Within the discipline of marketing management, Holistic Marketing is a proposal that aims to create strategies that are more suited to the profile of today’s consumer. In recent years, companies have undergone profound transformations. Even the most traditional companies have felt the impact, to the point where they have either adapted to the new demand or have not sustained their businesses.
As a result, given this scenario of organizational change, marketing strategies have taken on a new look. Gone are the days when consumers chose a product solely based on the brand or price. Today, they analyze a set of factors that generate added value.
From this perspective, it becomes easier to understand how marketing actions should not be isolated acts. Campaigns, present in multiple channels, must be precise so that they are in sync with each other, to the point of making the customer choose your brand over the competition.
Using appropriate strategies and combining different processes, holistic marketing aims to grow the brand as a whole. Do you want to understand the concepts and how to apply holistic marketing to your business? This article can help you get up to speed on the subject!
What is Holistic Marketing?
Before talking directly about what europe cell phone number list marketing is, it is interesting to understand the origin of the word. The term holistic, or holism, has its origins in the Greek word hólos, which means “whole” or “entire”. The concept is applied when one wants to understand something part by part, in order to understand it in its entirety.
The term has gained so much scope that today it is applied in several areas, such as: philosophy, health, education, psychology and, no less important, marketing.
Within marketing, authors Philip Kotler and Kevin L. Keller introduced the concept by showing the importance of companies not focusing on product management, with actions to standardize goods and services, but rather on customer management, compiling data on individual customers in order to develop customized offers.
According to these authors, Holistic Marketing consists of “developing, designing and implementing marketing programs, processes and activities that incorporate the breadth and interdependencies involved in today’s marketing environment.”
In other words, holistic marketing brings together different areas of the business to achieve marketing missions. The central goal is to attract the customer, provide them with an excellent experience and achieve good results.
How important is Holistic Marketing?
From an organizational perspective, holistic when it comes to choosing an external partner avoids the maintenance of barriers that prevent the company from working as a unit. In practical terms, there is an improvement in measurement methods, such as return on investment in marketing. In addition, companies are concerned about the impact on the value they generate for shareholders, as well as being alert to the ethical and social consequences of their marketing actions.
From the customer’s point of view, the difference in the relationship built between the customer and the brand is clear. Companies that are based on monologues open up space for dialogue. The customer is not only heard, but their information generates relevant data that impacts the development of new products and services.
What are the 4 pillars of holistic marketing?
Holistic marketing does not separate b2b reviews of greater importance in marketing. Quite the contrary, it understands the complexity and value of each activity. Furthermore, it recognizes that integration is the new path. In general, there are 4 pillars that characterize holistic marketing actions.
1. Internal marketing
Companies are concerned with carrying out high-investment marketing campaigns, but they do not prioritize communicating their values internally, as well as training and motivating employees. In order to address this organizational gap, we will talk about the first pillar of holistic marketing: internal marketing.
In the book entitled Marketing Management, the authors (Kotler and Keller) state that “it makes no sense to promise service excellence before the team is ready to deliver it.” The company must create strategies to ensure that everyone in the organization. Especially top management, is in achieving goals aimed at customer satisfaction.
In addition to affecting actions aimed directly at the customer, the development of internal marketing creates an organizational climate conducive to retaining talent and aligning the company’s values.
2. Integrated marketing
In this concept, the marketing mix, or also known as the 4 Ps of the marketing mix — product, price, place and promotion — must act collaboratively in order to transmit a unique and objective message to the consumer.
Integrated marketing ensures that “the whole is greater than the sum of its parts.” This means that even if the company uses radio, TV and print advertising, in addition to strategic digital actions, all of these channels must communicate the brand’s value in a complementary and properly combined manner. This way, the message will reach the desired level.