What Is Social Marketing?

Commonly used definitions:
“Social marketing is the application of marketing technologies developed in the commercial sector to the solution of social problems where the bottom line is behavior change.”

Alan Andreasen, Marketing Social Change
Professor of Marketing, Georgetown University

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“Social marketing is a process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than for commercial profit.”

Bill Smith,
Executive Vice President, Academy for Educational Development

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Social Marketing is… Social Marketing is not…
  • A social or behavior change strategy
  • Most effective when it activates people
  • Targeted to those who have a reason to care and who are ready for change
  • Strategic, and requires efficient use of resources
  • Integrated, and works on the “installment plan”
  • Not social advertising
  • An image campaign
  • A clever slogan or messaging strategy
  • Not promotion or media outreach only
  • Not about coercing behaviors through punishment
  • Not a “one approach” model
  • Done in a vacuum
  • A quick process

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What's the Difference?
Commercial Marketing
Social Marketing
  • Buy our product(s): cigarettes, beer, car insurance
  • Use our services: Weight Watchers’ diet plan; AOL
  • Reject tobacco, drugs
  • Don’t drink and drive
  • Use seat belts
  • Eat 5 fruits and vegetables every day

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Similarities between Commercial and Social Marketing