Holistic marketing

Holistic marketing

A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities.

The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing.

KEY POINTS

• The four components that characterize holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing.

• Relationship marketing emphasizes customer retention and satisfaction rather than a dominant focus on sales transactions.

• Internal marketing is a process that occurs within a company or organization whereby the functional process aligns, motivates, and empowers employees at all management levels to deliver a satisfying customer experience.

• Integrated marketing is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message.

• Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term.

The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing. The holistic viewpoint follows that systems—in this case marketing—somehow function as wholes and that their functioning cannot be fully understood solely in terms of their component parts. Therefore, a broad and integrated perspective is necessary in developing, designing, and implementing marketing programs and activities. The four components that characterize holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing.

Holistic Marketing looks at your whole business (people, processes and products) and tailors a solution to align systems, services and customer touch points, so that consumers’ experience of your brand is seamless and consistent across all channels. It is as much about developing streamlined system processes as it is about integrated marketing communication channels strategy and delivery.

Holistic Marketing is integrated marketing strategy with human-centred process design, for the practical application to manage actions and responsibility, implementation and measurement.

Holistic Marketing’s core principle benefits:

• It streamlines all communication channels for consistent integrated marketing strategies

• It manages projects across multiple marketing channels to give a consistent experience for customers

• It unites services and departments: to offer better targeted packages; more effective communication to stakeholders; enhanced utilization of resources and responsibility (people, processes, operations and tools) meaning the company can gain valuable buy-in from an early stage.

• Designed to be adaptable, agile and market flexible strategies

• It offers effective communications and efficient internal management for external smooth delivery

Holistic marketing

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