Social Marketing

Yes. But which social marketing? The term has become accepted usage in two quite distinct areas.

One which was started in the field of health care – and rolled out to other areas of social improvements such as road safety, environmental issues etc. The government has been trying to ‘back’ this horse since 2006 with the Consumer Council producing 'It’s Our Health' followed by the Department of Health producing 'Choosing Health' – both concentrating on the role of social marketing as defined by Andreason^*

Quote; social marketing is;

the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well being and that of society. (The Social Marketing Institute)

However there is another 'social marketing'.

Many agencies that use this term have probably spent more time trying to get young people to buy more crisps, or adults (and youth) to buy 'branded' products, or spend money in less than personally helpful ways – a far cry from the above. What they term social marketing has little relevance to the government’s notion of social marketing. Mention Facebook, blogs, Twitter, LinkedIn, Bebo or any number of other 'tools' for social engagement – and they'll start twitching – oh you mean 'social marketing' they'll say.

This is a shame as the term is more likely to become synonymous with the latter rather than the former. However - d2 do understand both aspects of social marketing and are comfortable discussing both Andreason's work* (Andreason 2002), - modified in the UK (French, Blair-Stevens (2006)) for the National Social Marketing Centre (NSMC), as well as help clients to negotiate the maze of current internet based 'social marketing' options that may (but certainly not always) benefit their 'social marketing' activity.

Confused? Please call or email for more information on social marketing … please contact us

^* The original reference for social marketing (as described later in terms of public health) was probably Kotler in the 70's;

Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviours (The Social Marketing Institute)