When you think of the word marketing, what’s the first thing that pops up in your mind? Billboards? Social media? Email? Influencers? Marketing is a very diverse field and it can be hard to choose the best approach for your business. At the same time, the way we do business is advancing at a rapid pace. So the best way to choose the most effective marketing approach is to look at it from a holistic perspective. In this article, we will discuss the holistic marketing approach and how to use it for the benefit of your business.
What Is Holistic Marketing?
Holistic marketing is a concept that considers all the different parts of a business as one single entity. It is based on the premise that the whole is greater than the sum of its parts. As such, there is a shared aim and purpose for all the activities related to a business. This ensures that each person in every department, from sales to operations to HR to marketing and others, work towards one common goal.
Holistic Marketing Example
Coca-Cola has one of the best examples of holistic marketing. They have recently refreshed their entire global identity to “Real Magic”. The idea behind this strategy is to showcase the brand’s goal to refresh the world and make a difference. Manuel Arroyo, the global chief marketing officer for The Coca-Cola Company says, “Real Magic is not just a tagline. We see it as a philosophy that transcends advertising and embodies all that is special about the brand.”
Features of Holistic Marketing Philosophy
There are three main features of holistic marketing philosophy: a common goal, aligned activities, and integrated activities.
- Common Goal - All parts of the business focus on a single goal to provide a great customer experience.
- Aligned Activities - All activities, processes, and communication that occur within the business should be aligned towards the achievement of the common goal.
- Integrated Activities - All activities done within the business should be designed and integrated such that they work in a cohort to provide a seamless and consistent customer experience.
Need of Holistic Marketing
The needs of customers are constantly changing. Customers make purchases only after a lot of research both offline and online for the right product. Thus holistic marketing is the need of the hour to ensure that the customer chooses your product over your competition. Here are some more reasons why you need holistic marketing:
One of the best ways to build brand awareness is by highlighting the core values of a brand across all platforms. Since consumer behaviors are always changing, it is necessary that a company maintains consistency across multiple channels to ensure maximum branding capacity.
A consistent and clear messaging allows the customer to focus on the core values of a business. These core values make people associate the brand with its values and not just its products.
Holistic marketing increases the communication between different parts of a business as everyone has a shared goal. Furthermore, it ensures that all business processes are in harmony with one another to boost brand awareness.
Holistic marketing focuses on long-term goals and allows a business to flourish and make the best use of its resources. Apple is another company that successfully uses holistic marketing. Most people usually make a purchase decision for an iPhone or Mac even before they enter the showroom.
Rather than having conflicting information in different areas of your brand, holistic marketing brings everything under one roof. This presents greater consistency and cohesiveness to all your customers.
Holistic Marketing Concepts and Components
Holistic marketing has five different components that come together to unify a company’s brand image.
Relationship marketing is centered on the relationships you have with your potential and existing customers, employees, partners, and competitors. This component of holistic marketing focuses on creating a comprehensive business plan with long-term goals that cover the whole business system. The main goal is to focus on marketing activities that create a strong, emotional bond and cultivate loyalty from these stakeholders, rather than simply interacting with them only when required.
Holistic marketing sees two types of customers - internal and external. While external customers are the top priority for any business, internal customers (employees) also play a vital role in the marketing process. Internal marketing treats employees as customers who must be convinced of the company’s core values just as aggressively as its external customers. This ensures that they understand their role in the marketing process.
Integrated marketing creates a seamless experience for the consumer to interact with the brand by integrating various communication channels (sales promotion, public relations, advertising, direct marketing, digital marketing, etc). This ensures that the communication is in sync and projects a strong and focused brand image.
Societal or socially responsible marketing involves a broader concern for society at large. It follows the philosophy that a business is part of a society and should give back to it. This requires following certain business ethics and focusing on philanthropy and community organizations. Societal marketing encourages all stakeholders of a business to have a positive impact on society.
Performance marketing is focused on the different activities of a business, such as selling a product or service, ethical and legal responsibilities as a business, brand and customer equity, etc.
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Ready to Learn More?
Holistic marketing is all about creating a synergy that effectively reinforces a brand’s image in the minds of customers. With the changing attitudes of customers and the business environment, it is the only way to ensure that businesses stay on top of their game. If you want to learn more about holistic marketing, you can sign up for Simplilearn’s Post Graduate Program in Digital Marketing created in partnership with Purdue University and co-created with Facebook. Featuring Masterclasses from Facebook and Purdue and Harvard Business Publishing case studies, you will master all the different aspects of digital marketing in no time. Sign up for this course today and become a digital marketing aficionado!