I'm not surprised by this survey's findings. Businesses do more than just marketing, they have core business to manage.And that is usually a highly dependant and complex chain of suppliers, resources, human capital, market insight, and consumer identification. Social media only digitalizes the end of that chain. Obviously, we need to digitalize the rest as well, which is served by web services and APIs outside the social media world – your web ecosystem. Call it the digital revolution, or something more general than just human interaction gone digital. That's where we're headed.
IT Survey: Businesses Embrace APIs for Apps Integration, Not Social
In perhaps one of the more counter-intuitive surveys to be published this year, commissioned by developer tools maker Apigee, a majority of businesses interviewed whose IT departments are …
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