Social marketing is one of the most perspective and fast growing spheres of marketing. Not only is it developing and integrating into contemporary life with immense speed, it is also one of the best ways to try to influence people, to change their behavior and to make them listen to the most timely social problems of the mankind.
Social, marketing is mainly aimed to achieve some concrete behavioral goals for the benefit of society. Thus, with the help of a number of techniques social marketing is actually helping the society avoid specific mistakes (i.e. steering clear of alcohol, drugs, fast food), adhere to a certain way of life (i.e. become environmentally friendly, increase sustainability), and open people’s eyes to social problems (i.e. orphanage, homeless people, etc.).
Even though many people underestimate the necessity of social marketing, it is actually extremely important nowadays. The main difference between social marketing and commercial marketing is that the first is aimed at overall social good, while the second type of marketing is solely aimed at financial benefit.
The reason why social marketing, and in particular behavior change, so important is more than obvious – contemporary society has become too violent, too severe, too negligent and closed. People have completely lost the difference between ‘good’ and ‘bad’. Mass media is filled with violent TV shows, news and movies; drug and alcohol addiction have become an integral part of our society; people have forgotten what it is to respect the individual, let alone nature, property and other aspects of our life. It is important not to only remind people of some morality, it is high time to scream, shout and speak up about it. Otherwise, our children will not have fresh air to breathe, home to sleep and place to be safe in. That is the very reason why social marketing has been developing so greatly lately – is extremely important to change the world, and we should start from changing ourselves.
Donavan, Robert and Nadine Henley. “Social Marketing: Principles and Practice”. Social Marketing Quarterly 2004: 31-34. Print
McKenzie-Mohr, Dough. “New Ways to Promote Proenvironmental Behavior: Promoting Sustainable Behavior: An Introduction to Community-Based Social Marketing”. Journal of Social Issues Fall 2000: 543-554. Print
Andreasen, Alan R. “Marketing Social Marketing in the Social Change Marketplace”. Journal of Public Policy & Marketing Spring 2002:3-13. Print