Best Practices: What Brands Need to Know about Business-to-Developer Marketing
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We’re all aware of b-to-b and b-to-c marketing practices, but as technology and digital marketing permeate all types of businesses, marketers are now faced with understanding and executing on b-to-d strategies. B-to-d, or business-to-developer marketing, focuses on companies looking to attract computer programmers (web, desktop or mobile developers) to their open application programming interfaces (APIs) to build software and tools that harness their proprietary/internal data.
APIs are important for business because they allow programmers to build unique tools that access a company’s data or digitally focused product. Apple and its iOS is a great example of a hugely successful program aimed at developers looking to create apps that run on iPad, iPhone, and iPod touch. Apple has done a great job of documenting and marketing its APIs and seeing that the app store is continually populated with applications that help to improve our everyday lives, have fun and promote brands in unique ways and make us all a little more productive.
So what are some best practices for getting to know APIs and reaching out to a developer/programmer audience? Here are a few tips to get you started in the world of b-to-d and API marketing.
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