The Loop
Stay in “The Loop” on developer marketing and industry trends with DeveloperMedia’s Blog.
Does the Marketing Funnel Apply to Developers?
The Reason It’s Called a Funnel The Attention – Interest – Desire – Action (AIDA) funnel is a guide to purchasing behavior, just like the buyer’s journey. The AIDA funnel encapsulates a process; its steps are adjustable filters designed to qualify and nurture prospects along their buying journey. By customizing the 4 filters in the funnel, you can achieve your campaign [...]
Influencing the Developer
Decisions, Decisions, Decisions… Decisions can make or break a career, depending on the costs and possible outcomes, but risks are mitigated for developers if the responsibility for a decision is spread amongst the project team. And while the team leader is fundamentally the decision-maker, they will generally gather input from all team members, and may involve stakeholders outside the development team [...]
To B2D or Not to B2D: The Nobility of Marketing to Developers
Introduction Let us consider for a moment the software developer. Many people use the terms software engineer and software developer interchangeably, but there is a distinction. Software engineers design software solutions, while software developers build those solutions to ready them for consumers. Designing and building are how things get done — for everything from houses, to cars, to reactors, to spaceships. [...]
How Does B2D Compare with B2B and B2C Marketing and Advertising?
Defining the Target Audience Where does the developer audience fit in the B2B world? While many of the attributes of the B2B, B2C and B2D markets overlap, there are significant differences which should be taken into consideration when developing your marketing and sales strategy targeting developers. You may think that marketing to B2B consumers would be considered a more personal interaction [...]
How to Use Brand Awareness to Reduce Developer Fear and Anxiety
Trust in Advertising One of the fundamental truths in any civilization is that trust is hard to build and easy to destroy. If you research the elements of trust, you will find sources covering a range of elements (approximately 3–9) that are mostly focused on building trust between individuals. But what about commercial trust—say between a solution provider and a developer? [...]
Understanding Google’s Helpful Content Update
Attention: Marketers, Content Managers, Creators On August 28, 2022, Google began rolling out a “Helpful Content Update,” which is a new method they are using to evaluate content and the way web pages are ranked. Google is using this to improve results for searchers so they can find helpful, original content, as opposed to content which is posted for the sole [...]
Funnel Logic – The Intersection of Advertising and Search
Advertising and Search Advertising and search should be viewed as complementary tactics which can be used to move your target customer from peripheral interest to purchase-ready. Using the Attention – Interest – Desire – Action (AIDA) funnel as a guide, we can see how both fit into the buyer’s journey. The AIDA funnel encapsulates a process; its steps are tunable filters [...]
Make It Real – Brand Awareness and Developers
Who Cares? Why does anyone care about a brand? And what specifically about a brand would a developer care about? For an informed consumer, a brand equates to value. If we’re familiar or aware of a brand, then we can instantly position it in our minds by reputation, quality, price, and value. While quality remains the responsibility of the production arm [...]
Successful Brands and Their Advertising Strategy
Why Bother Advertising? Humans rely on repetition to learn, and successful advertising is all about frequency and repetition. Promoting your brand through advertising is a core function of marketing. Iconic brands like Apple, IBM, Nike, and Coca Cola earned their status by curating their brands through consistency and by maintaining a presence in front of their audience through advertising. Uber-icon brand [...]
Five Considerations for Optimal Advertising Frequency
Introduction Advertising has its limits. Too little, and you may not get the attention of your developer audience and the results you expect. Too much, and you run the risk of oversaturation, and of irritating or alienating your developer audience. The key is finding the sweet spot where you raise a level of awareness, generate interest, create demand, and trigger an [...]