Social marketing campaigns are those that connect people with commercial marketing strategies to generate social impact.
It’s impossible to underestimate the value of social marketing because it also raises awareness of far-reaching subjects that are often out of the mainstream population’s sight and mind.
Marketing for positive social change is a methodology for creating change, whether it is connected to the environment, public health, protection, or community development.
These are, (according to the Institute for Social Marketing), the most important methods and techniques for social marketing:
Marketing’s ultimate aim is to impact change and alter behavior;
* Whenever target groups conclude that the benefits they gain will be greater than the costs they will pay and the action is taken;
*Programs to influence behavior would be more effective if they are based on an appreciation of the expectations of the proposed exchange by the target audience;
*In their views or possible reactions to marketing campaigns, target markets are rarely standardized and so should be divided into segments;
*Marketing efforts must involve all the “4 Ps,” i.e.:
*Build an attractive “Product” (i.e. a bundle of benefits relevant to the action required);
*The target audience believes that it has to pay in order to minimize the “price”;
*Make available the exchange and its possibilities in “locations” that meet the audience and suit their lifestyles;
*Promoting the opportunity for exchange with imagination and through networks and strategies that optimize the answers desired.
