set you apart from the crowd. How you use it is what will make all the difference, especially as marketing teams begin to demand more software support from their vendors.
At Semify, we believe those who can evolve and adapt within this changing software-scape and provide world-class service will endure this new era. We’re focused on ensuring our white-label digital marketing services bridge the gap between software and service to provide our partners with all the power from our white-label marketing growth engine.
To read the article in full and more we’ve written, check out Localogy Insider.
