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The marketer who knows how to program can stand out from the competition. Read our content to demystify the schedule.

As a teenager, I had to decide which topic to start studying in technical education. After a lot of thinking, I chose the computer course. I didn’t know what to expect from programming, but I knew it would be something I could apply to any area of ​​my life.

Over the years – and after graduating from the course – I went to college and was already convinced that I wanted to go more into a creative area: a degree in advertising.

At first, I didn’t know much about how to apply my programming knowledge in my studies, but over time – already working at Websites Are Us – I understood that digital marketing was the perfect invitation for me to apply everything I knew about creating and reading code.

From there I started to study more about Data Science, machine learning, Business Intelligence, Excel spreadsheets and even WordPress programming. Thus, it was much easier to understand and absorb all these news that surround a marketer.

So, I decided to write this text to convince you how to know basic programming is a big difference and how much this is not a seven-headed bug. Come on?

Learning to program is to adapt to changes

In the world of data-driven marketing, more and more tasks require a little coding. You may need to add an extra parameter to your code, extract raw data from Google Analytics, create a simple forecast, or automate some repetitive tasks in your campaigns.

Or maybe you just want to speak a common language with your developers to understand your real needs and deadlines.

Regardless, knowing how to program – even at a beginner level – is a great help to the daily work of a marketer and a great advantage over the competition.

After all, we live in an eternal digital race. Always surrounded by news in marketing that makes everything more difficult to follow.

News of a change in the algorithm from Google and Facebook, for example, takes the sleep of many analysts who at this point may have to review all of their strategies without even knowing what has really changed.

Without guidance, they point to what the portals say and decide to choose to do countless tests until they get it right. After all, we already know that what works today may not work tomorrow.

And the fact is that many of these innovations surround the world of technology that lead us to an agenda that many still worry about and see as a taboo: the programming language.

Demystifying programming

The ability to interpret a code and all those numbers and words without context scares anyone who doesn’t understand logic.

And it’s normal. After all, programming is learning a new language and it requires attention and dedication. However, you need to take the first step: learn the basics.

Programming is very similar to the way we organize our day to day and make our choices. It is teaching the computer to think through lines of code and facilitating hours that we would be doing calculations with paper, pen and calculator.

When we pass a function to the computer that we want it to do, we are teaching him a task and showing him several possibilities that the language provides.

So, when you understand the logic and syntax it becomes much easier to interpret and even create a program from scratch.

Starting from scratch

If you’re here, you’re probably considering starting to learn, but you may not know how.

There are several courses that can help you according to the level you are at. Udemy, Udacity and Codeacademy are good options with different values.

However, the first step you need to take is to know what your goal is to find the language you should learn. There are countless and each has a different function.

Depending on what you want it is more interesting to start a course that is focused on where you want to apply your development knowledge.

But the most important part of the learning process is practice. Find a small project to apply your newly acquired coding skills to real-world problems. This will increase your motivation and deepen your knowledge.

Main languages ​​for a marketer


HTML and CSS tell the web browser how to define and display content. It’s the cute part of the code that defines the architecture and organization of your page.

For content marketing, it is essential to understand how to find and edit meta descriptions, title tags and keywords. In addition, you can create hyperlinks, titles, paragraphs and spacing, images and lists.

How to apply HTML in marketing?

HTML is also the language used in CMSs, such as WordPress, and for a marketer it’s a great differentiator to understand this language for make any content more personalized and even improve your positioning on Google.


JavaScript is one of the most used programming languages ​​in web development (in addition to HTML and CSS). If something appears on the screen in an animated way, it is probably written in JavaScript.

But for digital marketers and CRO professionals it’s even more important to know that almost all tracking codes are written in JavaScript.

However, although most tools have simplified the process, to configure advanced tracking, a basic knowledge of JavaScript can guarantee a correct implementation.

With more advanced JavaScript applications, you can automate repetitive tasks in Google Ads, pass UTM parameters between different sites and apply countless other opportunities.

How to apply JavaScript in marketing?

Learning JavaScript gives marketers an edge over the competition. It helps them identify who their customers are, where they are and how they interact with a website. Here are some ways to use JavaScript in your marketing strategy:

  • tracking and data embedding: understand the code snippets in the tracking and optimization tags. Implement advanced tracking to deepen page views, browser information and your website visitors;
  • automate Google ads: control data in Adwords with Google Adword scripts. Create more efficient ads that market the right products at the right time and automate reporting.

Complete Google Adwords Guide


SQL stands for Structured Query Language and is used to extract information about a database, such as Google Analytics.

Learning the fundamentals of SQL helps marketers extract the information they need to know about their customers, such as journey, purchase history and interest in the product.

Jamie Steven, CMO at Moz, believes that every marketer should be technical: “Regardless of whether you sign these labels or not, technical skills are becoming a requirement for success in online marketing. Marketers who know SQL – and can write code, take advantage of APIs and perform quantitative analysis – will be the most desirable and productive individuals in our industry ”.

How to apply SQL in marketing?

With SQL it is possible to create marketing campaigns with little or no help from a developer. Here are some ways to use SQL in your marketing strategy:

  • target the right customer: consult your email database to find the best customers to send a campaign about a specific product;
  • manage Google Analytics: join tables, create reports and query data. You can also add third and fourth dimensions, such as “location” and “interest”, or advanced filters, such as the 10% of active users in a given period of time;
  • data analysis: create more in-depth reports about your customers, query data sets in the database and eliminate errors.

Bonus: Python

Python is one of the favorite languages ​​of data scientists. The big difference, however, is that the Python is used primarily for back-end and analytics tasks – not front-end tasks that are often used in website development.

From an analyst’s point of view, Python’s biggest advantage is the many analytical extensions specific to data science tasks. If you want to run a predictive analysis or machine learning project, you will probably work in Python.

In addition, many popular digital marketing and analytics tools provide access to APIs that allow deep analysis of data and provide valuable insights.

How to apply Phyton in marketing?

A marketer’s dream is to predict the best decision he can make. Here are some ways to use Python in your marketing strategy:

  • predictive analysis: run forecasting projects to see if a customer is disengaged with your brand. You can use this data to create a marketing strategy that directs you to personalized offers;
  • optimize the customer journey: determine when you can receive a flow of customers and create a journey that encourages leads to buy.


Programming is not magic. Anyone can learn the basics of these languages, be it your goal to be a beginner programmer, improve communication with your development team, or facilitate hiring the right people.

To start, choose a language that has the best potential to answer your most important marketing questions and start learning. In the end, you will see that what really matters is understanding the logic of programming.

And, for you to keep recycling, be sure to check out our article on Digital Transformation and its impacts on society.

Digital transformation and marketing