Social marketing

Social marketing is an activity aimed at promoting a brand while supporting certain social values by the company. Social marketing touches on such important social topics as medicine, environmental issues and charity. Social marketing allows you to establish communication with potential buyers and solve problems that concern society together. Social marketing also helps improve brand reputation and loyalty.

Social Marketing: How Business Helps Society

Социальный маркетинг в Таджикистане Душанбе

In the modern world, more and more companies are aware of their social responsibility and strive not only to make a profit, but also to make a positive contribution to the development of society. To do this, they use a social marketing tool that allows them to promote their brand while supporting certain social values.

Social marketing is an activity aimed at achieving non-commercial goals to change user behavior and improve people’s lives⁴. Social marketing touches on important social topics such as medicine, environmental issues and philanthropy³. Social marketing allows you to establish communication with potential buyers and solve problems that concern society together. Social marketing also helps improve brand reputation and loyalty.

There are three types of social marketing:

  1. sponsorship,
  2. fundraising
  3. sales promotion.

Sponsorship is the most common type of social marketing, which means that a company invests its finances in supporting or implementing socially significant projects or in holding events – festivals, sports competitions, public discussions, etc. Thus, the brand receives advertising and publicity through media mentions, as well as the attractive status of a socially active business for people.

Fundraising is the company’s activity to raise funds for solving targeted problems, such as treating seriously ill patients, purchasing equipment for orphanages and schools, supporting the poor, and so on. A donor company that interacts with charitable foundations and social initiatives ultimately benefits, as with sponsorship.

Sales promotion is the creation of promotions that make buyers participants in projects that benefit society. For example, for each unit of a certain product sold, ten kopecks go to improve conditions in nursing homes.

Examples of social marketing can be found in various business sectors. For example:

– The Coca-Cola Company launched the 5by20 project, which aims to support women entrepreneurs in developing countries. The goal of the project is to help 5 million women by 2020 access education, finance and resources to grow their businesses.

– Nike has created the Nike Grind program, which involves recycling old sneakers into new materials for the production of sportswear and equipment. In this way, the company reduces its environmental footprint and supports the concept of a circular economy.

– IKEA organized the “One Night Stand” campaign, which allowed people to spend the night in one of the company’s stores. For each participant in the action, the company transferred money to charity for homeless animals.

Social marketing is an effective way to promote a brand, which not only brings commercial benefits to the company, but also contributes to solving social problems. Social marketing helps to build trust in a brand, establish an emotional connection with the audience and form a positive image of the company.

 

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