Learn about the most important social marketing strategies in

Define social marketing

We can define social marketing as an approach that seeks to change the daily behaviors of individuals in a way that benefits them as individuals and leads to positive, large-scale 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 obtaining societal change through effective social cause marketing programmes. However; the central tenant always remains the same: the social good is always the primary focus.

Whether it is trying to persuade the public to stop smoking or encouraging men in developing countries to use condoms; the focus is always on the public good first.

Therefore; the concept of community marketing is about driving change to local, national and international communities in creative ways, for the greater good.

According to the International Social Marketing Association, we can define social marketing as:

Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behavior that benefits individuals and societies for the greater social good.

Social marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership vision; to inform and deliver segmented and competitive social change programs that are effective; efficient; equitable and sustainable. “

The most important social marketing strategies

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According to the Institute of Social Marketing; These are his most important strategies and techniques:

  1. The ultimate goal of marketing is to influence business and change behaviour;
  2. Actions are taken when the target audience believes that the benefits they will receive will be greater than the costs they incur;
  3. Action impact programs will be more effective if they are based on understanding the target audience’s perceptions of the proposed exchange;
  4. The target audience is rarely uniform in their perceptions or potential responses to marketing efforts and so must be segmented;
  5. Marketing efforts must include all “four elements”What does it mea:
  • creating an attractive “product” (i.e. the package of benefits associated with the desired action);
  • reduce the “price” that the target audience thinks they should pay on the exchange;
  • Making exchange and opportunities available in “places” that reach the audience; and fit their way of life;
  • Promote opportunities to exchange creatively and through channels; and tactics that maximize desirable responses;
  • There is always a competition in recommended behaviors that must be understood and addressed;
  1. The market is constantly changing; so the effects of the program must be monitored regularly, and management must be prepared to change strategies and tactics quickly.
  2. The best examples of social issue marketing campaigns; which lead to actual change; are those designed to shock, provoke, inform and remind – all at once!

Some of the things social marketers do

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Below is a list of some of the many tools and techniques that social marketers apply. Don’t worry if you don’t understand them all. It is important now that you begin to understand that social marketing is much more than Facebook and advertisements on TV.

This is a list of activities that led to the universally accepted definition of social marketing. It will give you an idea of it.

  1. Set and measure behavioral goals – what behavior are we trying to change? Did our program result in a change in the behavior we were striving to achieve?
  2. Generating Insights – What are the key lessons from the detailed research that our program will focus on?
  3. Applying Market Research to Understand Rational Choices and Quick Realization – Are we using a range of techniques to understand what people think? What do people do and what they don’t do? We can’t just rely on people to tell us what they think because actions speak louder than words!
  4. Building and Implementing Programs That Focus on Community Good – Has our program led to positive social change? Do we think about the negative consequences of our program?
  5. Segmentation and targeting – We are all different, and as such, marketers need to apply complex analysis like segmentation to find groups (segments) to think about the different types of people they are trying to reach.
  6. Applying data, research; evidence; and behavior theory to program development, implementation, and evaluation – is the work evidence-based? We cannot rely on people’s opinions.

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