By: Ehsan Khodarahmi L4

What is social marketing? How does social marketing compare with and differ from commercial marketing, not-for profit marketing, public sector marketing and cause marketing? Who does social marketing and who benefits from social marketing? Social marketers – the behaviour influencing people and the wide range of behavioural issues. What do we mean by downstream and upstream social marketing?

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for a social good. According to the above definition we can still use the marketing mix upon Social Marketing planning and execution.  Product  Price  Place  Promotion Be careful, there is a big difference between Social Marketing and Social Media Marketing

If a Social Marketing campaign is planned and executed by Social Marketing experts, the following pursuit changes should be observed upon post campaign analysis:  Motivation  Behaviour  Awareness  Attitudes  Crash Prevention  Sense of achievement/success

Kotler and Andreasen define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviours not to benefit the marketer, but to benefit the target audience and the general society.“ Although marketing communication is a good tool to create and or raise awareness, it is not fairly effective when used to deliver behaviour change – particularly with a similar approach to deliver commercial messages.

Marketing products and or services with no financial gain intention by the marketer for their organisation. What is the difference between Social Marketing and non-for-profit marketing? Non-for-profit marketing consider the purpose for a new, or reminding of an existing, sense of satisfaction to relevant public.

Marketing activity as a result of cooperative efforts between at least one for profit business and a non-profit organisation for mutual benefit.

Social Marketing practitioners aim at persuading their audience to make better choices, voluntarily and willing, which both benefit them and the society. For example encouraging youths to stop binge drinking and adopt healthy nutrition and diet. But targeting young consumers in today’s diverse and competitive global market is difficult; in particular those individuals using new media. As a result communication channels selection become vital to ensure effective and sustainable result.

Maybe? Yes? No? Who cares?!? Make the campaign:  Simple  Relevant  Well designed  Targeted  Informative  Engaging  Motivational

Downstream: individuals make choices Upstream: effects of social and environmental factors on choices Source: Atlas Communication

Thank you for your attention, see you in the seminar. Enjoy your break.