Social marketing can be used to organize an event.
Social marketing is the use of advertising practices to effect good social change. Some examples include advertising campaigns intended to get people to quit smoking or marketing ads that encourage people to eat healthier foods. This type of marketing differs from business marketing in that it aims at positive social change, while business marketing aims to increase financial profit.
Social marketing is used by some professionals, such as models, to be recognized.
Social marketing combines social policies and marketing practices to achieve defined goals of social behavior within a target audience. This use of marketing developed in the 1970s when two commercial advertisers, Philip Kotler and Gerald Zaltman, began using traditional marketing tools to sell behavioral concepts and practices rather than products. Commercial marketing tries to find out what problems consumers might have and then offers those products in a way that meets their perceived needs. Social marketing investigates what problems the public or community may have and then seeks to determine what behavioral changes would be necessary to remedy that problem. Health promotion is one of the largest industries that uses this type of marketing, encouraging positive health choices among consumers, without offering a specific product. An example of a social marketing campaign promoting healthy choices would be the advertising campaigns in Africa promoting safe sex practices to stop the spread of AIDS.
Companies use social marketing to promote their image and gain new customers.
The main objective of social marketing is usually to create positive social change; for example, not all nonprofit marketing is necessarily considered social. Nonprofit marketing may have alternative goals besides “good” social change, such as electing a political candidate or raising money for specific charities. This type of marketing may incorporate some social messages that promote positive social change, such as adapting to environmentally sound energy sources or raising awareness of the causes of cancer, but these messages may not be the main focus of the marketing campaign. and, therefore, would not be considered social marketing.
Social marketing can be used as an organizing tool by different groups.
Business marketing uses the marketing mix to establish a target audience and develop an effective campaign to reach that audience. This mix consists of identifying the so-called four P’s of marketing: product, price, place and promotion. Social marketing typically operates within these same parameters, placing behavior change rather than product. A social marketer usually first identifies the behavior that needs to be changed within the target audience. Next, the price an individual pays for behavioral change, such as the potential for social embarrassment, is established. The marketer would then identify which venues would be appropriate to advertise the need for this new type of behavior, and finally decide what promotional materials they could use to persuade consumers to switch.
Social marketing can use social networking sites as a way for businesses to connect with customers.
Social marketing often works best when the price of behavioral changes is dwarfed by the benefits to the target audience. New policies and social attitudes often compete with existing social attitudes, creating a behavioral trade-off that social marketers must take into account when developing their marketing campaigns. Long-term social change generally occurs when policies are defined that correspond to the behavior change that is being affected or recommended. A very effective tool that social marketers use to reach their target audience is the media. According to agenda-setting theory, the media can influence both the public agenda and the political agenda, persuading target audiences to switch to recommended good behavior and legislators to enact new laws that enforce such behavior. behaviour.