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 Social marketing

Social marketing has the primary goal of achieving "social good". Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour.


Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. 

Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.


It helps you to decide:


  • Which people to work with
  • What behaviour to influence
  • How to go about it
  • How to measure it


What is social marketing?


Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. 

Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.

It helps you to decide:

  • Which people to work with
  • What behaviour to influence
  • How to go about it
  • How to measure it


Behaviour 

The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing.

Benefits people and society 

This is the value – perceived or actual – as it is defined by the people who are targeted by a social marketing intervention. It is not what is assumed to benefit them by the organisation that is trying to encourage the behaviour change. 


A social marketing approach


Even if you don’t take social marketing any further, just considering these four questions will add value to your projects and policies.

  1. Do I really understand my target audience and see things from their perspective? 
  2. Am I clear about what I would like my target audience to do? 
  3. For my target audience, do the benefits of doing what I would like them to do outweigh the costs or barriers to doing it? 
  4. Am I using a combination of activities in order to encourage people to achieve the desired action? 


Advantages of Social Marketing:


Social marketing—a new marketing tool—can be a great asset if used properly. The beneficial effects of social marketing for a business can be tremendous, but one must remember that it must be used in the most efficient possible way.

Social marketing allows businesses and web sites to gain popularity over the Internet by using different types of social media available, such as blogs, video and photo sharing sites, social networking sites and social bookmarking web sites.



There are six distinct advantages of social marketing that make it a vital tool to any marketing campaign:


1. Promotes consumption of socially desirable products.

2. Promotes health consciousness in people and helps them adopt a healthier lifestyle.

3. It helps in green marketing initiatives.

4. It helps to eradicate social evils that affect the society and quality of life.

5. Social marketing is one of the cheapest ways of marketing.

6. One of the best advantages of social marketing is that anyone can take advantage of it, even from their own home.