What is it (1-2 sentences)
In their own words If This Then That (IFTTT) is a "free way to get all your apps and devices talking to each other." But for marketers, this means that you can set up logic flows that allow something to do another thing when something else does a thing. So an example might be that you receive an email or send a retweet once someone you follow posts something to Twitter.
The Twitter example is a simple use case, but IFTTT literally works for about a hundred apps and makes your life way easier. Some potential use cases for other marketers:
There's a whole section on applets (which is IFTTT's way of calling triggers) for marketers here: https://ifttt.com/search/query/marketing
Like any marketplace, it's dependent on the services that people are putting out there. So, if you're using something pretty unique or doesn't have an open API, then there probably isn't an IFTTT for it.
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