Social Marketing in Modern Business
Among all the companies of modern commercialsectors are those that, in addition to profit, also set socially significant goals. Such goals include improving the living conditions of orphans, combating the consequences of natural disasters and pollution, creating a healthy and safe lifestyle. In such cases, there is such a thing as social marketing.
The Importance of Social Marketing
The larger the company, the more significant its influenceon society. Thus, the scale of tobacco and alcohol companies have an impact on people and instill in them a way of thinking profitable for producers. But there are also those companies that in their activity set goals, the achievement of which really will have a beneficial effect on society. To promote their ideas, companies use social marketing.
Social marketing is an activityan enterprise that does not bring profit to it and is not directed at selling products, but for implementing projects that are beneficial. For example, you can often see an advertisement that calls for a cessation of smoking, confront alcoholism and domestic violence. Such advertising does not bring profit to the company, but informs people about its social orientation.
Social marketing companies can conductas specialized charitable foundations and public organizations, as well as those firms whose main activity is the sale of products or services. The first type of company exists at the expense of sponsors and volunteer activities. They are entirely devoted to combating bad habits, diseases or social discrimination.
Companies whose social activitiesis complementary to the main, carry out activities at their own expense. There are several reasons for socially significant events. These include goals related to the reduction of taxes and other charges; goals, the basis of which is to create an image in the eyes of society; goals that are related to personal interest in changing the better for the world around us.
Ways of holding social companies
Social marketing can be implemented by differentways. The charitable activity of the company can be both publicized and kept secret. Social media marketing involves the use of all interactive means of interaction with the audience. These include television, radio, blogs and websites, social networks. In most cases, social marketing using media is aimed at encouraging the audience to take certain actions.
Another type of social marketing ispractical activities. This type of activity is aimed at directly providing assistance to those in need, raising funds for orphanages, hospitals and other socially important institutions.
The role of social marketing in society is very great. It is he who gives hope for a better future, shows that people are still ready for activities that will not bring them profit.