What is Social Marketing – Really?

In 1970s, Philip Kotler and Gerald Zaltman stated that “Social marketing seeks to influence social behaviors – not to benefit the marketer, but to benefit the target audience and the general society.” Nearly half a century later, that definition still stands.

Social marketing changes behaviors

Like traditional marketing, the main focus of social marketing should be on the end-user. Learn what people want or need, instead of convincing them to buy. Ongoing research and reevaluation of every aspect of the strategy helps optimize the social campaign outcomes and achieve the desired results.

Social marketing is different from traditional marketing in a few important ways:

  • The ‘product’ is an idea, message or solution.
  • Social marketing products benefit the audience first and the organization second.
  • Social marketing considers publics, policy, partnerships and funding (components not standard in other types of marketing).

Smart public relations techniques are at the core of social marketing. PR strategies (concepts and methods) make for a well-executed and successful plan.

GillespieHall has designed and implemented social marketing campaigns that have started difficult conversations and changed long-standing behaviors:

  • Smoke-Free Restaurants in DE and PA
  • Lung Cancer Awareness
  • Underage Drinking Awareness
  • Youth Anti-Tobacco movement
  • Syringe Exchange Initiatives
  • Social Media Policies & Responsibilities Workshops

We begin every campaign with a deeply personal understanding of the target audience’s aspirations and motivations. Passion, empathy and outreach are key components of every successful campaign we develop for our clients.

Let us help you launch a successful social marketing campaign, contact GillespieHall today.

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