Social marketing is increasingly in demand within the strategies of organizations. Its ability to transform the behavior of society in the search for the common good gives communication campaigns a differential value.
It may sound like something from social networks, but nothing like that, social marketing has a very different objective. We could define social marketing as the set of actions launched from the field of marketing to achieve a change in the habits of life and behavior of society.
What Is The Definition Of Social Marketing?
Like any other concept within this branch of study, social marketing has different interpretations, but sticking to that of the father of “modern marketing“, Phillip Kotler, this would be the definition: “.the design, implementation and control of programs that seek to increase the acceptance of an idea or social cause in certain target groups”.
In line with this definition, a series of variants or types of social marketing arise that we must know in more detail.
Types Of Social Marketing
Internal Social Marketing: It is the one that is reproduced within the organization and has a direct effect on its functioning and culture. All members participate here by internalizing values and transmitting them to all their audiences.
External Social Marketing: Unlike the previous one, you come into contact with the different target audiences that the organization has through socio-cultural campaigns and other communication tools. Before beginning its implementation, it is necessary to know those ideas and behaviors that either want to be implemented in society or want to be modified for a positive purpose.
Interactive Social Marketing: This type of social marketing is based on the principle of proactivity of the receiver of the message. It aims to make you a participant in our strategy, making you an agent of change in the organization’s social awareness campaigns.
Once all the existing types of social marketing are known, it follows that only with the complementary action of the three will it be possible to meet the objectives previously established in the strategy.
Difference Between Social Marketing And Traditional Marketing
You may have come this far and still have some doubts about what we know about social marketing and traditional marketing in particular.
There is a fundamental difference between one concept and another. Social marketing has an obvious objective in using communication techniques: to change or promote behavior in society that is transferred to a benefit of its members.
However, traditional marketing starts by increasing the income of a brand or company through different communication channels with its audiences and the various commercial and marketing techniques that currently exist.
Advantages And Disadvantages Of Social Marketing
The benefits of marketing with a cause for society seem more than evident. Let us now see what the implementation of social communication campaigns means for organizations:
Community Improvement: It is something that has already been highlighted throughout this article.
Strengthen the image of the entity: Social marketing is based on an ethical principle and does not have a “facelift” objective. Still, a positive image is inevitably formed regarding the entity in the eyes of society.
Creation of engagement with the public: Social concerns are part of society. Forgive the redundancy. For this reason, fighting for a cause common to that of your public makes the entity be perceived as a colleague, and the emotional bond with it is strengthened.
On the other hand, two aspects make social marketing not quite perfect in terms of its application and the time it takes to see the performance:
Wake up, critics: That’s right, and not everyone can perceive the goodness of our intentions. For this reason, it is widespread to receive distrustful feedback from some segments of the society towards which you direct your social communication efforts.
Long-term results: Unfortunately, the raised objectives cause marketing strategies are not be met overnight. A conjunctural change in society is intended, and not everyone digests them at the same speed or direction, and they are not willing to change their way of thinking or acting.
Social Marketing And CSR: Related, Not Inclusive
Indeed you have thought about Corporate Social Responsibility while reading the article. They may seem similar, but the truth is that some nuances make them not quite the same.
CSR consists of the voluntary integration by an organization of special measures in the interrelationships with the different publics surrounding it and its production processes, all favoring social and environmental concerns. Therefore, Corporate Social Responsibility cannot be considered an isolated marketing action. It encompasses all the entity’s departments and makes them participate in the adoption of a new philosophy and culture.
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