A platform is a computing system that serves as an underlying framework upon which applications run. It provides developers with a standard hardware and software setup, decreasing both the cost and time required to create a new product. Examples of platforms include mobile operating systems like iOS and Android, marketplaces like eBay and Airbnb, social media networks like Facebook and TikTok and other software development tools that enable businesses to build and connect with external applications.
The rise of digital platforms has replaced older business models. Video rental transactions once took place in physical stores, for example, but are now handled by apps that allow users to download movies and TV shows from the cloud. Similarly, vacation rental and taxi services were once conducted via physical exchanges but are now provided by user-friendly apps created by companies like Uber and Lyft.
Another definition of platform focuses on software that enables multiple types of programs to be written and executed within it, often without the need for custom hardware or OS configurations. A platform may also be considered a set of software components that facilitate the deployment of other complex services for a business, such as the LAMP stack that includes Linux, Apache, MySQL and PHP scripting.
In the context of marketing, a successful platform is more than just a collection of disparate features. The best marketing platforms will provide a complete range of functions, including digital asset management, e-commerce, web content management and advertising data management. A good marketing platform will be scalable, secure and offer integration with third-party tools and APIs. platform