The future of marketing is about companies developing useful applications for their customers that extend web services that the customers are already using. This replaces the current model which is to use web applications to communication with customers.  The problem with current social media marketing is the noise. A company is one of thousands, sometimes millions of users and it is easy to get lost. Developing applications via API’s provide a way for companies to break out of the crowd and at the same time create value for customers.