The API is increasingly used in the Internet world. It exchanges and processes content between sites. This process makes it possible to increase the users of each of the protagonists. APIS help improve user experience by facilitating access to various applications . Many people don't know what an API is. In this article we will give its definition and importance.

What is API?

API the acronym for the English term Application Programming Interface which means application programming interface. It is a computer concept that works on an agreement of inputs and outputs. It serves as a bridge between a platform and software . Third party services are used by a site and the information that is extracted can be used as data for analysis. APIs facilitate communication between services or products and thus simplify application development. Which is a real saving of time and money.

Examples of commonly used APIs

The Google Maps API is one of the most concrete examples. Thanks to its integration on various sites, it has become the reference mapping tool. Its use has expanded according to the creativity of its users. This expansion can open up new business opportunities.

With Facebook Connect, visitors to an average website who have integrated this plug-in can connect directly via their Facebook accounts. In this case, this means that Facebook has given permission for the user's data to be sent to the site in question, so that the forms there are automatically filled out.

The Google Adwords helps the user generate new ads, add keywords related to their products, and speed up updates.

The Google Analystics allows access to more features: report creation on the same page, import of external costs and modification of tracking code.

The Freshbook is invoicing software with the possibility of personalizing accounts and integration into other tools such as Salesforce, the leading CRM software, or Magileads .

It must be emphasized, however, that even if a company makes its services available through an API, it remains the owner of the data. Opening access to APIs to other users does not sacrifice security. You can maintain control of your resources over what you want to share and with whom. This security depends on its good management.

The three ways to approach an API

Public APIs are made available to everyone. They can interact with other applications.

Private APIs are only used internally . You then have total control.

Partner APIs limit access only to company partners. This allows both to generate flow and to control security .

Why are APIs important?

All Internet experiences run on APIs : price comparison, credit card payment. APIs thus promote the user experience, and make their lives easier in daily tasks.

At the enterprise level, APIs simplify the work of developers who want to integrate new application components . APIs also allow businesses to remain competitive in the face of harsh competition in the digital marketplace . It is important to quickly develop innovative services to stand out. By making your API available, you generate new channels, expand your awareness and stimulate innovation. As you will have understood, one of the major challenges of the API is to increase visibility and notoriety in a field.

APIs at the heart of inbound Marketing

The principle of Inbound Marketing is to create “intelligent” content to attract a growing number of visitors. This consists of giving “ added value ” to the content by integrating innovative and practical services. It is on this important point that APIs come into play.

Not only can companies integrate APIs into their “ecosystems”, but they can create and share their own APIs. This will make it possible to extend the access zones in terms of users. Indeed, having an API available means that developers can build on it.

Faced with the constant intensification of competition, the use of APIs is a significant asset. The challenge lies in the agility of companies to implement APIs for greater innovation and performance. Its almost non-existent cost and ease of implementation make APIs an ideal solution for a Inboud marketing .

How to launch your API?

To successfully bring your API to market, it is necessary to develop a marketing strategy . Each step of the 4P method is important.

Product : to be relevant and recognized, create an API that provides real added value . This is what will make it a useful product that creates a need. Make sure the API is consistent with your industry . This is in order to be able to establish partnerships with your customers.

Price : You can monetize your API provided that it is truly innovative. Big brands like Google, Microsoft and Expedia have succeeded in this challenge. However, you can also develop an open or free API.

Promotion : make yourself known to developers by sponsoring hackathons, for example. Developers are the best way to quickly deploy your API.

Place : the visibility of your API is a crucial point. Don't just put a tab on your site, because that might not be enough. You need to dedicate an entire platform so that your API is enriched with developer reviews and the names of your partners.

Faced with the development of connected objects and mobile applications, APIs are poised to become essential tools in marketing strategy.