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Integration Marketing and Fusion Marketing

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What is Integration marketing?

The term integration marketing was coined by Mark Joyner. The simple form of the definition he gives is:
"The integration of one marketing process into another".

The more refined definition is:
"The integration of a Unit of Marketing Value into an existing Integration Point inside a Traffic Stream or Transaction Stream"

A Unit of Marketing Value (UMV) is any kind of marketing activity which adds value to your business - for example, an ad or a special offer.

A Traffic Stream is anywhere people are passing by, either physically or as online traffic.

A Transaction Stream is when an exchange of value is taking place: for example a purchase or a signup for a newsletter.

Why Should you Care?

Because integrating your marketing messages into traffic or transaction streams owned by you or other people (and vice versa) will expand your profits and your customer list far faster than you could do alone.

Read on for examples of Integration Marketing which will make these concepts much clearer.

Multiply Your Sales and Profits

If you place a great offer for a related product on the thank-you page when someone has just bought something from you, the conversion rate will be much greater than for any regular sales page.

Integration Marketing Examples

You go into Macdonalds to buy a hamburger, and the person at the counter asks if "you want fries with that?". In this case the cross-sell offer of the fries is the UMV, and it's inserted into the transaction stream of food purchases.

You sign up for a free membership at a website and you get hit with a series of One Time Offer pages for great deals on related products. Here, the OTOs are the UMV and the transaction stream is the membership signups.

You go to fill your car up with gas and two of the teenagers holding a car wash in the corner of the lot come over to urge you to get a car wash. Here, the UMV is the direct approach to get your car washed, and the customers cars passing through the gas station is a transaction stream. The car wash kids may also be jumping about on the side of the road with a big sign trying to get cars in off the street: the kids with the sign are the UMV and the traffic stream is, in this case literally, the stream of passing traffic.

You place a text ad on a related website. The text ad is the UMV, the website visitors are the traffic stream.

Important!

Integration marketing is Win-Win

Structure your deals so that both you and your integration partner benefit.

Internal and External Integration

Internal integration is where you place your UMV's at integration points which you own - your own thank-you pages, login and logout pages, invoices, packing slips, direct mail pieces, store windows, Point-of-Purchase displays, company vehicles, web pages, emails, business cards, and so on almost ad infinitum.

Internal integration is profitable in its own right, but it's also a great way to test offers that you plan to place using External Integration.

External integration points are owned by somebody else. Placing your UMV on someone else's integration point is not only profitable for you and the integration point owner, it also has the huge benefit of giving you access to whole new traffic streams you might never otherwise reach, and providing you with new customers at much less cost than many customer-acquisition methods.

Integration Marketing Covers a Range of Activities

Cross-selling, up-selling, fusion marketing, one-time-offers, and many Joint Ventures are all examples of types of Integration marketing.