When most people hear “marketing”, they think of selling products, running ad campaigns and building brand awareness. Social marketing is different: it uses marketing methods to change behavior for the benefit of individuals and society, such as quitting smoking, wearing seat belts, donating blood or recycling. Note that it is not the same as “marketing on social media”.
What Is Social Marketing?
Social marketing is the use of marketing research, segmentation, value propositions and communication methods to create behavior change that benefits individuals and society.
What Is Its Main Aim?
To increase positive behaviors and reduce harmful ones in areas such as health, safety, the environment and social solidarity. Success is measured in behavior change and social benefit, not profit.
How Is It Different from Related Concepts?
Social marketing vs. social media marketing
No, they are not the same. Social marketing targets behavior that benefits society; social media marketing is brand and product communication on social networks. A social marketing campaign may use social media as a channel.
Social marketing vs. commercial marketing
| Commercial marketing | Social marketing | |
|---|---|---|
| Main goal | Profit, sales | Social benefit, behavior change |
| “Product” | Goods and services | A behavior and its benefits |
| “Price” | Money | Time, effort, discomfort, social pressure |
| Success | Revenue, market share | Change in behavior and outcomes |
Social marketing vs. corporate social responsibility (CSR)
CSR is a company’s voluntary contribution to society, often philanthropic. Social marketing is a specific method designed to change a particular behavior. A brand may support a social marketing campaign as part of CSR.
Why Is It Important?
- It identifies the barriers to a behavior.
- It understands people’s motivations.
- It can shift social norms.
- It supports efficient use of public resources.
What Is Behavior Change?
Awareness is not behavior. People can know smoking is harmful and still smoke. Social marketing aims at the action and tackles the barriers between knowing and doing.
Core Principles
- Audience focus. Understand the people you want to change.
- Behavior focus. Define the specific action.
- Exchange of value. People must feel they get something worth what they give up.
- Competition analysis. The competing behavior (the old habit) is the real competitor.
- Segmentation. Different groups need different approaches.
- Marketing mix. Use the 4Ps.
- Measurement. Track behavior, not just reach.
See also what is a target audience.
Defining the Audience
- Primary audience: those whose behavior you want to change.
- Secondary audience: people who influence them (family, doctors, teachers).
- Institutional audience: organizations whose policies or support matter.
Segmentation
Divide the audience by behavior, readiness to change, demographics, values and barriers, and tailor messages to each segment.
Exchange of Value
Offer a benefit people actually care about (health, savings, safety, belonging) that outweighs the effort or discomfort.
The 4P Model in Social Marketing
| P | In social marketing |
|---|---|
| Product | The target behavior, its benefit and supporting services or tools |
| Price | Monetary cost plus time, effort, psychological discomfort, social pressure |
| Place | Where and when people can perform the behavior easily |
| Promotion | The communication that motivates the behavior; see promotion mix |
How to Build a Social Marketing Campaign
- Define the social problem.
- Set the target behavior.
- Research the audience.
- Identify barriers to the behavior.
- Build the value proposition.
- Choose communication channels.
- Pilot it.
- Measure performance.
Channels
- Social media (see what is social media management)
- Content marketing (see content marketing)
- Traditional media
- Events and field work
- Influencers and opinion leaders
Message Strategy
- Should you use fear? Use carefully. Fear alone can cause denial; pair it with a clear, achievable action.
- Positive messages: show the benefit of the behavior.
- Social norm messages: “most people in your area already do this”.
- Storytelling: real stories motivate.
- A clear call to action. See Call to Action and the AIDA model.
Who Uses It?
Public bodies, municipalities, hospitals, universities, NGOs, international organizations and private brands.
Examples
Quitting smoking, using seat belts, blood donation, recycling, vaccination, energy saving and cybersecurity campaigns.
Measuring Results
Track changes in the target behavior (not only awareness), reach among segments, barriers removed and cost per behavior change. Test message variants with A/B tests. For related ideas, see digital marketing, cause-driven marketing, integrated marketing, digital reputation, marketing automation and brand awareness.
Frequently Asked Questions
What is social marketing?
Using marketing research, segmentation, value propositions and communication to create behavior change that benefits individuals and society.
What is its purpose?
To increase positive behaviors and reduce harmful ones in areas like health, safety, the environment and solidarity.
Is it the same as social media marketing?
No. Social marketing targets socially beneficial behavior; social media marketing is brand and product communication on social networks.
Is it commercial?
Its main goal is social benefit and behavior change, not profit. Brands may support such campaigns.
Who uses it?
Public bodies, municipalities, hospitals, universities, NGOs, international organizations and private brands.
What are examples?
Campaigns on quitting smoking, seat belts, blood donation, recycling, vaccination, energy saving and cybersecurity.
What is the “product” in social marketing?
Mostly the target behavior, its benefit and any service or tool that supports it.
What is the “price”?
Besides money, time, effort, psychological discomfort, social pressure and habit change.
Why does the audience matter?
People’s needs, barriers and motivations differ, so the message and solution must fit the audience.
