The software company offering full-stack development is offering its customers a very specific way of developing apps. Critics of full-stack have long maintained that the model is either dead or dying, but reality says differently. The demand for full-stack development is very much alive and well around the world. The question is, can it do better? Yes, it can – by implementing full-stack principles in marketing.
Smart Insights’ Gavin Llewellyn wrote a very insightful piece in June of this year (2016) discussing what he calls the full-stack marketer. As a marketing expert, he is familiar with all of the different marketing strategies that make his industry work. He used his piece to explain that modern marketing can be expanded and made more effective by adopting the full-stack principles of software development. It is a truly fascinating piece and one well worth reading.
Software companies that already offer full-stack development could take those same principles and apply them to the marketing department as well. The result would be a marketing team that is better able to reach the kind of audience most likely to use full-stack development. Llewellyn believes that such a strategy gives marketing teams opportunities to grow and develop their skill sets. It is hard to disagree with his reasoning.
Multiple Marketing Disciplines
The world of marketing is not so different from software development in that there are multiple layers to navigate. In addition, there are some marketers who specialize in specific areas like SEO in graphic design. A full-stack marketer would be one who has a good working knowledge of all of the current marketing disciplines and perhaps a specialty in one or two of them. He or she is the team leader who keeps everything working together.
Practically speaking, implementing full-stack principles in marketing would create a team led by a leader who can work in all of the disciplines the marketing department utilizes. He or she would be very comfortable with SEO, print marketing, graphic design, broadcast marketing, blogging, video blogging, and so on. On his/her team there would be individual specialists to handle the finer points of each discipline in order to create a cohesive marketing campaign that gets results.
Now, just imagine what this could do for a software development company. Imagine presenting the concept of full-stack software development using the principles of marketing. Marketing reps could sit down with clients and go through all of the outlets by which the team gets their marketing messages across. They could then use those concepts to explain how full-stack software development can be extremely useful.
In essence, what the company has created is a more cohesive team that works together to both create the software and sell it to customers. It is easy to see how well this could work if you already believe in the merits of full-stack development.
Individual Benefits as Well
In closing, it might be useful to mention that individual markers and software developers benefit from this kind of model as well. Those who desire to be full-stack leaders – in both software development and marketing – have a great opportunity to broaden their skills, learn new ways of doing things, and step up to face challenges they have never faced before. It is a great opportunity for those who thrive on this sort of thing.
As for the company, adopting a full-stack mindset for marketing is a next logical step in presenting the validity of full-stack development to clients. If full-stack development is still valid in the modern era, what better way to promote it than using the same principles in marketing you already use for developing?