Social Marketing: Marketing has undergone many changes in recent years. In the age of information and the Internet of things, your company needs to offer more than quality products to stand out in the competitive market.
Among several methods, social marketing is one of the options and has become a trend for companies to gain visibility. Customers are looking for brands that encourage and participate in improving society’s quality of life.
To adopt this tool and make it bring a return to your company, you need to know how this type of marketing works. With this understanding, you will be able to discover the best way to use it in your organization.
Therefore, in this post, we will talk about social marketing in companies and how to use it to your advantage. Check out!
What Is Social Marketing?
Social marketing is a set of marketing techniques that seek to change society’s behavior through the practice of individual or collective attitudes that are beneficial to everyone. It can also serve as a warning about perspectives that are harmful to the community.
The objective is not to sell products or services but rather more ethical and moral behaviors and conduct, aiming to promote social well-being.
Why Was Social Marketing Created?
This concept emerged when people realized that they could use marketing to sell a service or product in the same way they could use it to sell social causes, an idea, attitudes, and lifestyles, among others.
By raising people’s awareness and identifying them with a cause, it is possible to motivate them to be part of the solution. Thus, people will feel compelled to take specific measures or stop doing harmful things, both for themselves and for the community.
How Important Is This Practice For Your Company?
Companies that began to adopt these new marketing techniques discovered, in social actions, a way to create a positive image of the company with their audience through branding.
The organization that presents social engagement, that is trustworthy, ethical, honest and provides services and products capable of changing the world is the one that will win more customers in the current market.
The world has undergone notable cultural changes in recent years. People are increasingly engaged and active about what they consume, what they use and everything that surrounds them.
Therefore, as consumers, people are also more demanding. They began to demand politically correct attitudes from all the products and services they use, directly influencing how companies should behave to meet their requirements.
Nowadays, more is needed for a brand to offer services or products as in past decades. The organization must also have a position and put its values into practice in favor of causes that benefit society.
In this context, companies began to notice the need to invest in social marketing as a way of connecting more deeply with the communities in which they operate. And more than that, it also shows concern for social causes that can be well-accepted by consumers.
Social Marketing As A Competitive Differentiator
However, social marketing has become quite a differentiator for organizations that adopt it. This tool not only provides significant benefits for society. On the contrary, businesses that invest in social marketing start to have a better corporate image in the eyes of their suppliers, employees, consumers and the media.
Furthermore, these businesses also stand out compared to their competitors, as organizations that invest in this medium can focus their positioning on this topic in their advertising campaigns.
While social marketing is aimed at changing social behaviors and bringing people’s attention to problem-solving, it still works in an “invisible” way in favor of brands.
This is because, every time people act to do good for the community through business actions, they are also adhering to the proposals of that business and, consequently, start to enjoy its services and buy its products.
But it’s no use just having a label as a protector of social causes. It is straightforward to discover when a corporation uses a disguise to sell more, making the customer feel deceived. Therefore, it is necessary to have a set of practices and attitudes, both internal and external, that convey to the client an image of integrity, gaining people’s trust.