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.
