What is integration marketing?
Integration marketing (IM) is much like this proverb from the Bible, which
states, “The spider takes hold with her hands, and is in kings’ palaces.” The
spider has integrated itself into someone else’s world, in this case the
king’s, thus, benefiting from the position the palace real estate gave her
without paying a dime for it. Can you see the basic principle here?
For practical purposes, let’s define integration marketing from a dictionary.
Webster says that the word integration, a noun, means; the act of making
entire or complete. Thesaurus.com says integration means unification.
These definitions are pretty powerful when you consider what integration
marketing means to the world of business especially online.
In the offline world, you have companies that piggyback one another within
marketing campaigns. Nike may give you 25% off a pair of sneakers when
you buy an Izod shirt at full price. Both companies have merged, or
integrated, for a particular marketing campaign. You may not want the
sneakers but good chance someone else will and both parties will
financially benefit from the adventure.
“Integration internet marketing is then the unification of marketing
processes, sometimes called distribution channels, for a common or related
All you need to do now is understand how the spider, in this case Nike, is
taking hold with her hands. How many other marketing campaigns are Nike
involved with that is helping them market their 25% off sneaker sale? This
is truly exponential expansion at its best.