Social marketing is the application of commercial marketing techniques to social problems. It is a process that uses marketing principles and techniques to develop, implement, and evaluate programs designed to influence human behavior in order to improve social welfare. The goals of social marketing are often similar to those of other types of marketing: increase sales, grow brand awareness, or change behavior. However, the strategies used to achieve these goals are often very different. Social marketing campaigns are designed to influence people’s attitudes and behaviors, rather than sell a product or service.
Some common objectives of social marketing campaigns include:
- Encouraging people to use less harmful products
- Promoting healthy behaviors
- Encouraging people to recycle or reduce their consumption of resources
- Changing social norms around a particular issue
Social marketing is a relatively new field, and as such, it is still evolving. However, there are a few key concepts that are essential to understanding how social marketing works.
- First concept is that social marketing is not about selling a product or service. Instead, it is about changing people’s behaviors and attitudes. This means that the focus is on understanding the needs and motivations of people, and then designing programs that will change their behavior.
- Second concept is that social marketing campaigns must be based on sound research. This research should be used to identify the target audience, understand their needs and motivations, and develop effective strategies.
- Third concept is that social marketing campaigns must be carefully planned and implemented. This includes developing clear objectives, designing programs that are based on sound research, and testing the programs before they are launched.
Social Marketing Definition
According to the American Association of Advertising Agencies:
“Social marketing is the application of commercial marketing principles and techniques to social problems in order to influence behavior that improves the well-being of individuals and communities.”
In other words, social marketing is using traditional marketing methods to achieve non-commercial goals. This could include anything from reducing teenage pregnancy to increasing recycling rates.
While the goals of social marketing are noble, it can be a challenge to create Effective campaigns that achieve real results. This is because people are often resistant to change, and it can be difficult to persuade them to adopt new behaviors. However, with careful planning and execution, social marketing can be an powerful tool for bringing about positive change.
Social Marketing Strategies
If you are interested in learning more about how social marketing could benefit your organization or cause, contact Wallob Advertising in Winston-Salem for a free consultation. Our team would be happy to discuss your goals and objectives and help you develop a plan to achieve them.