Social Marketing

Social marketing may seek to promote products or, more usually, services such as medical exams, practices like breastfeeding or a healthy diet, or more abstract ideas such as environmental protection. Research is needed for the marketer to understand to what extent his audience understands that there is a problems and how important it is for them to do something about that problem. Having that kind of information facilitates the promotion of the product.

Instead of a "purchase price," for goods or services, as is normally required in conventional marketing, the "price," in social marketing is usually the thing that the consumer has to do to obtain the product or service, and is not usually monetary. One may need to give some of his or her time. As with conventional marketing, it is important that the cost of the product is not bigger that the benefit for a person. If the consumer sees the benefits as greater than the costs, the chances of adoption of the product are far better. Still, a marketer needs to keep in mind that if a product has too low a price, or comes free of charge, then the consumer may perceive it a low-quality.

In social marketing, dealing as it does so often with intangible ideas or concepts, marketers need to use different channels to reach consumers with training or information, such as doctors' offices, shopping centers or the mass media.

When it comes to promotion in social marketing, it does not differ much from all other types of marketing. Promotion includes the use of paid ads, public relations, promotions, media events, coupons, in-store displays and other channels and tools. Finding the most effective vehicle makes research is crucial for the promotion's success.

For a social marketing campaign to be successful it usually needs to address many varied audiences. Partnership may also become crucial for some social marketing activities due to the complexity and the dimensions of social and health issues. In many cases agencies and organizations with similar goals join forces to be more effective. Most organizations involved in social marketing programs use financing from donations, foundations or government grants. So the source of funding for any program is another key element of strategy development.