By: Lusida Sinaga – Senior Account Manager of Fortune PR
“Social marketing tries to transform people’s perception and behavior for the benefit of society as a whole. It is different from commercial marketing, which tries to change people’s behavior for the benefit of the market. Commercial marketing is pitching goods to corporations and individuals. The goal of commercial marketing is to develop a relationship between the client and the product. This is achieved by creating a brand identity with which the consumer can relate. Basically, social marketing uses commercial marketing discipline to solve social issues for the greater good. As a PR professional, you can use social marketing approach for three things. The first is when you are trying to change the behavior of a large number of people. The second would be when you are trying to change behavior over a long period of time. Lastly is when you have the resources necessary to manage a comprehensive effort.”
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