Application Programming Interface (API)

\ˌa-plə-ˈkā-shən\ \ˈprō-ˌgram\-miŋ\ \ˈin-tər-ˌfās\

APIs are tools and directions for developers to build and interface software applications.


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.

“With this weather API, we’ll be able to personalize our messaging to reflect the actual weather conditions in the users’ local area.”