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A clear example that differentiates societal from social marketing is a marketing campaign on non-smoking. A smoking cessation advertisement is an example of social marketing, but if the marketing strategies and techniques used in that campaign focus on increasing the well-being of society, that same campaign can be an example of societal ...
For example, a 3-month marketing campaign to encourage people to get an H1N1 vaccine is more tactical in nature and should not be considered social marketing. A campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourage a long-term behavior change that benefits society.
The social norms approach, or social norms marketing, [1] is an environmental strategy gaining ground in health campaigns. [2] While conducting research in the mid-1980s, two researchers, H.W. Perkins and A.D. Berkowitz, [3] reported that students at a small U.S. college held exaggerated beliefs about the normal frequency and consumption habits of other students with regard to alcohol.
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
This concept contains the five principles: consumer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing and societal marketing. [1] In consumer-oriented marketing, the company "organizes its marketing activities from the consumer's point of view." Marketing activities focus on the needs of a defined user set. [1]
Corporate social marketing: company-funded behavior-change campaigns All six of the corporate initiatives are forms of corporate citizenship. However, only some of these CSR activities rise to the level of cause marketing , defined as "a type of corporate social responsibility (CSR) in which a company's promotional campaign has the dual purpose ...
Cause marketing can take on many forms, including: Transactional Campaigns: A corporate donation triggered by a consumer action (e.g. sharing a message social media, making a purchase, etc.), and Non-Transactional Campaigns: A corporate donation to a cause that is not contingent on an explicit action of the consumer.
Social media advertising has also been used for political campaigns. For example, social media played a significant role in the 2008 presidential race. Videos that involved both Barack Obama and John McCain were able to garner 1.45 billion views. [26] Some of those views and videos could have influenced one's voting decision.