arTech luminaries like Scott Brinker have been saying for some time that MarTech not only makes marketing faster and better, but also changes it fundamentally: our methods, approaches, and tasks are shaped by technology to such an extent that todayās marketing no longer has much to do with the marketing of, say, 2010. Absolutely naturally, and without thinking much about it, we use different software solutions and combine and connect them into a functioning MarTech stack. In doing so, the way we work and think is increasingly resembling that of developersāsomething that would have been hard to imagine just a few years ago.
Even if we canāt write or read a single line of code, we are inevitably on our way to becoming developers. And this is where no-code tools come into play. They help us enormously to further develop the MarTech stack independently, optimize it continuously, and thus get our marketing in top shape for the coming technology-driven yearsāwithout relying on IT.
No-code is a kind of āvisual interfaceā that enables non-experts without in-depth prior knowledge to develop applications. That sounds paradoxical at first. After all, application development and learning programming languages is a complex and time-consuming process. And now all of a sudden, non-experts are supposed to be able to do all of that?
Thatās exactly how it is: you can think of no-code as a modular system. Similar to a website builder, you move modules around via drag-and-drop and thus build applications. Admittedly, you do need at least a certain level of technical affinity. But with a bit of familiarization, no-code tools are easy to use.
In practice, itās difficult to draw a clear line between no-code and low-code. You can probably already guess: while everything in no-code is rigid and you can only design using the modules, low-code is a bit more āopenā. On a low-code platform, you can supplement or adapt what already exists with your own code.
We still owe you one definition: itās about the term āCitizen Developerā. Weāll keep it short and sweet: Citizen Developers are IT-savvy employees who donāt have formal training in programming but know how to work with no-code and low-code. So in the future, almost all marketers?
Letās get to the key question we asked at the beginning and havenāt answered yet: What do no-code and low-code have to do with your MarTech stack? And how exactly does this approach help you?
No matter which tools and software solutions you use ā you need to tailor them to your needs. Rarely has there been a tool that, right out of the box, met all your requirements in its basic functions, right?
With no-code and low-code, it becomes possible for you to design and program your own applications. Or you can expand an existing application with just a few clicks in the way you need it ā all of these are conceivable scenarios when using no-code and low-code.
Until a few years ago, all of this would have required trained and qualified developers. Sure: with your IT affinity and a no-code platform, you still (yet?) canāt hold a candle to them. But the gap is getting smaller and smaller. In this context, many experts also speak of the ādemocratization of ITā.
The advantages of no-code tools:
You can customize your MarTech stack even more and optimize it individually for your tasks and goals.
You become more independent and therefore faster. You avoid time-consuming coordination processes (and ultimately additional costs).
No-code platforms and no-code tools give you an interface that lets you quickly assemble applications the way you wantāwithout in-depth IT knowledge. They allow you to combine different services to organize workflows or connect databases, APIs & more.
Still unsure whether no-code and low-code platforms are more than just a passing trend? We can put your doubts to rest: Revenue from low-code platforms amounted to almost 13 billion US dollars in 2020 (Source). Seven years later, estimates put it at well over 65 billion. Annual growth: 71 percent. Any questions?
There are many different types of no-code tools. If we were to list every single one in detail, youād probably need to take a few more minutes to read the article. Why are there so many different tools? Ongoing digitalization and the use of AI ensure that more and more doors are opening for developers of no- and low-code platforms.
This means there are different platforms and approaches for all business areasāfrom accounting and HR to marketingāshowing how no-code can be implemented. You should be familiar with the following types of no-code tools and platforms:
CRM Building
App/Website Building
Process/Workflow Automation
Data Mapping/Data Analytics
What is the future of no-code tools? Where are the limits? The clear advantage lies in the easy-to-understand interface. With a bit of affinity for IT and technology, youāll understand in no time how a no-code tool works and can build your own applications, workflows & more. You also canāt accidentallyālike what often happens in manual developmentāchange, delete, or render code snippets unusable. This also increases security.
On the other hand, not every solution can meet every requirement. For more complex challenges, low- and no-code are probably (not yet) enough. In that case, deeper IT expertise is required. Especially with no-code platforms, you canāt change anything in the code. Low-code tools, on the other hand, offer a bit more flexibility.
Despite this small dampener at the end, the rapid development in this area shows: be part of it! Take a look at whatās on the market, what you can benefit from, and what you can use to meaningfully expand and optimize your MarTech stack.
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Till Zier is CPO at Matchilla and, as a MarTech expert, reports in the MatchZINE on news and trends in marketing, automation, analytics, and data.
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