Social marketing
Posted: Mon Jan 06, 2025 5:15 am
By Rafael Sotelo
Content manager at Marketing4eCommerce
ANDMarketing is a concept that we all associate with the need to sell. However, there is a type of marketing that is aimed at achieving a profound transformation in society. We are referring to social marketing, the objective of which is to get society, or a specific segment of it, to adopt positive ideas or behaviors that solve or improve social problems.
Although the purpose is different from that of traditional marketing, this branch of marketing can employ and adjust all known marketing techniques .
Social marketing should not be confused with social media marketing , which is aimed at selling through social media platforms, either through catalogs or live broadcasts, generally in combination with influencer marketing .
Types of social marketing
We can identify three types of social marketing, depending on the underlying demand :
Joint demand: This is when a situation affects society united kingdom number data as a whole, such as an epidemic, attack, natural disaster or serious economic crisis. In this case, companies can decide to be part of the solution and in what way.
Harmful demand: covers “general” social problems that affect families, such as drugs, alcoholism, diseases, among others. In this case, brands or companies can carry out actions that achieve corporate benefits and contribute to combating the problems.
Abstract demand: its objective is for the public to be aware of and identify with a specific social action, for example, charity galas held in cities, media, influencers, etc., to raise funds for a specific charity or social action.
Similarly, there are different types of actions that can be carried out:
Educational: to inform or teach the population about a problem, such as nutrition campaigns, to raise awareness about the environment, etc.
Call: seeks to get as many people as possible to carry out a specific action at a specific time, such as a charity run, a minute of silence or concerts on balconies (a very popular action during the pandemic).
Changing harmful behaviours: the aim is to encourage the public to change habits that are harmful to their health, such as campaigns to stop smoking, against drugs or in favour of better nutrition.
Protecting a disadvantaged social group: actions that protect a group of people at risk, such as street children or women victims of domestic violence.
Content manager at Marketing4eCommerce
ANDMarketing is a concept that we all associate with the need to sell. However, there is a type of marketing that is aimed at achieving a profound transformation in society. We are referring to social marketing, the objective of which is to get society, or a specific segment of it, to adopt positive ideas or behaviors that solve or improve social problems.
Although the purpose is different from that of traditional marketing, this branch of marketing can employ and adjust all known marketing techniques .
Social marketing should not be confused with social media marketing , which is aimed at selling through social media platforms, either through catalogs or live broadcasts, generally in combination with influencer marketing .
Types of social marketing
We can identify three types of social marketing, depending on the underlying demand :
Joint demand: This is when a situation affects society united kingdom number data as a whole, such as an epidemic, attack, natural disaster or serious economic crisis. In this case, companies can decide to be part of the solution and in what way.
Harmful demand: covers “general” social problems that affect families, such as drugs, alcoholism, diseases, among others. In this case, brands or companies can carry out actions that achieve corporate benefits and contribute to combating the problems.
Abstract demand: its objective is for the public to be aware of and identify with a specific social action, for example, charity galas held in cities, media, influencers, etc., to raise funds for a specific charity or social action.
Similarly, there are different types of actions that can be carried out:
Educational: to inform or teach the population about a problem, such as nutrition campaigns, to raise awareness about the environment, etc.
Call: seeks to get as many people as possible to carry out a specific action at a specific time, such as a charity run, a minute of silence or concerts on balconies (a very popular action during the pandemic).
Changing harmful behaviours: the aim is to encourage the public to change habits that are harmful to their health, such as campaigns to stop smoking, against drugs or in favour of better nutrition.
Protecting a disadvantaged social group: actions that protect a group of people at risk, such as street children or women victims of domestic violence.