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Marketing isn’t simply posting funny memes on your IG page, though that is a very important aspect of it.

Sometimes marketing can look like you seeing an sms message based on a recent e-commerce purchase you made nudging you to take a further look into the brand in question.

It can even look like an automated messenger chatbot enabling you to view a brand’s product catalog, filter your product search and make a purchase all within the messenger app. All in an effort to give a customer experience so smooth and seamless you’ll want to come back to them again in the future. 

To put it simply, marketing is complex. It can take a bit of technology at times and the examples above show you that software and marketing will mix and mingle with each other from time to time. You are going to need API integrations to make this dance between the two happen in your marketing campaigns.

 

What is an API?

Application programming interfaces (APIs) are the go-between for interacting software. They allow different platforms to connect without error or compatibility issues.

For example, if you search for an auto dealerships car fleet with an automated messenger bot; the bot will likely be taking advantage of an API. In order to gather the inventory information, the bot would need to use an API to pull data from an external software platform, like wordpress.com, for example. The same goes for any digital assistant with similar functions.

 

What are API Integrations?

API integration is the process of connecting two or more software applications via their APIs, allowing them to transfer data between each other reliably, efficiently, and safely.

With the use of API integrations, you will be able to sync the various software platforms you use together. The result is a connected software ecosystem where each system speaks to each other allowing for better  tackling of daily marketing activities.

 

Why You Should Care 

APIs are all about putting the dots together and making connections. It’s what they were meant to do. 

Creating a user friendly environment in the digital world, means making it easy for your customers to find, engage with and return to you. With API’s you can make that user friendly environment a reality, with all the core automated updates and communications you’ll need.

Whether through a social channel or other data sets, API’s can increase your revenue by targeting more customers and providing them with a seamless customer experience.

 

4 Ways API Integrations Can Improve Your Marketing

APIs help marketing operations in a number of ways. Just below, you will learn some of the general applications of marketing APIs and the more specific tools they empower.

  1. Automation

API integration enables information to be shared across multiple applications automatically. Automation done properly eliminates the need for too many human hands which reduces errors and saves time dramatically. 

  1. Scalability

Having connected systems and applications in your software stack makes it easier for you to aggressively scale and grow your business.

  1. Streamlined Visibility/Communication/Reporting

End-to-end visibility of all systems and processes for better communication and reporting can be enabled through API integrations. With a streamlined approach, you can track and monitor data effectively, thereby creating robust reports based on specific and comprehensive datasets.

  1. Reduces Errors

API integration allows the transfer of complex and voluminous data with reduced errors and inadequacies.

 

How can I build an API integration?

To build a useful API integration from scratch you’ll need to have a deep understanding of each system that you’d like to have connected, in addition to that you’ll need a bit of technical expertise. Keep the following framework in mind when you plan your integration. 

  1. Outline your business case for the integration: What problems will this integration solve? How will the end-user interact with the integration?
  2. Assemble internal teams and resources: What additional tools and processes will I need to build this integration?
  3. Research the schema (the relationships between data) in each system: How can I create new relationships across these systems to ensure a clean data transfer?
  4. Building and testing the integration
  5. Monitoring integration performance

 

In Conclusion 

API integrations connect the different components of your tech stack to make them talk to each other and pass data seamlessly. 

Building automated workflows of different applications that have been integrated via API can get rid of time-consuming manual work, and also seamlessly transfer data that might otherwise require manual input, and in the end enable you to do more of the important work you need to, faster. 

If you haven’t started utilizing APIs in your business yet or need help connecting APIs shoot us a message and let’s start connecting the dots. 

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