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Holistic Marketing
Holistic
marketing
is
a
marketing
strategy
that
considers
the
business
as
a
whole
and
not
as
several
different
parts.
Thus
Holistic
marketing
is
about
creating
and
developing
integrated
strategies
for
brands,
campaigns
and
sales
tactics
that
consider
the
entire
life-cycle
of
a
product
or
service,
crossing
departmental
boundaries
within
organizations.
It
takes
a
360-degree
view
of
all
the
elements
of
a
business;
embracing
the
elements
of
the
business
the
customer
doesnt
usually
see
as
well
all
customer-
facing
media,
(traditional,
digital
and
social
channels)
to
create
strong,
consistent
and
powerful
multi-
platform
marketing
narratives.
The
benefit
of
using
a
holistic
approach
Holistic
Marketing
is
the
efficiency,
consistency
and
alignment
it
brings
to
the
marketing
process.
By
working
with
a
cross-section
of
internal
and
external
stakeholders
and
looking
at
the
big
picture
of
how
a
company
works,
synergies
are
developed
that
reinforce
the
brand
message;
different
customer
touch-points
are
linked
seamlessly;
resources
are
directed
to
where
they
will
be
most
effective;
duplication
of
effort
is
reduced,
and
risks
are
spotted
and
addressed
before
they
become
expensive
problems.
Holistic
business
marketing
is
especially
fitting
for
small
business
owners
because
a
truly
holistic
approach
will
look
at
the
values,
passions,
niche
specialties,
and
ideals
of
the
business
owner
and
the
employees.
This
multi-faceted
approach
ensures
that
the
marketing
strategy
aligns
with
the
products
or
services
offered
while
also
emphasizing
the
values,
energy
and
tone
of
the
people
behind
those
goods
or
services.
The
end
product
is
a
consistent
and
organized
marketing
strategy
that
allows
the
spirit
of
the
people
in
the
business
to
shine
through.
Marketing
traditionally
focuses
only
on
the
product
or
service
being
offered
and
ignores
the
human
aspect
of
the
business
and
the
creators
of
the
product
or
service.
It
proposes
that
in
order
to
satisfy
its
organizational
objectives,
an
organization
should
anticipate
the
needs
and
wants
of
consumers
and
satisfies
these
more
effectively
than
competitors.
Holistic
marketing
takes
this
a
step
farther
and,
as
mentioned
above,
it
looks
at
the
values,
passions
and
ideals
of
the
people
in
the
business
to
create
a
marketing
strategy
effectively
whole
in
its
focus.
To
be
truly
holistic,
the
marketing
approach
should
address
all
appropriate
venues
to
get
the
word
out
about
the
business,
while
keeping
the
strategy
aligned
with
the
values
of
the
people
involved
with
the
business.
These
venues
should
include
all
traditional
marketing
approaches,
as
well
as
internet
marketing,
social
media
marketing,
search
engine
optimization
for
the
business
website,
and
relationship
marketing.
Heineken
is
well
known
for
its
beer
brand.
The
Dutch
company
has
been
in
business
nearly
150
years
so
it
was
doing
something
right
before
making
the
change
but
it
wanted
to
go
to
the
next
level.
Heineken
wanted
to
grow
the
company
beyond
the
image
of
beer
being
associated
with
social
partying.
To
repair
its
image,
sales
and
brand
name,
a
holistic
marketing
approach
was
implemented.
Heineken
took
the
lead
from
other
successful
companies
like
Apple,
Nespresso
and
Nike.
Heineken
attacked
its
marketing
with
four
main
themes:
engagement,
exposure,
interaction
and
relationships.
Rather
than
focusing
on
the
beer,
they
focused
on
their
brand
name
to
market
the
company
as
a
whole.
A
new
interaction
website
was
born.
They
made
new
green
changes
and
advertised
the
ways
they
were
saving
the
planet.
The
City
was
created
to
physically
give
customers
a
place
to
experience
the
brand.
They
developed
sponsorship
programs
with
many
local
businesses,
including
a
variety
of
athletic
venues
and
entertainment
companies.
Over
300,000
visitors
came
in
just
the
first
year.
As
word
spreads,
the
success
is
expected
to
increase
as
it
has
over
the
last
few
years.
The
brand
has
expanded
by
selling
brand
labeled
shirts,
personalized
beverage
labels
and
commemorative
souvenirs.
The
changes
and
holistic
marketing
for
Heineken
were
a
huge
success.
It
took
just
13
months
to
breakeven
from
the
expenditures
of
the
new
campaign
and
opening
the
technologically
advanced
store.
Reference
Link
backs:
http://www.businessdictionary.com/definition/holistic-marketing.html
https://www.boundless.com/marketing/an-overview-of-marketing/the-marketing-orientation-evolution/holistic-marketing/
http://www.ask.com/question/what-is-holistic-marketing
http://www.kathrynmcmann.com/what-is-holistic-marketing
http://en.wikipedia.org/wiki/Marketing
http://www.aimitmedia.com/1564/holistic-marketing-with-6-key-components.html
http://www.wisegeek.com/what-is-holistic-marketing.htm#didyouknowout
http://tiffanyabrown.wordpress.com/2012/10/20/heineken/
http://en.wikipedia.org/wiki/User:LisaLW/Holistic_marketing
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Education
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