For all companies, businesses alike, digital marketing is a huge growing phenomenon in the world today. The flourish of the internet and social media platforms played a significant role in causing the paradigm shift in traditional marketing.
API, perhaps lesser known, is the driving force behind all these social platforms. Since understanding APIs is the first step for digital marketers to successfully execute their marketing projects, let us start off with explaining what is an API.
In layman term, an API acts like a middleman between a programmer and an application. When the programmer requires a set of data from an application, he/she makes a call to the API, which takes up the role of an operator by communicating with the application, before returning the requested information to the programmer.
Examples of APIs
At Twinword, we provide various APIs, which give marketers the ability from doing market analytics to generating keywords for SEO. Image below shows 4 examples of APIs. This link takes you to our complete API list.
Why are APIs important for marketing?
After understanding and looking at some examples, you may be wondering, how can APIs be incorporated to help achieve digital marketing goals?
Let’s explore some practical examples:
Twinword’s Topic Tagging API allows auto generation of topics and keywords for articles and blogs. Keywords tagging might be a common task for us, it is however, a huge challenge for computers, mainly because computers do not understand languages.
The Topic Tagging API not only understand human texts, it is also capable of generating human like topics, suggesting keywords that are not present in the write-up. Content marketers who handle large volume of articles will benefit from utilizing this API for Search Engine Optimization (SEO).
For marketing analytics, the Sentiment Analysis API will be a useful tool for measuring consumers’ satisfaction level on social media platforms including Facebook, Twitter and even forums.
Working on a calculus of positive/negative scores for each unique word, the Sentiment Analysis API is able to analyze the tone of a user comment or post to assess their level of satisfaction. As seen in the demo below, user review on the left column is found to be positive, while individual words are returned with a unique score on the right column. Marketers can make use of this API to extract actionable CRM information from social media channels.
In the last example, we will be looking at how an E-commerce Company utilizes API to market their products.
The Text Classification API understands how people associate a category or a product with another in their minds. Marketers can utilize this API to insert category links to promote cross selling of complementary products. Customizations are also available to cater to different business needs.
APIs and Marketing
Wrapping up, APIs are important for businesses as they allow programmers to build great marketing tools for marketers to do their job more effectively! Now that we are more familiar with the abbreviated term, why not integrate API as a tool for your marketing projects now? 🙂