What is Social Marketing? Many people and business owners ask about what social marketing is in order to market commercial activities, as social marketing is one of the most important types of marketing in the recent period.
So we will talk in today's article on the site EnglishShop About what is Social Marketing?
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What is Social Marketing?
We can define social marketing as an approach that seeks to change the everyday behaviors of individuals in a way that benefits them as individuals and leads to widespread positive changes throughout a society or population.
The concepts used in social marketing come from the social sciences. As well as from traditional marketing and advertising.
There are many approaches to achieving societal change through effective social issue marketing programs. However, the central tenant always remains the same: the social good is always the primary focus.
Whether she was trying Convince the audience By quitting smoking, always focus on the greater good first. Therefore, what is social marketing Social Marketing is about driving change for local, national and international communities in creative ways, for the greater good.
How is community marketing different from other types of marketing?
Social marketing should not be confused with other similar terms: social media marketing, green or sustainable marketing, and business marketing with a social focus.
Social media marketing is the use of social media platforms such as Twitter, Facebook, YouTube, and LinkedIn to market products or services.
These are collective collections of web properties that are primarily posted by users to build online communities. They can be used to launch social marketing campaigns, but that is not their primary purpose.
Sustainable marketing is what a company uses to demonstrate its social responsibility. Although a company may engage in social marketing – providing support for public broadcasting, for example – sustainable marketing to promote its business is not considered social marketing.
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The most important social marketing strategies
According to the Social Marketing Institute, these are the top social marketing strategies and techniques:
- The ultimate goal of marketing is to influence business and change behavior.
- Actions are taken when the target audience believes that the benefits they will receive will be greater than the costs they incur.
- Business influence programs will be more effective if they are based on an understanding of the target audience's perceptions of the proposed exchange.
- Target audiences are rarely uniform in their perceptions or potential responses to marketing efforts and so must be segmented.
- Marketing efforts should include all the “four Cs”, i.e.:
- Create an attractive “product” (i.e. the package of benefits associated with the desired action).
- Reducing the “price” that the target audience believes they should pay on the stock exchange.
- Providing exchange and opportunities in “places” that reach the audience and fit their lifestyle.
- Promote exchange opportunities creatively and through channels and tactics that increase desired responses.
- There is always competition in recommended behaviors that must be understood and addressed.
- The market is constantly changing, therefore the effects of the program must be monitored regularly, and management must be prepared to change strategies and tactics quickly.
Components of a social marketing strategy
- Any campaign designed to influence human behavior should contain a few basic components: What is Social Marketing?
- Objective – What types of behavioral changes are needed?
- Audience – Who are the people we seek to influence? In the example of an anti-smoking ad, the audience would be cigarette smokers or individuals considering adopting that behavior.
- Programs or channels – How will messages be delivered? For example, anti-smoking messages can be sent through YouTube videos, through banners and signs, or via social media.
- Clearly defined message – What are the benefits of the proposed behavioral changes? Why should people consider it?
- A way to track results – How can evidence of proposed behavioral changes be observed or measured?
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What are the steps in the social marketing planning process?
- Describe the background, purpose, and focus of your planning efforts.
- Conduct a situation analysis.
- Identify and describe the target audience.
- Also determine marketing goals and objectives (behaviour, knowledge, and beliefs).
- Identify audience barriers, advantages, drivers and competition.
- Formulate the desired position statement.
- Intervention development Social marketing Taking into account the four elements (product, price, place, promotion) to overcome barriers and maximize benefits.
- Determine the evaluation plan.
- Create a campaign budget and find financing.
- Determine the implementation plan.
