Social Marketing
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What Makes Social Marketing Different?


Social marketing, like commercial marketing, takes place in a competitive environment.

Competition is defined as the "behaviors and related benefits that the target audience is accustomed to—or may prefer—to the behavior you are promoting." *

The target audience is doing something instead of the behavior you want them to do. Why does the audience prefer the competing behavior over the behavior you want to promote? Does the environment support your behavior or the competition? In social marketing programs, competition should be acknowledged, explored, and addressed by the strategies of the program.

*Turning Point Social Marketing National Excellence Collaborative. The Basics of Social Marketing: How to Use Social Marketing to Change Behavior.