What is the definition of social marketing?

The field of health communication has evolved considerably in two decades. It has evolved from a one-dimensional reliance on PSAs to a more sophisticated "social marketing" approach based on commercial marketing success. Instead, then prescribing how information should be presented from the top down, professionals are learning to listen to the target audience's desires and goals. This "customer" approach involves significant research and continual program assessment. In truth, research and evaluation are the foundations of social marketing. 

The major focus, as in commercial marketing, is on the consumer: knowing what they want and need rather than trying to sell them anything. Marketing speaks to the client, not the product. The planning process takes this consumer focus into account by addressing the "marketing mix." Product creation, pricing, distribution (location/place), and promotion are all decisions. They're called the "Four Ps" of marketing. Social marketing has a few additional "Ps." A marketing mix sample is presented at the end.

Product

Social marketing's "product" need not be tangible. Goods range from concrete, physical items through services, practices, and finally more ethereal notions. To be viable, a product must first convince people that they have a genuine need and that the remedy provided is enough. This study's goal is to understand how customers perceive the problem and the product, as well as how important it is for them to act.

Price

The term "price" alludes to the consumer's effort to get the social marketing products. This cost may be monetary, or it may be intangible, such as time or effort, or it may be shamed and rejection. If an individual's cost exceeds their benefits, the offer's perceived value is low and unlikely to be accepted. If the benefits outweigh the costs, the product is more likely to be tested and embraced. In the case of contraceptives, there are several considerations to consider while setting a price. A product that is priced too low or given away for free may be perceived as inferior and unable to afford it if the price is too high. To increase the quality and "dignity" of the transaction, social marketers must balance these considerations, and many end up collecting a fee. These cost and benefit perceptions may be researched and used to position a product.

Place

The term "place" relates to the product's delivery. The warehouse, trucks, sales force, retail locations where it is sold, and sites where it is given out for free. Regarding intangible goods, place refers to how clients are reached with information or training. Examples include doctor's offices, retail malls, media trucks, and house demos. Place also determines how to ensure that the offering is accessible and of good quality. Researchers can discover the best distribution strategy for a product by observing the target audience's activities and habits, as well as their satisfaction with the current system.

Promotion

The last "P" is promotion. Due to its popularity, this component is frequently misinterpreted as all social marketing. But, as said previously, it is only one component. The promotion includes advertising, public relations, media advocacy, personal selling, and entertainment. The focus is on sustaining product demand. One strategy is to utilize public service announcements or sponsored ads; others include coupons and in-store displays. It is important to study the best ways to contact the target audience and increase demand. The primary study's findings can be used to promote the program in press events and news stories.