What is Social marketing?
Social marketing has the primary goal of achieving the "common good". Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behavior.
The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing. The 4 Ps of marketing are a place, price, product, and promotion.
Social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. It tries to integrate marketing ideas, principles, tools, techniques, and socially beneficial concepts to promote communication and benefit society.
Ten principles of social marketing
Both the public sector and private sector may involve themselves in the promotion of social change.
The following elements are central to social marketing: