Social marketing is a discipline that uses the philosophy of listening to the needs and desires of the target audience. This technique has been successfully used by commercial marketers. Now even public service departments are riding this bandwagon to make their announcements. It is a sophisticated approach that cares for people. It is customer centric. This approach makes you sensitive to people’s needs. You achieve your own targets by helping people meet their needs. It is a win-win situation.
Social marketing involves in-depth research into your niche consumer base. It also involves constant feed back from your target audience and continuous evaluation of that feedback. Research and evaluation form two important pillars of this process. The principles remain universal. So the very same tools that are used to sell products can easily be used to sell ideas and attitudes. These tools can alter behaviors as well. The greatest advantage of social marketing is that, it benefits the society at large.
Primary Focus
The primary focus of social marketing rests on understanding the wants and the needs of the consumer. You do not overtly try to persuade them to buy your product. Your sales pitch is always subtle. Here you talk to the people and this talk is more people focused, not product focused.
Product
Social marketing is not only about some physical product. Products, services, practices, and non-tangible ideas, all can be marketed successfully using this platform. People have to first perceive and know their problem. They… Read the rest