Insight and Overview of Social Marketing

Dr Susan Dann

Dr Stephen Dann

Overview

Social marketing review Evolving definitions Social marketing and social change Current issues, controversies and trends in

social marketing Practical perspectives for social marketing in

government

Social marketing

After around a decade of stability, multiple “new” definitions have emerged

Andreasen 1995 definition is the standard – and the point from which others make their point of departure

Established the focus on behaviour change as social marketing’s “bottom line”

Andreasen definition

“Social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society.”

Two key “new” views

Institute Social Marketing Stirling University (Hastings et al) – reverted to Lazer & Kelly 1973 definition

"Social marketing is concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities."

Donovan (WA) – moves away from voluntary to involuntary change (ie takes away the “right to be banal”)

The right to be banal

“Freedom is not worth having if it does not connote freedom to err. It passes my comprehension how human beings, be they ever so experienced and able, can delight in depriving other human beings of that precious right.”– Gandhi

Points of differentiation for social marketing

Social marketing is a sub discipline of “marketing” therefore it needs to draw its principles and practices from the parent discipline

Involves the adoption of the philosophy of the marketing concept with the adaptation of the tools of marketing

Key principles include the focus on consumer / client needs and voluntary participation

Social v commercial marketing

Commercial marketing “if I have one apple and you have one apple and we exchange them, then I have on apple and you have one apple.”

Social marketing “if I have an idea and you have an idea and we exchange our ideas, we both have two ideas”

Social marketing results in cumulative knowledge, attitudes, opinions and behaviours

Socially oriented marketing activities

Profit Marketing

Pro socialMarketing

Social Marketing

CorporatePhilanthropy

Cause Related Marketing

Non-profitMarketing

Current dilemma

New official AMA definition of marketing

If social marketing is a derivative of the core discipline of marketing – and marketing itself undergoes a significant change – where does this leave social marketing?

Marketing 1985 v Marketing 2004

1985Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals

2004Marketing is an organisational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders

Issues for social marketing

What constitutes “value” for the social marketing consumer?

Do social marketers want a “relationship” with their client?

Can government afford to fund this style of social marketing?

Who are the stakeholders / who are the consumers?

Upstream v downstream social marketing

Recent increase in emphasis on the notion of where social marketing activities should be focussed

Traditionally social marketing as a voluntary change mechanism has targeted individuals and conceptualised social change as being the sum of individual changes

Recently the debate has been on refocussing the targets of social marketing and aiming for legislative and structural change to force behaviour change

Different methods for different situations

Social marketing is not always the ideal or appropriate approach to behavioural change

Education / information dissemination and legislative reform are valid alternatives, but should not be confused with social marketing per se

Continuum of change mechanisms

Education Social Marketing

Legislation

Target market Is prone to appropriate behaviour

Is neither prone nor resistant

Is actively resistant

Benefits Are easily conveyed and match the self interest of the market

Can be enhanced by managing the offer to match self interest

Hard to convey or do not match the markets self interest

Competition for the message

Minimal or non existent

Active but manageable

Unmanageable

Competition and demand

Without understanding the nature of competition and demand in social marketing, designing an effective campaign is difficult

Potential adopters and current habits are the biggest source of competition to social marketing campaigns

Competition in social marketing is an alternative, non endorsed behaviour ie

Alternative social behaviours

Target behaviour/ issue

Positive (endorsed) alternative

Negative alternative

Drink driving Sober driving Drugged driving

Obesity Increased exercise / improved diet

Smoking / amphetamines

Stress Meditation / exercise Excess alcohol consumption

Recognising the ingenuity of the public

The ability of individuals to rationalise behaviour and be inventive about alternatives to targeted behaviour reinforces the need for social marketers to offer specified alternatives (ie do this rather than just don’t do that) and methods by which these can be accomplished.

Demand and risk

Demand for social marketing products tends to either non existent or negative

Outcomes are not guaranteed and difficult to measure or prove

Adopting social marketing products often results in high levels of social risk

Practical perspectives for government

Academically the 4Ps and their variations are currently unfashionable due to their managerial emphasis and lack of strategic influence however at a tactical level they are still very effective as a checklist

Recommendation: do not abandon the marketing mix but use with discretion

Practical perspectives

Be aware of the increasing emphasis on up stream social marketing and conscious of its potential as a new element in lobbying

Increased emphasis on social consequences of marketing – political as well as social implications

Practical perspectives

Be aware of the limitations of social marketing and the types of change it is best used for – it is not universally relevant

Conclusion

Social marketing is currently enjoying an upsurge in popularity world wide however

It is not the solution to all problems

Government responsibilities mean that the use of social marketing needs to be balanced with the potential social and political consequences