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Why society benefits from social marketing theory

Consumer behavior is one of the top concerns of most companies since they need to identify what the consumer needs. Some marketing theories have been made but nothing seems to be parallel to the concept of social marketing theory. The National Social Marketing Centre (2006) referred to social marketing as the application of social marketing theory along with other methods to primarily achieve a behavioral change for a social good. Mainly, social marketing theory aims to create positive behavior by influencing the general public. For example, costs can be minimized by society when people quit smoking since this means healthier and more productive lives. By following the tenets of social marketing theory and applying some commercial marketing approach, the public may be influenced to give up smoking.

In fact,the very origin of social marketing theory can traced to G.D. Wiebe since in 1950s he proposed the concept that perhaps it’s possible to sell brotherhood and social thinking the way commercial goods like soap are sold. His journal on “Merchandising commodities and citizenship on television” asserts that non-profit campaigns that could eventually solve social problems can be patterned after commercial campaigns. Two decades after, his ideas were formalized later by well-known marketing guru Philip Kotler and Zaltzman in their work “Social Marketing: An Approach to Planned Social Change” published in 1971. This seminal work by Kotler and Zaltzman can be considered seminal work that espoused social marketing theory.

Because of this, some countries applied the social marketing theory launched public campaigns. An exemplary example is United Kingdom’s launching of graphic commercial campaigns against drunk driving which were meant to be gruesome so the public would be shocked. In the same manner, Australia spearheaded in bringing social marketing theory to practice as the Victoria Cancer Council launched an anti-tobacco campaign in the late 80s according to the VicHealth history. Even developing countries like Philippines applied principles of social marketing theory in convincing the public to avoid firecrackers on New Year’s eve which cause accidents.

Truly, the application of social marketing theory has ushered a new type of campaign that governments can help them in promoting something worthwhile effectively.

Why social marketing training is valuable

Currently, social marketing has become a very useful means in reaching out to the public. With numerous urgent issues ranging from waste recycling to preventing AIDS, the authorities as well as other institutions must find ways to create awareness and advocacy over some urgent issues. A drastic decrease in smoking among the general public can help cut costs in treating lung diseases as well as using social goods like health services for addressing diseases related to substance abuse like alcohol. Because of this, a social marketing training is a valuable tool to know more about this unique approach that can influence publics behavior.

Most individuals can gain lot of knowledge from social marketing training, that includes employees of government agencies, NGOS, educational institutions, religious institutions, private sector and community organizations as well. Typically, an organization has a good plan that needs to be effectively implemented. Nonetheless, the goals must be effectively communicated to the target audience that lessens barrier to changes.

By joining a social marketing training, several approaches as well as strategies can be learned so an organization can come up a creative mix of strategies. The following contents are covered in a social marketing training:

Essentials of social marketing. A sound social marketing training must make participants understand basic concepts that are also found in marketing theories. As the training goes on, the program can include topics like social marketing research as well as using the newest technologies for marketing. This can also include analyzing the needs of the target audience.

Research mainly for social marketing Learning how to do research is a necessary skill that must be developed in social marketing training. Without statistical data, it would be hard to prove credibility in promoting a social campaign. Surveys, tests, interviews and other methods are covered here. Competitor analysis is a must so it’s part of the social marketing training segment.

Workshop. This is the interesting part since this is where you apply the strategies you have conceptualized if they can really reach the audience and influence people’s behavior.

Social marketing in the digital age. The Internet presents many oppurtunities in launching a social marketing campaign to reach more people. Using blogs, podcasting, mobile text messaging are covered in social marketing training.

Social marketing training is usually offered by many companieswhich can be found online.

Using social marketing strategies for a health campaign

Since social marketing theory was formally introduced forty years ago by Kotler and Zaltzmann, numerous government agencies have created public campaigns using social marketing strategies. Moreover, NGOS and educational institutions have created their social marketing strategies that would primarily influence action to a targeted segment of the population. Presently, one of the most common practice by organizations and institutions is to launch a massive campaign for awareness of a certain health problem such as AIDS or breast cancer which has claimed millions of lives. AVON, the renowned cosmetics retailer, has tied up its promotions with breast cancer awareness. Likewise, we have witnessed numerous marathons launched to benefit patients of cancer or other terminal diseases.

Social marketing strategies are also close to marketing strategy. Certain concepts are derived from marketing theories and the four or five elements found in the marketing mix. The marketing mix elements often included in social marketing strategies are product, price, place and promotion. In one way or another, social marketing strategies puts in additional element that match a given campaign.

One of the most vital considerations made in creating social marketing strategies is establishing the objective. There must be a very precise goal that must be relayed to the public. For example, a campaign on breast cancer may utilize all of the marketing mix to create powerful social marketing strategies. The following discussion presents a good example of social marketing strategies that are often used for breast cancer campaigns.

Normally, the main goal in creating social marketing strategies is awareness and then prevention. In the case of breast cancer campaign, a usual approach would be convincing women of a certain age to undergo mammogram and perform monthly self breast exams. This is the real product behind social marketing strategies. As for the cost, the public is warned about expenses and inconvenience of having a breast cancer.

Promotions are done by launching community campaigns that gives free screening to a target audience so women would actually feel the importance of such. Additional elements in social marketing strategies for health campaign are partnerships with health institutions like clinics and hospitals. The P for public is the most essential element since they are the target audience. Briefly, social marketing strategies help promote awareness and prevention of certain diseases.

Understanding what a social marketing company does to a business

Typically, companies all over the world create products or services with one thing in mind: to be profitable. For this reason,so much money is being poured in promotional campaigns that gives hope to many people through products or services. On the other end, there’s another type of promotional company responsible for influencing positive behavior among the public- social marketing company.

A social marketing company offers it services to any institution or government agency that needs to create an advocacy towards an issue. Frequently, the campaigns are concerned with health issues such as AIDS awareness and prevention, tuberculosis, Maternal health and family planning, and other diseases such as cancer. A social marketing company can also possibly conceptualize marketing strategies for a cleaner environment such as promoting green products.

Typically, a social marketing company is responsible for influencing beliefs or value systems of a target audience. As compared to the usual marketing companies that promote brand preference, social marketing company can change the way people think towards a product or a service. For family planning campaigns, a social marketing company creates marketing plan that aims to promote the use of pills for birth control. In a way, this is not simple because every culture has barriers like religious or cultural beliefs. Therefore, a social marketing company mainly focus on communicating messages to the audience by taking into account their beliefs, social environment, culture and perception.

Usually,a social marketing company conducts marketing research that provides statistical information which can greatly help in knowing the target audience. There are different research methods using several strategies like telephone interviews, focus group, mail survey and the formal business research like research design, multivariate analysis and regression analysis. Service such as marketing management like development, diversification, pricing analysis, social marketing initiative, competitive strategy and long-range planning can also be done by the company. Other marketing services that are valuable are new product development, positioning, marketing plans and promotional programs. A series of meetings and consultation with the client is conducted by a social marketing company since a huge amount of money is at stake in launching campaigns. Nevertheless, because of social marketing company people have changed their behavior for the better.

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The value of social marketing advertising

When web 2.0 technologies was launched, millions of people benefit from the Internet for conducting online business. Digital goods and services are effortlessly transacted online as millions of people go shopping on Ebay and use online payment processors like Paypal, swreg or Moneybookers to get their sweet goodies from online sellers. This makes social marketing advertising sensational especially for those who create websites or are just new to the competitive virtual world.

Since social marketing advertising is so popular, what used to be teen-ager’s point of interaction on the net is now a goldmine for marketers. Again, who doesn’t want to sell to Facebook’s millions of users worldwide? However,it maybe simple joining social media advertising like crazy but that is not the best move yet. It takes perseverance, focus, and presence to create reputation when using social marketing advertising. If you need to know more about social media, then please read the following tips:

Familiarize yourself with social media channel. A well chosen social media channel can do wonders for social marketing advertising. If most of the target clients you have for your choco lava nail polish or fruity lip gloss, try MySpace. It’s like knowing where your audience hang around since selling the item or service to the wrong place would not ring your cash register.

Communicate your message directly and correctly to the audience. Some ads on Facebook just waste time and money by posting ads that send wrong or unclear messages. Write content about diet success stories and then link the ads to your post. This helps in getting the message across to the audience. Most people think it’s a scam when you say make extra money, just say directly whether it involves selling or typing forms to be understood.

Lastly, create a strong social networking presence. Do not just get in for a few minutes and log-off. Stay and interact with your clients. Be good in answering queries and post sensible information. If you persevere enough in the end you’ll see results.

Social media marketing: leverage in online business

Nowadays, social media marketing equates to leverage in this digital age. Nonetheless,it borrows concepts from traditional marketing. In traditional marketing, marketing communications is crucial in delivering effective messages to the audience as well as maintaining a good image. The known components of the promotional mix like public relations, direct marketing, advertising, personal selling, and other elements establish messages that customers need to understand. Briefly, marketing communications is the candy wrapper to a product. Beforehand,using any one of those elements were expensive since most companies outsource the planning until the production of such services to third party like media relations firms and ad agencies. It’s a good thing though that the landscape of social media marketing has greatly changed since web 2.0 technologies emerged. Nonetheless, there are also some adjustments that has to be done when conducting social media marketing.

The term social media marketing is also known as social media optimization or SMO.SMO helps site owners to create and establish networks, maintain relationships with customers and help their business grow naturally by word of mouth. Most popular platforms normally known by people are Facebook, YouTube,LinkedIn, Twitter, MySpace and Digg. There are numerous possible platforms like blogs, social networking sites, forums and web communities one can get into.

Social media marketing actually uses a different distribution channel for goods and services- the Internet. Similarly,it is the same vehicle used for social media marketing and in this case, links and huge traffic is the real edge in competitiveness. For beginners, traffic is driving people to your site or blog. The more natural the traffic, the rankings of your site would increase and have enhanced standing in reputation aggregators like Yahoo, Google, Ask Jeeves and other browsers. More often than not, social media marketing is really costly but they are all worth it as long as you get to drive large traffic to your site. Building links by contributing articles to reputable websites can also do wonders for your website. People who read your content can link back and that helps a lot in enhancing your ranking. Because of this, online business owners should devote attentiona nd resources to social media marketing.