by: ehsan khodarahmi l4 what is social marketing? how does social marketing compare with and differ...

By: Ehsan KhodarahmiL4

• 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.

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:

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:

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.