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Presently, social media marketing is a valuable tool in this digital age. Even so,it borrows concepts from traditional marketing. In regular marketing, marketing communications is very important in delivering clear messages to the audience as well as maintaining good publicity. The normal components of the promotional mix like public relations, direct marketing, advertising, personal selling, and other elements establish messages that customers would love to hear.

Ever since social marketing theory was introduced by Kotler and Zaltzmann, several government agencies have created public campaigns using social marketing strategies. Additionally, NGOS and educational institutions have formulated their social marketing strategies that would primarily influence behavior of a certain segment of the population. Presently, one of the most common practice by organizations and institutions is to launch a massive campaign for awareness of a certain health problem such as AIDS or breast cancer which has claimed millions of lives. AVON, the renowned cosmetics retailer, has associated its campaign with breast cancer awareness as an example.

Ever since the social marketing theory was formally introduced to society by Kotler during the 70s, nations, government agencies, NGOS, private institutions, as well as communities liked the concept and uniquely applied them to create advocacy over an issue.There are many pressing issues that citizens can participate in to seek solutions in their communities. Why people in communities ? First, they are easier to get in touch with and people know one another so they can easily encourage others. Besides, involving people in a community to participate and monitoring activities is more efficient.

These days, the landscape of marketing has been altered now that web 2.0 technologies are here. In the past few years, marketing was conducted in the brick and mortar world where companies spent for public advertisements on movies, radio commercials, television and billboards. Production of such ads requires many preparation as talents, sounds and effects are required Things took a different turn when social web marketing came into the scene.

Everyday, almost all people worldwide are exposed to a barrage of media campaigns that promote a specific product or service that makes them hope that they would be younger, happier, healthier or even sexier than most people. From beauty products to massage services, the media asserts the belief that having or owning such products would make life better. Nonetheless, there are also more pressing issues that must be given solution by NGOS, government sectors and other institutions like millennium goals, global warming, increased prevalence of diseases like AIDS, negative habits like drunk driving and a lot more.

With advent of web 2.0 technologies, millions of people benefit from the Internet for selling or buying purposes. Digital goods and services are effortlessly transacted online as people worldwide buy on Ebay and use online payment processors like Paypal, swreg or Moneybookers to get their sweet goodies from online sellers. This makes social marketing advertising sensational especially for those who create websites or are just new to the competitive virtual world.

Consumer behavior has always been the focus of most companies since they need to know what the consumer needs. Some marketing theories have been around but nothing seems closer to the concept of social marketing theory. The National Social Marketing Centre (2006) referred to social marketing as the application of social marketing theory along with other methods to primarily achieve a behavioral change for a social good. Generally, social marketing theory is geared towards influencing the public to behave in a manner that would possibly benefit them.

These days, social marketing has become a very beneficial way in targeting your audience. With numerous urgent issues ranging from waste recycling to preventing AIDS, the authorities as well as other institutions must find ways to create awareness and advocacy over some urgent issues. A substantial reduction in smoking habit among the population can help reduce costs in treating lung diseases as well as using social goods like health services for handling diseases related to substance abuse like alcohol. This is why learning through social marketing training is one great chance to know more about this innovative approach in changing the public behavior.

These days, there are lots of of advocacy around the world that millions of people can get involved with. Whether it’s environmental concerns or raising awareness about breast cancer, the important thing is to be concerned. In cases of students, they are usually assigned to make their own social marketing plan. Nevertheless, once you commit to an advocacy it would be smart to learn how to make your own social marketing plan.

Millions of companies worldwide offer products or services with one thing in mind: to ensure profitability for the business. For this reason,a lot of financial resources are put into advertising that sometimes mislead people through products or services. On the other end, there’s another type of promotional company responsible for influencing positive behavior among the public- social marketing company.