Behavioural Insights

What Is Social Marketing and How Does It Drive Behavioural Change?

Social marketing is frequently confused with social media marketing—especially since it often uses social media platforms—but it’s a distinct discipline. Its purpose is to encourage positive changes in behaviour across societies, communities, and organisations. To do this effectively, social marketers need more than standard marketing and communications skills; they also draw on behavioural psychology, sociology, socioeconomics, and ideally a solid understanding of political and environmental issues.

Numerous real-world campaigns illustrate social marketing’s impact (see The Guardian’s 2011 examples). Yet the same methods can be used manipulatively—think Cambridge Analytica’s blend of behavioural science, marketing tactics, and big data. That potential for abuse makes transparency crucial. When people understand the tools, techniques, and technologies—digital and direct marketing, big data analytics, machine learning—that shape persuasive messaging, they’re better equipped to spot and resist undue influence.

Interestingly, exposing people to these influence techniques doesn’t eliminate their effect. Research shows that even when we know we’re being nudged, we still absorb and act on suggestions, especially if we believe the goal serves the greater good. Of course, debates over who defines “good” behaviour will continue. Meanwhile, these methods will be wielded by corporations, political parties, scammers, and by nonprofits, charities, social enterprises, and activists who want to drive beneficial change.

If you’re working for a nonprofit or social enterprise, or campaigning for a cause, mastering social marketing and behavioural-communications techniques is essential. Layering in digital and direct marketing channels, plus big data and machine-learning insights, lets you identify the right audiences in real time and craft messages that truly resonate.

Consider climate change: the BBC highlights concrete actions individuals can take to reduce their environmental footprint, but simply informing people isn’t enough. As The Guardian’s research shows, mere facts and appeals to change seldom move the needle on sustainability. Instead, we need people-centred social marketing campaigns that apply behavioural economics principles (see my previous article on behavioural economics).

That’s the mission of this site: to help you apply digital and direct behavioural-marketing and communication strategies for social good. After more than fifteen years as a marketing and communications professional, this is my way of giving back—and helping others create real, positive impact.

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Hack the system and get your message heard: Become a Cyberpunk: Hacking the Behavioural Architectures of Coercion and Control

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Cyberpunk Behavioural Marketing -> Growth Hacking the Algorithms of Coercion and Control to get your message heard with Sleepless Dystopian - Cyberpunk Storyteller and Digital + Data-Driven Behavioural Marketing