Lately there's been a lot of talk about an innovative new approach when it comes to marketing your business called holistic marketing.

Not to get all hippie dippie woo woo on you, but the very spirit of your business is at stake here. 

Because much like holistic medicine treats mind, body, and spirit, holistic marketing refers to a marketing strategy that considers the whole of a business. 

Under this approach, a business with different departments comes together. And as a result, departments collaborate in interconnected marketing activities.

Did you know that 83% of a company’s market value today is represented by their intangible assets (brands, quality processes, relationships, etc.) compared to 1975, when it stood at only 17%?

While our economy continues to master the skill of producing products cheaper, better, and faster, it has become exponentially difficult over time to compete on quality or price alone.

Four Woman at the Conference RoomThus, the only way to truly approach marketing today is from a holistic business perspective: marketing understood from the whole picture of the business and integrated into every aspect in order for a business to remain relevant, engaging, findable, talkable, and most of all, a force to be reckoned with.

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Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution

There are four main pieces to holistic marketing

  1. Internal Marketing: this includes senior management as well as the actual internal marketing department
  2. Integrated Marketing: is products and services, communications and channels
  3. Relationship marketing: this is all about maintaining relationship between channel, customers and partners
  4. Performance Marketing: includes sales revenue, ethics, environment.

All of these marketing facets create a united and positive business image. 

It also encourages customers to purchase a business’s products or services rather than going to a competitor.

So remember: Internal, integrated, relationship and performance. All of these form the ever harmonious, ever-present and very necessary holistic marketing strategy for your small business. 

What do you think about holistic marketing? Is it something you already use when it comes to your business’s marketing? 


Emily LaDrig is the Chief Execution Officer at Excelerate America, the fun, smart services for businesses looking to level up. Tell her why you do or don't use holistic marketing for your business? Email Emily at

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