Typically, MARKETING as we view it is about activities and strategies in making and selling products to consumers while making profits for the companies at the same time. But then, it isn’t all that since numerous companies nowadays sell not so helpful products in the market that could somehow harm society’s welfare. Their companies could have gained profits in billions but have badly affected a huge population as well. Renowned examples for this are: cigarettes and alcohol.
That’s why understanding “SOCIAL MARKETING” is one crucial thing a DEVCOM practitioner should be keen about, as we should put into great consideration that the services or the products we should publicize are beneficial for the society. Below are the things I would like my potential partner to think about on working out with our program.
WHAT IS SOCIAL MARKETING?
Other definition of social marketing is not-for-profit marketing since its main focus is on doing social good to achieve specific behavior goals with specific audiences pertaining to relevant programs such as (health, sustainability, recycling, etc.) Take it for instance; the campaign that persuades and reminds people to get regular check-ups and vaccinations is a program encouraging a long-term behavioral change and is considered social marketing rather than a 3-month marketing campaign on H1N1 vaccination. The main thing about social marketing is the sustainability of the said program you are promoting for the wellbeing of everyone.
HOW DOES SOCIAL MARKETING DIFFER FROM COMMERCIAL MARKETING?
Wikipedia defines that the primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers cannot contribute to achievement of social good.
A commercial marketer selling a product may only seek to influence a buyer to make a product purchase.Social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom use should have goals for long-term behavioral change in target population.
According to Stephen Dahl, one of the main points for commercial marketing is the creation and exchange of products that people want and need, for social marketing while that may be true in the long run, it may not be so in the short term.
I would say that in commercial marketing, we were provided options. Like the healthy and unhealthy food. Take the example of consumers who think they need a healthy diet and would go for bananas, apples, grapes, etc. However, there are also a lot of consumers who would opt for unhealthy food. In that sense, commercial marketing supplies what the consumer needs and wants at the same time.
Social marketing is pretty different: In social marketing we would be trying to influence those people that want unhealthy food to switch to healthy food with lesser concerns to those who already eat healthy. This also explains why it is a lot easier to be a commercial marketer: After all commercial marketing is like bringing what someone wants when they want it in the way they want it - while social marketing really is about convincing someone that a particular behavior is bad/unhealthy/undesirable and to do something that he/she may not originally want to do.
WHAT SOCIAL ISSUES CAN BENEFIT FROM SOCIAL MARKETING?
Many marketing professionals provide services to some organizations attending to societal issues. And these are some of the social issues that could benefit from the strategies of social marketing.
Public Health Issues such as (drug, alcohol, tobacco)
Environmental Protection such as (litter, water and energy conservation, Waste Reduction: Reuse, recycle, reduce; air pollution from automobiles)
Injury Prevention such as (drinking and driving; seat belts, sexual assault, drowning, fires, falls, etc.)
Having good knowledge on our responsibilities is all a DEVCOM Practitioners need to have to do our duties for the community and how we will be able to carry out those goals we would like to attain for the betterment of the community. After all, our main duty is “TO BE BETTER IN DOING GOOD”
REFERENCES:
Nosebleed.....hehehe
ReplyDelete