Social marketing is a fresh trend in modern business. More and more companies are thinking about the ethical side of entrepreneurship. Making a profit can no longer remain the only goal of business in a world where consumers value a brand mission that is in tune with moral ideals.
How to find a suitable social component for a company without losing the brand's individuality? How to competently combine ethics and earnings? We will answer these questions, and also tell you how to make the most of social marketing opportunities for the benefit of business.
The term “social marketing” appeared in interior designers email list the 1970s, first introduced by Philip Kotler and Gerald Zaltman. According to their observations, not only real goods and services could be sold using marketing tools. Similar techniques were suitable for popularizing ideas and behavior patterns. According to Kotler, it was the purpose of application that made marketing “social.”
The very idea of using promotional tools to improve the quality of life of certain groups of the population did not come out of nowhere. The problems of non-renewable resources, ecology and poor nutrition are the main catalysts for the emergence of social marketing. The audience reach when using these methods varies greatly.
Social marketing is most often used to promote products, brands, and behavior patterns in areas related to ecology and charity. In addition, these tools also work in education and business. The main thing is that the promotion goals are based on the social needs of the audience.
When a business publicly contributes to solving a socially significant problem, a certain set of marketing tools is used to influence the audience. The company's actions in this case are intended to correct the views and behavior patterns of the target audience.
People's values change, which is the key to achieving the company's goals. Social marketing methods involve detailed elaboration of the chosen topic and complex influence within the sphere chosen by the business.
The long-term goal behind social marketing is to link a business or government program in the minds of consumers with solving problems that are important to society.