Social Marketing

Social Marketing India: a successful tool to bring an effective change in masses

The word social means when you refer about something including you and your vicinities. Man is a social animal because of his interconnectivity with other species and environment around him. Social marketing is a term which refers to advertise your business not in a particular area or to a particular class of people. It is much more beyond that. Social marketing is a process that applies marketing principles, tools and techniques, to create, communicate and deliver value in order to influence target audience behaviors that benefit society.

Social marketing originated as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to “sell” ideas, attitudes and behaviors. It is similar to commercial marketing where the primary focus is on the consumer – on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. The major aspect of social marketing today is “active participation” of the people. The more you intend to make your target audience actively participate in your ideas and services the more you will be able to feed them with your desired goal. It is a two way process of interaction to promote a product or a service. Unlike commercial marketing which creates needs for the people, social marketing is aimed at meeting the needs of the people. Thus it is based on knowing your audience more and making your products and services accordingly to match their expectations. Thus social marketing India is about the benefit of the society and not an individual as a whole. It essentially requires consumer involvement and commitment. The social marketing India campaigns take a little longer time to bring the effective results but they are everlasting.

A social marketing primarily depends upon following principles:

  • Consumer research
  • Analysis of the environment
  • Applies segmentation & targeting
  • Sets objectives & goals
  • The 4Ps: Product, Price, Place
  • Communication
  • Evaluation of the program

Benefits of social marketing:

  • It effects a significant portion of the priority population
  • It facilitates active behavior change over a period of time
  • It stimulates change with limited resources
  • It develops creative ideas
  • It community partnerships become assets that compensate for limited funds
  • It elevates the voice of the priority population and increases community identification
  • It influences policy and promotes positive social change