What is Social Marketing?
Social marketing is a form of marketing based on making a product that is of the same quality as its counterparts in the market cheaper and more accessible. The ultimate goal is to increase the social benefit created by this product. Social marketing projects aim to deliver products to low-income and high-risk groups without profit. Social marketing is based on the combined use of healthcare products and healthcare services. The social marketing approach of the project is the delivery of the condom selected as a social marketing product with consultancy service from pharmacies at low prices.
THE PLACE OF MARKETING IN SOCIAL BENEFITS
Today , concepts such as social capital, social responsibility, social entrepreneurship, social partnership and collaborations, and social marketing are frequently heard, and are becoming more and more used in the business world. Especially in the early 90s, international development institutions that emphasized and adopted the importance of ‘people-oriented development policies’ and the human-centered good management perspective that became widespread in this process brought to the fore the human resources and all issues of human interest.
Social capital briefly discusses all the values that hold the society together, the customs, customs, traditions, human relations, business ties, and laws that affect the development of the society in the political and socio-economic spheres , while social responsibility is particularly mutual among individuals and institutions. focuses on addiction and relationship. In the ’90s, with the globalization and privatization trend, the quality and mutual-gain concepts of institutions, international organizations began to gain importance again in’ corporate social responsibility ‘with their social and information sharing responsibilities. Social entrepreneurship is basically on the missions of non-profit organizations. He advocates that they should pay attention to their financing in order to sustain their success in the long term as well as the importance they attach to and to provide good support to more masses.
Social partnership (social alliance) is the process of cooperation established especially between the private sector and the third non-profit sector to provide social benefits. This collaboration can provide the private sector profit-oriented company with new information and create new markets; can increase the trust of the in-house employee, consumer loyalty and efficiency in social responsibility projects; can strengthen the company’s image. It may also create additional voluntary human and material resources for the non-profit NGO, in line with its mission; can increase promotional activities; it may have more professional management, and eventually become an effective social entrepreneur ….
The social partnership process can cover only one short-term activity; it may include a time-limited project or a long-term limitless relationship. Regardless of the purpose and duration of the collaboration, in order for the collaboration to be efficient and effective, the basic ethical principles such as power-balances among the partners in the partnership, mutual trust, keeping word, accuracy and good management codes; institutional capacity, cultures, specialties, purpose and performance criteria.need attention. Human resources and capital weakness in the management area of most non-governmental organizations should not be forgotten. This weakness to the private sector; Although the expertise of the non-governmental organization on the subject of social benefit is thought to be superior to the company, the players in the partnership should provide these balances well. The value attached to collaboration is also very important. While the project, in which a non-governmental organization is in cooperation, may be the main activity, the same project may be just one of the social responsibility projects of the company with which it is a partner.
In order for social partnerships to achieve successful results, the communication strategies developed between the partners and the target audience include social marketing.
Each of the concepts mentioned briefly above are related and complementary to each other. The main purpose that each emphasizes is social benefit … that is, to complete the basic needs of human-society and to provide the legislative rights and freedoms at the civil level.
In fact, social marketing is basically the process of ensuring communication with the target audience, regardless of the content, for this basic purpose.
What is Social Marketing?
In addition to the basic criteria such as product, price, location, and promotion , to the definition of social marketing, traditional and customer-oriented marketing … strategies to address social stakeholders, to develop partnerships within the community, to support and develop policies related to the subject of change / development service. is a process that includes even generating the necessary activities to provide additional funding resources to the project.
The concept of ‘Social Marketing’ was developed by Philip Kotler and Gerald Zaltman in the 1970s, when it was seen that the most basic marketing techniques required for the sale of any product were effective in changing the perception, behavior and behavior.
How is it different from the marketing we know?
Philip Kotler and Alan Andreasen explain the main difference between commercial marketing and social marketing [cause-related marketing]: “It is the difference between the goals of the marketer and the producer / seller. Social marketer aims to improve social, social behavior, change; it acts by thinking of the general population rather than a target audience that can benefit from any product-service ”.
While social marketing aims at the change in individual consumption, behavior, and lifestyle at the micro level, it involves the creation and implementation of policies for institutional-scale management, production, and at the macro level for socio-cultural and economic change. Each of them is actually related; they complement each other… It would be wrong in the long run to think that the other might be very effective without one. There are so many stakeholders in the social marketing process and they affect each other. Product-service is much more complex; the goal is to appeal to much larger audiences; demand varies, reaching the target audience is more difficult; fund-budget is more irritable; consumer relationship-addiction is stronger, competition is more secretive and cunning!
We have been seeing social marketing especially in the health sector for the last 30 years. Raising awareness of the society about heart health, creating healthy nutrition policies to prevent obesity, campaigns against cigarette consumption, preventing the spread and prevention of AIDS / HIV virus… Nowadays, awareness of social marketing substance-dependent youth back to the society, creating awareness about the effects of artificial-chemical fertilizers, especially on water resources. and consequently, it is applied in many different subjects such as protection of environment and natural resources, education of children in refugee camps, activities to achieve economic independence of women with limited opportunities.
For example, with the ‘Reading is Fundamental’ initiative of the J.Crew textile company in the USA, every man, woman and child sold between July 20 and September 3, 2002 created a $ 100,000 fund with 1 dollar left. This fund was used to develop children’s reading habits.
Likewise, children’s shoe manufacturer Elefanten USA supported the arts education of preschool children with the foundation of Americans for the Arts. Elefanten USA released a CD containing children’s songs, organized a concert tour covering 6 cities , and also organized a national press campaign covering this project in August 2002. The income of approximately 50 thousand dollars from the sales of all CDs was given to the foundation for this educational project.
Social partnerships and marketing strategies become more colorful, lively, motivating thanks to the developing technology [such as informatics, mobile and Internet systems] and art-based communication techniques ; Because of the social problems of society by bit easier to be detected, recognized and to be; and mass to address these issues and complementary concrete solutions are also more widespread one in such a way to progress to and implementation began .
Here are some of the top criteria for social marketing to be successful :
- Target audience really needs to obtain the identify of service and about this issue detailed information to have
- the target audience well to recognize and target audience mutually to ensure communication and communication constantly Kilmak (360 ° surveys , feedback, and repeat again the follow-up, focus groups, studies workshop to be held , behavior in the form of changes to be observed …)
- Social objective of the ‘net – comprehensible ‘ have to , communicationefficient and strategies correct implementation , and given to the service of infrastructure strong audience by also reached may be the
- trust environment to create (the information given is correct to be )
- Objectives related to understanding rivals the best and defensive but positive to produce strategies-solutions (Social marketing is the promise they have expressed ‘ mortal’ be in a position to prove , support and protect against negative factors )
Global Currents, Effects and Changes:
Social marketing basically involves the principle of volunteering. Be conscious about as many subjects as you want without volunteering for change – without being willing to control your will , it is a little difficult to put it into practice . Maybe short period of time ‘ trendy ‘ is that you want to do, but alistig you from a life style the vas with the general’s passing and society getting on changes to genuinely voluntary When you are not , very soon again old your habits return. Volunteering individual’s changeIt may be an important factor in the process of institutional and social structures in the same thing applies.
Organization structure of management and in any format of the amended within the organization and implementation of particularly eager to be the main decision-makers and I change required for (people -oriented ) glance the angle has to be required. These changes enterprises internal human source to be made the investments in factories working the inside of the working bulunduğu the media to promote investments – hygiene , working in conditions of development ; after productionout exit of the waste destruction without damage to the environment; manufacturing environmentally compatible made of ; consumers deserve the respect of hearing and follow-up of service-service dissemination , product and quality of service delivered … As includes many issues. In fact, the most basic social institutions responsible for production and / or all of the service process to stakeholders , which is the responsibility ( works instantly to the public , the consumer, to the environment).
As individuals and institutions, we act both proactively in the process of change , and act by reacting to provide social benefit by being affected by change . Nowadays, especially communication every society through technology segment so or to be more conscious that he started ; sectoral synergy inevitable is that emerged came out and especially in the US Enron to the scandal similar to developed and the developing of corruption in the country; dis economic crisis Factors, 2000 in the year of the United Nations Millennium summit of taken decisions, and in 2015 the year until the reached the expected millennium development goals, changing demographic structures , civil and social initiatives of increasing the social of partnerships to the development and mutual caused the acceptance of the audit process – continues to be.
Conscious consumer products-services took part for and conscious work of service given by the organization’s ethics rules , national standards and international good governance code to obey the uymadig follow the Helps to heal agencies unless the society independent of setting goals and implementation strategies no longer will be possible (only customer -oriented to consumer products on the basis of fulfilling the expectations It will not be enough). Now the corporate brands behind the product and the brandsocial features that make brands will also be considered! As the number of institutions operating for social benefit increases , this may be public-private and third-sector non-governmental organizations operating at the local, national and / or international level, and social marketing will also become widespread.