Social Marketing

Knowledge Center

Definition Social Marketing? Meaning.

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).

Forum New Topic Forum about Social Marketing. SM versus Social Media Marketing I have seen many times people mix up the two terms: "SM" and "social media marketing". (...) 6   🔥 NEW SM as a Tool for Implementing Corporate Social Responsibility Initially, marketing was almost entirely aimed at selling goods or services in order to increase profits and meet the ne (...) 5   SM: How to Measure it? Several Latin countries have rightly published a long guide of indicators to be able to characterize (measure) social re (...) 4   1 comments SM in HIV / Aids Prevention Any research done on SM strategies applied by medical professionals in Aids / HIV prevention & care? (...) 1   Book on Social Innovation / Marketing Just read J. Saul's book Social Innovation, Inc.: 5 Strategies for Driving Business Growth through Social Change for a f (...) 0   Start a new forum topic about Social Marketing. More info. Share your opinion, knowledge and experience or ask a question (sign up for free first)

Best Practices Sign up The top-rated topics about Social Marketing. Here you will find the most valuable ideas and practical suggestions. How is SM Different from Regular Marketing? Just been through a course and I'm anxcious to know more about it. Can anyone help me? In what ways does social marketin (...) 5   5 comments

Expert Tips Sign up Advanced insights about Social Marketing. Here you will find professional advices by experts. SM Best Practices SM According to Kottler, Roberto and Lee, 2002, SM: Improving the Quality of Life, elements of successful soc (...)

Information Sources Sign up Various sources of information regarding Social Marketing. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. SM Concepts, Steps and Implementation Best Practices SM, Marketing Presentation that introduces the concept of and steps in SM. The presentation includes the following secti (...)

Research Links Sign up Automatically jump to further useful sources regarding Social Marketing. News Videos Presentations Books More

Return to Management Hub: Marketing

More on Management  |  Return to Management Dictionary

This ends our Social Marketing summary and forum.