Current social marketing
INTRODUCTION.
As part of modern society and as future merchants, we are familiar with the role of marketing in the growth of companies, thanks to the development, implementation, promotion and evaluation of marketing campaigns.
We have learned that the objective of social marketing is to improve the well -being of people and the physical, social and economic environment in which they live. Although this type of marketing uses many principles and techniques of commercial marketing; We know that the most effective social marketing campaigns use a long -term approach to the change in attitude and behavior, based on a carefully planned and evidence -based strategy. The change in behavior can involve doing something new to do something different, new or stop doing something in its entirety.
Social campaigns can have many forms and applications to achieve the objectives that are sought through its implementation.
What is a strategy for a social campaign?
Social marketing aims to develop and integrate marketing concepts with other approaches to influence behaviors that benefit people and communities, which causes greater social good good. Social campaigns use multiple media channels to achieve and saturate a target audience and cause a change in their behavior.
How is this strategy formed and what role does research in the development of the same play?
A social marketing campaign can use social media tools in combination with others, such as traditional media (advertising posters, radio, television, etc.), promotional events and materials, to reach a target audience and achieve the desired behavior change. A plan to implement a social campaign will guide its development, implementation and evaluation. Social campaigns are usually carried out by NGOs, socially responsible companies, foundations, etc. Research plays an important role in approaching these social causes, which contributes to:
- Discover and understand the points of view, attitudes, opinions and behaviors of society.
- Determine the segments in which the communication or intervention of social marketing would be better attended.
- Provide information that contributes to the development of strategies and programs to address existing social problems.
- Monitor and evaluate the results of social marketing campaigns.
How does the environment influence the results of a social strategy?
I consider that the results of a social strategy influence the combination of the quality of life or the environment of the people to whom the campaign is directed, together with the social conscience of the pre -existing social beliefs. This is like a prelude to know how they will react to a problem raised in the environment in which they live and if they consider that it is a problem important enough for them so that they are willing to contribute to being part of the expected change. To give an example, if a company wishes to launch a campaign against violence to women and both factors are gathered: Consciousness and pre -existing social beliefs, where the person has always known that violence against women is wrong and is in against it; while living in an environment where this problem is common; So it is very possible that your response to the campaign is satisfactory.
Consolidions.
Social marketing is designed to promote social change, through behaviors that benefit society, using creative social campaigns, which evoke emotions to motivate the actions of the target audience, through different means to communicate the message, either in Traditional media, such as advertising posters, radio, television or even social networks, which are highly effective and high -range technological tools, to have close communication with the target target.
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