Social Marketing

Knowledge Center

Description of Social Marketing. Explanation.

Definition Social Marketing. Description.

Social Marketing is a form of marketing that is designed to influence the behavior of a target audience in which the benefits of the behavior are intended by the marketer to accrue primarily to the audience or to the society in general and not to the marketer.

Typically social marketing is aimed at achieving specific behavioral goals for a social good. Unlike regular commercial marketing which has primarily a financial aim.

Social marketing is normally used by non-profit organizations, health services groups and government agencies. However also businesses and individuals might use social advertisements in special circumstances.

Examples of Social Marketing

One example is a campaign to influence consumers to stop drinking alcoholic beverages.

Other examples are recommending people to use seat belts, asking people not to smoke inside building or in public areas, or influencing them to follow speed limits, avoiding being exposed to too much sunlight to avoid skin cancer), etc.

Origin of Social Marketing. History

Although there already had been earlier examples, social marketing as a formal concept started in 1971, when Philip Kotler and Gerald Zaltman published "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing 35, 3-12.

In 1988, Craig Lefebvre and June Flora argued there are 8 Components of Social Marketing:

1. A consumer orientation to realize organizational (social) goals
2. An emphasis on the voluntary exchanges of goods and services between providers and consumers
3. Research in audience analysis and Segmentation strategies
4. The use of formative research in product and message design and the pretesting of these materials
5. An analysis of distribution (or communication) Channels
6. Use of the Marketing Mix
7. A process tracking system with both integrative and control functions
8. A management process that involves problem analysis, planning, implementation and feedback functions (Compare: Deming Cycle)

Not Social Marketing...

It should not be confused with the social impact of marketing (also commercial campaigns might have social side effects or secondary social outcomes).

it should also not be confused with social media marketing (advertising via Facebook, LinkedIn or similar social networks).

Special Interest Group - Social Marketing Special Interest Group (146 members)

Forum - Social Marketing   In this forum you will find recent interesting discussions. Social Marketing versus Social Media Marketing I have seen many times people mix up the two terms: "social ...           How is Social Marketing Different from Regular Marketing? (5 reactions) Just been through a course and I'm anxcious to know more abo...           Social Marketing: How to Measure it? (1 reactions) Several Latin countries have rightly published a long guide ...           Social Marketing in HIV / Aids Prevention Any research done on social marketing strategies applied by ...           Book on Social Innovation / Marketing Just read J. Saul's book for a further explanation of the c...

Best Practices - Social Marketing Here you will find the most valuable discussions from the past.

Expert Tips - Social Marketing Here you will find high-quality advice from experts.   Social Marketing Best Practices Social Marketing...

Resources - Social Marketing Here you will find powerpoint presentations, micro-learning videos and further information sources. Social Marketing Concepts, Steps and Implementation Best Practices Social Marketing, Marketing...     News about Social Marketing         Videos about Social Marketing         Presentations about Social Marketing         Books about Social Marketing         More about Social Marketing

Return to Management Hub: Marketing

More on Management  |  Return to Management Dictionary  | 

This ends our Social Marketing summary and forum.