The Concept Of Social Marketing

The Concept Of Social Marketing

Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefits of individuals and society as a whole.

Social marketing also refers to social networking, social media or new media. It also tries to understand social and psychological factors which bring resistance to change in a society.

Social marketing typically concentrates their efforts downstream on individual change. But, often until norms are shifted and the desired behavior is seen as acceptable and even desirable, the changes sought can have a limited impact.

Social marketers stand a better chance of making more of a sustained and impactful change.


The practice of social marketing is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.

Social marketing builds on the needs and wants of the consumer, which requires detailed research and continuing modification of the campaign based on feedback received. Social marketing dates back to 1970s and it’s based in commercial marketing principles. Social marketing professionals use these principles to sell ideas and improved behaviors to consumers for social benefit.

Social marketing helps you to decide:

  • Which people to work with
  • What behavior to influence
  • How to go about it
  • How to measure it

Areas Of Social Marketing

Social marketing is increasingly being used to tackle many different areas of behavior including: sustainability, health, finance, safety, crime, road and employment.

  • Social marketing is used primarily by nonprofit organizations, charity foundations, public highway departments and government agencies.


  • It’s also utilized by emergency services, such as police and fire departments. Some commercial organizations also occasionally use social marketing strategies.


  • Nonprofit organizations and charity foundations employ social marketing to raise awareness, promote various causes and encourage contributions from the public.

Social marketing provides a way to inform and engage people who charitable organizations would not otherwise be able to reach through more traditional marketing channels.


  • Government agencies use social marketing not only to encourage legal behaviors, such as observing the drinking age, but also to promote the general well-being of the society. Government agencies campaign involves sexual transmitted diseases and personal hygiene.


  • For commercial organizations, social marketing is often an effective way to encourage interest, participation, and donations for charitable foundations they support.

One example is the Nike Foundation, which is working to help developing countries prosper through a campaign called the Girl effect using thought-provoking commercials that tell a story text and music to gain face book fans and raise awareness for this cause.

Steps To Social Marketing

  • Getting started
  • Scope
  • Develop
  • Implement
  • Evaluate
  • Follow-up

Types Of Social Marketing

  • Operational Social Marketing: this is used to change behavior.


  • Strategic Social Marketing: this is used to form new strategies and development policies.

Composition Of Social Marketing

Social marketing is composed of the following;

  • Product
  • Price
  • Place
  • Promotion


  • product: Social marketing encourages target population to buy socially needed products like family planning, nutritional foods, organic farming, etc. the products must have a place in the society. The products can be both tangible and non-tangible products.


  • Price: this can be both monetary and non-monetary. If the price is minimum, the change is more profound.


  • Place: this is where the target population in need of a particular product can be found. It is the product distribution site, where the implemented changes will take place or the place where the product is available.


  • Promotion: social marketing mainly focus on the promotion of goods and services. The tools and techniques use include advertisement t00ls, using charts, documentaries etc. along with public relations, media, advocacy, entertainment, etc.


Importance Of Social Marketing

  • It helps you create greater and long-lasting behavior change in your audience.
  • It allows for targeting and retargeting
  • It helps you  reach out to customers you thought never existed
  • It can be cheaper than traditional advertising
  • It helps you reach out to targeted audience
  • It increase loyalty on the part of customers
  • It helps to offer good customers service and easy response to feedback.

Benefits Of Social Marketing

  1. Sharing information
  2. Creating a community
  3. Increasing relevant times
  4. Practicing word of mouth advertising
  5. Targeting specific groups
  6. Provide rich customers experience
  7. Share content faster and easier
  8. Build relationships
  9. Encourage sharing

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