Most likely you have already seen the acronym API on several of the platforms you use. It is increasingly present in the digital world. But do you know exactly what it is? If you want to find out, this article is for you.
We live in an era where we interact with technology and the digital world on a daily basis. Children are introduced to these new tools from an early age and they become part of their lives naturally. We use diverse resources and we do not imagine how our day-to-day life would be without them, however, we do not know how they work and we have not started to think about what is behind them.
One of these tools that collaborate greatly by going unnoticed are the APIs. If you want to understand more about them and discover how they can help you with your marketing tasks, Ill tell you about it in this post. Youll be able to understand what an API is, what its for, how you can use them, plus Ill show you some examples of how its part of our day to day.
Come with me!
What is an API?
API stands for Application Programming Interface, which translates into Spanish as, interfaz de programación de aplicaciones . An API is the set of commands, subroutines, procedures and functions that allow programmers to create specific programs for some systems.
In other words, it is a set of codes and specifications in order for applications to communicate or interact with others. In other words, it is a set of codes and specifications for applications to communicate or interact with each other.
Whats it for?
As we already told you, the APIs are used to allow applications to communicate with each other , so you can, for example, share a blog post on your favourite social network. If the APIs didnt exist, this wouldnt be possible, or it would be an inaccessible resource.
One of the great advantages of APIs is that they make the work of programmers much easier, as they do not need to create a whole application from scratch. They can use APIs to integrate the application they are creating with other existing applications.
Examples of APIs that are part of our daily lives
It can be Facebook, Twitter, Google+, LinkedIn, Instagram or Pinterest. All of them have APIs that integrate them with other platforms.
Earlier I mentioned an example, where you can share the content of a website on your profile a social network like Facebook for example. You can only do this because one of the social network APIs (in the case of Facebook: Graph API) was integrated with the blogs content management system.
Another example on Facebook is the games for the platform, there are a lot of games that can be downloaded and kept connected with your profile on the network. This way you can interact with your Facebook contacts through the games.
The APIs are also the ones that make it possible to schedule publications on social networks. Tools like Hootsuite, Buffer, Postcron, etc, use APIs for this task.
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Another example of the use of APIs is price comparators. Google Shopping, Ciao, Twenga etc, all work effectively thanks to APIs. They are responsible for identifying the values of the online shops and updating the platform with the best prices. A resource that benefits customers enormously.
There are several online payment and transaction options: PayPal, PayU, Nubepago, etc, when using any of them to receive payments on your website, there is an API that is making all that work, connecting your website to the online payment platform. Thanks to them the user does not need to put his bank details in all the sites where he makes his purchases. The user and password of the payment platform are enough to authorize the transaction, which gives the user more security and practicality.
When you make a payment by credit card for example, in an online store, the website uses an API that sends the information to another program that is responsible for verifying if all bank details are correct, if so the purchase is completed.
As you can see, there are countless cases in which the APIs work discreetly to make the platforms and applications work properly, performing actions that appear to be automatic. And they really are, thanks to the APIs.
All this automation is quite interesting and facilitates the day to day of those who use the Internet either to consume, have fun, keep informed, etc. But as the focus of our website is marketing, lets go to the next question.
How are APIs used in marketing?
For users, the function of the APIs may go unnoticed, but for a business, never. Thats why were going to answer this question now, which may help you improve your results.
In marketing the APIs can be used both in the integrations of social networking applications and in the integrations with other applications.
Creativity has no limits when it comes to marketing , here are some suggestions on how to use the APIs in this area, but Im sure you can find many more:
Integrate your website with your social networks
Most likely youve already integrated them a long time ago. Nowadays its almost instinctive to do so, only maybe you didnt know that this was possible thanks to the APIs yet.
If you havent done all the integration yet, dont wait any longer. There are several ways to integrate your social networks with your website. In addition to sharing buttons, you can allow visitors to your website to go directly to your social networks. Make those invitations really attractive to get good results.
The more integrations there are between them, the more your public will circulate and you will be able to create a better brand image, and you will also increase the engagement between the company and the public.
Integrate Facebook Lead Ads with other tools
Facebook Lead Ads is a Facebook resource that allows you to create an ad where users are invited to leave their basic data and become leads, without having to leave the social network platform.
If this Facebook resource is integrated via an API with other automation tools, you can leave many tasks easier.
Imagine that each new lead from Facebook can automatically become part of your email marketing list, for example, that would be fantastic. And this is just one example of what you can do by integrating Facebook Lead Ads with other tools.
To make these integrations you dont need to be any computer expert, you can do it very easily directly on the Facebook platform. Inside your brands page, you only need to go to Tools and then to Potential Clients Configuration, from there you only need to follow the instructions that Facebook itself gives you to do the integration with your CMR.
Integrate forms with your marketing automation system
We are in the age of online forms, nowadays it is very common to find a form while surfing the Internet. There are several options to create forms, Typeform, SurveyMonkey, Wufoo, etc.
If your website uses any of them, nothing better than integrating the tool you use to create your forms, with your marketing automation system.
Regardless of the flow of information you receive, integrating these tools will allow you more time for other tasks that are not yet automated.
Integrate the tool you use to receive payments with your marketing automation system
Just as it will make your life much easier to integrate the tool you use to create your forms, so will integrating your payment tool with the marketing automation system.
Theres nothing better than segmenting your audience in your marketing automation tool, right? Now imagine this done automatically, as it is possible through this type of integration. The moment the client pays, he is no longer just a lead, he is now a client, and your automation software can receive this information if it is integrated with your payment tool.
Integrate your website with localization tools
If you have a physical business, there is nothing better than integrating your website with Google Maps. There are several features you can benefit from with this integration.
As you can see there are many application options that you can give the APIs to help you with your business marketing. Im sure that while you were reading these recommendations you came up with some others to integrate some tools you use daily.
In addition, the more integrations there are between your tools, the more easily you will be able to manage the metrics you get. With everything in one place, analysis is much more convenient.
Technology brings us many possibilities that we must take advantage of to facilitate our day to day life and Rock Content wants to keep you informed so that you discover all the possibilities that exist in digital marketing. For that reason I invite you to subscribe to our newsletter and be aware of all the news in the area.
See you next time!