How to Use Social Marketing to Change People’s Behavior
Social marketing is the main objective of advertising: It brings together large numbers of people from different locations, including clients and customers. Traditional commercial advertising aims at creating awareness, which is in turn beneficial to the business. In the case of social marketing, social good is also an important consideration. In the general context of public health, social marketing will promote community health, increase awareness and induce positive changes in behavior among customers. The term “social marketing” refers to any form of advertising that makes use of social norms. This includes participation in social events, like parades, charities or clubs, and so on.
This form of commercial marketing principles is often used in a wide variety of contexts. For example, the campaign against smoking received a great deal of media attention and changed several behavioral patterns. The campaign promoted awareness of the serious ill effects of smoking, through the message that “this stuff doesn’t taste good” and by making smokers aware of the fact that smoking is not a healthy activity. These methods are considered acceptable in most cases, since the goal is to inform people of behaviors that are hazardous to their health. Social media can be a great support for this kind of campaign.
The main advantage of this marketing technique is that it targets the individual, rather than changing behaviors of large groups. People are more likely to change their behavior when it comes to other individuals. However, because this type of marketing relies on personal observation, this technique may have limited effectiveness when it comes to changing behaviors of large groups. There are some companies that have employed social marketing as part of their campaigns; however, these efforts seldom succeed at altering large-scale consumer behavior. These campaigns rely on the idea of influence marketing, in which the advertiser tries to create a feeling of trust and reliability in the consumer, which influences the choice of the consumer. This means that, for the social marketing techniques to work well, you need to provide genuine information about the subject.
In addition to influencing the decision to purchase, social marketing campaigns also influence the decision maker about whether or not to purchase a product. Since the product is chosen based on the recommendation of others, they have the potential to shape how the decision is made. It is important to remember that, before any behavior change takes place, the social marketing campaign needs to be supported by strong compelling messages and examples. Most experts recommend that you plan your social marketing campaign before you even start trying to sell something.
The key to a successful campaign is creating the right connections. If you want to make a good impression on the priority population, it is recommended that you avoid creating a flashy ad, and instead focus on the benefits of the product or service. A catchy slogan may be necessary, but the focus should be on the key advantages. Also, this will increase the likelihood that they will click on your link and enter the priority population.
When you use social marketing techniques to influence the buying behavior of the primary and secondary priority populations, you need to be aware of the secondary priority population. Unlike the primary population, these people don’t usually shop, so you don’t want to waste your time convincing them to buy. The best strategy is to convince them of a need for the product or service, then present a solution. They will be more receptive to your message if you offer to give them a free gift as a way of saying thank you for their patronage.
Social marketing is the perfect way to persuade people who are unwilling to change people’s behaviors. If you choose the correct target population, you can significantly increase the sales of a business. Social marketing uses four Ps to influence people: Proactivity, Processing, Persuasion and Identification. Although there is no 100% guarantee that every effort will be a success, there is an excellent chance that all attempts will be much more effective than attempts that do not use these four Ps. It all boils down to your willingness to change people’s behavior to take advantage of these 4 Ps.
Your social marketing plan should include activities to address the four Ps, because if you can increase your success rates by just changing one thing, then you have greatly reduced the amount of energy you would need to invest in the campaign to achieve your overall goal. Changing one thing can make the difference between a partially successful campaign and a fully successful campaign. Just make sure that whatever you decide does not violate any of the categories of acceptable behavior listed above, otherwise, your campaign will be a complete flop.