More recently, instead of the “ordinary” marketing concept, the “concept of social marketing” is recommended. More and more companies and non-profit organizations are trying to adopt it. The essence of the concept of social marketing is that organizations should not be oriented solely to the needs of their actual or potential consumers, but also to the essential social needs. The company should be the responsible social entity, to lead, for example, to protect the environment or the welfare of the community in which it operates – and more than it requires legislation. Thus, it establishes good relations with the environment, and its conscientious behavior prevents it from acting in the future to face any disgrace that could cause long-term harm to it.
Logic is simple: be willing to do good in time, so you will contribute to making the world better, and you will have a double benefit from it – and because the world in which you live will be better, and because you will not encounter unnecessary barriers as a seller.
Why Cincinnati is a special place
Cincinnati advertising community is recognizable because they are working together on the same goal – making their city a better place to live in. These companies are not just focused on personal growth or on the growth of their clients. They are also interested in making every community in the Cincinnati better.
Constraints in behavior and attitudes to which social marketing could influence simply do not exist. In attempting to persuade the targeted audience to voluntarily accept, refuse, change or abandon behavior in order to contribute to their own well-being as well as the welfare of the society in general, social marketing applies the principles and techniques of commercial marketing.
We spend a lot of time teaching people what social marketing is not – it is not primarily interest groups, advertising, and advertising public services. The thing is much more complex and powerful. This includes research, the integration of it into a particular program, and a change in public policy and social norms in order to make it easier for people to adopt the behaviors and attitudes.