Social Marketing… a Powerful Process for Influencing and Changing Behavior

Published in the National Association of Government Communicators web site a national not-for-profit professional network of federal, state and local government employees in the USA who disseminate information within and outside government.

Social marketing was “born” as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to “sell” ideas, attitudes and behaviors.

Social marketing is a planned process for influencing change. It is a modified term of conventional consumer marketing with its components of marketing and consumer research, advertising and promotion (including positioning, segmentation, creative strategy, message design and testing, media strategy and planning, and effective tracking)

In its most general sense, social marketing is a new way of thinking about some very old human endeavors. As long as there have been social systems, there have been attempts to inform, persuade, influence, motivate, to gain acceptance for new adherents to certain sets of ideas, to promote causes and to win over particular groups, to reinforce behaviour or to change it.

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NAGC Social Marketing

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