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What Is Social Marketing and How Does It Drive Behavioural Change?
Social marketing is often confused with social media marketing, but it is a distinct and powerful discipline. While social media is a tool it often used, the core purpose of social marketing is to encourage positive behavioural change across societies, communities, and organisations. To do this effectively, it blends traditional marketing with behavioural psychology, sociology, and socioeconomics, as well as a solid understanding of political and environmental issues.
The impact of social marketing campaigns is well-documented, with numerous real-world examples showing its effectiveness. However, it's also important to acknowledge that the same methods can be used manipulatively, as seen in the infamous case of Cambridge Analytica, which leveraged behavioural science and big data for political gain. This highlights why transparency is so crucial. When people understand the tools and technologies—including digital marketing, big data analytics, and machine learning—that shape persuasive messaging, they are better equipped to resist undue influence.
Interestingly, research shows that even when people are aware of these influence techniques, they still absorb and act on the suggestions, particularly if they believe the goal serves the "greater good." This powerful effect means these methods are wielded by a wide range of organisations, from corporations and political parties to non-profits, charities, and activists seeking to drive beneficial change.
If you're working for a non-profit or social enterprise or campaigning for a cause, mastering social marketing and behavioural communications is essential. By layering in digital and direct marketing channels, along with big data and machine-learning insights, you can identify the right audiences in real-time and craft messages that genuinely resonate.
For example, when tackling an issue like climate change, simply providing facts isn't enough to drive change. As research shows, mere appeals to change have little impact on sustainability efforts. What's needed are people-centred social marketing campaigns that apply principles from behavioural economics to effectively move the needle.
The ultimate goal of social marketing is to help you apply these powerful digital and direct behavioural-marketing and communication strategies for social good, creating real, positive impact in the world.
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Hack the system and get your message heard:Â Become a Cyberpunk: Hacking the Behavioural Architectures of Coercion and Control
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This is an AI-created SEO friendly version of the original article, which can be found here What is social marketing and how can it influence behavioural change?
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
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