Social marketing is born as a discipline, when the institutions in charge of social campaigns realize that the marketing techniques used to sell products to consumers could be used to reach people with ideas and motivations aimed at creating behaviors.
Social marketing is nothing else than the application of the principles of commercial marketing to health programs and welfare services for people. Unlike traditional marketing, social marketing aims to benefit the target market and society in general.
Social marketing has been used with great success in international health programs, especially for the use of contraceptives, AIDS prevention and similar programs. In many of our countries it is used for topics designed to prevent the use of drugs, diseases such as AIDS.
Like marketing for commercial purposes, the focus of social marketing is on consumer orientation. This is where research on consumers' perception of their problem is of paramount importance. The full orientation to the social consumer, allows them to perceive that they have to take measures to solve their problem.
Markets and segments are countless in social marketing. Social and health issues are often so complex that an organization cannot cover them all.
The collaboration of the communities is absolutely necessary. For this reason, social marketing bases its success on the help of work teams of volunteers from the communities. Whether neighborhood or institutional groups, this collaboration must occur so that the results are positive. Without the effective collaboration of the communities, social marketing programs fail. This collaboration of the members of the communities should not only be monetary. There must be a real participation, which commits a high percentage of the person.
The results of social marketing are always long-term. Modifying behaviors, changing attitudes, is not achieved as quickly as selling a product. It is often a matter of changing cultures. Understanding the dangers of tobacco, the need for medical checkups, the use of condoms is something that has taken and continues to take a long time. In some cases it has been impossible to achieve changes, despite the billions of dollars invested. The World Health Organization can give many examples of the disappointing results of its many efforts.
Not all social marketing programs necessarily have to obtain financing that comes from subsidies or donations, both public and private. This would suggest that any strategy to develop a social marketing campaign must first get the money.
Although money makes programs move a little faster, the powerful "word of mouth" or "viral marketing" is perhaps a more important element than money in social marketing. This is achieved through the integration of work groups, which are getting people who are integrated into the program, which in turn get new people.
Social network marketing we could call this modality, which have been used with extraordinary success in commercial marketing companies such as Encyclopedia Britannica, Rena Ware, and more recently the well-known Amway.
Moreover, as it is commonly said, social marketing is nothing other than the application of commercial marketing techniques, to programs that aim to benefit and provide better living conditions for human beings.
Posted on July 06, 2018 at 03:54 PM