Social marketing seeks to develop and incorporate marketing
concepts with other approaches to power behaviors that advantage individuals
and communities for the better social good. It seeks to put together research,
best practice, theory, and audience and partnership insight, to inform the
release
of opposition responsive and segmented social modify programs that are
effectual, competent, reasonable and sustainable. Though "social marketing" is
sometimes seen only as using normal commercial marketing practice to achieve
non-commercial goal, this is a generalization. The main aim of social marketing
is "social good", while in "commercial marketing" the aim
is chiefly "financial". This does not mean that commercial marketers
cannot add to attainment of social good. More and more, social marketing is
being described as having "two parents"—a "social parent",
counting social science and social policy approaches, and a "marketing
parent", counting commercial and public sector marketing approaches.
Recent years have also witnessed a broader center in social marketing outside
the influences on and altering individual behavior, to socio-cultural and
structural influences on social issues. Therefore, social marketing scholars
are starting to advocate for a broader meaning of social marketing, beyond
behavioral change, which is
equally concerned with the possessions and the process of social marketing
programs. The first documented proof of the on purpose use of
marketing to address a social subject comes from a 1963 reproductive health program
led by K. T. Chandy at the Indian Institute of Management in Calcutta, India.
Chandy and colleagues planned, and then implement, a national family planning
program with high superiority, government brand condoms scattered and sold all
through the country at little cost. The program built-in an integrated consumer
marketing movement run with lively point of sale promotion, retailers taught to
sell the product assertively and a fresh organization shaped with the blame of
implementing the program. In developing
countries, the use of social marketing prolonged to HIV hindrance, control of
childhood diarrhea ,malaria manage and treatment, point-of-use water
cleanliness methods and the stipulation of essential health services. Health promotion campaigns began applying
social marketing in practice in the 1980s. In the United States, The National
High Blood Pressure Education Program and the community heart disease
prevention studies in Pawtucket, Rhode Island and at Stanford University
demonstrated the
effectiveness of the approach to address population-based risk factor behavior
change. Notable early developments also took place in Australia. These included
the Victoria Cancer Council developing its anti-tobacco campaign "Quit"
(1988) and "SunSmart" (1988), its campaign against skin cancer which
had the slogan "Slip! Slop! Slap!”. Since the 1980s, the field has quickly expanded
around the world to include dynamic living communities, disaster attentiveness
and answer, ecosystem and genus conservation, environmental issues, development
of volunteer or indigenous workforces, financial literacy, global threats of
antibiotic resistance,
government corruption, improving the excellence of
health care, injury prevention, landowner education, marine conservation and
ocean sustainability, patient-centered health care, plummeting health
disparity, sanitation demand, sustainable consumption, transportation demand
organization, water treatment systems and youth gambling troubles, among other
social needs. On a wider front, by 2007, government in the United Kingdom
announced the development of its initial social marketing strategy for all
aspect of health. In 2010, the US
national health objectives included rising the number of state
health departments
that statement using social marketing in health encouragement and disease
avoidance programs and rising the number of schools of public health that
present courses and labor force development behavior in social marketing. Two
additional public health applications comprise the CDC's CDCynergy training and
software application and SMART (Social Marketing and Assessment Response Tool)
in the U.S. Social marketing theory and
carry out has been progress in more than a few countries for example the US,
Canada, Australia, New Zealand and the UK, and in the latter a number of key
government policy papers have adopted a planned social marketing advance.
Publications such as "Choosing Health" in 2004, "It's our
health!" in 2006 and "Health Challenge England" in 2006 stand
for steps to attain a strategic and ready use of social marketing. In India ,AIDS calculating programs
are mainly using social marketing and social workers are mainly working for it.
Most of the social workers are efficiently trained for this job. A
dissimilarity of social marketing has emerged as a systematic way to promote
more sustainable behavior. Referred to as community-based social marketing
(CBSM) by Canadian environmental psychologist Doug McKenzie-Mohr, CBSM strives
to modify the behavior of communities
to decrease their impact on the
environment. Realizing that merely providing information is regularly not
enough to start behavior change, CBSM uses tools and findings from social
psychology to find out the perceived barriers to behavior modify and ways of
overcoming these barriers. Between the tools and techniques used by CBSM are
focus groups and surveys and commitments, prompts, communal norms, social
diffusion, feedback and enticement (to change behavior). The tools of CBSM have
been used to foster sustainable behavior in many areas, counting energy
conservation, environmental rule and recycling.
In current years, the idea of strategic social marketing has emerge,
which identifies that social alter requires exploit at the individual,
community, socio-cultural, political and environmental level, and that social
marketing can and should influence policy, strategy and prepared strategy to
attain pro-social outcomes. Other social marketing can be aimed
at products deemed, no less than by proponents, as socially intolerable. One of
the most important is People for the Ethical Treatment of Animals (PETA) which for many years has waged
social marketing campaigns against the use of natural fur products. The
campaigns' efficiency has been subject to argument. Not all social marketing campaigns are efficient all over
the place. For example, anti-smoking campaigns such as
World No Tobacco Day
while being successful (in concert with government tobacco controls) in
restriction the demand for tobacco products in North America and in parts of
Europe, have been less successful in other parts of the world such as China,
India and Russia.
Types Social
marketing uses the profit of doing social good quality to protect and maintain
customer appointment. In social marketing the distinguishing feature is
therefore its main focus on social good, and it is not a secondary result. Not
all public sector and not-for-profit marketing is social marketing. Public
division bodies can use standard marketing approaches to recover the promotion
of their pertinent services and organizational aims. This can be very
significant but should not be puzzled with social marketing where the focus is
on achieving exact behavioral goals with exact audiences in relation to topics
relevant to social good sustainability, recycling, etc. For example, a 3-month
marketing movement to support people to get a H1N1 vaccine is additional
tactical in nature and should not be careful social marketing. Campaigns that
promote and remind people to get usual check-ups and all of their vaccinations
when they're hypothetical to encourage a long-term activity alter that benefits
society. It can hence be considered social marketing. As the separating lines
are hardly ever clear it is significant not to confuse social marketing with
commercial marketing. A commercial marketer selling a product may only seek to
power a buyer to make a product purchase. Social marketers—>dealing with goals for example dropping
cigarette smoking or encouraging condom use—>have more hard goals: to make
potentially hard and long-term behavioral modify in target populations. It is
sometimes felt that social marketing is limited to a particular range of client—>the
non-profit group, the health services group, the government agency. These
frequently are the clients of social marketing agencies, but the goal of
suggest social alter is not restricted to governmental or non-profit charitable
organizations; it may be argued that business public relations efforts for
example funding for the arts are an example of social marketing. Social
marketing should not be puzzled with the societal marketing idea which was a forerunner
of sustainable marketing in integrating issues of social responsibility into
commercial marketing strategies. Therefore, social marketing uses commercial
marketing theories, tools and techniques to social issues. Social marketing
applies a "customer oriented" move toward and uses the ideas and
tools used by commercial marketers in chase of social
goals like anti-smoking
campaigns or fund raising for
Social
marketers must create competitive advantage by constantly adapting to and
instigating change. With climate change in mind, adaptations to market changes
are likely to be more successful if actions are guided by knowledge of the
forces shaping market behaviors and insights that enable the development of
sustainable competitive advantages. In 2006, Jupitermedia announced its "Social Marketing"
service, with which it aims to allow website owners to income from social
media. In spite of protests
from the social marketing communities over the apparent hijacking of the term,
Jupiter stuck with the name. However, Jupiter's approach is more properly and
commonly referred to as social media optimization. Numerous 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. 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 argue what he saw as the challenges of attempting to
sell a social good as if it were a product, thus identifying social marketing
as a discipline exclusive from c mmodity marketing. Yet, Wilkie & Moore
(2003) note that the marketing discipline has been concerned with questions
about the traffic circle 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. The next landmark in the development of social marketing was
the publication of "Social Marketing: An Approach to Planned Social
Change" in the Journal of Marketing by Philip Kotler and Gerald Zaltman.
Kotler and Zaltman coined the term 'social marketing' and definite it as
"the design, completion, and control of programs designed to power the
suitability of social ideas and linking considerations of product planning,
pricing, communication, allocation, and marketing
research." They provided
‘social marketing appears to signify a bridging mechanism which links the
performance scientist's information of human behavior with the socially helpful
implementation of what that knowledge allows. Craig Lefebvre and June Flora
introduced social marketing to the public health community in 1988, where it
has been most extensively used and explored. They noted that there was a
require for "large scale, broad-based, behavior change focused
programs" to get better public health (the community extensive obstacle of
cardiovascular diseases in their particular projects) and outlined eight necessary
components of social marketing that still embrace today: A consumer direction
to understand organizational (social) goals. Important on the charitable
exchange of goods and services between providers and clients. Research in
audience analysis and segmentation strategies: The use of formative research in
product and message design and the pretesting of these materials. An analysis of sharing (or communication)
channels. Use of the marketing mix using and blending product, price, place and
promotion characteristics in intrusion planning and completion: A process
tracking system with both integrative and control functions
A management procedure that involves problem analysis,
planning, completion and feedback functions. Speaking of what they expressed
"social change campaigns", Kotler and Ned Roberto introduced the
subject by writing, "A social alter movement is an organized attempt
conducted by one group which attempts to influence others (the goal adopters)
to recognize, modify, or abandon sure ideas, attitudes, practices or
behavior." Their 1989 text was updated in 2002 by Philip Kotler, Ned
Roberto and Nancy Lee. In 2005,
University of Stirling was the earliest university to open a devoted investigate institute to Social
Marketing, while in 2007, Middlesex University became the first university to
propose a particular postgraduate program in Health & Social
Marketing. In fresh years there has been
a significant development to distinguish between "strategic social
marketing" and "operational community marketing". Much of the
literature and container examples focus on prepared social marketing, using it
to realize
definite behavioral goals in relation to dissimilar audiences and
topics. However, there have been rising efforts to make sure social marketing
goes "upstream" and is used much more tactically to notify policy
formulation and strategy development. Here the focus is fewer on exact audience
and topic work but uses physically powerful customer understanding and insight
to notify and guide successful policy and approach development. Social
marketing is also being explored as a technique for social modernism, a
framework to enlarge the acceptance of evidence-based practices among
professionals and organizations, and as a core skill for public sector managers
and social entrepreneurs. It is being viewed as an approach to design more
effective, efficient, equitable and sustainable approaches to enhance social
well-being that extends beyond individual behavior change to include creating
positive shifts in social networks and social norms, businesses, markets and
public policy. Many
examples exist of social marketing research, with over 120 papers compiled in a
six volume set.). For example, research now shows ways to reduce the intentions
of people to binge drink or engage in dangerous driving. Martin, Lee, Weeks and
Kaya (2013) suggests that understanding consumer personality and how people
view others is important. People were shown ads talking of the harmful effects
of binge drinking. People who valued close friends as a sense of who they are
were less likely to want to binge drink after seeing an ad featuring them and a
close friend. People who were loners or who did not see close friends important
to their sense of who they were reacted better to ads featuring an individual.
A comparable pattern was shown for ads showing a person driving at risky
speeds. This suggests ads showing possible harm to citizens from binge drinking
or unsafe driving are less effective than ads highlighting a person’s close
friends.
