Social Marketing is a set of actions carried out by a company for social and non-commercial purposes. Thus, instead of focusing on selling their products or services, the focus is on promoting the brand through ideas and attitudes, that is, promoting social causes in line with the company’s principles.
In general, social marketing strategies connect the company with issues relevant to society, as a whole.
While trying to help ease social problems, social marketing also involves the population in the same cause.
The results are positive for bot, society and company. Not only society wins, but also the company reinforces its positioning, values and improves its image.
Types of Social Marketing
Philanthropy Marketing: In this case, the brand or company makes cash donations of part of their profits to social associations, government programs or non-governmental organizations (NGOs).
Marketing of Social Campaigns: The transmission of messages of public interest in product packaging or in the social networks of the brand, allying with a certain institution.
Solidarity Relationship Marketing: This strategy aims to foster greater proximity between the target audience and the company through social actions. The goal is to enhance engagement through motivating causes.
Social Promotion Marketing: We are talking about donating a part of the sales of a certain product or a percentage of the profits of a certain campaign to institutions. This is one of the most used forms of social marketing, as brands maintain their objective of selling, adding a solidarity purpose to this.
Sponsorship Marketing: in this modality, sponsorship can be either third party or own, in which projects are created and implemented with the company's resources.
Consumers are even more demanding and have high expectations for their companies, products and services. With this in mind, brands need to differentiate themselves from their competitors. Thus, social marketing fits like a glove to win customers, creating bonds with them and reinforcing the brand’s positioning.
Why is this so important? Because consumers look for brands to connect with, and once connected to their purpose, consumers stop being just consumers and start being an advocate for the brand.