2. Introduction
Social marketing seeks to develop and integrate marketing concepts with other approaches to social change. Social marketing aims to
influence behaviors that benefit individuals and communities for the greater social good. The goal is to deliver competition-sensitive
and segmented social change programs that are effective, efficient, equitable and sustainable
Social marketing has been a large industry for some time now and was originally done with newspapers and billboards, but similar to
commercial marketing has adapted to the modern world. The most common use of social marketing in today's society is through social
media
Social marketing uses the benefits of doing social good to secure and maintain customer engagement. In social marketing
the distinguishing feature is therefore its "primary focus on social good, and it is not a secondary outcome. Not all public
sector and not-for-profit marketing is social marketing
3. History
Many scholars ascribe the beginning of the field of social marketing to an article published by G.D. Wiebe in the Winter 1951-1952
edition of Public Opinion Quarterly.[31]
In it, Wiebe posed a rhetorical question: "Why can’t you sell brotherhood and rational thinking like
you can sell soap?” He then went on to discuss what he saw as the challenges of attempting to sell a social good as if it were a
commodity, thus identifying social marketing (though he did not label it as such) as a discipline unique from c mmodity marketing. Yet,
Wilkie & Moore (2003)[32]
note that the marketing discipline has been involved with questions about the intersection of marketing and
society since its earliest days as a discipline.
A decade later, organizations such as the KfW Entwicklungsbank in Germany, the Canadian International Development Agency, the
Ministry for Foreign Affairs in The Netherlands, UK Department for International Development, US Agency for International
Development, World Health Organization and the World Bank began sponsoring social marketing interventions to improve family
planning and achieve other social goals in Africa, Sri Lanka, and elsewhere.
4. Theory
Increasingly, social marketing is described as having "two
parents." The "social parent" uses social science and
social policy approaches. The "marketing parent" uses
commercial and public sector marketing approaches.[4]
Recent years have also witnessed a broader focus. Social
marketing now goes beyond influencing individual
behaviour. It promotes socio-cultural and structural change
relevant to social issues.[5]
Consequently, social marketing
scholars are beginning to advocate for a broader definition
of social marketing: "social marketing is the application of
marketing principles to enable individual and collective
ideas and actions in the pursuit of effective, efficient,
equitable, fair and sustained social transformation". The
new emphasis gives equal weight to the effects (efficiency
and effectiveness) and the process (equity, fairness and
sustainability) of social marketing programs.[6]
Together
with a new social marketing definition that focuses on
social transformation, there is also an argument that "a
systems approach is needed if social marketing is to
address the increasingly complex and dynamic social
issues facing contemporary societies
5. 10 Advantages of Social Media Marketing for Your
Business
● Increased Brand Awareness. ...
● More Inbound Traffic. ...
● Improved Search Engine Rankings. ...
● Higher Conversion Rates. ...
● Better Customer Satisfaction. ...
● Improved Brand Loyalty. ...
● More Brand Authority. ...
● Cost-Effective.
