Do you want to clear your concepts regarding social and societal marketing once and for all? This simple concept could be quite confusing sometimes but do not worry in this blog we will explain it to you in simple words with real life examples. So, let’s get started;
What is Social Marketing?
Social marketing simply put refers to the approach taken to help maintain or change people habits for both individual and societal benefits. The main goal of social marketing is awareness rather than commerce.
The most common example of this being nationwide awareness campaigns for Polio, Aids and COVID-19. In the above mentioned scenarios the welfare of people is primary goal rather the commerce or sale of the medicine or vaccines.
What is Societal Marketing?
Societal marketing in simple words can be defined as to deliver value to the customers in a way which improves or maintains the society’s welfare. The main goal of societal marketing is profit generation rather than social good.
The most common example of this type of marketing is buying a Tesla is marketed as a car which help generates a cleaner greener future. Here the primary focus and objective is selling Tesla integrated with the goal of better green environment.
Comparison Between Social Marketing and Societal Marketing
A clear distinction between the social and societal marketing can be made by individually exploring their characteristics in detail below :
- Focus and Objectives
Social Marketing: The main focus of social marketing is to raise social awareness in public conscious, employ techniques to maintain or change certain social behaviors. The main objectives of social marketing are
- Awareness and education
- Social equity and justice
- Advocacy and policy change
- Attitude and perception change
Societal Marketing: The main focus of societal marketing is to deliver valuable products to consumers which also benefits the society. The main objectives of societal marketing are
- To maintain long-term relation with customers
- Standout among competitors
- Carry out social responsibilities
- To increase consumer base and market share.
- Target Audience and Segmentation
Social Marketing: The target audience and segmentation for social marketing will depend on the individual campaign. Mostly the target audience for social marketing can vary from general public to at risk populations, key i Mostly the target audience for social marketing can vary from general public to at risk populations, key influencers involved and the policy makers.
Societal Marketing: The target audience and segmentation for societal marketing will depend on the product or the service being provided. The ideal target audience for societal marketing is general public to amass profit but people who share similar values, believes and interests are the target audience. Environmentally conscious people will buy greener products and services.
- Campaign Approach and Communication Strategies
Social Marketing: Common strategies employed for social marketing consists of following steps:
- Understanding the audience: Clearly understand who is your audience.
- Setting objectives: Set clear attainable objectives and goals.
- Crafting Message and Selecting Channels: Craft your message in a simple wording and select the way you want it to be delivered.
- Engaging Stakeholders: Engage with senior management to increase the impact of your message.
- Monitoring and evaluation: Implement your strategy, monitor the key parameters and evaluate the results. From results identify the changes need to be done.
Societal Marketing: Common strategies employed for marketing societal consist of following steps
- Research Target Audience: Define your target audience clearly. Identify the values they care for.
- Set Objectives: Set clear and attainable objectives.
- Crafting Message: Craft a message using simple language with clear customer focus.
- Partner with influencer: Use influential people to amplify your messages’ impact.
- Multi-channel Approach: Do not rely on single way to deliver message. Do TV adds, newspapers, social media engagement.
- Monitor and Evaluate: Monitor the process, identify key parameters and evaluate your whether your message is being delivered or not by engaging with the target audience.
- Long term commitment: Societal marketing requires consistent work. Stay committed and keep on evolving.
- Public vs. Private Sector
Social Marketing: Social marketing in public sector is mainly funded by government itself. It tackles subjects like social welfare, environmental conservation and public health. Private does not have the same budget as that of public due to its limited resources its impact is limited. Both private and public have the welfare of society as a goal but their approach and objectives are different.
Societal Marketing: Societal marketing in public sector provides its citizens with essential services for their health while making a very little profit. Private sectors on the other hand have the primary objective of meeting profit to run their business but the ethical responsibility of creating a welfare society.
- Timeframe and Sustainability
Social Marketing: Time frame for social marketing is depended on the complexity of the issue its tackling and the set objectives. Sustainability can only be achieved with persistent efforts, continuous evaluations and by the participation of society members.
Societal Marketing: Time frame for societal marketing is depend on the commitment of organization to its values. It can only be sustainable when there are continuous efforts from the top management and their firm believe in the societal value, they are marketing.
- Ethical Considerations
Social Marketing: The ethical considerations for social marketing should be honest and transparent. It should protect the data and privacy of its audience. It should be inclusive and promote diversity. It should take in account the cultural sensitivity for it to make a lasting impact.
Societal Marketing: The ethical considerations for social marketing should be to respect consumer privacy, be as transparent as you can, avoid greenwashing, responsibly sourcing of raw material, health and safety of consumer and employees should be top factor.
Application Areas of Social Marketing
- Public Health
The practical application of social marketing is found in areas of public health like the awareness campaigns for COVID-19, Aids, and Polio vaccines. The main goal here is to improve the public health and erase the taboo, myths and conspiracy theories surrounding and build a healthy society. Public health workers going house to house make sure every child gets vaccinated for polio is a great way to improve the health of children and eliminate polio.
- Environmental and Social Issues
Social marketing can be utilized to make a positive impact towards our environment. Each person one tree campaigns are successful in making air breathable in big cities. Successful social marketing campaigns are running to combat the social issues like dowry in marriages, workplace abuse and harassment, child marriages and abuse.
Application Areas of Societal Marketing
- Corporate Social Responsibility (CSR)
Societal marketing was introduced when in the early 1960s and 1970s many mal practices of many companies came to light. It was then introduced to make sure that companies not only care for profit only but also should contribute towards the betterment of society. CSR is the now in the policy of the company to make sure that sustainable products are being made, waste materials are properly disposed, labors’ health and safety is ensured.
- Tesla
Tesla is a modern company which utilizes societal marketing to sell electric vehicles which contribute in reduction of burning of fossil fuels thus generating a positive impact on environment.
FAQ’s
Q: What is the relationship between marketing and societal marketing?
A: Both are associated with primary purpose of generation of sale but societal marketing is larger in scope due to its focus also on the wellbeing of the society.
Q: What is difference between social marketing and societal marketing?
A: Social marketing main focus is awareness and social impact rather than profit. Societal Marketing primary focus is to make profit along with a positive impact on society.
Q: What is an example of societal marketing?
A: Tesla is a modern company which utilizes societal marketing to sell electric vehicles which contribute in reduction of burning of fossil fuels thus generating a positive impact on environment along with car sales.
Q: What are the advantages of social marketing?
A: Here are some advantages of social marketing:
- Promotion of a health-conscious lifestyle in people.
- Riase awareness against societies social taboos.
- Create a long-lasting impact at a societal level.
- Moving towards a more ecofriendly green future by emphasis on utilization of local sources.
Final Words
In conclusion, social marketing primary done to raise awareness rather than commerce. Societal marketing primary goal is to create valuable products for customers which also have a positive impact on the society. Both Social and Societal marketing should be used to create a better, cleaner, greener society for its citizens. Good luck and thanks for reading!
