Is Coding The Next Essential Marketing Skill?

June 8, 2015

Can you confidently add ‘coding’ to the ‘skill’ section of your marketing CV? A few articles I’ve been reading recently suggest that coding could be the next must-have marketing talent to have under your belt, while others claim it is not utterly essential.

So, what are the advantages?

Well, according to The Drum, one of the main benefits is thought to be the freedom that comes with understanding code – the freedom to take the lead on digital channels and websites, and the knowledge to push a brand’s digital presence in the right direction.

A solid knowledge of HTML can put a marketer in good stead to help with SEO campaigns, gathering lead data from a web source, email marketing, analytics, and so on. At the same time, understanding CSS (Cascading Style Sheets) can help with the creation of beautiful and functional web pages. When you know how an integrated campaign is put together and linked, you can be more creative going forward.

However, some are arguing that coding is a ‘good to have’ skill, but not a ‘must-have’. No-one wants to be a Jack of all trades, master of none, and the skill level needed to code to best practice requires a lot of time and commitment – it’s certainly not something that can be learnt overnight. Any potential mistakes when it comes to coding could be fatal to a brand’s online presence and credibility.

Could the solution lie with today’s content management systems (CMS)? With CMSs, coding is not essential; they give marketers the power to make changes and adapt the site on their own, only asking for a development team’s help (whether outsourced or internal) for the initial implementation, training or more sophisticated upgrades or rebuilds.

Have you ever considered adding coding to your plethora of skills?