Marketing Holistic or Marketing 360 is a cross-cutting strategy that aims to create value across the enterprise. The term was coined by Philip Kotler integrating all the processes carried out by a company and the relationships it maintains with its map of stakeholders, of its interest groups. From the perspective of holistic marketing, in a company everything has value, everything is essential.
It is a discipline that maintains a global vision with a transversal operation whose main objective is the creation of value. It seeks, recognizes and unites all aspects of marketing : relational, integrated, internal and social. It understands the complexity of the processes in a comprehensive way and adopts a broad perspective so that the actions obtain an effect that goes beyond the local, having a positive impact on the processes and the result. It thrives on multi-channel or blended marketing techniques .
Through Holistic Marketing we work with the value in the relationships that the company maintains with the agents that make up its map of audiences: customers, the human team, competitors or suppliers. The goal is to increase the value that is perceived by each of the parties, which translates into improved quality, productivity, sales and customer loyalty.
Thus, value is the result of delivery, creation and exploration with clients, collaborators and competitors. The exploration refers to the cognitive field when it comes to customers, to that of resources in actions with collaborators and to that of competences when relationships are with competitors. For its part, creation refers to generating advantages in activities with clients, associations with collaborators and dominance over competitors. Finally, the delivery is materialized with the relationships established with the clients, the management that is done with the collaborators and the improvement of the internal resources compared to the competitors.
The holistic paradigm is part of the MBWA ( Management By Wandering Around or Management By Walking Around) team management model. In Spanish the term “butterfly management” has been coined, that is, the supervision that is carried out by walking among the work teams to find out their problems or concerns, without prior notice, without planned meetings and maintaining a close attitude.
The strategic management has a direction that meets the objectives of an organization, plans, resources and development policies. Three principles are identified: a unique positioning, a commitment and the alignment of the company’s actions to support the chosen strategy.
Advantages of holistic marketing
1. Allows you to locate new opportunities.
The exploration of Holistic Marketing is carried out continuously, since it is understood that the market is dynamic and not static, that it changes constantly. To create value, you first have to know what the state of relationships is. New business opportunities are found in the inquiry process.
2. Provides vital information for the company.
Marketing Holistic works in different fields according to the interest group that is concerned. In the case of clients, for example, it moves in the cognitive to decipher what their tastes are, their needs, what motivates them or what their impulses respond to. This information is of great interest to the company, since it allows the development of products and services capable of responding to customer needs, growing and improving the organization’s positioning.
The same happens in the field of employee resources. The company investigates and seeks cooperation with suppliers to create added value in their products or services. And as for competitors, Holistic Marketing allows to know the place it occupies in the market with respect to the competition.
Ultimately, the company knows what the value is perceived by its stakeholders.
3. Generate real value.
The opportunities are transformed into value , materialize. A global strategy is created with concrete actions that allow to improve the positioning of the company in relation to its stakeholders. You can reach the point of proposing a comprehensive reform of the entire organization, the restructuring of all its business lines or its corporate image. DIA supermarkets had to rethink their entire strategy in a comprehensive manner.
4. It has a human sense.
The Marketing 360 puts people at the center, explore your needs, tastes and preferences to create a global strategy and value chain. Based on the information obtained, the different areas of the company work to create a product or service, or modify it, in order to focus it in the desired direction to achieve the expected result.
6. It is multi-channel.
Holistic Marketing takes advantage of all the resources it has at its disposal to create strategies aimed at all audiences of the company. Each action that is taken has a clear and defined communication objective that allows adding value to the company. The multi-channel strategies offer better results when all relationships that are created in the company are managed.
7. Delivery of value.
Once the value has been created, the next step is to deliver it so that it is perceived by the company’s public. It is about finding new ways of relating by finding efficient collaboration formulas in which customers are a source of information.
Marekting 360º example: Apple
Apple is one of the exemplary companies in the use of Holistic Marketing. It has managed to create a solid value chain in its electronics, technology and software products. The iPhone, iPad or iPod are more than electronic devices, they carry by themselves a whole set of values, indeed, they are associated with a status and lifestyle.
MBWA team management
MBWA is the acronym for Management By Wandering Around, an Anglo-Saxon concept that refers to the type of business management in which managers walk among their teams in a more informal, close manner and maintaining an attitude of active listening. It is the holistic version applied to the management of human teams and internal communication.
In the case of “butterfly management”, the boss is not locked in his office answering e-mails or holding scheduled meetings with the members of his team. This boss works from the trenches reinforcing the intangible of interpersonal trust.
Advantages of MBWA management
1. Knowledge of the processes and problems.
The companies managed by MBWA have a real vision of the processes and the difficulties involved. They are able to more easily detect the weaknesses of the company and solve them.
2. They improve confidence in all aspects.
The members of a team are people. Their level of confidence and self-esteem is reinforced when they feel the support of the group leaders, they feel cared for and important. All this translates into greater involvement and commitment, which in the end is more profitable for the company.
As individual and group trust improve, levels of interpersonal trust also increase. It is easier to explain a problem to a close person who feels close than to someone who is locked in his office.
3. Facilitates skill development and talent discovery.
Permanent contact and active listening allow executives to discover the internal talent of the organization. They more easily detect innate or learned skills of their team members, so they can reorganize tasks without too much difficulty.
4. Improve the company culture.
The trust, involvement and commitment of people improves the culture of the company. Corporate values feel theirs.
5. Brand ambassadors are created.
The team management MBWA allows you to create brand ambassadors in the organization. The internal public of the company is very important in the communicative environment of social networks and social media. If the workers are happy and satisfied, they will transfer that feeling to their own public, which favors the creation of the company’s value chain.
6. Value is created.
Employees occupy a special place on the stakeholder map of an organization. They are the people who are in direct contact with customers and with the company’s collaborators, which is why the strategies that allow them to create added value and deliver it in their perception of the company are so important.
MBWA team management is a complex system. Managers have to find the balance between being at the side of their people and invading their privacy or individual freedom. People like to be listened to, but not to feel controlled. However, misgivings disappear when interest is shown to be genuine and uncontrollable, then employees relax and their confidence level increases.
Today’s business organizations need Holistic Marketing strategies that allow them to create added value. A value that is delivered so that it is perceived by stakeholders. These are cross-cutting strategies that allow creating value in the whole. It’s not about image, but about real value. The holistic paradigm is transferred to the entire company at a time when new management techniques capable of eliminating hierarchies are required.