About Social Marketing

What is Social Marketing?

Social marketing is not new - but it is increasingly recognised as an effective tool to achieve long term behavioural change. It focuses on achieving a social benefit, rather than making a financial profit.

Social marketing can be defined as “the systematic application of marketing concepts and techniques to achieve specific behavioural goals, for a social or public good” (French, Blair-Stevens 2006).

As with all effective marketing activity social marketing relies on comprehensive planning and analysis, consumer research, segmentation, market analysis, objective setting and the identification of best fit strategies and tactics.

Effective social marketing will consider what drives behaviours and provide interventions to adapt or change these behaviours. 

What has social marketing ever done for us?