Developing a holistic marketing strategy is no easy task, requiring detailed organization and significant effort to maintain. But what makes up a holistic marketing strategy and why is this a successful approach?
What is Holistic Marketing?
Holistic marketing comprises exactly what it sounds like, an all-encompassing strategy that takes the “whole” business into account. While many marketing strategies focus on one or two elements of business, a holistic approach incorporates all parts of the business into all activities.
Key Elements of a Holistic Marketing Strategy
As mentioned above, Holistic marketing consists of many moving parts, which may seem daunting at first. In reality, these components can be broken down into five subcategories; internal, integrated, relationship, and societal.
- Internal marketing refers to elements of your business that face inwards, like brand messaging and company culture. An employee’s understanding of company values and the level of satisfaction they feel at work are key parts of a successfully holistic approach. Incorporating these internal marketing elements is crucial to creating a business that attracts and retains top talent.
- Integrated marketing is more outward-facing, ensuring that consumers receive consistent and clear messaging from your business. Whether it be advertising, digital marketing, public relations, sales marketing or direct marketing, these all elements work together to create a cohesive brand image for consumers, no matter where they are coming into contact with your business.
- Relationship marketing focuses on the longevity of your business by creating loyal customers and strategic partnerships. This can include elements like customer service, public relations, or even influencer marketing. Overall, the goal of relationship marketing is to develop and strengthen positive connections between your business and the outside world.
- Societal marketing emphasizes the importance of good ethics, taking into account your business’ effect on society and the environment. In order to create a holistically positive brand image, it’s crucial that your business has a net-positive effect on the world around it. These societal elements can range from supporting local communities to contributing to larger environmental or sustainability programs.
Together, these individual aspects of marketing combine into one holistic strategy, defining common goals that will hit the mark in every area of your business. Overall, this all-encompassing strategy develops consistent and effective communications between your business and the outside world. Most importantly, holistic marketing requires you to take a step back and look at the bigger picture and reevaluate how to maximize your business’ full potential.
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.
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