A Marketer is No One without a Programmer

SMS Text

Lately, many companies who have requested my marketing services for their new product or web application feel that I can work my magic and make it so their sub-par product does really well. In reality, this is impossible. Marketing can only be successful when you have a genuinely compelling product. Sites like [YouTube](https://www.youtube.com), [Skype](http://www.skype.com), and [Flickr](http://www.flickr.com) all did well because of all the programming and product development that went into building great services which enabled great marketing to do its trick.
If you don’t believe me, just take a look at [AuctionAds](http://www.auctionads.com).
Most people associate AuctionAds with a fellow named [Shoemoney](http://www.shoemoney.com) who is the main guy behind the product. Most people do not know about [David Dellanave](http://www.dellanave.com/), who is the programmer behind the product. The only reason the service is able to produce hundreds and thousands of dollars in revenue per month is because David made sure it could handle millions of hits a day.
And to take it one step further, David also blogged about the networking environment AuctionAds ran-on which ended up spreading throughout Digg, Netscape, StumbleUpon and many of the other social sites out there.
So before you plan on release a not-so-great product and hope it does well because you have a big marketing budget, think again. Spend you money wisely on making a great product and finding a great developer so that your marketing efforts will not cause you to “pull your hair out” and mine as well.

Neil Patel
Neil Patel is the co-founder of KISSmetrics, an analytics provider that helps companies make better business decisions. Neil also blogs about marketing and entrepreneurship at Quick Sprout.
Get the latest news from Search Engine Journal!
We value your privacy! See our policy here.
  • http://www.abhishektripathi.com Abhishek

    +1 Neil. You couldn’t be more right.
    You know many people on here would chime in that it’s the “concept” that rocks. And a programmer’s job is to only turn it into a working presentable code. But I’d disagree with it upto a certain extent.
    I have seen great concepts go down the drain because of bad programming. Visitors whining about bugs, downtimes. Or screaming “Holy sh*t! I swear that site crashes my browser” And many a times the site just plain simply refuses to work!
    Apart from this, the programmer needs to listen to user demands and imply them and a whole lot of other programming thing.
    Again some times, bad or uh.. ‘not so good’ concepts just take off and hit your competition right in the middle of the legs. Just because the programmers were decent enough, did their job pretty well on spot and had that ‘extra large’ feel attached to it.
    So yeh .. Kudos to them developers!
    P.S – Lurked around a lot! Just chimed in today to “Hey! Nice blog”

  • http://www.kenetix.net Dee

    Great Post That is Defintely True!!

  • http://www.cosmedia.co.za Gino Cosme

    I think this can be taken one step further by saying it’s true for any online marketing project for any product or service – marketing departments working together with their IT colleagues from the onset in delivering a communication/marketing strategy using the array of Web 2.0 tools available. However, whether producing a new tech product or trying to deliver a web strategy that uses new technology, lots of companies still see the two divisions as autonomous.