Mediaboss Marketing

capital formation and other social problems. The development strategies so far adopted resulted in degradation

in social, cultural, environmental and health care, so the need of application of social marketing principles is felt

urgently enrich the life Indian citizen. A research study has included that the industrial units situated in

Champur. Mumbai, emit more than 111 tonnes of hazardous carbon dioxide daily. According to observation of

Centre of Science Environment, Delhi, of the total water reservoir in India, more than 70% water is polluted.

The NEERI (National Environmental Engineering Institute, Nagpur) has shown that ill-habits of people result in

60% water pollution while industrialisation is responsible for 40% water pollution in India. Due to consumption

of polluted water more than 15 lakh children die of diarrhoea per year.5 The major aluminium corporate in

Orissa are damaging environment and are responsible for displacement of more than 2000 tribal families.6

Out of 3119 cities in India, only 209 cities are having sewage water treatment plants. The river Yamuna gets

daily 2 crore litre untreated water. Calcutta and Mumbai have noise above 80 decibels. Bhopal gas Tragedy

(1984) look victim of more than 2500 citizens, more than 40000 were handicapped and blind and still are

suffering from various diseases. Ozone layer has been depleting because of pollution agents like chlorofluoro

carbon and methyl chloroform emitted by cold storages, refrigerators and greed houses. Due to this we

experience hot waves having intensity of 45 to 500c in our country. The worst oil spill during the 1991 gulf war

killed thousands of sea birds, fish and other aquatic lives. Deforestation is not only ruining environment but

causing economic loss of Rs. 2.30 billions per year India. In Agra city, the pollution created by industries is

ruining the beauty of the world famous Taj Mahal.

Deforestation in India is going on at a fast speed, running valuable flora and fauna coupled with

irreparable loss to soil to soil. So the need of the hour is to protect environment from further loss. Business

organisations, marketers, Govt. Organisation and NGOs, social organisations must apply principles of social

marketing to achieve their respective goals coupled with the goal of enrichmental, cultural and health facilitates.

In India social marketing principles are being used for achieving business as well as health care, population

control, adult education etc. Still social marketing has a long to go in a developing country like India.

VI. PROSPECTS FOR SOCIAL MARKETING

In the 21st Century Social Marketing principles could certainly benefit the organisation (i.e. social,

educational, health, political and business), the consumers and change the socio-economic and an environmental

system, Information Technology has made communication systems very dynamic, interactive and effective. So

the whole world has become a Global Village.

In the world of Marshal Goldsmith new technologies, new organisations and the rise of global village

will have a propound effect on our sense of community in the years ahead. Two trends stand out: the explosion

of our potential to communicate instantaneously and massively across the globe and, closely aligned with our

ability to create communities of our choice8. In future social marketers will have to adopt information

technology to build rapport with target groups, gaining support of the masses to social reform campaigns, health

promotion campaigns and creating awareness regarding environment protection for themselves and future

generations.

CONCLUSION:

Social marketing is being applied the world over and India is no exception. This concept has altered the

traditional concept of marketing. Society oriented development strategy can be helpful in overcoming the

serious problems like pollutions explosion, ecological imbalance, world over poverty, imbalanced development

and meeting the basic needs e.g. drinking water, food and shelter, education and health care. Social marketing

can be applied in any sphere of life and can help in enriching the life of human being and care for safety of the

universe. The explosion of information technology made communication very dynamic. The leaders of social

change will have to adopt information technology for communication is interacting and confidence building

among masses.

Let us hope that Indian development policies have the essence of social principles linked with non-

pollution and ecology in the interest of present and future generations.

References:

1. http/www.hc.gc.ca/bppb/social marketing/sm.html-9/10/01.

2. Kotler p & Zeltman G. Social Marketing: An Approach to planned social change, Journal of Marketing (1971),35,

3 -12.

3. Andreasen A.R. Marketing social change: Changing behaviour to promote health, social development, and the

Environment 1995, San Francisco: Jossy Bass.

4. Dr. Mrs. Laturkar V.N. Social Marketing A Holistic concept of management, Indian Journal of Marketing, vol.

XXXI, June, 2001, P.No. 14.

5. Prof. Rane Sunil, Environment Science Vyanktesh Publication Latur, 1996 P.No.36.

6. Das vidya,mining Bauxite maiming people-Economical & political weekly, vol.XXXVI -28 June 2001,

P.No.2613.

7. Chocked Existence Rashtriya Sahara , Jan, 1998, P.No. 145-146.

8. Goldsmith M, Global Commuications and Community of choice, The community of future, 1998, San

Francisco:Jossey Bass, P.No. 101-114.

Indian Journal of Marketing 18

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Social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. It tries to integrate marketing ideas, principles, tools, techniques and socially beneficial concepts to promote communication and benefit society.

The theory emerged in 1970s when marketing techniques were realized to sell ideas, attitudes and behaviors rather than products and includes the concept of Edutainment (Education and Entertainment). The theory was proposed by Philip Kotler and Gerald Zaltman which is now being used by social and welfare organizations. Social marketing is not social media marketing.

[Related Reading: Effective Communication]

Social Marketing Theory is a framework that is helpful in planning, designing, implementing and evaluating social campaigns with information sharing as its major objective. It uses creativity, rather than depending on public service announcements, like in the past for giving out information. Information is packaged and distributed following a plan so that maximum sharing and outcome is possible.

Social marketing tries to understand social and psychological factors which bring resistance to change in society. It increases acceptability, response and practice of any social idea for target group.Techniques of marketing like market segmentation, exchange theory and consumer research are used extensively. Social intervention is the main objective of social marketing.

There are two types of social marketing: Operational social marketing and strategic social marketing. Operational social marketing is used to change behavior, whereas strategic social marketing is used to form new policies and development strategies.

There are 4 major components of social marketing which is also used as techniques known as 4 Ps of social marketing. They are:

Target population is encouraged to buy or use socially needed products like family planning, clean drinking water, saving and credit organizations, nutritional foods, organic farming, etc. Sustainable products which benefit the society are the goal of social marketing. The product must have a place in the society. The product can be tangible like physical things or non-tangible like services and practices.

Price in social marketing can be monetary or non-monetary. Monetary price is the price to buy the product which might help the population. Non-monetary price is the psychological and social costs like changing a habit, time or effort. If the price is minimum, the change is more profound.

The place is where the target population in need can be found. It is where the social marketing will be the most productive. It is the product distribution site, where the implemented changes will take place or the place where the product is available. The campaign is successful if the place is easily accessible.

The social marketing is done for the promotion of the product or habit. It is the way in which the information is provided. The tools and techniques used to make it effective are many, including advertisements, using charts, documentaries, etc. along with public relations, media advocacy, entertainment, etc. It takes creativity to promote in a better way.

Positioning is not sometimes taken as a component of social marketing but is used as a technique. It is an image of anything that is created by the campaign. It is the socio-psychological aspect of the product which is promoted with consumer needs, empirical evidences and objective setting. Other components are public, partnership, policy, etc.

Public is the target audience as well as other stakeholders. Partnership between different similar agencies or the community also helps in social marketing. Similarly, change does not happen unless there is policy changes and other changes in the administrative levels. Another component is the funds that is needed to conduct the whole process of social marketing.

A particular group of population which is in most need of particular product or awareness must be first analyzed to have a social change. The audience is analyzed in preproduction as well as production phase. Similarly, a group also has various subgroups that must also be analyzed by breaking them down which is known as audience segmentation. Existing community agencies must be used. The first step to social marketing is identifying the target population.

Though the social marketing is not effective sometimes to change behavior patterns of people, at least they provide awareness. People get to know the alternatives that they can adopt so that they are benefited in the future. When different channels are used to create awareness, people come to know about new things. Awareness is the first step to change.

The message in social marketing is creative and interesting. This way, the message is not forgotten for a long time easily. The message is reinforced repeatedly and the message is taken as credible by the target group. Education and entertainment is provided as a package. People pay attention as well as get informed at the same time. For example, a street drama is not easily forgotten. Images are used to increase interest and get attention.

The information should be so interesting and unforgettable, that people do not take the social marketing process to be a learning process but as entertainment. When this kind of information reaches the intended target group, desired outcome is achieved as the message gets ingrained in the brain of the audience.

Social marketing is used for promoting tangible things like oral contraceptives or just non tangible awareness like concept of family planning among a particular target group which is in need as a social campaign.

Other types of social marketing done are oral rehydration, immunizations, smoking health hazards, nutritious diet, use of helmet in driving, slow driving, following traffic rules, use of phones while driving, HIV and drug use, cardiovascular diseases, other communicable diseases, sanitation, environment pollution, corruption, etc.

In US, National High Blood Pressure Education Programs and Stanford University used the concept of social marketing effectively in 1980s to show the risks of cardiovascular problems. Similarly, another example is Victoria Cancer Council of Australia using social marketing to conduct anti-tobacco campaign in 1988.

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Taco filters, banana solar eclipses, and pussy hats, oh my. Welcome, friends, to Adhere Creatives Top 10 Most Influential Social Media Marketing Campaigns for 2017!

Its been one wild year in the world of social media marketing campaigns. We saw marketing teams coming up with some of the most creativeand humorouscampaigns yet, some of which rival what we saw in 2013's,2015s and 2016s Top 10 Influential Social Media Marketing Campaign lists. In addition to these advertising feats of strength, youll notice a continued focus to promote social causes on social media platforms. Some of these campaigns were true grass-root movements, while others were driven by companies.

But enough with the introduction. Lets jump straight into our 2017 most influential social media campaigns, starting with number one on our list, GEs Balance the Equation campaign.

Its a bold, ambitious goal. But it wont be easy. According to research out by the annual Women in Tech report, women hold at most 25% of all computing jobs. And GEs own research paints an even harsher picture, with IT and engineering programs worldwide comprised of just 13%-24% women. To ensure they meet their objective, GE is pulling out all the stops with their marketing efforts. And one of their most creative campaigns to date is their Balance the Equation campaign, featuring National Medal of Science in Engineering winner, Millie Dresselhaus.

While there is no data quite yet on how many women GE has hired, the campaign should still be considered a success. Between GEs #BalanceTheEquation hashtag and its GE-girls.com website, the company has secured thousands of retweets and comments, all while making inroads with younger girls who could one day become the STEM experts of tomorrow.

Timing is everything when it comes to influential marketing campaigns. I meanwhen the power went out in the Superdome during Superbowl XLVII, and Oreo brought down the house with its single well-timed dunk-in-the-dark tweet? I cry every time I see it. It was my screen saver for, like, years. This year, it was Chiquita that took advantage of the dark, only this time it was due to the much anticipated solar eclipse which made its way across the U.S. on August 21st of this year.

On the path of totality, you will see two distinct banana suns. The total eclipse occurs in between the two banana suns as a sort of lackluster intermission.

In a moment of marketing brilliance, which was almost too bright to stare at directly, Chiquita took full credit for the 2017 solar eclipse, dubbing the suns crescent shape the Banana Sun. For three weeks, starting on August 7th, the company went straight up bananas, creating gifs, a website, and a massive glowing banana which they unveiled on August 20th near the Flatiron Building in NYC.

Thanks to the Banana Sun, Chiquita managed to garner thousands of new Twitter followers, hundreds of comments on its Banana Sun GIFs, and tens of thousands of retweets. At least two of the companys solar eclipse videos were viewed over a million times.

What can I say? Weve come a long way from corporate dictatorships run by banana companies my friends. This is what I call progress.

Hurricane Harvey was the costliest Atlantic hurricane to ever hit the United States, with damages estimated at almost $200 billion dollars. Many homes were unsalvageable, forcing millions of American families onto the streets. But in the peak of the crisis, some individuals and organizations rallied behind Harveys victims, in what has become one of the strongest showings of charity fundraising in American history. Embed from Getty Images

Enter J.J. Watt, defense star for the Texans. Watt set up his own Houston Flood Relief Fund on his personal website, then took to social media to announce the effort. The results were immediate. His original goal of $200,000 was blown apart as millions of donations poured in thanks to the efforts of social heavy hitters like Jimmy Fallon and Ellen DeGeneres, along with others such as hip-hop star Drake and Tennessee Titans owner, Amy Adams Strunk.

There are not enough words to thank you all for your generosity. If there is one thing I have taken away from these last few weeks, it is the reassurance of how much good is out there in our world. J.J. Watt

In total, some $37 million was donated in just three weeks! It just goes to that social can be a force for good, and not just for selfies, lolcats, and well-timed salt bae memes.

Can the promotion of a new slogan lead a major league baseball team to victory? Even one which has not once clutched a World Series in the 112 years of the leagues existence? As unlikely as that sounds, it may have played a role in the Houston Astros stunning and triumphant 4-3 win over the L.A. Dodgers in 2017s World Series finals.

Earn It first appeared in off-season, before the team had even set foot on a spring training field. It galvanized the teams supporters, who took to social media to promote the pithy and ambitious new mantra. And who can blame them for being excited? If your last slogan was Root! Root! Root!, you can only get better from there.

And get better they did. As the season progressed, the number of Google searches for the Astros continued to skyrocket.

Earn It is one of those divinely inspired slogans that hits you harder than a Chapman fast ball. Not since Just Do It has a mantra worked so effectively to command attentionand maybe win a team a World Series.

I was so depressed over Norm MacDonalds exit as the KFC colonel, I couldnt eat fried chicken for months. Months. But then the company goes and creates one of the best social stunts of 2017?

Lets just say I see a drumstick in my near future.

In September of this yearunbeknownst to fried chicken lovers everywhereKFCs creative shop, Weiden+Kennedy, started following 11 people on Twitter: the five original Spice Girls, and six dudes named Herb. Now, that isnt exactly noteworthy by itself. But when you connect the dots to KFCs secret recipe of 11 herbs and spices, you suddenly see where KFCs marketing team was going with this.

It took about a month, but one Twitter sleuth finally figured it out:

Mike Edgette, a social media manager for TallGrass Public Relations, had without knowing it struck twitter gold. His single comment generated hundreds of thousands of likes and retweets, creating an explosion of activity for KFCs twitter feed. KFC, capitalizing even more on the publicity, painted Edgette a portrait of him riding on Colonel Sanders back with a chicken drumstick in his hand. Which he again shared for tens of thousands more views and retweets!

This is where some patience, and maybe a little luck, can go a long way toward creating a viral social movement. We planted this on Twitter over a month ago, said Freddie Powell, creative director at Wieden+Kennedy. Frankly, we werent sure if anybody was going to find it. Sometimes you just have to put stuff out into the universe and cross your fingers that the internet will work its magic.

Its that time of the year again. Everybody is dusting off their gym memberships and smoking their last pack of cigarettes before the New Year. And much like last year and the year before, companies will create marketing campaigns around this New Years theme.

But very few of them will come close to making those resolutions as enjoyable as Spotify.

For a few years running, the company has departed from its digital roots to take to the streets with a creative end-of-year OOH marketing campaign. The campaign shares some of the companys most humorous user data, which it then turns into next years resolutions. And this years Its Been Weird theme will be larger than ever, encompassing 14 markets around the world, and requiring the assistance of 70+ artists to create over 100 billboards assets. According to Spotify CMO Seth Farbman, the company is better served with an end-of-year campaign featuring billboards than, say, banner ads. We are using out-of-home in a way that is less traditional, he said. Out-of-home gives that hyperlocality that gives those aha moments to people. And it allows a digital community to feel connected in a physical way. This is happening here. Were all seeing this and remembering this moment together.

This years campaign will feature artists like Sam Smith, Ed Sheeran, Bruno Mars, Niall Horan, and Big Shaq, and will run both here in the States and across the pond in the UK.

Hope youve all got your pussy hats on hand. Because #7 on our list of top 10 influential social media events for 2017 is the womens march, a protest movement that exploded onto the scene thanks to viral social media hype.

In early 2017, a number of Facebook pages protesting the inauguration of President Donald Trump began to receive wide attention. As the pages increased from a few hundred to tens of thousands of followers, it became apparent to many that consolidation, and then mobilization, was an absolute must.

Leaders of the movement focused their attention on a march on Washington D.C., and used the twitter hash #womensmarch to spread the word. Within days, the grass-roots movement had exploded to hundreds of thousands of followers. Not only did it lead to a march of nearly half a million people in D.C., it created dozens of sister protests around the country.

The cult hit Stranger Things released a brand new second season just a few months back, and it has everything an obsessed fan could want. The whole gang back together? Check. Synthesizers? Check. Samwise Gamgee? Check. Eggos? Check.Eggos?

Ah yes, Elevens favorite snack makes more appearances than ever in Season 2. And the marketing team over at Kelloggsto their credittook advantage of the free plug, by creating a fresh, buttery new campaign called Eggos to capitalize on all the delicious publicity.

Kelloggs began talks with Netflix before the airing of the second season. The result of the partnership was a small series of advertisements which appeared during the premier of Stranger Things 2. Best of all, Kelloggs social team was ready to capitalize on the hype. Armed with humorous GIFs, the #StrangerThings hashtag, and more images of Eleven scarfing down the iconic 80s waffle than they knew what to do with, the social team managed to come up with some weapons grade tweeting that earned them thousands of new online followers.

Unconventional, I know. Number 9 on our list kinda reminds me of how back in 2006 Time Magazine made You their Person of The Year. A little vague, sure. I still tell people I was on the cover of Time magazine. Nobody ever believes me.

This year, local businesses have taken on social media like never before, many times outshining even the cleverest 5th Avenue ad agencies with some of the stuff they come up with. Goliath companies which can spend large sums on massive ad buys and sleek commercials do not have the same leverage when it comes to social media, which is more about authenticity and consistent messaging.

Even more important, social media is about getting a message out quickly to customers interested in your business. Smaller companies are often significantly more agile than their larger counterparts, which gives them the advantage when it comes to fighting off negative reviews or, delivering incredibly good news, like how you were on the cover of Time magazine.

Why have so many local businesses turned to Facebook and the like for their local advertising? Because of the cost, the simplicity, and the incredible targeting capabilities of course! We are seeing many of our local business clients find double, triple, the ROI from Facebook advertising in 2017. Now go get some of that!

The networking and technology conglomerate Cisco Systems makes it onto our list this year, and for good reason. The companys use of influencer marketing to drive sales is paying off in a big way in 2017. And at the forefront of this effort is their Cisco Champions Program, a marketing campaign which offers incentives for its community of IT advocates and experts.

By giving back to the people who run its technology and networking platforms on a daily basis, Cisco can use the experience and advocacy of these individuals to harness powerful promotional content for its brand. The company provides free education, access to new products, recognition to engineers and more. All they ask in return is for these Cisco Champions to share their stories and experiences with Cisco Systems over social media.

The results have been incredible. To date, Cisco Champions has generated tens of thousands of new tweets and thousands of social media mentions across platforms such as Facebook and elsewhere.

And thats a wrap for 2017s Top 10 Influential Social Media Marketing Campaigns. If one of these campaigns stuck out to you, dont hesitate to let us know! And keep an eye out for next years Top 10 Most Influential list, which is sure to be as colorfulor even more sothan this years!

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Top 10 Influential Social Media Marketing Campaigns of 2017

Off Limits Event Professionals are the only company in the world which owns and operates all the authentic props, costumes and inflatables used in the original It's a Knockout TV show.

It's a Knockout is Britain's best team building tournament. You can't beat it for mad moments, belly laughs and nostalgia. Looking for an unforgettable experience? You've struck gold. This incomparable event hits the right note for all sorts of special occasions. From charity and corporate events to stag and hen parties.

It's a Knockout is all about losing inhibitions and embracing new experiences. It's a Knockout took TV by storm during the 70s and 80s. Grab the golden opportunity to experience the fun for real. With games and costumes from the TV series. Including the Kings from the Royal It's a Knockout and the classic Penguin Pursuit.

Safe, fun and incredibly entertaining, Anyone can take part, regardless of age or fitness levels. Join forces with friends, family or colleagues to complete wacky and wonderful challenges. A 'let's go for it' attitude and a sense of humour is all you need.

Have you also seen our Its a Knockout-inspired inflatable assault course Totally Wiped Out? Check out our big red balls, punch wall and sweeper arm, will your team manage the course or get Totally Wiped Out?

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It's a Knockout

Social networkmarketing is a way for businesses to interact with their target markets over the internet via various social media platforms such as Facebook, Pinterest, Twitter, and Instagram (to name just a few).

Social media marketing is used for all the traditional marketing goals - to reach customers and:

The most popular social networking sites for business are:

That doesn't mean that your small business should start trying to use some of them to promote your products and/or services. Even if your business had the money to hire a marketing firm or develop an in-house social media team to do that, it wouldn't be a good idea because different customer segments frequent different social media. Just as with any other type of marketing, small businesses need to focus their social network marketing efforts and their dollars on reaching their potential customers.

The Advantages of Social NetworkMarketing

Still, social networkmarketing is a type of marketing that many small businesses could benefit from if only to find out more about what their customers are thinking - and saying - about their brand and their products.

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Social Network Marketing Definition - thebalancesmb.com