Who defined social marketing?

Who defined social marketing?

The term “social marketing” was coined by Philip Kotler and Gerald Zaltman in 1971. At the time, it was used to describe marketing actions that could change social behavior.

What is social marketing based on?

What is Social Marketing? Social marketing is a “process that applies marketing principles and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience”.

What are the types of social marketing?

There are two types of social marketing: Operational social marketing and strategic social marketing. Operational social marketing is used to change behavior, whereas strategic social marketing is used to form new policies and development strategies.

What is a social marketing product?

Product. In social marketing, “product” is the desired behavior and the social benefit stemming from it. For instance, an anti-drug campaign is selling improved public health as the product. Present the product as the best solution to a real problem.

What is social marketing plan?

Social marketing is an approach that uses commercial marketing strategies to drive behavior change around a social issue. Developing a social marketing plan can help you be more strategic and audience- focused in your communication efforts and achieve better results.

How is social marketing used?

Social marketing now uses commercial marketing techniques—such as analysing target audiences, identifying the objectives of targeted behaviour changes, tailoring messages, and adapting strategies like branding—to promote the adoption and maintenance of health behaviours.

How do you do social marketing?

Steps on How to Do Social Media Marketing

1. Step 1: Build a Quality Following.
2. Step 2: Set a Social Media Budget.
3. Step 3: Have Clear Goals.
4. Step 4: Leverage Paid Social Media.
5. Step 5: Know that Engagement Is a Two-Way Street.
6. Step 6: Create Content Your Followers Love.
7. Step 7: Automate to Maximize Your Time & Performance.

What is an example of social marketing?

Meanwhile, social marketing puts forward behavior change to generate long-term mutual good. For example, it might encourage people to reduce their consumption of fast food or alcohol, increase their consumption of organic food, and encourage a healthy lifestyle in the health sector.

What is social marketing and how does it work?

Social marketing was “born” 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.

What is social marketing according to Kotler?

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 behaviors not to benefit the marketer, but to benefit the target audience and the general society.”

What is a product in social marketing?

Product. The social marketing “product” is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (e.g., condoms), to services (e.g., medical exams), practices (e.g., breastfeeding, ORT or eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection).

What are the four P’s of social marketing?

This refers to decisions about 1) the conception of a Product, 2) Price, 3) distribution (Place), and 4) Promotion. These are often called the “Four Ps” of marketing. Social marketing also adds a few more “P’s.” At the end is an example of the marketing mix. Product. The social marketing “product” is not necessarily a physical offering.