What is Social Marketing according to Kotler?

Efforts to change public behavior for another that society deems desirable, is the definition given to the Social Marketing the famous economist Philip Kotler.

Some examples of the definition cited above contemplate that the majority of societies consider drug and alcohol consumption, throwing garbage in streets as undesirable individual behaviors, then social marketing seeks that these behaviors change to their positive version in the eyes of the society.

These changes are brought about by social marketers through incentives, promotions, or facilitation.

This branch of marketing can be applied by companies, organizations and government since what it seeks is the positive transformation of thoughts, behaviors, attitudes and habits, turning them into a social entity responsable.

Since many of the companies are indifferent to public interest causes, the Social Marketing represents a real opportunity for them, where they must consider the following aspects to join the list of socially responsible companies:

• Change thinking habits: social marketing represents a change in several senses, changes that are carried out as an act transforming the way a specific group thinks in order to offer them greater well-being in some aspect of their life. For companies that want to sell and position an idea of ​​a collective and social type, they must review the way in which their consumers perceive it.
• New attitudes: this is the stage where the impacted audience can perceive and be convinced that the change in this perception It is an offer of well-being, and not only individually, but can benefit the society to which it belongs and more there. Determine a sustainable cause to which to add the message of the company and its reputation implies doing it out of conviction and raise awareness among the public that the consumption of your brand contributes to the environment and the population in general.
• New consumer habits: refers to the creation of new concepts such as giving up thinking about a consumer and costs.

The social marketing campaign, according to Kotler, should use the tools and techniques that are found available to increase the adoption of ideas and causes of high consensus, thereby generating massive consumption and unobjectionable. Offering incentives and promotions will help to rank faster, as most consumers like to join causes and will get something in return.