Evolution of Social Marketing PDF

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Evolution of Social Marketing...

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Evolution of Social Marketing

History of Social Marketing

• In the 1960s, academics began to consider whether the use of marketing principles could be extended from commercial activities to social issues. • At the time of its formation in the 1970s, the focus of social marketing was primarily on behaviour and social marketers did not initially concern themselves with attitudes. It involves the incorporation of commercial marketing techniques to drive social change. • During the 1980s and 1990s, various scholars established several elements of social marketing including the concept of exchange, value creation, marketing mix and the NSMC benchmark criteria for effective social marketing campaigns. • However, it was not until the early 2000s that social marketing became a widely used and accepted concept. • Social marketing has since evolved to become its own unique discipline which can be distinguished from marketing and other social sciences. • Main objective of social marketing is a behavioural change as opposed to profit as with commercial marketing.

Academia

• In the 1990s, universities in the UK, USA, Canada and Australia began to offer academic courses in social marketing and hosting conferences and other events related to the discipline. • Several textbooks and articles have been published on social marketing subsequently growing the volume of knowledge on the topic. Governments • Social marketing has received recognition worldwide from governments and global organisations such as the World Health Organisation • Many national governments are undertaking social marketing activities to encourage citizens to make behavioural changes to avoid the challenges of using legislation and the need to dictate information

• Several governments are now adopting techniques to handle a range of public issues • Public Health England regularly adopts social marketing to encourage the public to change their behaviour and make more positive decisions. In 2019, Public Health England launched ‘Change4Life’, a social marketing campaign aimed at encouraging families with young children to make healthy eating choices and carry out more exercise...