Social marketing is an interesting infusion of marketing and social psychology
. It is a combination of the principles of marketing with behavioral goals in a society. Its primary purpose is to instill such behavioral goals in the society to achieve a common good for the benefit of all.
This type of marketing has a two-fold purpose. It benefits both the society and the marketers.
The society is involved in marketing as they form part of the target market. The messages and ideas contained in marketing are directed to them. Unlike traditional marketing, social marketing does not persuade people to purchase products or avail a service. It usually encourages the society to perform or not to perform acts. The result of which is for the common good of the society.
The other purpose of social marketing is, of course, for the business of marketers. It is through the application of their principles that marketing becomes available. Marketers use their knowledge to be able to come up with effective marketing plans to persuade the society anent a certain idea. They employ specialized tactics such as positioning and appeal to achieve the goal.
Examples of marketing that have become famous are those that encourage people to quit smoking. Since smoking was proven to be hazardous to health, social marketing has become apparent in order to discourage people from patronizing cigarettes.
Also in the same tenor are social campaigns against excessive drinking. Although not entirely dangerous, drinking alcohol in moderation has been encouraged in social marketing.