Download Social Marketing

By: Ehsan Khodarahmi
L4
• What is social marketing?
• How does social marketing compare with and differ from commercial
marketing, not-for profit marketing, public sector marketing and cause
marketing?
• Who does social marketing and who benefits from social marketing?
• Social marketers – the behaviour influencing people and the wide range of
behavioural issues.
• What do we mean by downstream and upstream social marketing?
Social marketing is the systematic application of marketing, along with other
concepts and techniques, to achieve specific behavioural goals for a social
good.
According to the above definition we can still use the marketing mix upon
Social Marketing planning and execution.
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Product
Price
Place
Promotion
Be careful, there is a big difference
between Social Marketing and Social
Media Marketing
If a Social Marketing campaign is planned and executed by Social Marketing
experts, the following pursuit changes should be observed upon post
campaign analysis:
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Motivation
Behaviour
Awareness
Attitudes
Crash Prevention
Sense of achievement/success
Kotler and Andreasen define social marketing as "differing from other areas of
marketing only with respect to the objectives of the marketer and his or her
organization. Social marketing seeks to influence social behaviours not to
benefit the marketer, but to benefit the target audience and the general
society.“
Although marketing communication is a good tool to create and or raise
awareness, it is not fairly effective when used to deliver behaviour change –
particularly with a similar approach to deliver commercial messages.
Marketing products and or services with
no financial gain intention by the
marketer for their organisation.
What is the difference between Social
Marketing and non-for-profit marketing?
Non-for-profit marketing consider
the purpose for a new, or reminding
of an existing, sense of satisfaction
to relevant public.
Marketing activity as a result of cooperative efforts between at least one for
profit business and a non-profit organisation for mutual benefit.
Social Marketing practitioners aim at persuading their audience to make better
choices, voluntarily and willing, which both benefit them and the society.
For example encouraging youths to stop binge drinking and adopt healthy
nutrition and diet.
But targeting young consumers in today’s diverse and competitive global
market is difficult; in particular those individuals using new media. As a result
communication channels selection become vital to ensure effective and
sustainable result.
Maybe?
Yes?
No?
Who cares?!?
Make the campaign:
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Simple
Relevant
Well designed
Targeted
Informative
Engaging
Motivational
Downstream: individuals make choices
Upstream: effects of social and environmental factors on choices
Source: Atlas Communication
Thank you for your attention, see you in the
seminar.
Enjoy your break.