what is social marketing Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole.
Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behavior in a sustainable and cost-effective way.
It helps you to decide:
- Which people to work with
- What behavior to influence
- How to go about it
- How to measure it
Social marketing is a systematic and planned process. It follows six steps
A social marketing approach
Even if you don’t take social marketing any further, just considering these four questions will add value to your projects and policies.
- Do I really understand my target audience and see things from their perspective?
- Am I clear about what I would like my target audience to do?
- For my target audience, do the benefits of doing what I would like them to do outweigh the costs or barriers to doing it?
- Am I using a combination of activities in order to encourage people to achieve the desired action?
How social marketing helps
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