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Source : http://knowledge.wharton.upenn.edu
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last activity : 07 06 2010 20:18:04 +0000
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Social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing. Social marketing "products" are big ideas meant to change attitudes or behaviors, such as getting kids to stop smoking, protecting the environment or encouraging condom use. It's agenda-based marketing often driven by non-profits...
Online technologies allow customers to communicate in new ways with one another, and companies must decide whether to ignore, co-opt or dive into these new waters of interactivity. What i think with traditional marketing practices going out dated, social marketing is a new trend which in a short span of time has produce immense result...so i think this is the perfect time to go fro it...
What consumer wants is they want to be heard. They want their opinions to be put forth into action, In this age of internet you cannot ignore your customers choice, because now they are well informed and aware. so fooling them is a pas. you have to be very much accurate about your product.
Interacting directly with customers, through blogs and other online venues, can have two payoffs for a company. "One, it is a market research tool; you can tap into your customers and find out what their concerns and objectives are. Two, you can profile your company as one that is working with customers, not just one that is only trying to influence their purchasing decisions."
Since the rise of Social Networks like Orkut in India everyone are looking at possible ways to leverage this phenomenon to gain benefit in one way or the other. It’s not only the networking bug has bitten but now they are trying how to use these networks for Social marketing.
Brand marketers have started realizing the opportunity in communities by launching their own brand communities, like Sunsilkgangofgirls or whispers beingirl.co.in or ponds i-blushed.com.
They now seem to be realise the value of engagement vs push/spam/banner advertising. And this engagement isn’t only related to Marketers launching brand sites it also moves on to sponsoring online spaces where its target audience is engaged and also being present on those platforms.
For example xbhp.com a biker’s community which was started as an individual forum was sponsored by Castrol at an early stage. Besides for sponsored communities one also sees a great use of these social networks with respect to creating groups of employees and fans to promote ones brand.
Now companies are already getting into generating value from Social Marketing as we know there are 4P's for marketing, social marketing has developed new P's for their own good. They are
* Publics
* Partnership
* Policy
* Purse Strings
Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.
Indeed, as social marketing loses some of its novelty, it will simply become another aspect of marketing. "If Nike has a new shoe it wants to market, it will have a TV commercial, radio spots, ads in magazines and interactive destination websites about running. There is no reason those channels should be thought of as separate."
It's a slow process, not a revolution. We have to have a discerning approach, and not just grab every new tool that comes our way. But we recognize that social marketing is no longer a fad. It is a larger evolution of society
Online technologies allow customers to communicate in new ways with one another, and companies must decide whether to ignore, co-opt or dive into these new waters of interactivity. What i think with traditional marketing practices going out dated, social marketing is a new trend which in a short span of time has produce immense result...so i think this is the perfect time to go fro it...
What consumer wants is they want to be heard. They want their opinions to be put forth into action, In this age of internet you cannot ignore your customers choice, because now they are well informed and aware. so fooling them is a pas. you have to be very much accurate about your product.
Interacting directly with customers, through blogs and other online venues, can have two payoffs for a company. "One, it is a market research tool; you can tap into your customers and find out what their concerns and objectives are. Two, you can profile your company as one that is working with customers, not just one that is only trying to influence their purchasing decisions."
Since the rise of Social Networks like Orkut in India everyone are looking at possible ways to leverage this phenomenon to gain benefit in one way or the other. It’s not only the networking bug has bitten but now they are trying how to use these networks for Social marketing.
Brand marketers have started realizing the opportunity in communities by launching their own brand communities, like Sunsilkgangofgirls or whispers beingirl.co.in or ponds i-blushed.com.
They now seem to be realise the value of engagement vs push/spam/banner advertising. And this engagement isn’t only related to Marketers launching brand sites it also moves on to sponsoring online spaces where its target audience is engaged and also being present on those platforms.
For example xbhp.com a biker’s community which was started as an individual forum was sponsored by Castrol at an early stage. Besides for sponsored communities one also sees a great use of these social networks with respect to creating groups of employees and fans to promote ones brand.
Now companies are already getting into generating value from Social Marketing as we know there are 4P's for marketing, social marketing has developed new P's for their own good. They are
* Publics
* Partnership
* Policy
* Purse Strings
Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.
Indeed, as social marketing loses some of its novelty, it will simply become another aspect of marketing. "If Nike has a new shoe it wants to market, it will have a TV commercial, radio spots, ads in magazines and interactive destination websites about running. There is no reason those channels should be thought of as separate."
It's a slow process, not a revolution. We have to have a discerning approach, and not just grab every new tool that comes our way. But we recognize that social marketing is no longer a fad. It is a larger evolution of society
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Hardik Patel, Team Lead (Staffing and Recruitment), Rishabh Softwares Pvt. Ltd. / Rishi Infotech Pvt. Ltd
| 07 24 2008 13:31:23 +0000
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