Social Marketing vs. Commercial Marketing. What are similarities and difference between social marketing and commercial marketing?

All those who have interaction with marketing concepts, better know what exactly social marketing is. Going through with the commercial marketing definition, we can say that marketing is the process of creating, communicating, and delivering value to the customers in order to retain the benefit of the organization and stakeholders as a whole. Social marketing is something different with the commercial marketing. In commercial marketing we generally focus on customer needs, wants, products and services but in social marketing we have a customer behavior, more deeply society's behavior to focus. So by the end of this explanation, we can say that commercial marketing is about focusing customer needs and social marketing is about focusing customer behaviors.
Marketing. What are similarities and difference between social marketing and commercial marketing?
Commercial marketing techniques utilized in social marketing

Most of commercial marketing techniques rapidly used in social marketing. For example, market research is an essential tool of commercial marketing and this is also used in social marketing. Before launching social marketing campaign, there is a need to conduct a market research to analyze the target audience and barriers of social marketing campaign.    

1.       Market research
2.       Segmentation
3.       Find out the needs, problems related to behavior
4.       Selection of target market
5.       Setting goals and objectives
6.       Effectiveness and efficiency of operations
7.       Positioning
8.       Marketing Mix (4 P’s)
·         Product
·         Price
·         Place
·         Promotion (5 M’s of advertising)
9.       Implementation of marketing plans and strategies
1.   Monitoring and evaluation 
      Main difference between commercial marketing and social marketing
Social marketing is more difficult than commercial marketing.

Commercial Marketing
Social Marketing
Selling of tangible goods and services
Selling desired behavior
Primary objectives
Primary objective in commercial marketing is to satisfy customer by selling products to them and fulfilling their needs and earn profit.
The primary objective of social marketing is to benefit society in term of social gain.
Focus on physical products or services.
Focus on to reach the target audience and change the behavior.
Marketing tools
Marketing tools use for selling products.
Marketing tool use for changing behaviors.
Satisfying needs
In commercial marketing, marketers satisfy individual needs.
In social marketing, marketers satisfy society needs.

Similarities between commercial marketing and social marketing

1.       A customer orientation is critical.
2.       Exchange theory is fundamental.
3.       Market research is used throughout the process.
4.       Audiences are segmented.
5.       The proper target market is selected.
6.       All 4 P’s are considered.
7.       Results are measured and evaluated and used for improvement.

Social Marketers

Commercial organizations do not do social marketing. There are other organizations that develop and process social marketing campaigns.
1.       Public sector organizations
2.       World Health Organization (WHO)
3.       Centers for Disease Control and Prevention (CDC)
4.       Department of Health
5.       NGO’s
6.       Department of Social and Human Services
7.       National Highways Traffic Safety Administration
8.       Schools, Parks, community health clinics
9.       Governments

Ways to handle social issues

1.       Technology
2.       Science.
3.       Legal/ Political/ Policy making
4.       Improve infrastructure
5.       Built environment
6.       Changes in corporate policies
7.       Schools trainings
8.       Education
9.       Media


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