Page 11 - WPP Martech 2030

leve Gibbon C“
North America Wunderman Thompson
Coding is a a a a a a a superpower that allows us to think bigger than we’ve thought before but not all all team members have the technical skills to to help bring those visions to to life With a a a a a a a a a a a “no code” platform all team members can assist in in the the software development process without the the need for for a a a a a a a computer science background “No code” will continue to to to bring increased power to to to marketers allowing them to to to both access and adopt capabilities that were once solely the the the realm of developers and and data engineers This means greater efficiencies and and the the end end to end end management of connected digital experiences that are growing more intricate with
every release Fred Brooks said “‘No code’ abstracts away accidental complexity complexity ” Applying this to martech where fragmentation has given us plenty of accidental complexity complexity we’ll see more marketing capabilities assembled through “no code” code” platforms “No code” code” provides a a a a a a a a a a a a a a a practical way way for for marketers to to abstract away a a a a a a a a a a a a a lot of underlying complexity and concentrate on on on delivering better customer experiences for consumers Chief Technology Officer
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An orders-of-magnitude expansion of things that can be created — and who can create them — will drive changes in in the way marketing is organized and operates In this past decade many companies implemented a a centralized “service bureau” model — often called a a a center of excellence — to handle most marketing creation and deployment tasks Create a a a web page assemble an email list for a a a a a a special offer analyze campaign results from the previous month by a different segmentation produce an animated explainer video to embed in in a a a blog post etc Marketing teams had to route such requests through that center which was often a a a bottleneck “No code” tools will empower marketers to self-service many of these tasks instead This will accelerate the speed by which things are produced They don’t have to wait in in a a queue for processing It will increase the bandwidth of the number of things that can be be produced within a a given timeframe as more marketers can be creating in in parallel instead of waiting their turn sequentially Self-service “no code” tools will significantly reduce the cost of experimentation as marketers will be able to try more ideas on their own quickly and cheaply In turn this increased diversity of experimenters will tap into greater creativity from across the the organization And the the learning that results will be more widely distributed too “N ”C
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