what is social marketing?
Social marketing has the first goal of achieving “social good”. Traditional commercial marketing aims are primarily financial, though they will have positive social effects also.
within the context of public health, social marketing would promote general health, raise awareness and induce changes in behavior. Social marketing has been an outsized industry for a few time now[when?] and was originally through with newspapers and billboards, but almost like commercial marketing has adapted to the fashionable world.
the foremost common use of social marketing in today’s society is thru social media. However, to ascertain social marketing as only the utilization of ordinary commercial marketing practices to realize non-commercial goals is an oversimplified view.
Social marketing seeks to develop and integrate marketing concepts with other approaches to social change. Social marketing aims to influence behaviors that benefit individuals and communities for the greater social good. The goal is to deliver competition-sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.
Increasingly, social marketing is described as having “two parents.” The “social parent” uses science and policy approaches. The “marketing parent” uses commercial and public sector marketing approaches. Recent years have also witnessed a broader focus. Social marketing now goes beyond influencing individual behavior.
It promotes socio-cultural and structural change relevant to social issues. Consequently, social marketing scholars are starting to advocate for a broader definition of social marketing: “social marketing is that the application of selling principles to enable individual and collective ideas and actions within the pursuit of effective, efficient, equitable, fair and sustained social transformation”.
The new emphasis gives equal weight to the consequences (efficiency and effectiveness) and therefore the process (equity, fairness, and sustainability) of social marketing programs. alongside a replacement social marketing definition that focuses on social transformation, there’s also an argument that “a systems approach is required if social marketing is to deal with the increasingly complex and dynamic social issues facing contemporary societies”
This is the worth – perceived or actual – because it is defined by the people that are targeted by a social marketing intervention. it’s not what’s assumed to profit them by the organization that’s trying to encourage the behavior change.
A social marketing approach
Even if you don’t take social marketing any longer, just considering these four questions will add value to your projects and policies.
Do I actually understand my audience and see things from their perspective?
Am I clear about what I might like my audience to do?
For my audience, do the advantages of doing what I might like them to try to outweigh the prices or barriers to doing it?
Am I employing a combination of activities so as to encourage people to realize the specified action?
Policy: social marketing helps to make sure policy is predicated on an understanding of people’s lives, making policy goals realistic and achievable. Policy example: water rationing in Jordan
Strategy: social marketing enables you to focus on your resources cost-effectively, and choose interventions that have the simplest impact over time. Strategy example: lung disease strategy in England
Implementation and delivery: social marketing enables you to develop products, services, and communications that fit people’s needs and motivations.
The first documented evidence of the deliberate use of selling to deal with a social issue comes from a 1963 reproductive health program led by K. T. Chandy at the Indian Institute of Management in Calcutta, India. Chandy and colleagues proposed and subsequently implemented, a national birth control program with top quality, government brand condoms distributed and sold throughout the country at low cost.
The program included an integrated consumer marketing campaign run with the active point of sale promotion. Retailers were trained to sell the merchandise aggressively, and a replacement organization was created to implement the program.
In developing countries, the utilization of social marketing expanded to HIV prevention, control of childhood diarrhea (through the utilization of oral re-hydration therapies), malaria control and treatment, point-of-use water treatment, on-site sanitation methods, and therefore the provision of basic health services.
Health promotion campaigns began applying social marketing in practice within the 1980s. within us, The National High vital sign Education Program and therefore the community heart condition prevention studies in Pawtucket, Rhode Island, and at Stanford University demonstrated the effectiveness of the approach to deal with population-based risk factor behavior change.
Notable early developments also happened in Australia. These included the Victoria Cancer Council developing its anti-tobacco campaign “Quit” (1988) and “SunSmart” (1988), its campaign against carcinoma which had the slogan “Slip! Slop! Slap!”
Since the 1980s, the sector has rapidly expanded around the world to incorporate active living communities, disaster preparedness and response, ecosystem and species conservation, environmental issues, development of volunteer or indigenous workforces, financial literacy, global threats of antibiotic resistance,
government corruption, improving the standard of health care, injury prevention, landowner education, marine conservation, and ocean sustainability, patient-centered health care, reducing health disparities, sustainable consumption, transportation demand management, water treatment, and sanitation systems, and youth gambling problems, among other social needs.
On a wider front, by 2007, the government within the UK announced the event of its first social marketing strategy for all aspects of health. In 2010, the US national health objectives included increasing the amount of state health departments that report using social marketing in health promotion and disease prevention programs and increasing the number of faculties of public health that provide courses and workforce development activities in social marketing.
Two other public health applications include the CDC’s CDCynergy training and software application and SMART (Social Marketing and Assessment Response Tool) within the U.S.
Social marketing theory and practice have been progressed in several countries like the US, Canada, Australia, New Zealand, and therefore the UK, and within the latter variety of key government policy papers have adopted a strategic social marketing approach.
Publications like “Choosing Health” in 2004, “It’s our health!” in 2006, and “Health Challenge England” in 2006, represent steps to realize a strategic and operational use of social marketing. In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it. Most of the social workers are professionally trained for this task.
A variety of social marketing has emerged as a scientific thanks to foster more sustainable behavior. mentioned as community-based social marketing (CBSM) by Canadian environmental psychologist Doug McKenzie-Mohr, CBSM strives to vary the behavior of communities to scale back their impact on the environment.
Realizing that simply providing the information is typically not sufficient to initiate behavior change, CBSM uses tools and findings from psychology to get the perceived barriers to behavior change and ways of overcoming these barriers.
Among the tools and techniques employed by CBSM are focus groups and surveys (to discover barriers) and commitments, prompts, social norms, social diffusion, feedback, and incentives (to change behavior). The tools of CBSM are wont to foster sustainable behavior in many areas, including energy conservation, environmental regulation, recycling, and litter cleanup.
In recent years, the concept of strategic social marketing has emerged, which identifies that social change requires action at the individual, community, socio-cultural,
political, and environmental level, which social marketing can and will influence policy, strategy, and operational tactics to realize pro-social outcomes. More read about social marketing
Other social marketing is often aimed toward products deemed, a minimum of by proponents, as socially unacceptable.
one among the foremost notable is People for the moral Treatment of Animals (PETA) which for several years has waged social marketing campaigns against the utilization of natural fur products. The campaigns’ efficacy has been subject to dispute.
Not all social marketing campaigns are effective everywhere. for instance, anti-smoking campaigns like World No Tobacco Day while being successful (in concert with government tobacco controls)
in curbing the demand for tobacco products in North America and in parts of Europe, are less effective in other parts of the planet like China, India, and Russia. (See also: Prevalence of tobacco consumption)
Social marketing uses the advantages of doing social good to secure and maintain customer engagement. In social marketing, the distinguishing feature is therefore its “primary specialize in social good,
and it’s not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing.
Public sector bodies can use standard marketing approaches to enhance the promotion of their relevant services and organizational aims.
this will be vital but shouldn’t be confused with social marketing where the main target is on achieving specific behavioral goals with specific audiences in reference to topics relevant to social good (e.g., health, sustainability, recycling, etc.).
for instance, a 3-month marketing campaign to encourage people to urge an H1N1 vaccine is more tactical in nature and will not be considered social marketing.
A campaign that promotes and reminds people to urge regular check-ups and every one of their vaccinations when they’re alleged to encourage a long-term behavior change that benefits society. It can, therefore, be considered social marketing.
Social marketing is often confused with commercial marketing. a billboard marketer may only seek to influence a buyer to get a product. Social marketers have harder goals.
they need to form potentially difficult and long-term behavior changes in target populations, which can or might not involve purchasing a product. for instance,
reducing cigarette smoking or encouraging the utilization of condoms have difficult challenges to beat that transcend purchasing decisions.
Social marketing is usually seen as being restricted to a client base of non-profit organizations, health services groups, the govt agency.
However, the goal of inducing social change isn’t restricted to the present narrow spectrum of organizations. Corporations, for instance, are often clients.
PR or social responsibility departments may champion social causes like funding for the humanities, which might involve social marketing.
Social marketing shouldn’t be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating problems with social responsibility
into commercial marketing strategies. In contrast, thereto, social marketing uses commercial marketing theories, tools, and techniques for social issues.
Social marketing applies a “customer-oriented” approach and uses the concepts and tools employed by commercial marketers in pursuit of social goals like anti-smoking campaigns or fundraising for NGOs.
Social marketers must create a competitive advantage by constantly adapting to and instigating change. With global climate change in mind, adaptations to plug changes are likely to be more successful if actions are guided by knowledge of the forces shaping market behaviors and insights that enable the event of sustainable competitive advantages.
In 2006, Jupitermedia announced its “Social Marketing” service, with which it aims to enable website owners to take advantage of social media.
Despite protests from the social marketing communities over the perceived hijacking of the term, Jupiter cursed with the name.
However, Jupiter’s approach is more correctly (and commonly) mentioned as social media optimization.