Future of social marketing; how to do it correctly apply? The concept of “marketing” is associated with many different practices. As customs and communication channels change, new ones are constantly emerging.
Social marketing is one of those terms being heard more and more. Still, not everyone is sure of its meaning or confuses it with other similar ideas.
In this article, I will tell you what social marketing is, how to apply it, and its difference from social media marketing.
What is social marketing?
Social marketing is the application of marketing strategies towards a cause, an objective, or a business that has a social impact.
Did you think social marketing was social media marketing? Many people believe the same, but it is not true (we will discuss this later).
Unlike “traditional” marketing (which generally uses the principles of this discipline to seek private profit), social marketing aims to achieve a positive change in some behavior, thought, or habit of society.
How to apply social marketing
Organizations and companies can resort to various options to put social marketing into practice. The most commons are:
1) Carry out specific campaigns
In this modality, companies choose a specific social project and put together a campaign around it. In this way, they seek to achieve a benefit in society from the promotion and communication of that cause to their public.
An example of this could be if a brand sets up a campaign to allocate a percentage of its Children’s Day sales to Hospital and pediatric oncology research. In this way, it helps to make the public aware of the importance of this topic and, in turn, can provide concrete help to the Hospital.
2) Be a socially responsible brand
A more scalable and durable way to approach social marketing is to make the brand socially responsible as part of the business. It can work for a new company or transform one currently running.
How does this work? The key is linking the business objectives to the social cause you want to defend.
An example is a brand that produces cars with electric motors, such as Tesla. These vehicles are ecological since they work with a clean energy source (they do not emit toxic gases or smoke). And in this way, purchasing these cars (business) is directly associated with a positive environmental impact (less pollution).
Something important to keep in mind when applying social marketing is that it should not be an “advertising” flag. Today consumers see through such tactics.
The proposal has to be applied in the company externally but also internally. For example, a brand cannot promote ecology and recycling in a campaign if its offices do not even separate waste.
Therefore, to advance with a social marketing strategy, the brand must commit to a cause in which it truly believes and can sustain it responsibly over time.
Examples of social marketing in America
An excellent example of social marketing is the Cloud Store. This clothing brand creates designer garments and accessories with a strong imprint of social inclusion and cares for the planet.
They have clear values of sustainability, which materialize in the reuse of waste and the use of sustainable or biodegradable packaging. In addition, it works with foundations to employ people in situations of vulnerability or disability.
Social marketing vs. social media marketing
Now that we have defined what social marketing is, we will talk about its difference from social media marketing (or, as it is often called, according to its name in English, social media marketing ).
They sound very similar, but they are not the same! Unlike social marketing, marketing in social networks is about applying marketing strategies in the different channels of -precisely- social networks :
- Youtube
- tik tok
- …, and the list probably goes on.
This social media marketing has different objectives when trying to capture the most significant number of followers.
Some of them are:
- Drive traffic to the online store to convert it into customers.
- Position the brand.
- Generate interaction with the public.
- Build a community.
- Provide information and customer service.
So as confused as they may be, you can see how their goals differ.
The future of social marketing
There is a reality that affects America and is a worldwide phenomenon: Consumers are increasingly aware of the products they buy and the brands they choose to do so.
It means, on the one hand, that they are interested in knowing where what they buy comes from: what used raw materials, who produced it, where and under what conditions.
On the other hand, consumers also want the brands they choose to have a social impact: showing a more “human” side, caring about social causes, and caring for the environment.
And attention! This social marketing idea should not be used as an advertising strategy that seeks only to increase sales. As I said, buyers recognize this type of fraudulent intent from afar.
It is essential that, as much as social marketing actions help the positioning of a company, the commitment is genuine. Thus, consumers will be able to connect with the brand on a much deeper emotional level.
Not only will this build a loyal following for them, but it will help make a real impact on our society or planet. And that is truly priceless!