abhishreshthaa
Abhijeet S
Needs And Objectives Of Social Marketing
Social Marketing
Need Of Social Marketing :
• Research
• Plan
• Design
• Execute
• Evaluate
• Connecting with customers
• Positioning businesses in the marketplace
• Promoting banding
• Increasing sales because of increases in exposure
Objectives Of Social Marketing
Social Marketing
- Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
- Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole.
- For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits
Need Of Social Marketing :
- Social Marketing works to help people change their behaviors to become healthier or to improve society or the world in some way.
- We can say that social marketing is the use of commercial marketing methods to persuade people to change their behaviors for reasons that go beyond the rational facts to appeal to their core values.
- Social marketing provides a technique and a process for effectively making changes.It generally consists of 5 steps :
• Research
• Plan
• Design
• Execute
• Evaluate
- Social marketing helps build brands, loyalty, customer base and much more.It helps by
• Connecting with customers
• Positioning businesses in the marketplace
• Promoting banding
• Increasing sales because of increases in exposure
Objectives Of Social Marketing
- In social marketing, the goal is to improve a condition of public health or safety.
- We need to pay attention to a communication objective, identify a target audience, design a compelling message, find support for it and look for success indicators.
- We also need to spend some money, not a lot necessarily, but some.
- In using persuasion and the media to affect social change, those in the public health and prevention fields have entered a new era.
- In the great noise and clutter of life, we need to borrow a page from our friends in marketing in order to capture people's attention and listen to our message: "Hey, look at this.
- It's important. Here's something you can do." The challenge of social marketing is that there is an agenda beyond choosing brand X over brand Y. It's more complex than that-we want people to change their behavior. And we want to use communication systems to do it.
- "A communication system is totally neutral," said the late Edward R. Murrow of CBS Broadcasting. "It has no conscience, no principle, no morality. It has only a history. It will broadcast filth or inspiration with equal facility.
- It will speak the truth as lightly as it will speak falsehood.
- It is, in sum, no more, no less than the men and women who use it." In the 1990’s, smart public health specialists and those deeply involved in prevention will use marketing and communications media to accomplish public health objectives.
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