API’s Are The New Marketing Platform
If I was a CMO, I would take some of my marketing budget from traditional media buys and creative work and use it to hire a small group of extremely talented web developers that have experience using API’s to develop simple and easy to use web applications. API stands for application programming interface and it serves as a platform for web applications to interact and share information with other applications. A practical example of this are Twitter clients like Tweetdeck and Seesmic, though they reside on a desktop, they use the Twitter API to send and receive tweets, which means that you don’t have to go to your Twitter.com page to use your account.
The future of marketing is about companies developing useful applications for their customers that extend web services that the customers are already using. This replaces the current model which is to use web applications to communication with customers. The problem with current social media marketing is the noise. A company is one of thousands, sometimes millions of users and it is easy to get lost. Developing applications via API’s provide a way for companies to break out of the crowd and at the same time create value for customers.
Brands will need to become conduits that facilitate consumer communications instead or interrupters that intermittently drop in advertisements.
KDYKES: The use of web services & engaging the developer community to build apps using your API is quickly becoming the most powerful form of what is commonly referred to ‘Social Media Marketing’. The web is decentralized – so you must take your products and services to the users where they spend time already. Let the developer community create innovative approaches that you and your team may never have thought of.