Low-code application development is revolutionizing how enterprises develop technology. Any tech ecosystem in which multiple applications, data sources, and processes intersect is ripe for low-code innovation. Martech is notoriously complex and dynamic, so it’s no surprise that low-code is finding its way into the marketing department. Marketing adoption of low-code appdev is still nascent, but the beachhead of use cases is established and adoption is growing.
Low-code application development won’t yet replace core marketing applications, but it offers an attractive way to enhance, streamline, and differentiate martech capabilities. It’s not hard to see the appeal of how low-code has the potential to help marketers gain unprecedented control of their technology:
- Fill in gaps between existing applications. Develop capabilities that current applications overlook or develop complementary industry- or company-specific functionality.
- Automate manual processes. Tackle manual and inefficient workflows with process automation to reduce time, errors, and tactical effort.
- Enable collaboration. Manage and distribute information across stakeholders and coordinate teams.
- Maintain flexibility. Update applications, processes, and data as requirements evolve without replatforming.
Low-code doesn’t force marketers into the development business — rather, it’s an opportunity to focus and innovate using technology that they control. The potential marketing use cases for low-code are exploding, but marketers are starting their low-code journey to initially address processes and building up to crafting customer experiences and applications.
If you’re interested in learning more about low-code application development for marketing technology, or if you’re already giving it a try, please let us know and request a guidance session or inquiry.
