Social Marketing

Definisi Marketing

American Marketing Association • ‘Marketing is the activity, set of institutions, and

processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’

• ‘Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals.’

Definisi Social Marketing

• ‘The design, implementation and control of programmes calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communications and market research’ (Kotler dan Zaltman, 1971).

• ‘Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programmes designed to influence the voluntary and involuntary behaviour of target audiences in order to improve their personal welfare and that of their society’ (Andreasen, 1995).

Domain of Social Marketing• not just the targeting of individual voluntary behaviour

change and changes to the environment that facilitate such changes, but the targeting of changes in social structures that will facilitate individuals reaching their potential.

• ensuring individuals’ access to health services, housing, education, transport and other basic human rights that clearly impact on health status (Gruskin, Plafker and Smith-Estelle 2001 ).

• require the targeting of individuals in communities who have the power to make institutional policy and legislative change (Andreasen 2006 ; Hastings, MacFadyen and Anderson 2000 ).

Goals

• Social marketing seeks to impact personal behavior by persuading target audiences to:– Avoid risky practices (e.g., smoking)– Discontinue antisocial actions (e.g., littering)– Seek counseling – Take preventive measures (e.g., safety belts)– Join, give or organize for a specific cause

Terms

• Social marketing –– Use of private marketing principles for social

causes; however, it is so broadly defined that no one common definition exists.

• Cause-related marketing –– Public relations by non-profits, or corporate

sponsorship of social causes.

Social Marketing vs. Advertising

• Causes– Targets complex, psychological processes– Tries to change deeply held beliefs– Requires sophisticated research– Needs emotional “hook”

• Ads– Target simpler, feel-good behaviors (e.g.

purchasing)– Fit into existing social norms– Research can be more informal– Simple slogans

Prinsip Dasar Marketing

Can social marketing really be based on customers’ needs?

A basic distinction between social and commercial marketing is that social

marketing campaigns are often not based on needs experienced by consumers, but

on needs identified by experts

Target audience

• Social – Audience is primary– Centered on target customer– Extensive audience research required– Start with customer’s perspective• Demographics• Beliefs about behavior• Social norms about behavior• Beliefs in efficacy

Alternative approaches

• Health education • Persuasion• Behavioral modification• Social influence

Health education

• Assumption = Individual will do the right thing if they understand the benefits and how to carry it out.

• Goal = Bring facts to audience in compelling manner.• Theory = Health Belief Model (Hochbaum, 1958)– Perceived susceptibility– Perceived severity of threat– Perceived benefits of action– Perceived barriers to action

Educational approach

• Cons:– Focuses on changing beliefs, NOT behavior– Ignores effects of social pressure– Facts can have a boomerang effect

Persuasion

• Assumption = Action takes place only if people are sufficiently motivated.

• Goal = Discover careful arguments and motivational “hot” buttons.

• Theory = ?

Persuasion

• Cons:– It is top-down. Focus is on getting customer to

accept persuader’s point of view.– Not customer-centered.

Behavioral modification

• Assumption = People learn by observing others and seeing them get rewarded or punished for behaviors.

• Cons:– Costly– Hard to implement on a mass audience scale

Social influence approach

• Assumption = Influencing community norms and social norms is the best way to bring about change (Wallack, 1990).

• Cons:– Social norms must be well understood– Limited to situations where pressures to conform are

strong– Only applies to visible behaviors– May not be as relevant to more educated individuals

Social marketing

• Consumer is bottom line• Cost-effective• Strategies begin with customer• Four P’s = Product, price, place & promotion• Market research is extensive• Audience segmentation• Competition recognized

Customer is bottom line

• Increased knowledge and awareness are not enough

• Behavior change is necessary for success• Understanding audience needs & wants is

seen as essential ingredient • Social marketing offering (product) must

accommodate – be presented in a way - audience needs

Marketing research is key

• Formative research– Audience segmentation– Understanding needs & wants– Perceived costs & benefits

• Pre-testing– Test customer’s reactions to materials before

disseminating• Monitoring research– Track audience responses– Use feedback to tinker, revise message strategies

Teori Perilaku dalam Social Marketing

1. Health Belief Model2. Protection Motivation Theory3. Social Learning Theory4. Theory of Reasoned Action5. Theory of Trying6. Theory of Interpersonal Behaviour7. The Rossiter-Percy Motivational Model8. Diffusion Theory