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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. Even though 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 looking for a Facebook, twitter or instagram guru, I am probably not your guy... but we can help.

On the other hand, 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 behavioral change.

Social marketing uses system thinking theories and commercial marketing concepts to tackle complex social problems that involve, individual citizens, groups, communities, institutions, systems and environments. 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 programs that are effective, efficient, equitable and sustainable.

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 techniques, 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.

At Ecomms our vision is to incorporate strategic social marketing to develop social programs for private and public organisations, to promote sustainable development goals, considering not just financial, but also, social and environmental benefit from every campaign. We want your organisation to be part of the solution and actively engage with your community, developing holistic communications campaigns capable to link the economic, social and environmental strategies of your organisation.


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