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Social Marketing Concept

The Idea of social marketing started in the 1970s when marketing scholars realized that the same marketing strategies that is used to sell products could also be used to champion a change in attitude, behaviour, as well as make people imbibe certain practices that can positively benefit the society, especially on health related issues.

Social marketing is an arm of marketing that seeks to influence social behavior and attitude and to make people take action on something.

Social marketing is extensively used in health related programs such as campaign against rape, use of condom, fight against drug abuse, educate people on HIV and breast cancer, etc.Social marketing

The primary aim of social marketing is to educate consumers on what they should know or avoid , rather than trying to persuade them to buy what is produced in terms of products.

Just as we have the original 4Ps of marketing with additional 3Ps namely: Perception of service, People, and Process, we also have the original 4Ps of social marketing with additional 3Ps+M( Publics, Partnership, Policy, and Money).

The Original 4Ps Of Social Marketing

Product: Social Marketing is not only about physical product offering, but also service (e.g go for medical test before treating any ailment), practices (e.g apply exclusive breastfeeding for babies in the first 6 months), and physical product itself (e.g use condom to avoid unwanted pregnancy and sexually transmitted diseases and HIV AIDs).

Price: This refers to what consumers must do to gain from social marketing. It may be in terms of real financial cost like paying for a medical check up as well as the time and effort one may need to expend to benefit from health service programmes, e.g free HIV test or free AIDs workshop.

Place: This has to do with how the product will get to the consumers at the right place and at the right time. For a tangible or physical product, there must be proper distribution channels on how people can get the product, as well as where it could be gotten free, in case of free HIV test.

Then for an intangible product, decisions have to be made on the media channels that could be used to send messages across to target audience.

Another thing to put into consideration is how to ensure consumers have good access to service delivery at the right time.

Promotion: This involves the use of integrated marketing communications mix of advertising, public relations, personal selling and entertainment platforms to create the much needed awareness and sustain demand for the product or services offered.

The Additional 3Ps Of Social Marketing

Publics: Since social marketing mostly involves health related issues of certain group of people; for instance, there is the need to involve many stakeholders and policy makers before its implementation.

Partnership: Since social marketing programmes are mostly health related, it calls for partnership with other organizations or associations with similar goals or agenda.

Policy: Social marketing requires strong policy implementation to guarantee a successful operation.

In conclusion, social marketing is not to be confused with social media marketing. While social marketing is a concept, social media is a platform, a tool, for social marketing.

Proper utilization of social media platforms in social marketing will give a tremendous boost to any social marketing campaign.

Therefore, before embarking on social marketing, one must have a sound knowledge of the various social media platforms, their strengths and weaknesses, and their various mode of operation, inorder to effectively and successfully reach out to target audience.

Keep it a date, as we constantly strive to update you with relevant business information and concept that will help you conceptualize,design, and build your brand to enviable heights.

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