Social marketing is seen as a strategy of behavioral changes, and can be used in any organization – whether public or private, profitable or not – as long as it has a final production goal and social impacts. Therefore, social marketing is comprehensive because it incorporates organizations from the first, second and third sectors as potential.
But what is this kind of marketing aimed at? Combine the best elements of social change approaches into an integrated planning and action scheme, and take advantage of advances in communications technology and marketing tools. However, its main function is to promote the adoption of knowledge, attitudes and social practices.
After all, do you know what is and what is not social marketing? The big problem related to social marketing is the distortion of concept and Idea. The term has been used to designate business activity in the social field, with the aim of obtaining competitive differentials, without the actions having the objective of influencing collective behavior.
The following will present the difference in Corporate Social marketing, Social Responsibility and marketing related to the causes.
Corporate social Marketing
Corporate social marketing aims at the profit of companies by improving the brand image associated with social actions, while social marketing has no profit purpose, but aims at changing from the current state of society / community to an ideal state of behavior.
It is directed to an attitude of ethical and responsible business behavior. It is the commitment of the company to assume a transparent and ethical attitude in relations with several target audiences.
Therefore, the difference between social marketing and social responsibility is the behavioral attitude of entrepreneurs, who seek to act in a transparent and ethical way with their stakeholders, seeking not only the economic returns of the company, but also the benefits for all agents.
Cause Related Marketing
This marketing is intended to link the company’s brand to some social cause organized by third parties. With branding, besides being able to cause a behavioral change in society, the organization intends to value itself before it, which is not an objective of social marketing.
The partnership between a product and a social cause is marked by benefit: companies have their image tied to socially responsible actions; and civil society organizations, which defend social causes, capture resources through such partnerships and manage to boost their work and increase social impact.
SOCIAL MARKETING STEPS
Related to the basic concepts of marketing, such as market research, the concept of the product/service, positioning, communication, sale, delivery and after-sales, one can better understand how social marketing works.
This is why it is divided into seven steps:
- Environmental analysis
The first step involves identifying the social problems that must be tackled through environmental analysis and research management, to identify the needs for behavioral change in society.
- Campaign concept
Defining the problem to be tackled, comes the second stage, in which the campaign must be established from the benefits that will be promoted to the population, with the adoption of certain behavior.
In traditional campaigns, professionals worked with social marketing and provided ready but very ineffective solutions. This is what positioning serves, which is the third stage and should be defined according to the concept, considering the audience that one wants to reach, creating the brand and slogan of the campaign, defining the other components of social marketing in a socially constructed way.
Communication must be carried out according to the idea, knowledge, attitude and/or practice that one wants to promote with the population.
In this fourth stage it is suggested to use various media, such as television, posters, pamphlets, radio, newspapers etc.; advertising, advertising and/or merchandising can be done, but these must be defined according to the positioning and the audience to be reached.
In this fifth stage there is the need for a broad service of the main financial, psychological, cultural, political and environmental barriers in relation to the exchange of behavior, in order to make a negotiation.
As far as the sales process is concerned, there is no marketing process according to the term itself, since you do not exchange money for product or service in social marketing. What exists is a negotiation for the adoption of behavior, and also the exchange of the term for a better adaptation to social marketing.
This penultimate step is established as the strategy of approaching these correct behaviors to the adoptive public. It is worth stressing the importance of considering local specificities in order to achieve good results.
- Post Trading
To end the click, there is the seventh and final stage, called post-negotiation, which is also important in social marketing. It is possible to synthesize it through a process of reflection against followers with the following questions: is social marketing really bringing results? Does it promote behavior changes in society? Is the change lasting or just sudden?
It should be remembered that in social marketing, you need to work with guidelines and objectives clearly defined by measurable goals and follow up to see if the campaign is effective or not.
which of the following is the first step in the social marketing process?