Social marketing – definition

Social marketing, or community marketing, is a marketing strategy that uses all types of marketing tools to influence people's attitudes, beliefs and behaviors in order to achieve desired social goals. Examples of social marketing activities are educational campaigns promoting, for example, a healthy lifestyle or environmental protection. Social marketing strives to create positive social change and build deeper relationships with customers.

Social marketing is a strategy in which we do not strive to increase sales of the products or services offered or to achieve specific financial profits, but we want to promote the need to introduce a positive change.

Social marketing includes:

• drawing attention to an existing social problem,
• showing the causes of this problem,
• presenting possibilities through which a given problem can be solved,
• motivating recipients to introduce desired changes,
• supporting recipients in the process of changing behavior

Social marketing – interesting facts

The concept of social marketing was first used in the 1970s, when companies began to more clearly notice the need to influence public opinion and shape a specific image. Over time, social marketing began to take on various forms, e.g. sponsorship, patronage, educational campaigns, events, as well as awards or grants for organizations or individuals.

Nowadays, social marketing is starting to play an increasingly important role in building competitive advantage. The development and possibilities of the Internet have made it possible to use modern tools that allow you to promote specific ideas quickly, effectively and virtually cost-free. Social media is an ideal tool for building a community around a specific problem. They enable not only the quick transfer of specific content, but also maintaining constant communication between all community members.

Efficiently conducted social marketing leads to:

• increasing customer involvement in activities that lead to positive change,
• improving the image of a socially engaged company,
• building long-term relationships with the environment and local community,
• increasing customer loyalty and trust.

Social marketing – information worth knowing

Social marketing is a great idea to take your business to a higher level. This type of strategy can be implemented primarily through valuable and substantive educational content, engaging competitions and challenges, as well as regular responses to emerging comments and questions. In order to change behavior, knowledge and attitudes, you can use virtually all available marketing tools, but it is important that the actions taken are consistent and closely tailored to the specific target group.

Companies implementing a social marketing strategy most often use the following tools:

• advertising in traditional media - press, radio and television,
• campaigns implemented in social media,
• organization of events, concerts and other events, e.g. runs, marches or sports competitions,
• conducting workshops, courses and training dedicated to various target groups,
• cooperation with non-profit organizations, including providing them with e.g. financial support,
• direct marketing, e.g. meetings, handing out leaflets, sending e-mails and conducting telephone calls,
• content marketing, i.e. creating valuable and inspiring content, graphics, presentations and films.

Social marketing – summary

Social marketing brings benefits to both society and the company implementing this type of marketing strategy. The image of a socially committed company is one of the most desirable features of modern market leaders. The key to the success of social marketing activities is to provide valuable content, ensure proper communication and support the community in engaging in desired social activities.

Related entries:

Marketing plan, image creation, brand management, marketing planning, image creation, customer acquisition, sales audit, branding activities, creating a company brand, image creation