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No-code and low-code: easy, integrated development for MarTech

Luca Ricci

When it comes to technology applied to marketing, low-code and no-code are buzzwords: but what do they really mean?

In particular, you have probably heard a lot about no-code recently, in various fields of application, especially in digital marketing.

No-code is a methodology to create software: typically, it is a tool created for people who do not have programming skills.

As the word suggests, it is an approach to develop “without code”, and that means you don’t need to know how to do coding to use it.

No-code tools: a powerful resource for Marketing Managers

Therefore, marketers can easily set a no-code tool, and integrate it with other elements, even if they don’t know JavaScript or Python or other developer typical skills.

It is easy to understand why this is the great trend of the moment: it fits perfectly with the MarTech perspective. Today marketing is contaminated with technology, but usually the background and the mindset of marketers are still far from an IT approach, whether it has to do with programming or scripting.

As a matter of fact, the no-code method is a valid support to overcome the so-called “tech bubble”: an invisible wall between the technical team and the marketing department that often prevents clear communication.

Over time, aware of this collaborative impasse between business departments, developers themselves created solutions that everyone could easily use.

Thanks to this new type of software, marketers have finally got direct access to automation tools, data parsing, online information scraping: a true enriching enabler that also makes the work a lot more efficient. In fact, when you are autonomous you can easily respect deadlines from other agendas, since you don’t have to ask technicians, wait for their answers, or waste time creating timely briefs to make them understand your needs and goals.

Today, this even applies to tools based on Artificial Intelligence: marketing managers get to use AI and ML algorithms, understanding their functioning and potential, and quickly appreciating the results.

Low-code: the right compromise between ease of use and technical sophistication

Actually, low-code is what we expect from the future.

Over the last few years, almost every disruptive Big Tech company or big project has always been carried out by technicians, developers and / or engineers, who eventually became entrepreneurs. In other words: the revolution always came from technology.

The no-code approach, as mentioned above, changes the state of the art and lets everyone approach technology, albeit with a series of objective and necessary limits. As a matter of fact, a completely no-code tool could have difficulties in scaling up and managing higher levels of complexity or customization, because its starting modules cannot be very flexible or adaptable. 

In this sense, the low-code alternative stands as a “hybrid” and virtuous middle way between the two extreme approaches: the platforms will become more and more ready-to-use, to allow an intuitive and immediate UX, but a few API will be left “open”, so that more skilled devs can get their hands on them, enriching and improving the work set up without code by marketers.