Holistic Marketing is a strategy that seeks to integrate the various sectors present in a single business. Its purpose is to generate a unique consumer experience and provoke interest in him so that he chooses your company over the competition.
Nowadays, consumers have much more autonomy when choosing a product or service, and as a result, they are increasingly demanding. As a consequence, sales-focused strategies need to adapt.
Holistic Marketing is a philosophy that contemplates a company’s processes in a single thing. This tool is used by Marketing to integrate the different parts of a corporation or a sector so that everyone follows the same purpose.
Based on this idea, there is no more extended division of sectors, separate processes, and distinct objectives; on the contrary, the unit becomes the focus of the company’s strategy. Soon, all departments work together to develop ideas that meet customer needs.
The ultimate goal is to ensure that potential customers choose your product and service over other options available on the market that compete with your institution. This happens through employees’ understanding that the business works similarly to the human body; high performance will only occur if all parts work together.
In practice, Holistic Marketing believes that all areas of the company need to join forces for a single objective: to deliver the best experience for the customer. Thus, all activities, processes, and strategies must be directed toward this.
Holistic Marketing is about cultural change and generates a transformation in the structure of the business. This renewal occurs in four elements considered pillars of a company’s support.
Integrating marketing is one of the necessary actions to generate unique experiences for consumers. This is because it will help the company to deliver performance in the social media sectors, for example, and in the other points of contact that the company has.
It is common for companies to forget that sectors such as Customer Service are widely evaluated by consumers and greatly influence their experience with the brand, which can be positive or negative.
So, in this pillar of Holistic Marketing, strategies are worked on that improve and combine the various communication channels that the company delivers to the customer and directly impact their view of the corporation.
Relationship marketing is the pillar that creates practices to generate a lasting relationship with the customer. Through it, the company implements connection channels because it understands that interaction happens long before the sale and occurs through social networks, articles published on the blog, email lists, advertisements, events, and other ways of communication.
Before, the consumer was seen as a passive agent, but this position has changed with the advent of the digital world. Now he is an active part, so his feedback, his opinion, and his perception must be considered to generate relationships and deliver a product or service according to his needs.
It is also important to point out that this relationship continues after purchasing the product or service. Otherwise, it needs to be nurtured until loyalty occurs and that customer remains linked with the company. And it is the pillar of relationship marketing that will work on these aspects.
As with any business strategy, performance is an element of fundamental importance for Holistic Marketing, which is the third pillar. It highlights the need to plan and analyze.
First, the company’s objectives are defined. They need to be quantifiable because it is through statistical data that the effectiveness of various tactics can be evaluated.
Your company may, for example, set goals such as:
But these are just some examples; there are different primary objectives that it can work on in addition to the secondary ones.
Apart from quantifiable objectives, it is necessary to determine deadlines for achieving each one. It is common for companies to use the annual model; even so, it is possible to review it every six months, quarterly or monthly to identify if it is on the right track or if it needs to realign its actions.
The internal public, better known as its employees, should also be considered a public that needs to have a positive impact, as they are the ones who experience the product and therefore have the power to influence like anyone else.
Because just as customers’ opinions can positively and negatively affect the brand’s image, so can those of professionals working in the organization, which can influence business performance. Therefore, having satisfied employees can change consumers’ views of the company.
The actions carried out for employees are also known as internal marketing and influence essential indicators for the company, such as:
In practice, Holistic Marketing exists for four purposes:
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