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What Is Social Marketing? Definition of Concept and Main Objectives

Human beings need to communicate and live in society, a society that is not a stranger to how we behave in it. We are referring to the fact that throughout history in the evolution of societies there are aspects that are more carefully taken care of at the present time.

In this sense, we speak of so-called social marketing. This is a type of marketing that has two types of objectives: on one hand, they are the desires that consumers are looking for in the short term, while on the other hand, well-being is valued in the medium and long-term.

Definition of social marketing

Its concept, what it is, what are its objectives is what you will get to understand in this article. This has its advantages when it comes to creating change or at least influencing the behavior of the society or a certain group of individuals.

Marketing always seeks to influence the consumer, in this case, society around the objectives of a particular company, institution or personality that wants to influence the way people think. In short, the objectives always depend on who does the social marketing, you can promote an idea, product or service and the form will depend on the type of demand that society has.

What is Social Marketing? What does it consist of?

Social marketing is defined as the application of commercial marketing techniques to the analysis process, the approach, the execution and finally the evaluation of programmes designed with the sole objective of influencing the behavior of the audience. All this with the purpose of improving your personal well-being and also that of society.

When giving a good definition, we can say that social marketing is a concept in which the organization must establish the needs, desires and interests of the target markets so that it can promote a higher value to its customers in such a way as to maintain or improve the welfare of consumers and society.

According to social marketing, the common concept of marketing does not take into account the possible conflicts between the short-term desires of the consumer and the long-term well-being of the consumer, let’s say: “Social marketing accuses traditional marketing of thinking more about selling than about what really suits the consumer“. In social marketing the following considerations must be made:

  • The function of the company
  • What the consumer is looking for
  • The interests of society

The social product is the most important element for social marketing

There are many important elements in social marketing, not everyone can make use of marketing tools to carry out this task. Sufficient knowledge and, if possible, extensive experience in the field is required. Undoubtedly the most important element in the concept of social marketing is the social product.

The design of the social product is done after research and analysis. Marketing is always based on information for decision making; this is the key to the different components of the set of activities that include Marketing.

The demands of each social product

This point is of fundamental importance to truly succeed in social marketing, each product is different and so are its audiences. Each social product depends on certain types of demands which are as follows:

Latent demand

Discovering a latent need or demand presents an opportunity to introduce a new social product. Demand is latent when a considerable number of people share a strong need for an effective social product or service that does not exist, such as anti-smoking or pollution control.

The task of the experts is to transform latent demand into real demand by means of a product or service that really pleases you.

Unmet demand

In this case, the goods or services that are available are not sufficient and do not meet the demand of the recipients. Here, the development of a new product or the improvement of an existing one should be achieved.

Only by means of an improved product or a new product that corrects the deficiencies of the existing ones; the gap in the level of satisfaction has to do with a situation where the products available cannot provide the desired level, degree or satisfaction. These do not meet the requirements set out in the definition of Social Marketing.

Harmful claim

It is when the recipients have socially harmful ideas, such as racism, or have habits such as drinking too much alcohol or driving recklessly. To get these groups to abandon these harmful practices, specialists must provide a satisfactory alternative idea or practice, a very common mistake is to try to introduce a substitute totally opposed to the undesirable idea or behavior.

Dual demand

It is when recipients have to be created, both for a product concept and an instrument or means to realize the value of social product, such as pills to remove the anxiety of smoking or something to control alcoholism.

Abstract claim

It is when in a social marketing campaign they only try to achieve the adoption of an idea. While all programs seek to get people to adopt an idea, what is at issue here is to limit the goal for a period of time to spread public awareness of a social problem in order to achieve that goal.

Programs are developed that disseminate educational photos, printed and electronic material, events broadcast to attract the attention of opinion leaders, educators, policymakers and specialists who apply the concept or definition of social marketing well.

Irregular claim

Let’s look at this through an example: blood donation requires donors who usually collaborate on an occasional, i.e. irregular, basis. In this case, new ways must be found to attract new donors.

Wobbly demand

This type of demand can occur if, after a successful product launch, demand for the social product begins to weaken. In this type of case, much more attention should be paid to re-launching the product with a new social marketing program that supports the desired level of demand.