Community Forum : Webinar 17: The Donor is in the Details
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 Subject : Definition of Social Marketing: A Global Consensus?.. 12/16/2013 12:43:11 PM 
Win Morgan
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In 2013, the following definition of social marketing was endorsed by the International Social Marketing Association, the European Social Marketing Association, and the Australian Association of Social Marketing.

Please read the definition and give the social marketing community your thoughts...

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.

Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.


To see an article on the process for developing consensus, please visit http://isma.memberclicks.net/social-marketing-definition
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/16/2013 01:51:15 PM 
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Guest
Could we also say that 'Social Marketing envisages to apply marketing principles and tools to influence behaviors of individuals and communities for sustainable and visible benefits for greater social good. Shiraz Latiff
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/16/2013 03:32:20 PM 
Guest

Guest
Interesting idea, Shiraz. Would you specify certain marketing principles and tools as oppose to others?
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/18/2013 04:48:15 AM 
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Social marketing does not only seek to influence behaviours, but also social structures, beliefs, ideas, perceptions... Seeing that extant research already comprises a range of definitions, a new one must encompass the broad and broadening range of aims, which social marketing addresses.

Thomas Boysen Anker
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/18/2013 11:57:05 AM 
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Guest
In my opinion, the marketing tools and principles for social marketing and commercial marketing will be the same. For instance the basic 4P's of marketing would still apply to social marketing too, Pricing strategy - free, low price, loss-leader?, Product Strategy - mass market, differentiated?, Place - distribution channel, Promotion. The ultimate objectives might differ for both but the means of attaining them would not be drastically different.
STP - Segment - Target - Position too still applies to social marketing as well.

My view is not to say that both commercial and social marketing are same but rather the tools that are used in commercial marketing are well developed and refined over the years and can be used for application of Marketing for social causes.

Shiraz
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/18/2013 12:10:20 PM 
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Guest
Note that many social scientists who work in the field of social marketing do not use the 4P's language at all. Personally, I find them not useful concepts. In contrast, I when I am introducing social marketing I talk about the barriers and benefits to a behavioural change and the strategies that can be used to address them. Removing the 4P's from the conversation allows people to see a direct connection between the barriers and benefits and the tools/strategies that can be used to address them.

Doug
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/18/2013 12:26:45 PM 
Guest

Guest
I too find it more helpful to talk about strategies. While the Ps are present as components of those strategies, the terminology seems to be a barrier perhaps because it is too reminiscent of commercial marketing which is often perceived as using marketing to lure people into unhealthy behaviors. We know that the discipline of social marketing uses the tools and principles of commercial marketing. However in the spirit of meeting our funders/partners/clients where they are, I find the folks I work with are more receptive to the overall application of social marketing when I focus on strategies for behavior change.

Lea
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 12/18/2013 01:03:22 PM 
Guest

Guest
I agree with both of you that it is always better show the distinct difference between the two to ensure that the objectives of social marketing is not profit oriented. I guess the future of marketing is indeed social marketing and the concept of social marketing should inspire commercial marketing to change their ultimate objectives. For instance, let me take an example of 'fizz' drink manufacturers (names wit-held intentionally). The increased conscious change by consumers towards healthy drink has changed their product portfolio to include natural fruit drinks. And these are now the trend to drink and are indeed profitable to these organizations. What if these organizations initially did realize the need for their customers to 'change' their behaviour from drinking 'fizzy' drinks to more healthy natural drinks and changed their product portfolio to include natural fruit drinks and through their marcoms encouraged their customers to 'change' to this new phenomena. The outcome is still the same but the 'motive' would not have necessarily been commercial and profit oriented but a 'good intention' change the habits of their customers. This kind of thinking of 'Doing Good' and 'Doing Well' could lead to commercial marketing turning into more social cause related marketing activities. Hence I believe the future holds for Social Marketing and using of commercial marketing tools would not be considered an anathema. Well these are my thoughts and certainly needs debating in the interest of creating more awareness and support for social marketing

Shiraz Latiff
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 01/01/2014 07:18:57 PM 
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Guest
I differentiate social marketing from other marketing in two complementary ways: firstly that its overall objective is to empower individual and community agency rather than promote passive consumption; and secondly that its aim is to serve the common good rather than sectional profit-taking or benefits.

Hence: Social marketing is a process comprising consultating, designing, planning, implementating and evaluating approaches to influence individual and population level behaviours, to benefit the common good.

Fiona.
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 01/02/2014 10:55:42 AM 
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Guest
I have a quibble with the "greater social good" part. I think it lacks the precision that "greater social well-being" can provide, especially nowadays when well-being is conceptually clearer and has been measured in some countries with adequate methodologies. I also used to think that behaviors should be the only target of social marketing campaigns (remember the "awareness fever"?), but I am not so sure about that now. As Victor Hugo said, "all the forces in the world are not so powerful as an idea whose time has come". The marketing of socially relevant ideas may foreshadow important advances in the futures inasmuch as it contributes to changes in the Zeitgeist. This realization came upon me while reading Steve Pinker´s (excellent book) "The Better Angles of Our Nature: Why Violence has Declined", where he shows how important cultural products and how emergent ideas have contributed to a new (and very recent) era of peace in human History.

Hamilton Carvalho
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 01/02/2014 11:01:28 AM 
Guest

Guest
I have a quibble with the "greater social good" part. I think it lacks the precision that "greater social well-being" can provide, especially nowadays when well-being is conceptually clearer and has been measured in some countries with adequate methodologies. I also used to think that behaviors should be the only target of social marketing campaigns (remember the "awareness fever"?), but I am not so sure about that now. As Victor Hugo said, "all the forces in the world are not so powerful as an idea whose time has come". The marketing of socially relevant ideas may foreshadow important advances in the futures inasmuch as it contributes to changes in the Zeitgeist. This realization came upon me while reading Steve Pinker´s (excellent book) "The Better Angles of Our Nature: Why Violence has Declined", where he shows how important cultural products and how emergent ideas have contributed to a new (and very recent) era of peace in human History.

Hamilton Carvalho
 Subject : Re:Definition of Social Marketing: A Global Consensus?.. 01/02/2014 05:16:18 PM 
Guest

Guest
In my opinion social marketing is more like a behavioural change strategy that uses marketing principles to bring about behaviour change in the society.

It is more like a method, a way of addressing social issues.

Paul Issock
 
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