Why the CMO needs API Management

Digital transformation is already taking place outside of your environment. Is your company a part of it?

Marketing has evolved to become immersed with technology to where the traditional CMO role is becoming immersed with various with technologies.

CMOs are digital leaders that have the power to push company-wide transformation into their technologies, and API management is an integral part of your digital transformation. So why does the CMO need API Management?

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APIs are a natural source for digital marketing strategies because:

• Marketing cloud is being built middleware from the ground up. These integration efforts combine various technologies to allow API access flow with ease.
• The technologies merging IT and Marketing keep on growing, “49.5% increase in vendors and technologies from 2014 to 2015”(com) spanning from 947 vendors in 2014 to 1,876 in 2015.
• They increase speed to market for process flow by skipping bottlenecks in the process chain. With API management, an organized library is there with secure access of data.
• In March 2015, CA published the “API Security and Management” report stating that “82.2% of organizations will have an API in place within the next 2-3 years”. Currently there already is an explosion of API management being led by Facebook, Netflix, and other large corporations.
• Marketing data needs to be at your fingertips. API and data management hubs provide customer information from 1^st party (your app), 2nd party (partner data), 3^rd party (external providers). In today’s world, where it’s all about the customer, marketing folks need information about their consumers readily available to make important business decisions. If they don’t, they risk losing that customer.

CMOs are digital leaders that can recognize the convergence between marketing and technology is happening now. APIs are opening next level marketing distribution channels to allow access to the customer market wherever they are with connected devices through 1^st, 2^nd, or 3^rd party channels – your apps, partner channels, and outside vendors respectively.