Table of Contents
What is Holistic Marketing?
Marketing is a highly diverse field that can cater to any business persona or industry. When a brand tries to market itself by using all of its different aspects into one singular campaign and spread it across different mediums, it is known as holistic marketing. It is a rather non-traditional marketing approach and it is considered to be one of the best possible ways to build core brand value.
If one thinks of their business as a singular entity, they can see the various interconnected links between different parts of it. The primary concept of holistic marketing is to connect the different platforms to create a singular campaign that transcends multiple target markets. It provides a common goal for the marketing process and allows the different systems to link with one another to achieve this goal.
Instead of a traditional marketing processes that usually concentrate on a certain aspect or product of the business, holistic marketing tries to establish the entire brand to the customers through a simplified message. This helps the customer psyche associate the brand with something more than merely its products and services. In this article we discuss the importance of the holistic marketing technique, its different components, how one can achieve it, and also some examples of successful holistic marketing campaigns.
Importance of Holistic Marketing
Brand Building
The holistic marketing approach is one of the best means of raising brand awareness through highlighting the core brand values across all platforms. Since the consumer behavior towards products and services are constantly changing, it is important that brand awareness be directed towards multiple channels to ensure maximum branding capability.
Efficiency
If performed successfully the holistic approach can increase communication efficiency between different parts of a business. Furthermore, it can ensure that the business processes run in harmony with one another while the marketing process boosts brand awareness. This also helps identify brand values with ease.
Effectiveness
It is a highly effective marketing approach in today’s multi-dimensional market structure. It focuses on long term goals rather than short term ones and thus allows for a business to truly flourish and make the most use of its resources.
Focus
It allows for the consumer to focus on the core values of the business thereby increasing the ability of brand performance. These core values when communicated through marketing platforms ensure that the market associated the brand with its values and not simply with its products.
Components of Holistic Marketing
Relationship Marketing
Holistic marketing is not usually composed of short term goals. Rather, establishing long term customer relationships is something that this process can provide a brand with. It not only focuses on gaining new customers but also on strengthening brand value with the present customers. This approach towards long term goals allows holistic marketing to serve the longevity of a brand.
Internal Marketing
The holistic approach not only affects the target market but also the employees of a brand. And once they are convinced of the central goals and values of the business they serve; they also perform as platforms that spread brand awareness. Additionally, internal marketing helps keeps the business process in motion without hassles.
Integrated Marketing
Integration of various communication channels into a single marketing approach is a unique aspect of holistic marketing that ensures maximum customer satisfaction and process effectiveness. From public relations to digital marketing, all aspects of the brand communication are connected to produce stronger messages.
Societal Marketing
Holistic marketing is performed keeping a broader social framework in mind. The target markets that are concentrated upon are selected regardless of class and geography. Thus, the message that communicates the brand values is usually something simple and touches customer psyches in different social layers.
Performance Marketing
The ROI aspect of marketing is maintained absolutely transparently via holistic marketing techniques. And this is highly important since a brand will be able to tell exactly how much they are earning from their marketing campaigns.
Holistic Marketing Framework
Analysis and Identification
The primary stage of creating a holistic marketing campaign involves analyzing the business potentials and identifying new grounds and values. The potential of a business is dependent on the cognitive space of the consumer, the competence level of the organization, and the availability of resources. After a complete analysis of these three aspects, a business will have sufficient data necessary to frame their holistic marketing campaign.
Creation
In order to create a marketing value that spread across different markets, one must first analyze the customer’s psyche and how it relates to the business. The creation of a marketing technique requires highly proficient minds and a seamless integration ability of the top management layer.
Performance
When the marketing campaign is finally pursued the most amount of importance needs to be given towards deliverance of values to the customers. This ensures longevity of the campaign and also customer loyalty which is one of the most necessary components for any business to flourish. This is also the stage where resource management becomes a highly important factor towards maintain the capabilities of the marketing campaign.
Holistic Marketing Examples
Samsung
Samsung has led technological innovations with their customer friendly approach towards creation of digital devices. And this is always presented as the core marketing message keeping in mind that the customer likes to be told that they are being served. This added to their highly efficient customer services and showrooms staff, Samsung provides a holistic experience for the customer and allows this to serve as their marketing technique.
Coca-Cola
When the no. 1 beverage brand chose ‘happiness’ as their core branding message, they were not simply trying to find new consumers. Rather, they were creating a franchise which consumers would associate with happiness. Instead of simply promoting their brand, they promoted the concept of happiness and this was a successful strategy for the brand in the long run. It allowed for the brand to reassure its existing customers of brand quality and also share a core value that would draw in new customers.
