Why Integration Marketing
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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?
The online world operates, or should, in exactly the same way as the offline
world. Google, Adobe, Alexa, and Ask all involve themselves in online
integration marketing. If you download Adobe Acrobat, 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 coat tailing other marketing campaigns that are
congruent to their own.
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