Holistic marketing integrates all aspects of marketing, including internal processes and competitor assessment. It connects different teams and departments within a company to ensure consistent marketing goals, and considers the relationship between a company’s products to avoid confusion among consumers. It also takes into account the competition and the credibility of marketing campaigns.
Holistic marketing is an integrated marketing approach that focuses on bringing all aspects of marketing together and bringing various marketing strategies together. This often involves a holistic view of all internal processes, including the structure of various corporate departments, manufacturing processes and other products created by a company, but can often also include competitor assessment. Holistic marketing generally requires a broader view of the situation that takes into account the details and long-term goals of a business.
Within a given company, a holistic marketing program will help connect the various teams and departments, which could include product development teams, branding teams and sales people. These different groups are often run individually and do not experience a great deal of contact with each other. This could potentially lead to inconsistencies for marketing strategy, especially if teams are given different instructions, creating different goals for themselves, or inadvertently undermining other development areas with certain actions. Holistic marketing attempts to bridge the gaps between these different sections of product development to ensure that everyone involved in marketing a specific product has the same goals.
The holistic marketing concept also focuses on other products created by a particular company. If some products are too similar to each other or too different and unrelated, sales could potentially decrease, even if each individual product has optimized marketing. Companies need to factor in estimated customer response to new products in order to determine anticipated sales and success.
For example, if a popular company released a new and improved product but kept the old product on the market, it could inadvertently cause confusion among consumers. Not only would this cause the public to question the quality of the old product, but it would also significantly reduce sales of the old product, especially if the new product was incredibly similar. Conversely, a company that releases two completely unrelated products will have difficulty forming an integrated branding strategy, which may make it difficult for customers to remember and return to in the future.
Holistic marketing also takes into account the competition. Releasing products that are too similar to competitors or marketing products similar to competitors will reduce the strength of a company’s reputation. Conversely, launching unrealistic marketing campaigns that go against the idea of the company’s audience could also reduce sales. For example, getting a certain celebrity to endorse a product will generally be successful, but only if the endorsement is credible. If the public doesn’t believe that the celebrity would actually endorse the product in real life, the marketing campaign is likely unsuccessful.
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