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What is Social Marketing and how we can help your business?

There is usually a misconception between social media marketing and strategic social marketing. Eventhough they both uses the term “social marketing” they are both very different in practice. Social media marketing refers to the marketing that uses Social media channles and online based digital technologies and devises to promote products and services; while strategic social marketing is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole.

Our passion and expertise is in Strategic social marketing, so if you are lookinng for a facebook or instagram guru, I am probably not your guy, sorry.

Strategic social marketing aims to combine ideas from commercial marketing and the social sciences to create social good. Social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way. It is the use of marketing theory, skills and practices to achieve social change and It has the primary goal of achieving "social good".

Social marketing seeks to develop an integrate marketing concept with other approaches to social change. It uses marketing techniques to generate discussion and promote information, attitudes, values and behaviours. By doing so, it helps to create a climate conducive to social and behavioural change. Social Marketing aims to influence behaviours that benefit individuals and communities for the greater social good. The aim is to deliver competition, sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.

The ideology and key components of social marketing are that it is:

1- Oriented towards social good

2- Draws on core values of reciprocity, mutuality, emancipatory,participatory, ethical, creative, social value and social justice.

2- Is informed by key ways of thinking- utopian, critically, reflexively, strategically, systems, ethically and inter/trans disciplinary.

3- Focuses on engagement, interaction and participation with people, community and stakeholders.

4- Involves careful and informed planning, monitoring and evaluation.

5- Utilises theory and the science of change

6- Uses research to develop insight and understanding

7- Applies a wide and creative range of intervention strategies, tools and tactics, operating at multiple levels of social influence.

At Ecomms our aim is to consider not just financial, but also, social and environmental benefit from every campaign. Our approach aims to create and develop holistic communications campaigns capable to link the economic, social and environmental strategies of your organisation.

A social marketing approach will ask the following questions:

1- Do we really understand our target audience and see things from their perspective?

2- Are we clear about what we would like our audience to do?

3- Are the benefits for our audience outweigh the costs or barriers to doing it?

4- Are we using a combination of activities in order to encourage people to achieve the desired action?

Social marketing is an approach, that means that it is a systematic and planned process that follows six defined steps: start, scoping, developing, implementation, evaluation and follow up. At Ecomms we understand that this could be a long and complex process, and sometimes they are not all necessary, that is why we try to synthesise these stages in four simple steps:

Assessment, planing, production and reflection.

Each one of these steps has their own tools and instruments to determine the relevance of the next stage throughout the project life cycle.

Situation and context analysis, problem (s) identification, behavioural goals, setting SMART objectives, target audience research and segmentation, SWOT analysis, communication strategy development, participatory planning, media selection and mix, message design, media production and testing, are just some of the tools and instruments that we can help you with to develop an integral communication strategy.


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