Looking at the growth rate of the SaaS industry, you’d think that people are more than willing to spend money on software solutions that promise to make their everyday lives (and professional endeavors) easier. Not quite, though. Despite projections forecasting the total SaaS spend to reach $171.9 billion in 2022, most buyers still prefer free solutions. […]
What is an API?
An Application Programming Interface (API) is a software interface that allows a given application to communicate, exchange data, and share functionality with other software applications over the Internet.
Software companies write APIs for their most popular applications, allowing third-party developers to build applications that “hook in” and leverage their data and capabilities for a variety of use cases. Some examples include:
- Google Maps Embed API – Google provides several different APIs that allow web developers to embed Maps functionality into their web services. The Maps Embed API lets you place an interactive map directly on a web page using an HTTP request.
- Facebook API – A well-known use case for the Facebook API is when you visit a website that asks you to login using Facebook. In this case, the Facebook API serves two purposes:
- Streamlines the registration process by connecting the user’s existing social account, and
- Allows the website to capture data from the connected Facebook account with the user’s permission.
- Slack API – Slack provides an API that developers can use to program external applications to send notifications to users via the popular messaging app. A common use case for the Slack API is security event management, where cybersecurity alerts or notifications are pushed from a SIEM tool to members of the SecOps teams on Slack.
Digital marketers can leverage APIs from many different applications to streamline and automate marketing functions that depend on timely and efficient information sharing to execute a predefined process.