Holistic Marketing .com



Holistic Marketing?? DefinitionHolistic marketing concept is based on development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that "everything matters" with marketing and that a broad, integrated perspective is necessary to attain the best solution A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activitiesHolistic Marketing is a term used to describe a strategy that enables you to look at your marketing efforts as a 'whole', which in turn helps you develop an overall or 'holistic marketing' plan.Most small businesses look at their marketing and select marketing formats to action that they are comfortable with, and therefore, omit to undertake or incorporate marketing actions that are less comfortable for them.Holistic Marketing Defined“A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities.“A holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution. Four main components of holistic marketing are: relationship marketing, integrated marketing, ?internal marketing, and socially responsible marketing.”Four main components of holistic marketing are: relationship marketing - integrated marketing - internal marketing - and socially responsible marketing. What is holistic marketing?If you are in the business of selling bread do you market the benefits of the whole loaf or the benefits of the slice? If you market a slice, what affect does that have on the whole loaf?Do your clients and customers want a loaf or a slice or two?How do you know who your clients are?How do you know what your clients want?Where will you locate your ideal clients and customers?What goodness will your loaf bring to your clients?What else can you make from the same ingredients to benefit your clients and customers?How do you know that your clients and customers would benefit from other products?With many common reasons why start up businesses fail in their first year - you'll want to make sure you don't repeat those same mistakes!?Holistic Marketing is a term used to describe a strategy that enables you to look at your marketing efforts as a 'whole', which in turn helps you develop an overall or 'holistic marketing' plan. Whereas Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all of the firm's business-to-business, marketing channel, customer-focused, and internally directed communications.Holistic marketing is broader whereas integrated marketing communications is more specific.Holistic Marketing - Why Everything MattersHolistic marketing is a relatively new marketing concept based on the development, design and implementation of marketing programs, processes and activities that recognizes breath and interdependence. Everything matters! Why is this important? In a mature capital economy, product and service offerings have multiplied exponentially along with competition. Information is available instantly. The new marketing paradigm has shifted the emphasis from product and production, to selling, then integrated marketing within the holistic marketing concept.During the final quarter of the 20th century, marketing became an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and stakeholders. In 2011, marketing management professionals must maintain a precise focus on every customer from multiple perspectives. Holistic marketing recognizes that everyone, from everywhere, at any time can control every aspect of the buying relationship with a few mouse clicks.Holistic marketing means marketing function taking a integrated approach rather than an individualistic view. This is a critical success factor of modern marketing where marketing collaborates with internal and external factors to deliver better customer capturing value from customers.DIMENSIONS OF HOLISTIC MARKETING Holistic marketing includes 04 main dimensions and they can be described as follows:Internal marketing-This is where the company focuses on internal organization and carries out marketing activities internally. This include 03 sub elementssuch asMarketing department- Marketing department should consist of people who understand wide aspects of marketing and they should be able to carry out marketing function within the marketing department by understanding the need of department as whole and individual needs of the workers.Senior management- Senior management should be well aware of the marketing concept and they should support the concept by making decisions in favor of marketing for marketing to occur within the organizations. Many organizations fail in marketing due to lack of the commitment from the senior management in making marketing as a strategic function.Other departments- In making marketing as a strategic function other department should support the concept of marketing and they should work collaboratively with marketing department. As an example production department should understand the needs of customers and produce goods based on requirement which can be marketed by the marketing department.Integrated marketing-This is where the factors include in marketing plan are made interconnected to deliver better customer value. In other words product, place and promotion of the marketing plan are designed in an integrated manner to give a holistic view to marketing. ?Product has to be designed based on customer needs and it should have the ability to satisfy customer needs. The product offering has to be communicated to the customer using appropriate promotional methods and product has to be made available to the customer making it convenience for purchase.Relationship marketing-This is where the firm manages its relationship with suppliers to customers in an effective manner while considering long term benefits rather than short term profits. Managing relationships have 03 aspects.Customers- Customers include relationship with internal (inter departmental relationships) and external customers (customers at market place) of the product. Organization should attract customers who are profitable and build long tern relationship with them by identifying and satisfying their needs accordingly. Customer retention is given more priority as attracting new customers is expensive.Channels- This includes every organization who are involved to delivering goods to customers and it includes the suppliers as well. Organization should build good long term relationship with suppliers and dealers as they play a major role in making the goods available to customers. Failure in dealers or suppliers can result in loss of customers and reputation of the organization and firm should manage relationships effectively providing win-win situation.Partners- This is where the firm has to manage its relationship effectively with people who provide finance for them. Basically it means managing relationship with its shareholders and other fund providers and marketing department should take necessary steps to achieve their objectives as well (that is achieving high profits)Socially responsible marketing-This where the firm carries out its marketing activities in a way that it fulfills its responsibilities towards the society. Making only profits will not let the company survive in long run and they should be a good corporate citizen and build good public image of the company which will ultimately motivate consumers to purchase goods. Failure to be socially responsible can result in bad word of mouth, loss of reputation, loss of customers in to future, imposing penalties and loss of license to continue the business. ?Conducting socially responsible marketing includes:Being ethical- The Company should do the right thing in a right manner in a way which results in less negative impacts to the society. Mainly company should refrain from manipulating product benefit and use ethical advertising to promote the product.Environment friendliness- The firm should not harm the environment in carrying out marketing activities and they should participate in environment protection. This is basically known as green marketing.Abide by law- Company should respect the law of the country and should not engage in law breaking activities in carrying out marketing munity- The firm should respect the values and beliefs of society and should not carry out marketing activities which can cause unreasonable disturbance to the society. Failure to do so can result in protests and bans which will ultimately result in loss of reputation and closure of operations“Holistic Marketing” is a mini-buzzword right now. ‘Holistic’ in this case is not about yoga, spas and kumbayah, but about a comprehensive approach. In the case of Growth Nation, holistic marketing has been and continues to be a comprehensive approach to growth – that includes marketing, sales, customer service, finance and all business functions and levels.We’ve talked here about the implications when things go wrong with growth such as piecemeal marketing – or doing things in a mish mash without full coordination and prioritization. That’s the opposite of what we’re discussing here.Holistic marketing considers a growth plan that involves all the other functions in some way and creates a living, breathing plan that at one view is more complex and at another is more elegant. Of course the elegance comes from doing it right! If it doesn’t work, it was the wrong plan, it was too complex or it was executed poorly.In the development of a holistic marketing plan, typically the executive team plus some other key members are involved to gain the view of the customer, finance and every reach of the company. You want all this inputs and thoughts in the mix. The connections between possible initiatives with the organizational reality and expected economic impact are considered. To pull that input in, manage it, and come up with a plan that can work is an art. That’s what we’ve done over 100 times – and so we know that it takes skill, inclusion and lots of magic marketing dust.After all, a holistic marketing plan is only as good as the results it creates. It’s a bad plan if it can’t be executed. If it can be executed but isn’t, it’s bad execution.I heard the other day that only 10% of companies actually execute their strategy successfully, and of the 10% who do it successfully, they only achieve two thirds of their expected results on average. Yikes.So the next important aspect of holistic marketing is to execute – as a team. This is another place where things can go to hell in a handbasket since for the average company it’s a lot easier for the marketing folks to just do what they want without including anyone else.That’s not holistic by definition, and from our experience it’s also sub-optimal to get the best results.So here again it’s time for the magic marketing dust to get interaction between the various functions at least monthly on the holistic marketing plan – with metrics, focus and plenty of moving forward activities. It forces conversations between marketing, sales, customer service, finance, product development, manufacturing (if applicable) and even human resources. These meetings need to be architected carefully to get cooperation and without boring the various participants to tears with endless details of SEO, social media and other stuff that bumps in the night.It takes a magical marketing person with a cast of characters to create a holistic marketing plan with a successful marketing execution. So don’t be afraid if it doesn’t work immediately in your company. Give it time and help out the marketing person who may be trying for holistic marketing to work in your company.It’s a brave new world – and one made more important than ever because of dynamic markets and the need to get optimal growth results.Holistic Marketing - BenefitsHelping achieve focus & directionKeeping customers happy & satisfiedAttracting new businessProfessional company literatureProfessional imageDifferentiating from competitorsGrowing awareness of your businessCreating the right environment for successMotivational supportHolistic Marketing at Toyota Need more evidence that Holistic Marketing is the way to go? Look no further than the December issue of Fast Company and the story on The Secret of Toyota's Success (Pg 82). The quick and dirty of the story is that Toyota's operations in America are kicking some serious tail because they are never satisfied with their performance and thus always seeking to improve.The process they describe is an example of Holistic Marketing at it's best. Toyota seeks to create a culture where everyone is trying to add value at every step and the best thing about it is that they don't even think about like it's marketing. This article focused mostly on manufacturing but once you accept the idea of adding value everywhere, at every level, by everyone then you're entering the realm of Holistic Marketing.The beauty of it all is that other companies can try to copy the mechanisms but unless they internalize the belief that every single person can add value they will just add another project to be completed rather than building a culture where every person is focused on creating value for the customer.The folks at Toyota have found a way to employ the principles of Holistic Marketing but their way shouldn't be copied ad hoc. Instead we should all find "The Secret to Our Success" rather than trying to copy Toyota's Secrets. If you focus on the principles; that every person can and should add value, that we always have room to do better and that when people believe in something they are capable of powerful things then you will find the "Secret to Your Success".When you do it the right way, the authentic way you'll find a lasting answer, rooted in Holistic Marketing, rather than a copycat answer based on another companies hard work. Start with yourself and create value by making the process better every day and soon it will start to spread. Ask yourself, "What can I do to create value for the customer?"...and then do it! ................
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