How To Use Marketing APIs to Power Your Dashboards

By Hannah Shain in GET/technical Posted Jun 2, 2015

//We (humans that is) can barely keep up with the Internet of Things. In 2003, the number of things connected to the internet was just getting started. By 2008, the number of things exceeded the number of people on earth. And by 2020, there will be 50 billion things, outnumbering the projected world population by over 6 times.\\ 

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THE DIGITAL MARKETER’S GUIDE TO APIS


To put this astronomical growth in perspective, only 2% of today’s marketing APIs existed in 2014. As a marketer, I am just trying to keep up. I think we all are. The average marketer is using 18+ apps to run their programs and campaigns. But when we have data flowing in on one side, and then have to continue maintaining it somewhere else, we’re setting ourselves up for failure.

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SO THE BIG QUESTION WE’RE ALL LEFT WITH: HOW DO WE GET ALL THESE MARKETING APPS TO CONNECT TOGETHER?

Let’s start with the basics. An API (Application Programming Interface), primarily used by developers, enables pieces of software to communicate. Think of APIs like Legos. They connect your app to the cloud and to other mobile devices. Marketing APIs are the backend of the apps that allow you to share data from app to app.

And man, I tell you. The landscape of APIs is booming. The proliferation of APIs, increasing over 10,000% over the last decade, has been primarily driven by the demand for mobile and Internet of Things. So not only consumer demand, but also the world’s fastest growing companies (Airbnb, Uber, Instagram, Snapchat) are all connected. Their connections (integrations) are creating a Network Effect. All of which are powered by APIs.network-effect-infographic
It’s time to step away from the Marketing Dashboard powered by Excel. Believe it or not, Marketing APIs are more powerful when it comes to integrations than you may have initially thought.

According to Moz, “The Marketers who know SQL, can write code, leverage APIs, and perform quantitative analysis will be the most desirable and productive individuals in our industry.”So what does that mean for you? You need to know the ins and outs of these dev-centric things called APIs. In collaboration with Sendgrid, I’m excited to present some ideas on how you can use Marketing APIs to enable powerful marketing tools.

Four API Gurus (and panelists in the recent “Using APIs to Enable Powerful Marketing Tools”) offer five pieces of advice:

  1. Make sure the apps you purchase have the APIs that support the resources you need
  2. Use events to notify you of changes to a resource so your integrations stay up-to-date
  3. The API should have robust support for all your (and your developer’s) questions
  4. Find out if the API allows you to be more flexible.
  5. Make sure the API has a good quality documentation.

For more information on how to make your Apps integrations really sing with the power of APIs, try downloading the corresponding infographic. (And share it with a friend!)

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