As technology continues to evolve and organizations across every industry undergo their own digital transformations, so do the roles and responsibilities of developers. Full-stack, back-end, and front-end developers were the top three roles reported by developers for the last three years; however, front-end developers have decreased from 6.6% to 5.6% since last year. This year, more developers identify as students than as front-end employees.

Takeaways for Marketers

As developers' roles change, so should your marketing strategy and campaigns. Build personas for each developer role that will use and deploy your product and be involved in the decision-making process. This will help you to clearly address their specific day-to-day needs and challenges in your advertising campaigns and build trust with your prospects.

When you advertise to this audience, avoid the spray and pray approach. Ensure your advertising partners can help you reach the developers and technologists at the moment they’re seeking a solution to a problem or challenge your product or service can address.