Mediaboss Marketing

By Dr Natalya Saldanha, RMIT University

Like any eight-year-old, Ryan Kaji loves to play with toys. But when Ryan plays, millions watch.

Since the age of four, hes been the star of his own YouTube channel. All up, his videos have gained more than 35 billion views. This helped make him YouTubes highest-earning star in 2018, earning US$22 million ($32 million), according to Forbes.

Thats more than actor Jake Paul (US$21 million), the trick-shot sports crew Dude Perfect (US$20 million), Minecraft player DanTDM (US$18.5 million) and make-up artist Jeffree Star (US$18 million).

Ryan is apparently living the dream of many kids and adults.

According to a survey covering the United States, Britain and China, 29% of children aged eight to 12 want to be a YouTuber. Thats three times as many as those who want to be astronauts.

Other polls suggest an even higher percentage of teenagers aspire to fame and fortune via YouTube or another social media platform. An eye-grabbing news report out this month suggested a whopping 54% of Americans aged 13 to 38 would become an influencer given the chance, with 12% already considering themselves influencers.

These numbers might be questioned, but given the apparent fortunes to be made by goofing around, playing games, applying makeup or unboxing toys, its no surprise so many are besotted with the influencer dream.

But theres a stark divide between the glossy faade and reality of this new industry. The fact is most wannabe influencers have as much a chance of walking on the moon as they do of emulating Ryan Kaji. Theyll be lucky, in fact, to earn as much as someone working at a fast-food joint.

Lets take a look at the numbers.

Marketing literature defines an influencer as someone with a large following on a social media platform, primarily YouTube and Instagram.

As people consume less traditional media and spend more time on social platforms, advertisers are increasingly using these influencers to spruik their products. A mega-influencer like Kylie Jenner, with 139 million followers on Instagram, can reportedly charge more than US$1 milllion for a single promotional post.

In 2017 an estimated US$570 million was spent globally on influencer marketing. In 2020, according to the World Advertising Research Center, it will be between US$5 billion and US$10 billion.

A key driver of this booming market is that about half of consumers use ad-blocking technology, which limits the reach of traditional advertising.

One company to really embrace the social influencer trend is cosmetics giant Estee Lauder. In August the companys chief executive, Fabrizio Freda, said 75% of its advertising budget was now going to social media influencers, and theyre revealing to be highly productive.

But while part of the companys budget is going to micro-influencers those with fewer than 10,000 followers its likely the bulk is still wrapped up in deals with big-name spokesmodels and brand ambassadors such asKarlie Kloss, Grace Elizabeth, Fei Fei Sun, Anok Yai and Kendall Jenner.

In a sense, these celebrity deals arent much different to what the cosmetics company has done for decades with the likes of Gwyneth Paltrow, Elisabeth Hurley and Karen Graham.

So far most of the indications are that the new economics of influencer marketing is not too different from the old economics of marketing.

As in the acting, modelling or music industry, theres a tiny A-list of superstar influencers making millions. Then theres a somewhat larger B-list making a handsome living. But the vast bulk of influencers would be better off getting an ordinary job.

In 2018 a professor at the Offenburg University of Applied Sciences in Germany, Mathias Brtl, published a statistical analysis of YouTube channels, uploads and views over a decade. His results showed that 85% of traffic went to just 3% of channels, and that 96.5% of YouTubers wouldnt make enough money to reach the US federal poverty line (US$12,140, or about $17,900).

Cornell University associate professor Brooke Erin Duffy suggests the lure of being a social influencer is part of a larger myth about the digital economy providing the opportunity for fulfilment, fame and fortune in doing what you love through developing your personal brand.

This is a particularly problematic illusion for young women, Duffy writes in her 2017 book (Not) Getting Paid to Do What You Love.

The tales of achievement, she says, should not obscure the reality. Rather than a satisfying career, what most have is an unpaid internship.

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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Thank you to everyone who cast their votesfor our new members ofiSMAs Board of Directors. Please take a moment to meetourBoard,including newly-electedCarlos Oliveira Santosof Portugal and Leonidas A. Skerletopoulos of Greece and re-elected Patrick Cook and Jennifer Wayman, both based in the USA. All four members join the Board for a three-year term. Meet theBoard.

We invite you to join the iSMA through this website or through one of our member associations, giving you membership in both iSMA and your regional association:

You can also join or renew your membership in iSMA directlyJoin or Renew Now.

iSMA is pleased to announce the release of the Global Consensus On Social Marketing Principles, Concepts and Techniques, a brief paper that provides essential guidance to social marketers around the world.

Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing. To date, in addition to iSMA, it has been endorsed by AASM, ESMA, SMANA, and our newest member association, Asociacin Latinoamericana de Mercadeo Social.

The International Social Marketing Association webinar series provides timely, relevant, and newsworthy information on evidence-based social marketing advances and resources worldwide.

iSMA Webinar:with Timo Dietrich (Australia) and Corinne McCarthy (USA)

The following definition was endorsed by the Boards of the International Social Marketing Association, European Social Marketing Association, and Australian Association of Social Marketing.

"Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable."

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Societal Marketing emphasizes on social responsibilities and suggests that to sustain long-term success, the company should develop a marketing strategy to provide value to the customers to maintain and improve both the customers and societys well being better than the competitors.

Societal marketing concept that holds that a company should make good marketing decisions by considering consumers wants, companys requirements, and societys long-term interests.

Societal Marketing creates a favorable image for the company increases the sales. It is not the same as the terms social marketing and social media marketing. It is a term closely related to CSR and sustainable development.

It emphasizes social responsibilities and suggests that to sustain.

It calls for sustainable marketing, socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

The global warming panic button is pushed and a revelation is required in the way we use our resources. So companies are slowly either fully or partially trying to implement the societal marketing concept.

The societal marketing concept is one of the five marketing concepts.

In the 1960s and 70s the unethical practices of many companies became public. The concept of Social Marketing surfaced in 1972; a more socially responsible, moral and ethical model of marketing, countering the consumerism. Philip Kotler introduced the concept of social marketing and societal marketing.

Societal marketing concept evolved from older concepts of CSR and sustainable development and implemented by several companies to improve their public image through activities of customer and social welfare.

Related:Five Marketing Concepts Explained with Examples

Companies should balance three considerations in setting their marketing strategies: company profits, the consumer wants, and societys interests.

Watch this video explaining marketing concepts and societal marketing concept.

Societal Marketing is very important to society, environment, and businesses. This concept was developed in order to tackle the consumerism and profit only the motive of business.

The societal marketing concept helps to maximize profits for the organization and creates a long-term relationship with customers.

It encourages developing products thatbenefit society in long run and satisfies consumers.

Related: Marketing Mix

Most recent examples of societal marketing are the super bowl 2017 ads of several companies.

Most ads took on issues like environment and immigration. These come afterpresident Donald Trumpimplemented executive orders that raised controversies.

Thesocietal marketing does not stopthere.

Societal marketing policies are what making companies activelytrying to change social policy, taking part in social activities, investing time and money in corporate social responsibility.

Societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare.

The societal marketing concept holds marketing strategy should deliver value to customers in a way that maintains or improves both the consumers and societys well-being.

Philip Kotler identified four categories of products based on long-term benefits and immediate satisfaction:

Based on the societal marketing, Kotler suggesteddeficient products must be eliminated from the market.

The pleasing and salutary productsneedmodification so that they can bring both long-run benefits to society and immediate satisfaction to the consumer.

Meaning thatthese products should be launched on the market without turning them into desirable products.

This way, rather than focusing on selling products, the focus is on consumer and society well-being.

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Societal Marketing Concept Examples, Advantages ...

theory to identify connections between behavioural

determinants of poor nutrition, such as eating habits

within the family, availability of food with high calorie

and low nutrient density (junk food) in the community,

and the glamorisation of fast food in advertising. Social

marketers use such factors to construct conceptual

frameworks that model complex pathways from

messages to changes in behaviour (fig 3).

In applying theory based conceptual models, social

marketers again use commercial marketing strategies

based on the marketing mix.

2

For example, they

develop brands on the basis of health behaviour and

lifestyles, as commercial marketers would with prod-

ucts. Targeted and tailored message strategies have

been used in antismoking campaigns to build brand

equity

a set of attributes that a consumer has for a

product, service, or (in the case health campaigns) set

of behaviours.

13

Brands underlying the VERB cam-

paign (which encourages young people to be

physically active) and Truth campaigns were based on

alternative healthy behaviours, marketed using socially

appealing images that portrayed healthy lifestyles as

preferable to junk food or fast food and cigarettes.

14 15

Can social marketing change health

behaviour?

The best evidence that social marketing is effective

comes from studies of mass communication cam-

paigns. The lessons learned from these campaigns can

be applied to other modes of communication, such as

communication mediated by healthcare providers and

interpersonal communication (for example, mass

nutrition messages can be used in interactions between

doctors and patients).

Social marketing campaigns can change health

behaviour and behavioural mediators, but the effects

are often small.

5

For example, antismoking campaigns,

such as the American Legacy Foundations Truth cam-

paign, can reduce the number of people who start

smoking and progress to established smoking.

16

From

1999 to 2002, the prevalence of smoking in young

people in the US decreased from 25.3% to 18%, and

the Truth campaign was responsible for about 22% of

that decrease.

16

This is a small effect by clinical standards, but it

shows that social marketing can have a big impact at

the population level. For example, if the number of

young people in the US was 40 million, 10.1 million

would have smoked in 1999, and this would be reduced

to 7.2 million by 2002. In this example, the Truth cam-

paign would be responsible for nearly 640 000 young

people not star ting to smoke; this would result in

millions of added life years and reductions in

healthcare costs and other social costs.

In a study of 48 social marketing campaigns in the

US based on the mass media, the average campaign

accounted for about 9% of the favourable changes in

health risk behaviour, but the results were variable.

17

Non-coercive campaigns (those that simply delivered

health information) accounted for about 5% of the

observed variation.

17

A study of 17 recent European health campaigns

on a range of topics including promotion of testing for

HIV, admissions for myocardial infarction, immunisa-

tions, and cancer screening also found small but posi-

tive effects.

18

This study showed that behaviours that

need to be changed once or only a few times are easier

to promote than those that must be repeated and

maintained over time.

19

Some examples (such as breast

feeding, taking vitamin A supplements, and switching

to skimmed milk) have shown greater effect sizes, and

they seem to have higher rates of success.

19 20

Implications for healthcare practitioners

This brief overview indicates that social marketing prac-

tices can be useful in healthcare practice. Firstly, during

social marketing campaigns, such as antismoking

campaigns, practitioners should reinforce media mes-

sages through brief counselling. Secondly, practitioners

can make a valuable contribution by providing another

communication channel to reach the target audience.

Finally, because practitioners are a trusted source of

health information, their reinforcement of social

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