Scott Brinker, a marketing technologist and author of the chiefmartec.com blog, recently posted an article on Why marketers should learn how to program. We couldn’t disagree more with several of Scott’s thought-provoking concepts. Do not complicate marketing – simplify it.
Technology changes marketing – without question. Social media, blogs, online surveys, email marketing, YouTube are all examples of technology that inspires marketers to think differently about marketing strategies and campaigns. Learning to program doesn’t help a marketer harness marketing technology. Computer programming is not for everyone. Some marketers are technical and some are not. For the ones that aren’t technical or analytically-minded, don’t try telling them to program as the solution. You’ll have better luck asking an English teacher to become a microbiologist. There are many types of programming (C/C++, Java, PHP, ASP…the list goes on), all programming is different (web based, machine languages) and learning is not an overnight endeavor. You’ll just confuse the marketer. Make their life simpler, not harder. The answer to how to embrace new and innovative marketing technology is…hold your breath, new and innovative marketing technology.
Technology can improve processes and also simplify them at the same time. Scott is correct; there are a growing number of choices for marketing software. However, marketers must choose wisely. They must be careful to not adopt software platforms designed by engineers – which virtually requires a programmer to configure. Adopting marketing software designed by sales and marketers, instead of engineers, is vital. These packages were built to offer simplicity and ease of use that marketers expect. Case in point, Scott showed a screen shot (snippet below) of a complicated flow chart depicting a marketing campaign. If you want marketers to run then show them a flow chart like this.
Scott also discusses a few other points. He suggests the cast of players around a marketer is growing and learning programming will help you speak their ‘native tongue’. Why not learn from the players themselves? Surely the players don’t understand some of your marketing terms. They might be interested in a quick lesson. Collaborating with your colleagues will only foster intra-company relations and build moral. Maybe you could send them to Douglass Karr’s The Marketing Technology Blog to read about these marketing terms.
Whether it’s marketing terms or marketing software, let’s not complicate marketing, let’s simplify it.
For a simplistic, yet amazingly powerful, software package that increases effectiveness of your sales and marketing team check out Lead Liaison’s Revenue Generation Software.
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