And back to Marketing6
How does Holistic Marketing work?7
SINGER’s Marketing Policy12
SINGER’s Holistic Marketing Approach15
Social Responsible Marketing25
History of SINGER- A time line[pic]31
A clever person once said, "Visions demand a strategy, strategy requires a plan." This is what is often overlooked or sidestepped by too many people involved in the marketing process today.
And when we say marketing process, we are not just referring to the brand or marketing manager. We are also referring to the advertising agency, the media placement agency, the online marketing agency, the sales, finance and HR departments, etc. In other words, all parties that are involved in opening the right doors to get the right leads for a business and then closing the deal. Ultimately it is the closed sale that signifies success.
Marketers can be accountable or take responsibility for many activities within an organization, but problems start when we are expected to make promises to the public by means of advertising and other marketing activities and the company's services or products do not meet these promises.
Everyone needs to be part of the plan. It's what we call holistic marketing. An approach that involves all players; a system based on partnerships where everyone has something to gain or lose by a campaign's success or failure.
The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and inter-dependencies. Holistic marketing recognizes that "everything matters" with marketing—and that a broad, integrated projective is often necessary. Four components of holistic marketing are relationship marketing, integrated marketing, internal marketing, and social responsibility marketing. Holistic marketing is thus an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities.
It all starts at the top. Top management (and yes, that includes the CEO and CFO) need to understand the requirements of their clients/customers. Being bottom-line driven is wonderful, but if you launch products/services before they are ready, or you have unmotivated call centers, you may have a company that will soon show a struggling bottomline.
An organization’s structure should not be hierarchical in nature but rather cyclical. One area feeding into another and ultimately being related to the whole. [pic]
The touch-points for the development and implementation for any campaign vary, but some of them include the following:
The process must start with the marketing department. These are the people who should know, live, breathe, eat, smell the company's brand. To be able to do this, one need to know the market, interact with the client. Directly, through focus groups, through desktop research, through e-mail campaigns. The number of access points is limitless. But the objective stays the same... know your target audience(s), your key competitors and your core positioning. Plan. Doing this will set on the right road to getting the message heard above the plethora of communication that is already taking place in our busy marketplace.
Agencies are the companies that bring marketing strategies to life... and we are talking about advertising, PR, online agencies. They put color to the canvas. One should use a creative approach that will 'talk' to prospective clients. This is how they should be assessed. Is their creative interpretation of a marketing strategy and a...