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).

Discuss Forum about Social Marketing. Start a new topic Share your knowledge or ask a question   Social Marketing versus Social Media Marketing I have seen many times people mix up the two terms: "social marketing" and "social media marketing".... 6   1 comments 🔥 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... 5   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... 4   1 comments Social Marketing in HIV / Aids Prevention Any research done on social marketing 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

Best Practices The top-rated topics about Social Marketing. Here you will find the most valuable ideas and practical suggestions. 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... 5   5 comments

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

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

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

Compare with: Demarketing  |  Market Segmentation  |  Corporate Reputation Management  |  Advertising

Return to Management Hub: Marketing & Sales

More on Management  |  Return to Management Dictionary

This ends our Social Marketing summary and forum.