Why do Brands Need Social Marketing?

The social approach has come into the marketing world as an initiative to promote positive social change on the planet. Unlike traditional marketing, which is focused on increasing profits, social marketing aims to raise awareness of important issues. Through targeted information, audience engagement, and stakeholder collaboration, social marketing is able to have a powerful impact on different audience segments and foster a more socially conscious society. Let’s take a closer look at the benefits of using social in your marketing strategy, as well as some prime examples.

What is social marketing?

Social marketing is a strategic approach to advertising that uses marketing principles and techniques to promote positive social change. Unlike commercial marketing, which aims to sell products or services, social marketing aims to improve the situation of the whole society or specific groups of society, rather than the prosperity of an individual brand.

The objectives of social marketing are:

• Behavior change. To replace undesirable or harmful behavioral habits with beneficial and supportive ones. For example, encouraging healthy lifestyles, reducing consumption of unhealthy products or engaging in charitable activities.
• Awareness raising. Draw attention to specific social problems by engaging people in discussing and solving these problems. For example, publicizing the importance of environmental sustainability, fighting violence, or the need for regular health checks.
• Change attitudes and opinions. To influence attitudes towards certain social issues. The aim is to elicit emotional responses, sympathy, and support for special groups. This also includes tackling social inequalities and discrimination. For example, increasing tolerance for people with autism spectrum disorders or socializing with people with disabilities.

The success of social marketing lies in its ability to combine the tools of classic marketing with the idea of making a useful contribution to our planet and the society in which we live. To increase impact and create lasting change, social marketing campaigns are often launched in collaboration with a variety of stakeholders, including NGOs, government agencies, community organizations, and charitable foundations.

Don’t get confused

There are a few marketing techniques that are very similar in nature to social marketing but really aren’t. The main difference here will be the purpose of the marketing campaign. If the intention to increase sales is hidden under social initiatives, then this method of promotion cannot be called social marketing. For example, a company sells its own products made of recycled material, presenting it as a “green” initiative. Or a brand of reusable water bottles writes a slogan in its advertising about the importance of reducing the amount of rubbish on the planet.

Such tricks in advertising are aimed not at solving a socially significant problem, but at attracting additional attention to their brand, which supposedly cares about the environmental agenda. To expose charlatans, pay attention to the call to action reflected in the advert. What is the slogan asking you to do? Buy a new product line or form a new eco-habit/sort rubbish/donate to a charity?

Types of social marketing

• Sponsorship. This is the most common type of social marketing, which means that a company invests its finances in supporting or implementing socially important projects or events — festivals, sports competitions, public discussions, etc. In this way, the brand receives publicity and publicity through media mentions, as well as an attractive status of a socially active business for people.
• Fundraising. The company can also take part in fundraising for solving point problems, such as treatment of the seriously ill, purchase of equipment for orphanages and schools, support of the poor, and so on. A donor company that interacts with charitable foundations and social initiatives ultimately benefits, just as in sponsorship. You can easily start your way in charity by subscribing to a fund that will regularly transfer a small amount from your account to help those in need.
• Sales incentives. It implies the creation of promotions that make buyers participate in projects useful to society. For example, from each sold unit of a certain product, 1 dollar goes to improve conditions in nursing homes. Everyone benefits: the company increases sales, people feel that they are doing a good deed, and the nursing home receives the missing financial support.

Why do companies use social marketing?

Beyond the trivial idea of realizing your altruistic intentions and simply helping the world become a better place, social marketing has a host of other benefits for companies. Here are some of them:

1. Corporate social responsibility. Social marketing allows companies to demonstrate their commitment to social and environmental issues. By addressing societal challenges and promoting positive behavior change, companies can enhance their reputation and build trust with consumers who value socially responsible businesses.
2. Brand differentiation. Social marketing can help companies differentiate themselves from competitors. By aligning their brand with a social cause or promoting sustainable practices, companies can attract socially conscious consumers who are more likely to support brands that share their values.
3. Consumer engagement. Social marketing campaigns provide an opportunity for companies to engage with their target audience on a deeper level. By addressing social issues that resonate with consumers, companies can foster a sense of connection and loyalty, leading to increased customer engagement and brand advocacy.
4. Market expansion. Social marketing can open doors to new markets and customer segments. By addressing social issues that are relevant to specific communities or demographics, companies can tap into new consumer bases and expand their reach.
5. Employee engagement and morale. Engaging in social marketing initiatives can boost employee morale and engagement. When employees see their company actively working towards positive social change, it can enhance their sense of purpose and pride in their organization.
6. Risk mitigation. Addressing social issues proactively through social marketing can help companies mitigate potential risks. By taking a stance on important social matters and demonstrating responsible business practices, companies can minimize reputational risks and potential backlash from consumers or stakeholders.
7. Long-term sustainability. Social marketing campaigns that promote sustainable behaviors and practices can contribute to the long-term sustainability of a company. By encouraging environmentally friendly actions or promoting responsible consumption, companies can align their business with a more sustainable future.

Social marketing cases

In this block, we’ll look at some interesting examples of creative approaches to effective social marketing.

Feed SA х TBWA

In South Africa in 2008, a non-profit organization Feed SA, together with the advertising agency TBWA, launched a social project to support poor people on the verge of starvation. Posters of children in distress were glued to the bottom of trolleys and terminals for transferring funds were glued to the handle. Such design imitates real-life interactions with African children to evoke vivid emotions and provoke customers to help.

SEAI

The Sustainable Energy Authority of Ireland (SEAI) uses the working method of using specific images in its social advertising campaign that are close to the audience, mixed with comic design. 

These banners compare people who refuse to switch to electric cars to dinosaurs. One picture can give away the whole message of the organization: electric motors are fashionable and modern, while diesel cars are a relic of the past. If one does not want to be stuck in the past, it is time to think about the environment and follow the trends.

Final thoughts

Companies use social marketing as a strategic approach to not only make a positive impact on society but also to enhance their brand reputation, engage consumers, and drive long-term business sustainability. The social marketing approach goes beyond profit-driven motives and focuses on promoting behaviors that benefit society as a whole. It empowers individuals to make informed choices, raises awareness about important social issues, and fosters positive behavior change. 

However, not all brands incorporate social into their strategy out of altruistic motives — it’s often just a fake picture to make their brand look “holier than thou” in the marketplace. But the deception is usually exposed pretty quickly, so it’s not a good idea to use such a dirty PR technique. By making good use of social marketing opportunities, brands have the opportunity to make a meaningful impact, inspire positive change and build a better world for future generations. This is much more gratifying than momentary popularity.