Social marketing is the process through which plans and policies are created with the purpose of creating a change in people’s behavior and attitudes towards certain issues. It is consumer-oriented and aims at causing voluntary behavior change that will have a positive impact on the society. To create an effective program, it is important to decide who the target audience of the marketing is, create the appropriate social marketing plan for the specific audience and implement the plan. This paper will delve into the six traditional steps involved in the process.
The Process of Social Marketing
The first step in the process is developing the initial plan. The initial plan is created using existing data from previous research and databases. The second step in the process is to conduct a formative research. This is where the marketer identifies the specific audience for which the marketing campaign is intended and studies their behavior in order to design a marketing plan that suits them.
The third step is the development of the marketing strategy. It involves formulating the objectives of the social marketing strategy in terms of the specific behavior that need to be addressed. The fourth step in the process is program development. It involves capturing the information that the target audience is telling you, developing the tool for spreading social awareness and testing them and also developing a system that will help in tracking the progress of the social campaign.
The fifth step is the program implementation phase. This involves the coordination of various stakeholders, distribution of social campaign material, training and the distribution of information. The final step in the process is the tracking and evaluation phase. Which involves ascertaining the progress and effectiveness of the program and making revisions to the areas that require amendment.