Holistic Marketing – Meaning, Concepts, and Importance

    HOLISTIC MARKETING

    “The whole is more than the sum of its parts.” — Aristotle

    Holism is an ideology which considers ‘whole to be greater than the sum of its parts’. For example – A human will always be greater than the sum of eyes, nose, legs, hands, etc. Holistic marketing revolves around this philosophy of holism where the business and its parts are considered as one interconnected entity and where all its activities are directed towards one specified goal.

    What is Holistic Marketing?

    Holistic marketing is a business marketing philosophy which considers business and all its parts as one single entity and gives a shared purpose to every activity and person related to that business. A business, like a human body, has different parts, but it’s only able to function properly when all those parts work together towards a same objective. Holistic marketing concept enforces this interrelatedness and believes that a broad and integrated perspective is essential to attain best results.



    This philosophy has following features

    A common goal

    Holistic marketing concept believes that the business and all its parts should focus towards one single goal which is a great customer experience.

    Aligned activities

    All of the services, processes, communication and other business activities should be directed towards that common goal.


    Integrated activities

    All activities should be designed and integrated in such a way so as to create a unified, consistent and seamless customer experience.

    Components of Holistic Marketing

    Holistic marketing focuses on marketing strategies designed to market the brand to every person related to it, be it employees, existing customers or potential customers, and communicating it in a unified manner while keeping in mind the societal responsibility of the business.

    Relationship Marketing

    Relationship marketing aspect of holistic marketing philosophy focuses on long term customer relationship and engagement rather than short term goals like customer acquisition and individual sales. This strategy focuses on targeting marketing activities on existing customers to create a strong, emotional, and everlasting customer connections. These connections further help the business in getting repeated sales, free word of mouth marketing and more leads.

    relationship marketing holistic marketing

    Integrated Marketing

    Integrated marketing is an approach to create a unified and seamless experience for consumer to interact with the brand by designing and directing all communication (advertising, sales promotion, direct marketing, public relations, and digital marketing) in such a way so that all work together as a unified force and centers around a strong and focused brand image.

    INTEGRATED MARKETING HOLISTIC MARKETING

    Internal Marketing

    There are two types of customers to every business; internal and external. While focusing on external customers should be a top priority for every business, internal customers should not be left unnoticed as these internal customers (employees) play a vital role in marketing the brand and products to the external customers of the business.



    Internal Marketing treats employees and staffs as internal customers who must be convinced of a company’s vision and worth just as aggressively as external customers. It also involves processes which make them understand their role within the marketing process.

    INTERNAL MARKETING HOLISTIC MARKETING-01

    Socially responsible marketing

    Socially responsible marketing aspect of the holistic marketing concept involves a broader concerns of the society at large. It requires business to follow certain business ethics and focuses on partnerships with philanthropic and community organisations. A business is considered as a part of the society and is required to repay the same.

    Socially responsible marketing encourage a positive impact on company’s stakeholders.

    SOCIALLY RESPONSIBLE MARKETING HOLISTIC MARKETING

    Why is Holistic Marketing important?

    Brand Building

    According to a study, in 2015 intangible assets made up 84% of the S&P 500 market value as compared to 1975 where they made up only 17% of the S&P 500 market value. The customers’ mindset is changing. They believe in buying a brand and not the product alone.

    Holistic marketing empowers the company to build a brand among all its stakeholders.

    Consistency

    Consistency is important to stay in the market for long. Since holistic marketing concept involves marketing the brand to all the stakeholders and through unified communication strategies, consistency is maintained.

    Efficiency

    When every aspect of the business is taken care of, it becomes easier to reduce (and even eliminate) repetition, become more efficient, and save company’s time and money. The efficiency can also be seen in tapping opportunities and spotting potential threats.


    Effectiveness

    Holistic marketing philosophy, by focusing on the big picture, creates a synergy that effectively reinforce the brand message, brand image, and positions the brand uniquely in the minds of the customers.

    Go On, Tell Us What You Think!

    Did we miss something?  Come on! Tell us what you think of our article on Holistic Marketing in the comments section.



    About the author

    Aashish Pahwa

    A marketer, a dreamer, a traveler and a philomath. I prefer stargazing to spending nights in clubs.

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