NAME: STEVE PRINCE DATE: 31ST OCTOBER 2021

REG NO.: 21MCOM43

SOCIAL MARKETING
Social marketing is the systematic application of marketing along with other concepts
and techniques to achieve specific behavioural goals for a social good. For example, this may
include asking people not to smoke in public areas, asking them to use seat belts or
prompting to make them follow speed limits.

The primary aim of social marketing is ‘social good’, whereas in commercial marketing the
aim is primarily ‘financial’. This does not mean that commercial marketers cannot contribute
to achievement of social good.

Advantages of social marketing

Social marketing—a new marketing tool—can be a great asset if used properly. The
beneficial effects of social marketing for a business can be tremendous, but one must
remember that it must be used in the most efficient possible way.

Social marketing allows businesses and web sites to gain popularity over the Internet by
using different types of social media available, such as blogs, video and photo sharing sites,
social networking sites and social bookmarking web sites.

Distinct advantages of social marketing that make it a vital tool to any marketing
campaign:
1. Promotes consumption of socially desirable products.

2. Promotes health consciousness in people and helps them adopt a healthier lifestyle.

3. It helps in green marketing initiatives.

4. It helps to eradicate social evils that affect the society and quality of life.

5. Social marketing is one of the cheapest ways of marketing.

6. One of the best advantages of social marketing is that anyone can take advantage of it,
even from their own home.

Applications of Social Marketing:

1. Health promotion campaigns in India, especially in Kerala and AIDS awareness
programmes are largely using social marketing, and social workers are largely working for it.
Most of the social workers are professionally trained for this particular task.
2. Anti-tobacco campaigns.

3. Anti-drug campaigns.

4. Anti-pollution campaigns.

5. Road safety campaigns.

6. Anti-dowry campaigns.

7. Protection of girl child campaign.

8. Campaign against the use of plastic bags.

9. Green marketing campaign.

Hence, Social marketing applies a customer-oriented approach, and uses the concepts and
tools used by commercial marketers in pursuit of social goals such as anti-smoking
campaigns or fund raising for NGOs.