Integration Marketing is much like the 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 take a look at the definition of Integration Marketing from a dictionary. According to Dictionary.com the word integration means; an act or instance of combining into an integral whole.
Thesaurus.com says integration means unification. These definitions are very powerful when you consider what Integration Marketing means when we look to businesses especially online businesses.
In the offline world, there are 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 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 undertaking.
“Integration marketing is then the unification of marketing processes, sometimes called distribution channels, for a common or related purpose.”
Now you need to understand how the spider, in this case Nike, is taking hold with her hands. How many other marketing campaigns is Nike involved with that is helping them market their 25% off sneaker sale? This is truly exponential expansion at its best.
Integration Marketing vs. JV Partnerships
An online business operates, or should operate in exactly the same way as an offline business. Google, Adobe, and Alexa all involve themselves in online Integration Marketing. If you download Adobe Reader, there is a good chance you will be given the opportunity to install the Alexa toolbar unless you uncheck the option. Each one of these companies is gaining online real estate presence by integrating into other marketing campaigns that are congruent to their own.
The large online companies who unify themselves with the marketing efforts of other companies make their own mission entire or complete as the definition above stated. They know the value of this concept to their business. Question is, does the solo online entrepreneur know? If you take a look at most marketing efforts today, the answer would be NO.
Joint-Venture Partnerships, or JV’s in short, are different than the completeness of integration marketing. They represent a taste of integration marketing but not the true essence because JV Partnerships can end as fast as they start and are not always constructed to be long term as IM.
Two or more parties, usually members of the same online mastermind, create a marketing adventure where the product or service of one party will be shared across the network of the other partners. Each partner generally has a list they market to in cases like joint ventures and, of course, there are commissions made. This is called affiliate marketing.
Long-term integration marketing happens when JV partners continue to offer something from the other member in their marketing funnel. The product or service offered should be something congruent with or similar to what the customer has purchased. In other words, for you to have success, there must be relevance.
How To Use Integration Marketing
The answer to this question is not as easy as saying, “One, two, and three.” Online Integration Marketing is used in the following places:
- Opt-in pages – bonuses are often offered here that may be from other marketers.
- Email – this is usually coming from someone’s marketing funnel you have subscribed to. Here you can see the upsells after your initial purchase.
- Thank-you pages – can and should contain more relevant information to the consumer either for free or sale.
- Blogs – many entrepreneurs form affiliate partnerships with others providing them a link or html code to add in a blog post or sidebar in the form of a widget. The image with link stays indefinitely adding that much more exposure to the original marketer as long as the website owner blogs regularly and continues to engage with his or her target audience.
When you do understand the concept behind online integration marketing you will find yourself immersed in research and development. Perform due diligence in the creation of your content and its marketing and launch, because other experienced marketers will not add you to their campaigns if they think you are a charlatan. Research and development involves your product or service and those who will want to integrate with it which leads us to our final point in this article.
Integration Marketing creates a "win-win" situation
The name of this so called game, is value. No one wins if everyone is a charlatan. The internet is a real world just like the offline world. The internet hosts billions of real people who are looking for real answers from real entrepreneurs that have their act together.
Integration marketing unifies experts by creating a situation where products and services come together in marketing to a specified target like brand exposure, building relationships, credibility and trust or to monetization.