Holistic Marketing
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Marketing is a very diverse field. Some companies believe in just using brand marketing, others swear by channel marketing. In fact, there are over 100 different types of marketing. At the same time, with the marketing environment undergoing so many changes, choosing the right approach can become quite a challenge. Due to the high saturation rate and increased competition in the marketplace, holistic marketing has gained popularity.
Holistic marketing refers to a marketing strategy that considers the whole of a business and all the different marketing channels as a system. Under this strategy, a business with different departments comes together in synergy in pursuit of a conscious mission, great customer experience, and a positive brand image.
The holistic marketing concept is based on the philosophy of holism, which can be summarized with a single thought of Aristotle’s: ‘’The whole is more than the sum of its parts’’.
According to Philip Kotler, author of 57 marketing-related books and the recipient of the American Marketing Association’s first ever “Distinguished Marketing Educator Award” in 1985:
“A holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution
86% of brand marketers say that building a holistic marketing approach is a top priority, but only 29% of companies say they actually have the necessary infrastructure to make this goal a reality. The reason this could be is that the process of holistic marketing takes into account the considerations of stakeholders, customers, employees, suppliers, and the community as a whole when creating and implementing marketing strategies.
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But how does a business achieve a holistic marketing strategy? There are 4 components, or marketing forms, to this process:
Relationship Marketing
The goal of relationship marketing is to build strong, long-lasting relationships. The focus is steered away from selling products and focused more on customer satisfaction and retention, as well as building customer loyalty.
Customers, suppliers, vendors, and firms are all necessary partners for a business to have and keep. Each has a significant impact on the success or failure of Internal marketing is all about caring for the business's employees, freelancers, contractors, and partners. It ensures that employees are satisfied with their work as well as the philosophy and direction of the organization as a whole. Greater satisfaction among employees leads to increased customer satisfaction over time, making internal marketing a key aspect of the holistic approach
Societal Marketing
The last component of holistic marketing is societal or socially responsible marketing. This aims to attract customers who want to make a difference with their purchase. Think of products where a part of proceeds goes to a good cause, or products that are made responsibly.