Involvement of Marketing in Software Development
Involvement of Marketing in Software Development

Marketing took many forms over the years; the latest being digital marketing. While businesses compete to dominate in the digital realm, digital marketing evolved to weaponize data to establish a business’ presence online and accelerate its growth. Now marketing has evolved enough to play a crucial role in even core competencies of businesses including software services. The software development Dubai industry owes an extent of its recent growth to powerful marketing tactics that companies used to convey the benefits of a software in today’s age. 

Marketing data

Back in the day, marketers traditionally collected data through various planned activities including surveys. Today, digital marketers have access to vast amounts of structured and unstructured data collected from multiple sources. They can leverage this data after utilizing a wide range of extensive modern-day marketing technologies – from predictive analytics to self-learning content management and data archival systems. The bottomline is that data gave marketing a bigger role today in various sectors including software development. 

Here’s how marketing is involved in software development. 

Driving improvements to customer experience

Marketers can also be considered as the voice of the customers today, and the customer wields the most power in the digital realm. For any business to grow by providing products or services, the customers should be satisfied. This makes customer experience a critical priority for businesses. 

Customer experience directly ties into the quality of the product when it comes to software development. This is why testing is as important as software development today, and also the reason behind the growth of the software testing Dubai industry which was only a subset of software development before. But that’s a story for another day. 

As customer experience plays a major role in the success of a business both online and in the physical world, it becomes necessary for marketers to get involved with product development on behalf of customers. This way, the marketers can ensure that the product would give a solid experience to its target customers in all the right ways. 

Understanding customer journey

Marketers understand the journey of a customer and the sales funnel better than developers which makes their involvement a great approach that assures that the product will deliver on its promises.

Marketers can make the software itself a brand

The involvement of marketers in software development opens new lucrative opportunities for the business. If the software product performs well in the market and customers love it, they will recommend it to others. This presents a great advantage for marketers, while the business can then strategically establish the software as the image of their brand. Basically, the product makes the business more popular and that’s something that will happen only with the involvement of marketing.

Conclusion

Any leading application management services company would recommend getting input from marketers when building an app or software. The team will also need assistance from marketers to properly integrate the data from various sources, and mine it for insights that will influence the product’s success in the market.