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Why Marketing Teams Need Talented Developers

“Developers! Developers! Developers!” said Microsoft CEO Steve Ballmer during his speech at a developer’s conference in 2006. Though his rambunctious speech was presented 7 years ago, Steve’s energy and passion continue to transmit across the halls of technology companies today. What’s more, his outcry for talented developers remains crucial.
In a recent BC Business article, TechVibes Editor-in-Chief Robert Lewis discussed the scarcity of skilled developers in B.C. and the importance for our education system to foster the next generation of young, talented developers.
Other experts agree. In a recent Business in Vancouver article, writer Nelson Bennett talked about how local Vancouver technology companies such as HootSuite and Unbounce are proactively recruiting top engineers to join their companies. These uprising technology startups are hoping to leverage the creativity and brilliance of young engineers to continue to grow their companies.
That said, while developers are vastly demanded by technology companies, a growing number of businesses from other sectors are also demanding skillful developers. Marketing agencies in particularly, is vehemently trying to recruit skillful developers to join their company. 

Although marketing agencies (even PR agencies)aren’t traditionally known for using technology for their daily operations, they're practically married to technological products in order to deliver digital media services to their clients today.
Whether it’s for web development or Universal Analytics setup, marketing agencies need digital tools  to perform digital tactics. Hence, agencies need  talented developers in their team so that they can use the digital tools effectively and seamlessly. With that in mind, it’s undoubted that developer and other IT specialists are becoming more and more important in today’s marketing world.
Here are 3 reasons why marketing agencies need developers:


  1. To develop responsive web design

    By definition, responsive web design is technologies that “use media queries to figure out what resolution of device it's being served on. Flexible images and fluid grids then size correctly to fit the screen. If you're viewing this article on a desktop browser, for example, try making your browser window smaller. The images and content column will shrink, then the sidebar will disappear altogether.” In order an digital marketing agency or company to develop responsive web design, they need to have talented developers or other IT experts to implement the IT components. While marketers or business strategies can come up with website strategy or other digital media strategy to maximize the potential of a responsive website, it’s the developers who actually turn a website into responsive.

  2. To migrate content from an old website to a new website

    When a company changes its website, it often has to migrate its current web content to the new website. It has to migrate its blog posts, homepage content, social media buttons, as well as other information on its webpage to the new site. In order for this migration to work successfully, the developer has to ensure the URL redirects work properly so that when a visitor searches for the old content, he or she will land on the new webpage. All this can’t work without the help of a prolific developer.

  3. To set up digital tools

    While tools such as Google Analytics and Google AdWords are generally very marketer-friendly, as in marketers don’t have to have in-depth IT background in order to use these products, certain components may require the assistance of IT developers. For instance, though marketers can easily determine the overall performance of a landing page through their analytics account, they have to install a specific code if they want to obtain detailed information regarding that page. If the marketers share a particular landing page on multiple digital channels and want to see which channel produces the best results, the marketers need to implement a specific Google Analytics code to that page in order to assess the performance in detail. This implementation process can be a very complex process but can be simplified significantly with the help of a developer. By having a developer in their team, marketers can ask the developer to set up the various digital tools instead so that they can focus primarily on the strategic and creative aspects of digital marketing.


Marketing and IT are slowly but surely converging today. By combining the two industries, businesses can leverage IT support to equip themselves with the necessary digital tools that will help them distribute content through popular digital channels. Moreover, they can receive assistance from the marketing team in coming up with strategy that will augment their market share and revenue. Together, marketing and IT will help businesses grow substantially in the foreseeable future.