ALL about Social Marketing

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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:

A consumer orientation to realize organizational (social) goals
An emphasis on the voluntary exchanges of goods and services between providers and consumers
Research in audience analysis and Segmentation strategies
The use of formative research in product and message design and the pretesting of these materials
An analysis of distribution (or communication) Channels
Use of the Marketing Mix
A process tracking system with both integrative and control functions
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).

Social Marketing Special Interest Group

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Forum about Social Marketing

Discussions about Social Marketing.

	Social Marketing versus Social Media Marketing I have seen many times people mix up the two terms: "social marketing" and "social media marketing". (...)

🔥	NEW Social Marketing 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 (...)

	Social Marketing in HIV / Aids Prevention Any research done on social marketing strategies applied by medical professionals in Aids / HIV prevention & care? (...)

Best Practices about Social Marketing

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🥇	How is Social Marketing 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 (...)

🥈	Social Marketing: How to Measure it? Several Latin countries have rightly published a long guide of indicators to be able to characterize (measure) social re (...)

🥉	Book on Social Innovation / Marketing Just read J. Saul's book for a further explanation of the concept. Btw social marketing is not an emotional thing. (...)

Expert Tips about Social Marketing

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	Social Marketing Best Practices Social Marketing (...)

Information Sources about Social Marketing

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	Social Marketing Concepts, Steps and Implementation Best Practices Social Marketing, Marketing (...)

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This ends our Social Marketing summary and forum.