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Exploring the DIY benefits of low code development for marketers

by | Mar 20, 2024 | Marketing, Public Relations

All businesses need a solid online presence, from a slick website to captivating apps. But let’s face it: hiring developers can be costly and time-consuming. The low-code revolution may be your secret weapon for creating powerful marketing tools without needing to code.

Here are some ways that low code is transforming marketing:

  • Ditch static templates and craft interactive landing pages that adapt to visitor behavior. Use drag-and-drop features to embed forms, quizzes, and personalized offers, boosting conversions and engagement.
  • Say goodbye to complex charting tools. Low-code platforms let you create dynamic dashboards and reports in minutes, transforming data insights into actionable stories for stakeholders and clients.
  • Craft hyper-personalized email campaigns tailored to individual segments. Low-code tools integrate seamlessly with CRM data, allowing you to trigger automated emails with user behavior or demographics as a basis.
  • Streamline tedious processes with automated workflows. Build internal tools that manage approvals, send reminders, or trigger actions based on specific events, freeing up time for strategic marketing initiatives.
  • Test new marketing ideas rapidly without lengthy development cycles. Low-code platforms enable quick A/B testing of landing pages, email variations, and content formats, helping you optimize campaigns for maximum impact.

Low code offers a potent toolkit for marketers, unlocking agility and boosting data-driven decision-making. It also empowers you to take ownership of your marketing efforts. So, what exactly is low code?

low code development

Image by Campaign_Creators from Pixabay

Low code defined

Low code is still software development, but not in the traditional sense that most people understand about programming. The low-code method involves a visual interface and library of reusable components in a development platform. It allows anyone to build applications without having to do everything from scratch.

Think of low code as a box of Legos. You can build apps or software by snapping together the pre-built blocks instead of writing the code yourself. 

Benefits of low code

Low code opens up many possibilities for many people, particularly marketing professionals. You can build a mobile app even if you don’t have the skills or experience to build it from the ground up. But that is just the main benefit. Let’s break it down.

  • Speed

Low code enables developers to work quickly using reusable elements, eliminating the need to hard-code parts from scratch. However, it isn’t just about building fast; it’s about building smart.

Imagine building an app with pre-fab components instead of writing every line of code from scratch. Low code provides ready-made building blocks—think buttons, menus, data connections—that you “snap” together.

That cuts development time dramatically. Developers don’t reinvent the wheel for basic features, focusing instead on the unique app logic. Plus, security measures are often built-in, saving even more time.

And speed isn’t just for developers. Marketing professionals can contribute, thanks to the visual, drag-and-drop interfaces. Low code allows for rapid adjustments, keeping your app relevant and responsive.

  • Collaboration

Low code allows for real-time feedback and iteration, which is critical for marketing. Unlike traditional coding, where technical jargon creates a barrier, low code uses graphical interfaces that business users and IT can understand. Stakeholders can see the app taking shape and provide input early, preventing costly rework.

Think drag-and-drop components and clear logic flows instead of cryptic lines of code. Non-technical users can understand what’s going on. This transparency empowers marketers to participate actively in the design and development process, sharing their knowledge of specific needs and workflows.

For IT teams, this translates to faster development cycles. Changes requested by business users can be made quickly and accurately. It eliminates the need for complex explanations and lengthy coding efforts, fostering a spirit of co-creation.

  • Ease of use

Low code makes marketing app development like child’s play. The biggest hurdle—needing coding superpowers—is gone. Instead of writing mountains of code, you use visual tools like drag-and-drop interfaces and pre-built components.

That opens the door for citizen developers—marketers with great ideas but no coding experience. They can now work alongside IT teams, bringing their business knowledge directly into app creation.

But it’s not just about sharing the workload. Low code helps marketing teams develop talent from within by empowering non-technical folks. These citizen developers gain valuable technical skills, while IT teams can focus on complex coding challenges. It’s a win-win: building a more engaged and skilled workforce while making app development faster and easier than ever.

  • Agility

Imagine a business as a ship navigating stormy seas. With its lengthy development cycles, traditional coding is like a heavy anchor, slowing reaction to shifting winds. Low-code acts as a lightweight sail, enabling agility.

It enables organizations to respond quickly, innovate continuously, and embrace change. Businesses can build and deploy new app features faster, experiment with new ideas, adapt to changing market conditions, and stay caught up.

Low code empowers organizations to become agile, akin to a sailboat that can navigate rough waters and chart a course toward success. Therefore, businesses looking to enhance their agility and chart a course toward the future should consider leveraging low-code development platforms.

Who can use low code?

Anyone can become a low-code developer, even without coding experience. Thanks to intuitive features like drag-and-drop components, visual workflow mapping, and pre-built user interfaces, technical business users can quickly learn to build applications that address their specific needs.

Many successful low-code developers find success not through formal training but through their tech-savvy nature and deep understanding of their company’s challenges. Their inside knowledge gives them a unique edge in crafting solutions directly impacting their organization.

But low code isn’t just for beginners. Experienced developers also love it! Most (87 percent) developers with low-code skills find it enjoyable and appreciate its faster, simpler approach. Even better, 82 percent of all developers believe low code can boost their earning potential.

Limitations of low code

Despite low code’s many benefits, it is only suitable for some software needs. Because it has pre-built components, you may run into trouble.

  • Limited customization

While low code shines in ease and speed, it trades some flexibility. Pre-built components can limit customization, potentially hindering businesses with unique needs. Imagine building a website with specific visual elements; the platform’s options might not match your vision.

Similarly, complex projects with intricate requirements might struggle with low code’s “one-size-fits-all” approach. The pre-built components may be different from your specific design requirements. In such cases, custom software is your best bet.

Low code excels in certain areas, but it’s crucial to understand its limitations before diving in. Consider the trade-off between ease and customization to ensure it aligns with your project’s needs.

  • Security issues

Low-code development is a popular approach in software development where third-party components can be used to build applications quickly. However, that can create vulnerabilities that require careful assessment and mitigation.

Businesses must balance speed and security while ensuring robust protection from potential threats. For instance, integrating a third-party authentication module without proper vetting can expose sensitive user data to unauthorized access.

Data breaches are also a concern in low-code development, especially when security protocols are not strictly followed. Businesses must protect data by adhering to stringent security measures when developing applications on low-code platforms. For example, a financial application built on a low-code platform may face data breach risks without diligently implementing encryption standards.

  • Lack of control

Low-code development, while offering numerous benefits, does present some potential challenges. One such challenge is the dependency on platform providers.

Businesses need to be mindful that they may be bound by the policies and decisions of their chosen platform provider. These can raise concerns around ownership and control of the software developed. This dependence can also lead to uncertainty in the long-term management of the applications.

Additionally, low-code platforms often limit access to the underlying code. That can pose challenges if businesses decide to switch platforms or if the chosen platform undergoes significant changes. This lack of access can create obstacles that can be difficult to overcome. You should carefully review your options and choose a low-code platform that meets current and future needs.

Learning curve

Low-code platforms simplify the development process; however, they may present a learning curve for some. Developers need to understand the intricacies and limitations of the platform to create effective applications. Those accustomed to traditional coding methods may require additional time to adjust to low-code development’s visual and drag-and-drop nature.

When using low-code platforms, developers may face a skill gap in specific applications requiring specialized functionalities or intricate coding. To overcome this gap, developers may require additional training or revert to traditional coding methods to meet the project’s specific requirements. For instance, developing a machine learning algorithm in a low-code environment may require developers to acquire additional skills.

Should you use low code?

Low-code development is a game-changing approach. Imagine churning out high-impact landing pages, interactive data visualizations, or even personalized email campaigns without months of IT wait time. 

Low-code development makes this a reality, empowering marketers to build powerful tools in weeks, not months. It also reduces IT backlog and gives developers more time to innovate. 

However, it is not a magic pill to cure all marketing software ills. The approach has limitations you should consider before employing it for your needs.

Ombir Sharma
Ombir Sharma is an Writer and SEO expert at Tecuy Media with over 3+ years of experience in the field. He has a passion for helping businesses improve their online presence and increase their visibility on search engines. When he's not optimising websites, Ombir can be found playing volleyball or watching movies. With his dedication and expertise in SEO, Ombir is a valuable asset to the Tecuy Media team.

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