Social Marketing, unlike Commercial Marketing and Corporate Social Responsibility, aims to promote changes in society through strategies that integrate ethics and responsibility into communication practices.
With changing consumer behavior, companies are constantly looking for ways to stand out and add value beyond simple profits, promoting important changes in the community in which they operate.
To do this, they use Social Marketing, an innovative approach that is even more relevant in the B2B context, as it combines commercial efforts with social initiatives, achieving business goals and, at the same time, contributing to a better world. And it is about this concept that we are going to talk about today.
What is Social Marketing?
Social Marketing is a strategic marketing practice that aims to achieve commercial goals, but above all, to promote positive changes in the world. In other words, it is the union between profitable objectives and the social impact that the company can make.
This concept integrates ethical values and responsibility into communication activities, creating a stronger and deeper relationship with customers, partners and communities. There are three fundamental pillars for understanding and implementing this approach: purpose, engagement and impact.
The first pillar is the decision of the company's social mission, identifying czech republic phone number data the issues that most connect with the business values. Engagement involves creating authentic connections with stakeholders and consumers. And impact measures the positive changes generated by the actions developed in the company that meet the needs identified.
Are Social Marketing, Commercial Marketing and Corporate Social Responsibility the same things?
No. Although related, Social Marketing, Commercial Marketing and Social Responsibility are not the same approaches. While the former prioritizes the creation of social value, generating positive impacts and integrating objectives with initiatives that benefit society, strengthening the brand's reputation; Commercial Marketing focuses mainly on increasing sales and profits .
Corporate Social Responsibility (CSR) works on ethical and sustainable actions within the company, increasing its attractiveness to customers, investors and talents, and assuming a commitment to the well-being of everyone involved, aligning returns with purpose.
Social Marketing Examples
Discover some Social Marketing initiatives carried out by large companies in Brazil and other countries:
McHappy Day – McDonalds: The campaign raises awareness about childhood cancer, encouraging people to buy a Big Mac to raise funds. In addition to supporting cancer-fighting institutions, McHappy Day creates a strong emotional connection with customers, making the brand part of a relevant social cause.
Santa Claus – Post Office: This initiative connects people willing to help children in situations of social vulnerability. Social marketing is based on Christmas tradition and solidarity, mobilizing the community to adopt letters and fulfill children's wishes, creating a positive impact on the lives of everyone involved.
Adopting is great – Pedigree: The campaign highlights the importance of adopting pets, promoting a message of love, responsibility and companionship. The strategy is based on showing the benefits of adoption and encouraging visits to shelters, as well as responsible adoptions.
Dove Project for Self-Esteem – Dove: The brand addresses issues of self-image and self-esteem, challenging unrealistic beauty standards. The campaign promotes acceptance and appreciation of diversity, through positive messages and inspiring stories, generating reflection and dialogue about the perception of one's own beauty and self-confidence.
Now that you know more about Social Marketing, understand how to implement it in your company and make a difference in digital strategies.
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