Social marketing, in short, is an approach which makes use of all the same technologies and tools that traditional marketers do – but applies them to social challenges and issues with the aim of persuading people to change their behaviour for their own individual good and that of society as a whole.
Having said that, however, there are some key differences. For a start, social marketing focuses clearly on the audience. It has gone so far as to describe themselves as “being obsessed with the audience.” It starts and ends with the target audience. They are the focus of attention.
This means looking at the process of behaviour change itself and identifying the various stages of change. Judicious social marketers would seek to identify where their target audience are in this process and look at what drives them to move from inaction to action.
What does this mean however, for those of us who make our money from advertising mundane products such as cool drinks, washing machines or cellphones? Well, there is a well-established trend abroad, where companies have taken social marketing and incorporated the approach into their brand. Thus, they have found causes which match their core products, partnered with NGOs and organisations, and then gone out to market themselves around these causes – and made huge successes. In a world where clutter is the main challenge – this has provided the edge they are looking for. After all, if there is nothing more distinctive about your brand of cellphone, then surely there is a cause you can identify with, which will raise your brand way above those of your competitors?
The social marketing trend also fits in with the latest research about consumer trends and brands, which indicates that as consumers we are becoming more concerned with social issues and how companies position themselves in relation to these issues. Social marketing takes corporate social responsibility one step further.
For those brave enough and innovative enough, the coast is wide open. One thing is clear – the first major SA company that decides to go with this approach will find itself commanding a marketing space and edge that others will envy. Put your money where your mouths are.
