“Social marketing, develops and applies marketing concepts to influence behaviours that benefits, individuals and society (Solomon et al 2019).” – Consumer Behaviour, Australian Edition.
As quoted above the mixture of ideas from commercial marketing and the social sciences, creates social marketing which showcases the techniques that influencing behaviours, towards the individual is sustainable and is cost-effective to society (Solomon et al 2019).
SOCIAL MARKETING AIDS DECISIONS
1 – Which individuals or groups to work with.
2 – What behaviour can be used to influence.
3 – How to undertake the situation.
4 – How to calculate and monitor the matter.
Social marketing is completely different than that of social media marketing (Andreasen 2018). This is due to that fact that social marketing is a method used to create exercises targeted at changing or keeping individuals behaviour that benefit, individuals and society in general (Solomon et al 2019). It is an acknowledged practice, which is now found upon within scholarly courses, reading material and a few committed, peer-checked journals (Goldberg et al 2018).
Social media might a part of the toolbox for drawing in with specific groups of viewers, yet the qualification is essential (Hopwood and Merritt 2011). For individuals involved or working within social marketing, shows significant issues around uprightness, authority and conceivably even morals, which should be tended too (Hopwood and Merritt 2011).
PRACTICE
Social marketing is a methodical and projected process (Solomon et al 2019). Which is followed within five stages (Hopwood and Merritt 2011).
Questioning value towards policies and product strategies is a good way to understand the market and the individuals you are targeting (Hopwood and Merritt 2011). Have you been clear about what behaviours you would like your focus audience to do?
1 – Have you understood the audience and their views?
2 – Have you used a mixture of exercises in gain and boost individuals to reach the wanted goal.
3 – Has your intended interest group, do the benefits of doing?
4 – Have you per-swayed your focused audience to what you wanted them to do?
5 – Has the intended interest group done what you wanted them to do and have they exceed the expenses or barriers to doing it?
INFLUENCER BEHAVIOUR
Social marketing has the objective to change or keep up how individuals act (David et al 2019). Not on how mindful they are around an issue or what they believe (Reynolds 2019). On the off chance that the objective is just to build mindfulness or information, or even change dispositions, then that is not social marketing (Shareef et al 2019).
BENEFITS, INDIVIDUALS AND SOCIETY
The idea of value, recognised or genuine, is characterised by the individual who is targeted by a social marketing medication (Devereux and Gallarza 2019). It is not what is assumed to benefit them by the association that is endeavouring to boost the behaviour change (Green et al 2019).
EXAMPLES OF SOCIAL MARKETING
Examples 1 – Rear Seat Belts
Examples 2 – Giving Up Smoking
HOW SOCIAL MARKETING HELPS
References:
Andreasen, A, R, 2018, Challenges for the science and practice of social marketing, In Social Marketing, Psychology Press, pp. 3-19.
David, P, Rundle, S, Willmott, T, Pang, B, Eagle, L & Hay, R, 2019, Social marketing theory development goals: an agenda to drive change, Journal of Marketing Management, pp.1-22.
Devereux, M, T, & Gallarza, M, G, G, 2019, Social value co-creation, Insights from consumers, employees, and managers, In Corporate Social Responsibility, Concepts, Methodologies, Tools, and Applications, IGI Global, pp. 55-79.
Goldberg, M,E, Fishbein, M, & Middlestadt, S, E, 2018, Social marketing, Theoretical and practical perspectives, Psychology Press, pp.233-240.
Green, K, M, Crawford, B, A, Williamson, K, A, & DeWan, A, A, 2019, A meta-analysis of social marketing campaigns to improve global conservation outcomes, Social Marketing Quarterly, vol 25 no 1 pp.1-2
Hopwood, T, and Merritt, R, 2011, Big Pocket Guide to using marketing for behaviour change, nsmc, 2011, viewed March 16, 2019, <https://www.thensmc.com/sites/default/files/Big_pocket_guide_2011.pdf>
Reynolds, K, J, 2019, Social norms and how they impact behaviour, Nature Human Behaviour, vol 3, no 1, p.14.
Solomon, Michael, Russell-Bennett, R, & Previte, J, 2019, Consumer Behaviour, Australian Edition, 4th Ed, Pearson, pp.44.
Shareef, M, A, Mukerji, B, Dwivedi, Y, K, Rana, N,P, and Islam, R, 2019, Social media marketing, Comparative effect of advertisement sources, Journal of Retailing and Consumer Services, vol 46, no 2, pp.58-69.