What is social marketing?
Updated - Monday 28 November 2005
What is social marketing?
Social marketing is the name given to the approach of applying lessons from commercial advertising to the promotion of social goals (in this case, improved hygiene behaviour). It is a systematic approach to influencing people's behaviours and thereby reducing public health problems.
Social marketing is not merely motivated by profit but is concerned with achieving a social objective. It goes beyond marketing alone as it is also concerned with how the product is used after the sale has been made. The aim is, for example, not only to sell latrines but to encourage their correct use and maintenance.
The key components of social marketing are:
a. systematic data collection and analysis to develop appropriate strategies;
b. making products, services, or behaviours fit the felt needs of the different consumers/user groups;
c. strategic approach to promoting the products, services or behaviours;
d. methods for effective distribution so that when demand is created, consumers know where and how to get the products, services, or behaviours with the different groups;
e. improving the adoption of products, services, or behaviours and increasing the willingness of consumers/users to contribute something in exchange; and
f. pricing so that the product or service is affordable.
Source: LSHTM/WEDC (1998). Guidance Manual on Water Supply and Sanitation Programmes. Published by WEDC for DFID.
