Social Marketing

(noun)

the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

Related Terms

Examples of Social Marketing in the following topics:

  • Social Marketing

    • Social marketing is the systematic application of marketing to achieve specific behavioral goals for a social good.
    • Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
    • This is an oversimplification, as the primary aim of social marketing is social good, while in commercial marketing the aim is primarily financial.
    • Increasingly, social marketing is being described as having "two parents" - a "social parent," i.e., social sciences and social policy; and a "marketing parent," i.e., commercial and public sector marketing approaches.
    • The marketing of sustainable ideals has come to the forefront of social marketing in recent years.

  • Social Media Marketing Communications

    • The explosion of social media websites has led to the increasingly important practice of social media marketing.
    • Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
    • Social media allows marketers to refine their segmentation strategy by reaching a narrow target audience.
    • Social networking sites such as Facebook can serve as lead generators for marketing communications campaigns.
    • Discuss how social media increases brand awareness and customer engagement in integrated marketing communications

  • Social Classes

    • Marketers should understand that a person's social class will have a major influence on the types and quantity of consumer goods purchased.
    • Marketers must be very aware of the social class of their target market.
    • If a marketer wishes to target efforts toward the upper classes, then the market offering must be designed to meet their expectations in terms of quality, service, and atmosphere.
    • A marketer should understand the dynamic of the social class as well.
    • Effective marketers will understand that and be able to tailor their approach accordingly.

  • Holistic Marketing

    • The four components that characterize holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing.
    • Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term.
    • An example of socially responsible marketing would be the advertising of alcoholic drinks when there are no rules or regulations.
    • A beer company that decided to use socially responsible marketing would avoid advertising its products to minors.
    • Synthesize relationship, internal, integrated and socially responsive marketing concepts into a broad and integrated holistic marketing perspective

  • Social Media

    • Social media as a marketing tool is versatile, far-reaching, fast, inexpensive, fosters brand awareness, and can improve customer service.
    • Social media marketing refers to the process of gaining website traffic through social networking sites.
    • Mobile social media on a wide array of devices, such as tablets, iPods, phones, and other new products, extend and expedite marketing reach.
    • Search engine ranking, content quality, or the relevancy to search terms, backlinks and links have emerged as effective social media marketing tools.
    • A good social media marketer researches the correct words that people type into search engines so it behooves a business to embed those words in their websites.

  • Careers in Marketing

    • Marketing positions that support these functions include:
    • Today, field marketing may also include two-way communications such as requesting feedback about a sample, or inviting consumers to follow a brand on social media.
    • Other marketing roles commonly found in organizations include marketing communications managers, marketing analysts, marketing and sales assistants, marketing writers, and internal communications specialists.
    • Some companies customize marketing positions according to organizational or market needs.
    • For example, a CRM marketing analyst may focus on customer relationship management systems and analytics, while social media and engagement managers launch and oversee marketing campaigns across different social media platforms.

  • Making Appropriate Changes to Product, Placement, Promotion, and Pricing

    • Social media technologies such as social networking sites, as well as digital platforms including SmartPhones and computer tablets, have changed the way users access and consumer information.
    • Although the way new products and services are marketed have changed, the primary aim of business in bringing economic and social values have not.
    • Promotion is probably the marketing mix element most impacted by social media.
    • It also includes sponsorship marketing, direct marketing, database marketing and public relations.
    • Consumers intentionally and unintentionally use social media to purchase, evaluate and ultimately influence a brand's marketing mix.

  • Promotional Methods

    • B2B marketers use industry or trade publications, trade shows, private events, and social media to generate awareness about their products and services.
    • Promotional methods in business-to-business (B2B) marketing differ from those of business-to-consumer (B2C) brands due to the specific needs and variables comprising the industrial business market.
    • B2B businesses use promotional methods unique to the industrial business market.
    • Social media is fast becoming a promotional tool used to position B2B brands in the digital sphere.
    • Moreover, B2B organizations also use social media for internal communications to increase collaboration and productivity among workers.

  • Methods for Evaluating Marketing Performance

    • KPIs, ROMI, and Accountable Marketing are all metrics that are used to track marketing performance.
    • Marketing Performance Measurement, Marketing Performance Management, Marketing Return on Investment (ROI), Return on Marketing Investment (ROMI), and Accountable Marketing are all metrics that companies use to connect marketing performance to the financial performance of the organization.
    • In order for marketing KPIs to be integrated within the business and management of the enterprise, and ensure consistency and reliability across the marketing mix, they must meet these minimum requirements:
    • Since marketing campaigns are typically integrated across all channels (e.g., print, email, and social media), these channels are measured together to understand the overall effect on target markets.
    • Companies using formalized methodologies continually gather and monitor marketing data to understand where the marketing plan is strong and where it needs improvement.

  • Defining Business Marketing

    • Like business-to-consumer (B2C) marketing, business-to-business (B2B) marketing, or business marketing, relies on product, price, placement, and promotion to competitively position the product offerings, promote the brand, and efficiently use company resources.
    • Similar to consumer marketers, business marketers must create an integrated marketing communications strategy to ensure products and promotional methods complement and support each other.
    • B2B marketing spans all types of businesses and industries.
    • A significant portion of B2B brands also employ social media, including podcasts, social networking, and blogging sites, to drive web traffic to their online channels and draw prospective customers to their brand.
    • A trade show is a common promotional element in business marketing.