What actually is holistic marketing and how is it different from other marketing strategies?
Well it is a marketing strategy that takes into account all aspects of a business and all the different marketing channels.
It’s based off the Gestalt school of thought which states that ‘the whole is greater than the sum of its part.’ While this is often used in reference to psychological principles, its meaning can seen in marketing as well.
It is different from other marketing strategies as a lot of them use 1 or 2 channels when trying to sell their product or service. However, holistic emphasizes synergy – synergy between different channels, different platforms, different mediums etc.
No part is unimportant. Every part has their role to play in the bigger marketing picture, and the message is always consistent.
There are variations and offshoots of this type of marketing but every holistic approach contains these 4 main marketing components.
First up is relationship marketing, which is a type of marketing that focuses on building strong and long-lasting relationships with customers.
This means prioritizing loyalty over sales.
To achieve this, you need customer satisfaction that persists and this could be achieved in many ways with post-purchases bonuses being one of the most prevalent.
This is anything that adds to the experience after buying and they’re important because it portrays to your customers that you actually care about them and value them.
This can also be used to give a sense of belonging and makes them feel as if they’re joining a family and becoming part of something bigger when they choose to use your product or service.
Other examples include loyalty schemes, guarantees, exclusive offers etc.
This type of marketing refers to the idea of consistent messaging across the business, which was referenced earlier on.
This means that no matter how the consumer finds or interacts with your brand, they will always be met with the same unified idea.
The overarching message has to be simple and easy to understand at a glance, though, as being too specific or convoluted can be counterproductive.
Short and powerful messages stick in the mind of people longer, so you have to try and find a good balance between being specific enough that you aren’t generic but also be simple enough that it is more memorable.
It also has to be a pleasant and welcoming message such as the aforementioned family theme, but it can be anything.
This type of marketing has a greater emphasis on the employees and the culture within the company, more specifically creating a positive one.
Employees shouldn’t just be there for the money, their values should align with the company’s values, and they should be proud of the product they make or the service they provide.
Source: The Soho Loft
In this sense, they become an extension of the company, contributing to it as an individual rather than a replaceable cog in the machine.
If employees are motivated by something other than extrinsic factors such as pay, then they’re more likely to have pride in their work, work harder and get greater satisfaction.
This greater satisfaction among employees will lead to increased customer satisfaction as well over time, making this another key aspect of holistic marketing.
This refers to practices that are done intentionally with the social and environmental effects in mind.
For the most part, it is designed to target people who are socially aware and want to make a difference with their money.
If they think a company is even loosely related to immoral dealings, then they’ll most likely boycott them.
Therefore taking these types of customers into mind, they will gain internal satisfaction buying from a company marketed in this manner.
Even people who are less socially conscious may choose a company that uses this type of marketing compared with a similar company as this could be the deciding factor that tips them over.
Examples of this are addressing and spreading awareness of social issues, contributing to causes, recyclable packaging, etc.
As you can see, all four components of holistic marketing target a different aspect that individually are all useful but, when brought together, is significantly more effective.
Overall holistic marketing is a versatile form of marketing that works well in many different industries and for businesses of all sizes.
As a result, I think it is worth everyone considering this form of marketing to get the most out of their efforts.