5市場營銷中斷,第2部分:微服務和API(2018年更新)

5市場營銷中斷,第2部分:微服務和API(2018年更新)

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5 Disruptions to Marketing, Part 2: Microservices & APIs (2018 Update)

This is part 2 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. If you haven’t read Microservices” apis> — these cloud-based solutions have evolved from closed, monolithic applications with solely human UIs into more open services that also expose APIs for other software applications to interact with them and mash those capabilities together into whole new solutions.

The mash-up possibilities of APIs have inspired an explosion of combinatorial innovation. Partners and customers can now leverage these machine interfaces to businesses to drive their own digital transformation, which has given rise to the “API economy.”

You can get a sense of how fast the API economy has been growing from this chart of public APIs listed on the

In addition to allowing different applications and businesses to cross-connect, the advantages of cloud-based APIs have changed how core applications themselves are designed and built. Increasingly, they are

  1. The individual microservices can evolve more rapidly.
  2. The larger solution can add and remove microservice components more easily.
  3. These microservices can potentially be exposed as stand-alone offerings for others to leverage, internally or externally (e.g., touchpoints in the API economy).

This is happening in the context of tremendous adoption of cloud-based apps of all sizes across the entire organization.

As reported in Mary Meeker’s State of the Internet report earlier this year, the average enterprise uses 1,000 cloud services.

And while marketing” technology landscape> is not an anomaly. There are now large tech landscape graphics for every department across the organization:

Cloud Technology Landscapes: Marketing, HR, Accounting

Where things get really exciting is the combination (literally!) — all these cloud services, most of them offering more and more APIs, and a whole Internet of other public APIs, including for services such as Google, Facebook, Twitter, and so on — ready to be “mashed up” together.

iPaaS Category in the 2017 Marketing Technology Landscape

This opportunity is where iPaaS (integration-platform-as-a-service) solutions have blossomed: Zapier, Workato, PieSync, Azuqua, IFTTT, Segment, Automate.io, Dell Boomi, Bedrock Data, Scribe, Built.io, Flowgear, Elastic.io, SnapLogic, MuleSoft, Tray.io, and dozens of others.

iPaaS handles these technical integration to these cloud services and Internet APIs, often through out-of-the-box “connectors.” Non-technical business users can then drag-and-drop connections between them to create their own workflows and automations across them.

iPaaS makes these business users — such as marketers — citizen integrators.

A report released earlier this year by AGC Partners — discussed in detail in my post back in July, iPaaS Growth (AGC Partners Report)

As I’ve studied the iPaaS market, I’ve come to realize that there’s considerable overlap with other growing martech categories:

iPaaS CDP BI/CI aPaaS: All Related?

  • CDPs (customer data platforms)
  • business/customer intelligence platforms
  • aPaaS (application-platform-as-a-service)

Essentially, all of these solutions make it easy to integrate cloud services and intelligently share data between them.

Pure iPaaS solutions focus on the workflow and data routing between these services.

CDPs extend that model by maintaining a customer-normalized database at the crossroads of those integration — storing the the data that is being routed through their hub.

Business/customer intelligence platforms — including a cornucopia of “dashboard” products — focus on analyzing and visualizing the data that’s accessible through all of these integrations.

And low-code/no-code aPaas solutions let citizen developers build internal or external “apps” that leverage data and API services from across all of these connected applications.

This is what led me to conclude that we’ve entered a my” new role as vp platform ecosystem at hubspot>, I believe a platform’s success isn’t just about APIs — that’s table stakes today. It’s about a qualitatively greater relationship with the ecosystem.

Platform Ecosystem Orbits

Successful platforms enable third-party products to be deeply integrated in the data models, workflows, and user experience of a platform’s key users. They create a business ecosystem that facilitates the adoption of those third-party products.

A great platform in the post-platform era is the center of gravity for a particular group of professionals or a business function — where that gravitational field meaningfully orchestrates the ecosystem of services and data sources orbiting its star. (If you’re interested, I’ve recently written about the

A post-platform world is actually a world of many, many interconnected platforms. But not all platforms are equal in the context of the audience they serve.

By the way, one other, slightly “techy” trend to keep an eye on in the evolution of microservices and APIs is

It’s worth reading about Amazon’s