As businesses grow, they face a common challenge: how to create a scalable marketing strategy that can meet the needs of their expanding customer base. It is an intricate and demanding task, especially when working with multiple teams, managing large amounts of data, and dealing with complex processes. Merely allocating more resources to the problem is often not enough. It requires a fresh approach. This is where DevOps come in- to improve your marketing, product and ultimately customer experience.

What is DevOps?

DevOps is made by combining two words: "development" and "operations". It emphasizes collaboration and communication between software developers and operations teams to create a more efficient and effective software development process.

DevOps involves the use of automated tools and processes to manage the software development lifecycle, including continuous integration, testing, deployment, and monitoring. These tools and processes streamline the development process, reduce errors, and improve the overall quality and speed of delivery.

Some of the biggest players in the business world, including Amazon, Netflix, Target, and Walmart use DevOps methodologies to improve products at a faster pace than their competitors who rely on traditional software development and management processes.

Although initially used for software development, DevOps’ principles and tools can benefit many other areas, including creating a more agile and scalable marketing strategy.

How can DevOps benefit marketing operations?

Marketing teams use various tools and technologies, including analytics, automation, and digital platforms. These tools require constant updates and modifications to keep up with changing market trends and consumer behavior.

Before implementing DevOps in marketing campaigns, businesses often faced challenges, such as lack of communication and collaboration between teams, slow-release cycles, and difficulty identifying and fixing bugs and errors. DevOps have turned this around by streamlining the processes and improving efficiency, ultimately creating a positive impact on the business ROI.

DevOps practices such as continuous integration, continuous delivery, and continuous deployment, help marketing teams automate the process of testing, deployment, and monitoring of marketing campaigns.

Marketing campaigns generate large amount of data that requires analysis to automation, and gain insights into consumer behavior and market trends. DevOps practices such as infrastructure automation and monitoring can help marketing teams automate the process of data processing and analysis, resulting in more accurate and timely insights.

As a result, marketing teams can:

• Streamline and scale campaigns with greater efficiency


• Provide better customer experience 


• Engage in continuous improvement and refinement


• Reduce time to market  


• Accelerate innovation

Now that we understand the importance of DevOps in marketing, let's delve into how each of these DevOps principles can be leveraged by marketing teams to stay competitive and respond quickly to market changes.

Continuous integration

Continuous integration is the practice of continuously integrating code changes into a shared repository. This allows developers to detect errors and conflicts early in the development cycle, reducing the risk of software defects and improving the quality of the software.
In marketing, continuous integration can be used to automate the process of integrating marketing campaigns into the company's existing marketing infrastructure. It ensures that the campaigns are integrated seamlessly, reducing the risk of errors and improving the overall campaign quality.

Continuous delivery

Continuous delivery is the practice of regularly delivering software changes to production. This involves automating the process of building, testing, and deploying software changes. It can be applied to marketing campaigns and strategies, utilizing cloud infrastructure to automate the creation and testing of marketing materials, such as landing pages, email campaigns, and social media ads. It ensures that their marketing campaigns are always in a releasable state and can be launched quickly when the timing is right.

Continuous deployment

Continuous deployment is the practice of automatically deploying software changes to production after they have passed through the testing phase. The marketing team can use it to automate the process of deploying personalized marketing campaigns to different channels, for example, automatically publish new blog posts, update social media channels, and distribute newsletters to subscribers. It ensures that the campaigns are delivered to the right audience at the right time, improving the overall effectiveness of the campaign.

Infrastructure automation

Infrastructure automation is the practice of automating the process of configuring, deploying, and managing infrastructure. From a marketing perspective, this DevOps approach can be used to automate the process of setting up and configuring analytics tools. It ensures that the tools are set up correctly and configured to collect the right data, improving accuracy and providing quality assurance of the insights.

Learn more about how to implement marketing automation and platform migration.

Continuous monitoring

Continuous monitoring is the practice of constantly checking the infrastructure and applications to detect errors and issues. This DevOps process can be used to monitor the performance of marketing campaigns and analytics tools. It allows marketing teams to detect issues early on and take corrective action to improve the performance of the campaigns and tools.