Social marketing promotes social causes or the common good. The term was first used by Geralt Zaltman and Philip Kotler in 1971. In this way, they identified marketing activities aimed at changing social behavior. Check how to plan an effective campaign!
What will you learn from the article?
Social marketing is an increasingly popular form of promotion that goes beyond traditional sales objectives to focus on making a positive impact on society. In this article, we will explain exactly what social marketing is, what benefits it brings and why it is worth including it in a company's strategy. We will provide concrete examples of social activities, discuss how companies can effectively use social marketing to build a positive image and engage consumers. Finally, we will share the key characteristics of successful social campaigns that achieve their goals and win the appreciation of their audiences.
What is social marketing?
Social marketing is a strategy that uses marketing techniques to promote actions, attitudes or behaviours aimed at improving the quality of life, health, protecting the environment or tackling social inequalities. The most important element of this form of marketing is to shift the emphasis from the product or service to behaviour change. Its purpose is to persuade people to take actions that benefit society or themselves, such as giving up smoking, reducing plastic consumption, supporting local initiatives or caring for a healthy lifestyle.
Difference between social and traditional marketing
In traditional marketing, activities are aimed at increasing sales and company profits. Social marketing, on the other hand, focuses on raising public awareness, educating and motivating people to change their behaviour in ways that are expected to have a positive effect on the whole. While social marketing does not exclude companies from pursuing commercial goals, its main mission is to bring about lasting change in communities.
The proposed area of marketing includes the design, implementation and control of programs that are intended to contribute to social change, not a direct benefit to the company. It uses the same principles and tools as commercial brands. It is a 4P model, consisting of the following elements:
- product,
- price,
- place,
- special offer.
Specialists remind that social marketing uses one more element that does not appear in commercial campaigns. In this case, the key role is played by a policy that will encourage positive behavior change, not punish.
Examples of social marketing
Social marketing touches many areas of life and covers a broad spectrum of topics. Here are some examples of campaigns that demonstrate its power and versatility:
Promoting green behaviour - Environmental campaigns such as 'Reduce, Reuse, Recycle' encourage people to take action to reduce pollution, reduce plastic consumption or conserve natural resources. Social marketing activities in this sphere help to build environmental awareness and motivate a more responsible lifestyle.
Anti-smoking campaigns - Smoking cessation campaigns are an example of social marketing. They provide audiences with the right tools, support and information on the health benefits of quitting.
Public health campaigns - Campaigns promoting healthy lifestyles, such as the '5 portions of fruit and vegetables a day', aim to educate the public about health and the impact of nutrition on quality of life. Thanks to such campaigns, people are more aware of the benefits of good health habits and are motivated to change their habits.
Road safety campaigns - "Drink? Don't drive!" is an example of a social campaign that aims to reduce the number of road accidents caused by intoxicated drivers. By delivering strong, emotional messages, these types of campaigns get people to change their behaviour on the roads.
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How can companies benefit from social marketing?
Social marketing can benefit not only society, but also the companies that implement it. Incorporating activities from this area into a company's PR and marketing strategy can build a positive brand image, increase consumer loyalty and differentiate a company from its competitors. Here's how companies can use social marketing effectively:
- Building trust and image - Companies that engage in social activities gain in the eyes of consumers. Action on behalf of the environment, health or local communities builds the image of a responsible brand, which translates into loyalty and positive perception.
- Increased consumer engagement - Social marketing is an excellent way to build relationships with customers. Consumers who identify with a company's values and its activities for society are more likely to develop a long-term relationship with the brand.
- Increasing brand visibility - Social campaigns often receive a great deal of media and audience attention, which can help to increase brand recognition. Companies that engage in such activities can expect additional PR and greater attention from customers.
Key elements of an effective social marketing campaign
- Understanding the target group - For a social marketing campaign to be effective, it is important to thoroughly understand the needs and motivations of the target audience. Messages must be personalised and reach the audience in a way that will influence their emotions and decisions.
- Clear message - A social campaign message should be simple, understandable and engaging. The key to success is to deliver a concrete message that inspires action or a change in attitude.
- Partnerships and cooperation - The effectiveness of social campaigns is often enhanced when companies collaborate with NGOs, government institutions or other partners who share the same goals and values. These collaborations strengthen the credibility of the activities and increase the reach of the campaign.
What are the characteristics of an effective social campaign?
Wondering which ones CSR areas, i.e. corporate social responsibility, is it worth introducing in your company? Many brands focus on environmental protection, helping seniors, supporting local businesses, volunteering for schools, and saving environmental resources.
Social marketing does not encourage the purchase of a product or service, but promotes positive behavior or lifestyle. It should be noted that it has nothing to do with astroturfingwhich raises a lot of controversy. It is supposed to hide the business and financial relations between the company and the entity ordering such activities and the message. This technique makes the corporate message more "digestible", and even positively received by the recipients.
Summary
Social marketing is a powerful tool that can benefit both companies and society. By promoting positive change and supporting important social issues, companies can build their image, gain consumer trust and stand out from the competition. In an era of increasing consumer awareness, social responsibility is becoming increasingly important and social marketing offers companies a great opportunity to meet their business goals while contributing to the betterment of society.
Social marketing can encourage safe driving, caution on the railroad crossing, regular physical activity, and a healthy diet. It is used in planning anti-smoking, anti-alcohol and anti-drug campaigns.
Charities and non-profit entities usually initiate social campaigns. Such activities are also carried out by emergency services, the national road safety council, or government organizations. Often, social marketing is carried out by commercial companies. Need support in this area? PR agency will advise you on the best solutions.