Marketing and Coding: The Two-for-One Professional
While inhabiting two vastly different industries, programmers and digital marketers often find their work intertwining to create something successful and lucrative. As the digital age pushes forward, driving much of the world’s commerce, marketers wonder whether coding is a required skill set. At the very least, marketers familiarize themselves with the language used in coding. On the other hand, some programmers go out of their way to increase revenue by learning the basics of digital marketing. Is the combination of skills necessary?
Speaking to Marketing Week, Dan Gilbert, CEO of Brainlabs, suggests that coding is the number one skill he would teach marketers because, “… the next generation will definitely learn how.” Furthermore, there are key career benefits for digital marketers who take it upon themselves to learn coding.
Problem solving is essential to programming work, and marketers are natural problem solvers. A marketer’s objective is to assuage a client’s complaints or concerns by executing successful marketing strategies. Developers must isolate issues within a code, break the problem down into increments and fix them one by one. By this process, problem solving skills are naturally developed and solidified and can be applied to other fields of business – including marketing.
Learning how to code puts marketers in the position to outsource services without depending on a developer. Idea to implementation becomes a much more efficient effort when marketers know how to code, and it keeps more of the profits in house.
Additionally, insight and understanding are large contributing factors as to why marketers should learn how to code. Understanding code allows a marketer to communicate better with their teammates, and it helps them to know what is reasonable to ask of a programmer and what is not. Insight allows marketers to communicate clearly with their clients and be the bridge between the creative work and the technical. Helen Warren-Piper, marketing director for Premier Foods, states that digitally literate marketers are imperative for the success of small business. Speaking to Market Week, Warren-Piper says, “In smaller or more integrated companies, these skills are increasingly becoming part of the marketing team’s responsibility – so it’s crucial teams attract the expertise to support this, and invest in training and development to plug any skills gaps that exist.”
On the other hand, if a marketer doesn’t code but has a working knowledge of the process, they have a greater ability to collaborate with developers while staying within a budget and set timeframe. If a person knows exactly what they’re asking and the time and skill it will take to execute, they can make their expectations clear with other professionals.
Code is the basis of today’s marketing. As the digital age barrels forward, many will find that having a leg up on various technological advances will benefit them the most, because the time where integration of skills and techniques across platforms becomes a job requirement instead of a preference is dawning. New-age professionals will have these skills, but today’s marketers have the capability and the resources to learn them now.