Why Holistic Marketing Matters

March 18 2013

Holistic marketing acknowledges that everything matters in marketing – and that a broad and integrated perspective is necessary in developing, designing and implementing your marketing. It’s a high-level approach. And it’s a great reason to learn how to integrate your marketing.

The strength of holistic marketing (and why I love it) is in seeing all perspectives of a product or service. It’s looking at the challenges and opportunities not solely from the brand’s perspective. But from the consumer perspective, too. Which is one of the most fascinating and important viewpoints.

126390001

there’s always a web of angles. you just need to see it.

Genuine creativity (and good marketing) needs a collision of ideas from all different angles. This generally happens with lateral thinking. It happens when an idea travels in one direction and then suddenly is broadsided by another traveling in a different one.

Blackberry’s Perspective

Blackberry focused on the hoi polloi perspective with its recent product launch. They assumed fans would swoon over Alicia Keys’ celebrity endorsement. And that she could “inspire the future” of the company.

But it falls flat for many reasons. It’s marketing from one angle. Blackberry tried to trick their consumers. But everyone who follows Alicia Keys on Twitter knows that she tweets and uses Instagram from her iPhone. Her endorsement traveled in one direction. And the only thing it collided with was angry fans and consumers.

Integrity is not optional.

Integrity needs to be baked into marketing from all angles. Because when you have integrity, you’re about quality. And when you’re about quality, the marketing comes naturally. Because it’s not about celebrity endorsements. It’s not about the perspective of the CEO. It’s about multiple angles coming together. It’s about the fans and the consumers. It’s about the little people who see the big picture.

The old world was top down. Celebrities endorsed a product and the little people followed.

But now it’s the opposite. Because the little people have the power. The power may not blasted through the speakers through fast media. But that’s ok. It happens slowly, because quality doesn’t mean quick.

Holistic marketing is the slow cook. It’s where the story, experience, and journey begin. And it leads to customer loyalty and greater growth. No matter which angle you look from.

Do you use holistic marketing? Does it work for your business? Why or why not? Please comment below. 

14 responses to “Why Holistic Marketing Matters”

  1. saw a great video about how we are now in the Digital era instead of the Broadcast era. Brands have to show consumers how their product or service will make their life truly better. They must take a mentor role to the consumer who is now the hero…

    video via @ radical_coach
    https://radicalcoach.coachesconsole.com/v2/web/resources.html

    • jessica says:

      very true, Michael. reminds me of that scene in Network: “I’m mad as hell and not gonna take it!” Consumers have more information and options than ever. Companies who take a mentor role and talk TO consumers through content-based marketing will thrive. thank you for stopping by!

  2. Paul Cooley says:

    Great post Jessica!

    This is so refreshing! The points you make about Blackberry and Alicia Keys is a prime example of how integrity has been lost in our Industry. I love how you said “Integrity needs to be baked into marketing..” So true!

    It’s time to rise above all of the garbage and show this world how it done! Keep up the great work Jessica! 🙂

  3. […] And holistic marketing matters because it’s meaningful. It doesn’t pit content marketing against SEO…because it’s not one or the other that gets results. It’s the combination of both. […]

  4. […] Social media may seem like a crazy new thing that looks more like something your intern or niece would do, but it’s not. Holistic marketing is what matters. […]

  5. […] Holistic marketing by humanizing your brand is a more forward-thinking, integrated approach to marketing. Combining high-quality content, social media, and search allows you to become the source. Blogging and creating owned media (audio podcasts, videos, ebooks) is the wave of the marketing future. It brings online marketing and PR together in a way that makes your brand more human. Don’t let traditionalists tell you otherwise. […]

  6. […] And holistic marketing matters because it’s meaningful. It doesn’t pit content marketing against SEO…because it’s not one or the other that gets results. It’s the combination of both. […]

  7. […] ended up covering social media on a holistic level. I described the history of media, how social media fits into where we are in history, and the […]

  8. […] be yourself. When you’re yourself, you can tell stories. And when you tell stories, your content marketing is holistic and comes […]

  9. […] the paradox by understanding why holistic marketing continues to matter. It’s not just about short-term tactics. But it’s instead where your story, customer […]

  10. […] And holistic marketing matters because it’s meaningful. It doesn’t pit content marketing against SEO…because it’s not one or the other that gets results. It’s the combination of both. […]

  11. […] truly be yourself. When you’re yourself, you can tell stories. And when you tell stories, your content marketing is holistic and comes […]

  12. […] the paradox by understanding why holistic marketing continues to matter. It’s not just about short-term tactics. But it’s instead where your story, customer […]

Leave a Reply

Your email address will not be published. Required fields are marked *