Once upon a time, marketing was a cutthroat industry where those with a solid technical background had a significant leg-up on the competition. You could create a chatbot if you knew how to code. Although marketing competition is still present, Martech tools have leveled the playing field by eliminating the need for coding. Now, even those who do not know how to code can create websites, launch chatbots, and analyse complex data.
In addition, the use of martech tools has allowed the next generation of marketers to speed up the production of high-quality content. The no-code approach works amazingly well for the marketing function because, in most cases, marketers have a clear idea of what needs to be done and can do it on their own terms without having to ask for assistance from others. There are a wide range of apps that can be built with no-code, from Customer Data Management Apps to Lead Management to even Digital Asset tracking. Imagine a drag-and-drop interface for viewing and dividing data. After selecting which pieces of information are of most interest, the user can apply filters (such as “only contacts who have purchased within the last six months and have spent more than Rs 1500”) and hit “Go.” The platform generates code (typically SQL) in the background to query a specially created and exposed database and return the results. The code is still present, but the user was not responsible for its creation.
*The buzz today
Artificial intelligence has made no-code a big deal today. While advancements in AI and ML over the past few years, as well as wider availability, are not the only factors responsible for no-code’s meteoric rise, they have nonetheless greatly improved the technology’s efficacy. This is especially noticeable in MarTech’s content creation capabilities.
Previously, a creative expert had to design and build each image, banner, and button used in marketing creatives. A marketer can now use a plain-language typing interface on an AI content generation platform to tell it exactly what they want. The requested content will then be generated in multiple variations by the platform in a matter of seconds.
Similarly, addressing specific segments of a population is now as easy as typing or talking normally. In order for an AI platform to query the data and return a result to the marketer, the data simply needs to exist. Additionally, depending on the advertised topic or product, AI can offer guidance and suggestions for segmentation. Once the marketer inputs the campaign’s objectives, the platform will immediately begin identifying, recommending, and creating the segment.
There are two major ways in which no-code will enhance marketing:
Putting control in the hands of marketers expedites and simplifies marketing.
Allowing specialists more time to improve marketing materials, models, and tactics.
*What to watch out for
While there are many benefits to using a low-code or no-code platform, there are also some drawbacks. The tools may cause an unhealthy dependence on the low-code or no-code provider. Simple integrations of workflow processes with cloud services have proven successful, but the technology may falter when applied to more complex endeavours. As citizen developers rapidly release applications, security and governance of low-code implementations may be compromised.
It is an exciting time to be a marketer right now. To better understand customers and prospects, construct and optimise customer automation journeys, and generate visually inspiring content, marketing users will continue to benefit from the rise of no-code tools. It will allow them to track their key performance indicators and make rapid adjustments to their marketing campaigns. All of this will happen faster and easier than ever before.
