Holistic Marketing Approach: How To Measure and Engage Better

Holistic Marketing Approach

What We Mean by a Holistic Approach

A holistic marketing approach is a strategy that focuses on the business and results as a whole – rather than each isolated area — designed as a true marketing mix of channels. We evaluate it on a higher level by looking at broader metrics and results.

Benefits or Downfalls when a company doesn’t look at marketing holistically

We see, time and time again, that instead of focusing on growth – the marketing channels and budgets get more restrictive, and results become limited. 

Here’s an example: 

Most of the time, marketers are reaching for results as optimized as possible. The CEO is telling them they need to get better results with their marketing dollars. We hyper-focus on the last interaction before a sale (also known as the end-of-funnel activities). Over time, that lower funnel will dry up if we are not actively engaging at each point. Eventually, that steady flow of buyers will be restricted to a drip of sales. 

What makes a difference when people look at marketing holistically?

Marketers and companies that understand the value of a holistic approach tend to drive more people through different micro-moments and points of the decision funnel. Ultimately, they have more opportunities for sales.

So, we are talking about two things that make an approach holistic:

  1. How we integrate our marketing mix with different channels and attribution models. We are reaching people at different points of their decision cycle and measuring success on each. 
  2. We measure top-level results by looking at broader metrics such as overall growth and profitability. 

Combined, these two aspects of understanding and measurement allow us to invest wisely in our marketing budget. 

Why we believe this is the approach marketers should take.

We believe this is true because you can deliver a more consistent marketing message across interactions with the end-user. Achieve a higher level of effectiveness by driving more brand awareness and intent in customer purchases as you engage them throughout the process. Consumers are becoming less brand loyal, engaging more, and purchasing from actively available brands with information throughout their decision cycle. 

You can also read about: 

How can you accurately measure effectiveness?

We like to keep it simple.  We measure growth overall in terms of retained customers by breaking down: attribution modeling to see where some of the most valuable interactions are taking place, increase in revenue at a brand level, and understand profitability. Many times we can identify how much in revenue was left on the table. We can’t think of many CEOs who wouldn’t pay attention if we calculated that they left $5M in revenue on the table last year. 

With the help of our Google team, these are the kinds of exciting conversations we can have with marketers. As they understand more about the holistic marketing approach, we can help them drive more aggressive growth. 

Summit Crew has a wealth of information on our website blog. If your business is looking for more information, head to our blog, or contact us today

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