Social marketing is cost-effective compared to other marketing strategies. It does not require a hefty investment, rigorous research, and development like other market penetration strategies. It influences the public to take proactive actions for the betterment of society. It influences people to work on behavioral change while developing people’s interest in both commercial and non-commercial objectives. Most marketing strategies mainly focus on productivity and profit generation. However, social marketing is not profit-centric; rather, it involves a sustainable approach to cover both the business and social perspectives in a marketing strategy. The concept is to be productive while attempting to bring an effective progressive social change. It plays a significant role in influencing people and informing them about the vision and mission of the business. By using social marketing, companies can reflect that how they aim to bring change in society for good. Social marketing helps businesses in promoting the changes, either commercial or non-commercial, and innovating on new products that are desired by the public.
Social Marketing Strategies or Components
Influence people’s behavior – Businesses need to have a holistic understanding of potential customer’s behavior (likes and dislikes). The current market trend is very dynamic, and customers are influenced by the trending campaigns. In the age of cut-throat competition, it is essential for businesses to operate their business operations while considering the social angle or society. Social marketing symbols and slogans – The target audience or prospective customers have different attitudes and purchasing behavior. Some can be easily influenced while others cannot. Thus, for a social marketing strategy to be effective, it is essential to use symbolic visuals for easy recognition. Symbols have a visual appeal, and they provide meaning to the entire social marketing campaign. Social marketing slogans such as the government’s war on drugs campaign had an impactful slogan, “Just Say No” Slogans help in catalyzing the effect of social marketing campaigns. Customer perspectives – Customers are divergent and different. For a social marketing strategy to be truly significant, a business needs not only to understand the customer’s perspectives but also adapt according to the changing trends. The thought process, consumer inclinations, and tendencies of customers should be given due recognition in a social marketing strategy. Market dynamics – For a social marketing strategy to work, a business should cover the 7P’s of marketing (4P’s + people, process, and physical evidence). A social marketing strategy would be effective when it analyzes the current trends and anticipates the expected trends while formulating a comprehensive plan for good social change.
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