Application Programming Interface (API)

Definition

An API is a set of tools and directions to connect software. It’s often used to share information between programs to better connect databases or technologies. An API provides the guidance and assistance that a developer should need to interface two systems. APIs can open up possibilities for user experiences and consolidation of user data.

Often, we need CRMs to interface with other databases to provide for a more robust experience. API capabilities are important to ask about when setting up or selecting your CRM, or running campaigns with dynamic (auto-populated) content. Marketers should work with their developers to ensure they have the documentation needed to run the campaigns and reports a brand will want.

Usage

API is a common term in the development world but can seem mysterious to marketers. The term often comes up as a way to enhance existing systems or capabilities but sometimes the exact details are left out of the discussion. Your developers will need to work closely with the API, so it’s crucial to include them in planning and make sure they have the information necessary to help you make decisions. Bringing in someone who can take a closer look at the documentation can help demystify an API and the value it can bring.