Social Marketing

Social Marketing theory was first coined in the 1970s by Philip Kotler and Gerald Zaltman, when they realized that the marketing principles used in selling or advertising or marketing products are the same way to sell such ideas and behaviors. According to Kotler, social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. The primary aim of this theory is to benefit society. The primary focus of this theory is on the consumer, learning what the consumers want and need rather than persuading them in order to buy the product. There are 4 components of the theory namely: product, price, places and promote. The product in social marketing is when the researchers propose that the product made should have a place in society. It is not necessarily feasible products offered. In here, the researchers must show that the product or service is worth purchasing and will benefit society. In order to create a product, people must perceive that they have a problem, and in order to solve that problem, they will purchase the service or product. While price, on the other hand, refers to what the consumers must do in order to obtain the product. Price points need not be the cheapest. Instead they need to be set to bring maximum social change to the purchaser. The third P, also known as places, refers to the distribution system. It is the way the product is reached to the consumers, as well as consumers ensure the accessibility of the offering and quality of the service delivery. By determining the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system, researchers can pinpoint the most ideal means of distribution for the offering. Finally, the last P is promotion; it consists of use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles, it is basically the marketing campaign.

One example of the theory is Nike’s program, NikeiD where in the company has been reinventing consumer choice, where in customers can design their own sneakers. Nike gave customers the chance to socialize the whole process by launching of the NikePHOTOid, a platform where users can submit their photos on Instagram and share with other users. When the person submits Instagram photos, Nike’s software will automatically design a sneaker based on the photo’s dominant colors. Users can than either purchase the sneaker or share their creation with friends. With NikeiD and branding, the creation of a strong image among its teenage customer base—a must have mentality that allows the company to charge premium price over its competitors. Nike and the company’s good marketing campaign has delivered superior sales and earning performance.

Another example of this theory its presence in health care. Social marketers use a wide range of health communication strategies based on mass media. According to NCBI.com, communication channels for health information have changed greatly in recent years. One-way dissemination of information has given way to a multimodal transactional model of communication. Social marketers face challenges such as increased numbers and types of health issues competing for the public's attention; limitations on people's time; and increased numbers and types of communication channels, including the internet. A multimodal approach is the most effective way to reach audiences about health issues.