Social marketing uses the benefits and of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its “primary focus on social good, and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing.
Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organisational aims. This can be very important, but should not be confused with social marketing where the focus is on achieving specific behavioral goals with specific audiences in relation to different topics relevant to social good (e.g.: health, sustainability, recycling, etc.). For example, a 3-month marketing campaign to encourage people to get a specific vaccine is more tactical in nature and should not be considered social marketing. Whereas a campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they’re supposed to encourages a long-term behavior change that benefits society. It can therefore be considered social marketing.As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing.
A commercial marketer selling a product may only seek to influence a buyer to make a product purchase.
Social marketers, dealing with goals such as reducing cigarette smoking or encouraging healthier lifestyles, have more difficult goals: to make potentially difficult and long-term behavioral change in target populations.
It is sometimes felt that social marketing is restricted to a particular spectrum of client-the non-profit organization, the health services group, the government agency.
These often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing.
Social marketing applies a “customer oriented” approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for NGOs.
Tiyo (This is You Online) is a service that enables users and companies to manage, receive advice on, and grow their online presence in a way that is rewarding. The company was formed in 2011 and has the strong backing and involvement of experienced social media experts who want to give the companies involved, control over their own marketing. Tiyo is focused on providing analytics and a wide diversity of potential leads for their customers, and aims to provide industry based high income individuals as well as lower income individuals.
Tiyo’s concept has been described as “A Social Media Management system in a box”. The system is being released Mid 2011 but in the meantime visit us on Facebook to learn more, when viewing us on Facebook hit the ‘Like’ button to keep informed!