What are Social Marketing and Its Importance for Advertising?
What is Social Marketing? Social marketing is a form of marketing that involves interaction between a business and its target customers. Social marketing aims at achieving common good through association. The traditional marketing goals are usually financial, although they do have some positive social impacts as well. In the case of public health, public-health marketing would promote general wellness, increase awareness among the target group and induce behavioural changes in consumer behaviour.
Social marketing is also known as mass communication, popular culture or mass participation. In simple terms, it is any way of marketing products and services to a large audience by involving a number of people. It is a marketing technique that seeks to influence the target audience to adopt desired behaviors. The marketer channels messages in a non-promotional environment, in such a way that the intended message is not distorted by the reactions of the audience.
There are many factors that affect public opinion and attitudes towards a product or service. This is amplified when the messages are delivered in the right way. The effectiveness of a marketing campaign depends on the ability to correctly target audience segmentation. Some of the factors that influence this target segmentation are:
Marketers use a number of communication channels to reach their target audiences. However, they differ in the manner in which they choose to deliver their messages and this in turn impacts the overall effectiveness of their campaign. One such channel is through the use of television advertisements. This form of marketing largely relies on brand awareness, behavioural theory and repetition to influence consumers to purchase a particular product.
Behavioural theory is a model that has been extensively used in studying marketing and customer behaviour. This model includes four Ps that are used to determine the success or failure of a commercial marketing campaign. The first one is the personal factor, which refers to the ability of the customer to interact with the commercial message. The second one is contextualism, which refers to the unique characteristics of a particular situation and the presence of a potential consumer. The last one is parasocial marketing, which suggests that the audience is aware of the commercial message but are not influenced to make a purchase.
To successfully implement these four Ps for what is social marketing, marketers need to develop their understanding of how human psychology works. They also need to evaluate the effectiveness of different communication channels. In addition, they need to take into consideration the ways in which they are able to shape public opinion and how they persuade their target audience. By using these four Ps, marketers are better placed to achieve their goals and ensure that they create the desired impact. It is important to remember however that the effective use of these four Ps is dependent upon the collective effort of all stakeholders.