Social Marketing

Social Marketing

So, instead of selling a product, social marketing “sells” a behavior or lifestyle that benefits society, in order to create the desired change. This benefit to the public good is always the primary focus. And instead of showing how a product is better than competing products, social marketing “competes” against undesirable thoughts, behaviors, or actions.

Social marketing is commonly used for causes like:

Health and safety, including:

• Anti-smoking
• Anti-drug
• Promoting exercise and healthy eating
• Safe driving
• Railroad station safety

Environmental causes, including:

• Anti-deforestation
• Anti-littering
• Endangered species awareness

Social activism, including:

• Illuminating struggles that people of color, people with disabilities, etc. face, then inspiring people to fight against mechanisms that create inequality
• Anti-bullying
• Fighting gender stereotypes

Who initiates these social marketing campaigns? Nonprofit organizations and charities run the majority of social marketing campaigns. Government organizations, highway safety coalitions, and emergency services (police, fire, ambulance) run them as well. But social marketing is not out of the question if you’re a commercial business. Commercial brands will sometimes run social marketing campaigns for causes they are passionate about.

The Importance of Social Marketing

Why is social marketing so important? Well, think about “traditional” ads for products or services. You aren’t convinced to check out a product or service through an ad alone (in fact, you tune out the vast majority of ads you see).

But how does a well-designed ad capture your attention? It either takes a super creative angle you didn’t expect, or makes you laugh, cry, or think. Not every ad convinces you to check out the product or service it promotes, but the best ones appeal to creativity or emotion to motivate people to do so.

It’s the same way with social marketing. People don’t like being told what to do. They might not be convinced by news and typically presented PSAs about a certain social issue. Or, they might not be aware of the problem or its scope.

It’s the same way with social marketing. People don’t like being told what to do. They might not be convinced by news and typically presented PSAs about a certain social issue. Or, they might not be aware of the problem or its scope.

Some people might also find a socially beneficial behavior too difficult to perform, or might think they can’t help solve an issue on their own. Alternatively, they might have trouble breaking a long-standing habit (i.e. someone trying to quit smoking, or someone who uses disposable water bottles regularly).

But well-executed social marketing captures attention, and spreads awareness about a social issue, through creativity and emotion. Most importantly, it presents a compelling, simple way to make the world better, and makes this beneficial behavior more desirable than any “competing” behavior. Through these elements, social marketing is able to successfully “sell” a beneficial behavior.

Social marketing is especially powerful when it involves a charitable donation element, because people want to make a difference in the world. They’re very willing to give—it’s just a matter of where.