(Guest post by Cassi Heger)
Any business working on an independent project has an opportunity to elevate their project with holistic marketing. This will push your project forward and the project will be more complete as a result of the holistic principles.
What is holistic marketing?
A holistic approach is basically the idea that a whole is better than a sum of its parts. All components of marketing like SEO, email marketing, social media marketing, content marketing etc. are great but they are best when used all together. A holistic approach to business marketing takes into account the values, ethics, passions and concerns of the people involved in the company, as well as the goods or services, to determine a strategy to best market to the end-user. Holistic marketing understands that customers have varying requirements and therefore seeks to cater to these individual requirements. This requires a detailed understanding of customers’ demands. The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing. Therefore, a broad and integrated perspective is necessary in developing, designing, and implementing marketing programs and activities.
Holistic marketing is about creating and developing integrated strategies for brands, campaigns and sales tactics that consider the entire life-cycle of a product or service, crossing departmental boundaries within organizations. It takes a 360 degree view of all the elements of a business; including the elements of the business the customer doesn’t usually see as well as all customer-facing media, (traditional, digital and social channels) to create strong, consistent and powerful multi-platform marketing narratives.
4 Components of Holistic Marketing:
- Relationship marketing- Rather than a focus on sales, relationship marketing emphasizes customer satisfaction and building long-lasting relationships with the various parties connected to a business including customers, employees, suppliers, etc. The traditional approach to selling was that the business and the customer only interact during sales. This is no longer acceptable and businesses now need to maintain regular contact and keep reminding their brand to customers. Repeat purchases by the customers demand a strong relationship with them. Relationship marketing suggests not only building relationships but also enhancing them over the time.
- Integrated marketing- 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. The aim of integrated marketing is to attain symmetry among all marketing activities.
- Internal marketing- Internal marketing is based on the theme that employees are the internal customers of a firm and their satisfaction is of utmost importance in order to achieve the goal of customer satisfaction. Internal marketing ensures building a skilled and self-motivated workforce and that every member of the organization properly understands the company’s marketing orientation and philosophy towards the customer satisfaction.
- Societal marketing- Holistic marketing suggests that the marketer’s responsibility is not limited to the customers but it extends to the society in general. Societal marketing suggests that marketing should consider ethics, society, laws and the environment while designing activities.
The benefits to using holistic marketing versus the traditional strategy
There are many benefits to using holistic marketing to elevate your independent project. These include:
- Streamlined communication channels for consistent integrated marketing strategies
- Consistent experience for customers across multiple marketing channels
- Unites services and departments
- Enhanced utilization of resources and responsibility
- Designed to be adaptable and flexible in reacting to the market
- Offers effective communications and efficient internal management for external smooth delivery
- Overall efficiency, consistency, and alignment in the marketing process.
- Reduced duplication of effort and risks are spotted before they can become a problem
As you can see, project based, holistic marketing outweighs traditional and potentially segmented marketing and if the above have not convinced you, consider this: If you don’t have the resources to run a successful holistic marketing campaign you can outsource it to a full service marketing agency who will run it for you. They not only have a collective that can brainstorm, they also have greater resources and tools to run it for you. To see if your holistic campaign is working, set measurable KPI’s and realistic ROI goals ahead of time.
While this type of marketing will likely require a higher investment and time / people ratio, in the long term the initial investment will pay off.
Cassi Heger is a research guru and content crafter for the Marketing Zen Group. As a Psychology Major she thrives on creating unique and insightful content about marketing, trends, finance and fashion. In her spare time she has a passion for music, reading and psychology. You can connect with her on twitter @kungfucassi.