How No-Code and Low-Code Technologies Can Assist Marketing Departments

Published on 16 Nov 2021

Whilst low-code and no-code development really aren't new concepts, they are now often used by marketers — and frequently cause engineers to roll their eyes. Despite their mixed reviews, no-code and low-code solutions are already powering and supporting critical components of the digital workplace. Indeed, Forrester reports that no-code and low-code enable marketers to create cloud applications ten times quicker and with ten times the resources.

This is why marketers are frequently viewing no-code and low-code development as a medium of doing more with less. With this in mind, we set out to learn more about these technologies and interviewed industry professionals about their experiences with low-code and no-code development.

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How Are Low-Code and No-Code Applications Beneficial to Marketing Departments?

With the democratization of software development, low-code tooling has ascended the application pyramid, becoming a staple in the toolboxes of many marketers, since it minimizes reliance on external resources and IT specialists, possibly lowering costs and speed to market.

According to Dayle Hall, chief marketing officer of SnapLogic in San Mateo, California, "Even before the pandemic, businesses pushed teams to work more quickly and effectively. With the world's new normal of remote work, the necessity to integrate the cloud, digital tools, and automated solutions becomes even more vital."

It's become clear that the primary advantage of low-code and no-code technologies for marketers is the increased speed with which they can build, test, and distribute digital products. Hall stated that this is also beneficial for developers since "they can focus their time and skills creating the solution rather than explaining what they are attempting to do to a third-party or development group." In this context, no-code/low-code should not be seen as an intrusion on developers' domain; rather, it frees them up to work on more complex jobs.

What Are the Advantages of Low-Code/No-Code Architectures?

Traditional development may be costly and time-consuming for most marketers who are short on both finances and time. Additionally, outcomes across organizations or contractors might vary significantly depending on the professional's experience. Having said that, one of the primary advantages of low-code/no-code platforms is that they enable marketers to develop applications without requiring sophisticated programming expertise.

Additionally, as Alex Ortiz, VP of Marketing at in London, UK, states, "Additionally, marketers gain from a more subtle, yet highly strong, advantage. Low-code democratizes the capacity to do highly technical tasks such as integrating APIs or coordinating automated processes throughout your technology stack. It places the power to remedy an issue squarely in the hands of the marketers who are affected by it." As a consequence, marketers that use low-code platforms are able to create solutions that are tailored to their specific concerns and avoid future problems.

How Can Marketers Begin?

This is an open-ended topic since it is entirely reliant on what each marketer wants to produce, but in general, low-code/no-code solutions are far simpler to master because they are based on inferences. For instance, it is feasible to construct software in less than a month utilizing no-code techniques.

Nevertheless, the starting point for low-code development should always be the project's objective. Hall asserts, "To begin, keep in mind that marketers seldom consider the code side of things. They choose a solution in order to get more data in order to make faster judgments. Thus, they begin by defining the project's objective. Consider what you want to enhance and what this will achieve first "'.

Additionally, Ortiz states that "Previously, marketers had to concentrate their skill sets on figuring out the best way to work around software limitations. Marketers are increasingly adopting a new attitude focused on resolving basic issues and establishing effective procedures that expand their funnel, regardless of any gaps in their different technologies."

Final Thoughts

While no-code/low-code tools are unlikely to constitute the prospect of software development, they do offer an intriguing trend toward democratizing code and making it accessible to non-technical users. For example, David Moise, President of Decide Consulting in Houston, TX, believes that "Low-code solutions today are comparable to the PC databases that were famous in the 1990s and early 2000s. A department or area wanted to build something but became impatient waiting for corporate IT to complete the task. They could design apps that handled a variety of issues using Paradox, DBase, or Access. Purists in programming may sneer at them, but who cares. They worked and found solutions."

Finally, it seems as if the ultimate purpose of software development should be issue resolution. Low-code/no-code solutions provide users with the tools necessary to address their daily difficulties with unprecedented flexibility. While software purists may have strong views on the subject, what matters is that solutions created using low-code/no-code technologies perform as intended.

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