A study of Planning and developing strategies for effective social marketing..pdf

International Journal of Advanced Science and Technology
Vol. 29, No. 6, (2020), pp. 8674-8686
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
8674
A study of Planning and developing strategies for effective social marketing.
Dr. Ambar Beharay
Principal In Charge, Smt. Sudhatai Mandke Commerce College
Abstract
The use of marketing principles and techniques in behavioral change is social marketing. It is a concept,
process and application to understand who people are and what they want, and then to create,
communicate and deliver goods and services to meet their desires and needs and to resolve serious social
problems.
The use of marketing principles and techniques in behavioral change is social marketing. It is a concept,
process and application to understand who people are and what they want, and then to create,
communicate and deliver goods and services to meet their desires and needs and to resolve serious social
problems.
Introduction
Marketing is at a turning stage. It was never considered a serious strategic management function until
1960, when Levitt (1960) wrote Marketing Myopia. This is how the discipline developed at this pace,
which is Philip Kotler 's classic classical schoolbook, Marketing Management (Kotler and Keller 2008)
with its 13th edition of 816 pages.
Organizations have never had the power to interact with customers, audiences and partners in such
information and communication technology; to explore, find, capture, store , analyze, present, use and
exchange data and information on them; and accordingly to tailor products and services. Besides this, end
users never intended to interact so closely with organizations and to shape what they need. Marketing in
its highest form nowadays is regarded as a social process composed of patterns of human behavior, which
are concerned with exchange of resources or values.
Clearly, the potential of social marketing has become increasingly evident in the 2010's by public sector
agencies, NGOs and the private sector. What contributions could marketing make in an age of climate
change , environmental destruction, natural resources scarcity, rapid population growth, poverty and
hunger and inadequate social care? Some specifically question whether public benefits in the
conventional area of social marketing can be promoted by marketing strategies other than public health5.
These technologies can help to encourage broader social and environmentally-friendly improvements in
behavior, support protective behaviour, discourage dangerous behaviour, increase use of Community
resources or facilitate formula use. This is the behavior not only of individual citizens but of public sector
agencies, NGOs and the private sector as well.
Definition:
Kotler and Zaltman (1971) coined the term "social marketing." The application of commercial concepts
and technology to manipulate the target audience to actively embrace, refuse, alter or abandon behaviour,
to the advantage of the consumer, draws from information bodies such as psychology, cultures,
anthropology, political science and communication theory, and with practical origins in advertising ,
public relations and market research. The goal is to bring about positive social change. It can be used to
encourage merit goods and services or to prevent products and services from being undervalued by a
target community, thus supporting their well-being.

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What is Social Marketing?
Social marketing is an strategy used to create strategies to alter or sustain the actions of individuals and
society in general.
Social Marketing is the established method for shaping behavior in sustainable and cost-effective ways,
incorporating concepts from commercial and social marketing.
You can choose from it:
• Which people should be involved
• How do we influence the behavior?
• How can I do it?
• How do you measure?
Approach
Social marketing is a structured process that is systematic. Six steps are taken
Behaviour
The goal of social marketing is often to improve or to sustain how individuals conduct themselves – not
what they feel or how conscious of a issue. You do not do social marketing if your goal is just to increase
awareness or knowledge or change attitudes.
Benefits human beings and society
That's the importance – perceived or real – as identified by people targeting social marketing. The
organization that tries to encourage behavior change is not supposed to benefit them.

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A approach to social marketing
If you don't continue social marketing, it will add value to your projects and policy if you only look at all
these four questions.
1. Do I truly understand and view things from the perspective of my target audience?
2. Am I clear what my target audience would like to do?
3. Do the benefits of doing what I want my target audience outweigh the costs or obstacles?
4. Do I use a combination of activities to encourage people to do what they want?
What helps social marketing?
Policy: Social marketing helps to ensure that policy is based on a people-life understanding, and that
policy objectives are achievable and realistic. Example of policy: Jordan water rationing
Strategy: Social marketing enables you to focus on your resources efficiently and to select the most time-
consuming interventions. Strategy example: strategy for pulmonary disease in Britain
Implementation and delivery: Social marketing allows you to produce products , services and
communications which meet the needs of people and their motivations. Example of delivery: Kid Car
Seats in Texas
The Dimensions of Social Marketing
Some believe that social marketing does little but employ generic marketing principles and practices to
achieve non-commercial targets. This is an over-simplicity: social marketing means the development of

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apparently intractable habits with (most often) very minimal resources in a variety of environmental,
cultural , social , political and technological circumstances. If corporate marketers' main goal is to please
shareholders, the fundamental aim of social marketers is to fulfill the company's intention to enhance the
quality of life. This demands an approach to long-term planning that transfers communities, organizations
, and societies beyond individual end users, as is seen below. The desired social marketing results are,
therefore, often ambitious, with more product complexity, varied demand, challenging target groups,
increased participation by the end-user and more varied competition. However, behaviors are always the
focus, just like generic marketing: social marketing also depends on the voluntary (but more difficult)8
sharing of cost and advantages between two or more parties. To this end social marketing also provides a
valuable platform to prepare for social marketers at a time when global, international , national and local
issues have become more important, and social marketers should align themselves with other strategies.
In addition to public health,social marketing is being implemented in environmental economic,and
educational, and fields, amongst others. (Approaches include advocacy; mobilizing communities;
building strategic partnerships with public sector, non-government and private sector organizations;
influencing the media)
The cycle of social marketing.
The National Social Marketing Center worked in the United Kingdom to explain the essential aspects of
social marketing. It has drawn social media benchmarks based on work of Alan Andreasen in the United
States. It aims to improve the understanding of social marketing principles and techniques, to promote a
coherent approach to impact, to maintain flexibility and creativity to adapt actions to different needs, to
facilitate the collection of transferable learning among interventions, and to support monitoring and
assessment. Important to effective initiatives other requirements should have been included, such as
strategic planning, collaboration and involvement of stakeholders, monitoring and evaluation, etc.
However, social marketing is special to those supported by the National Social Marketing Center.
The criteria are
Always remember that you are absolutely unique. Just like everyone else.
—Margaret Mead
Orientation Also involves a strong consumer orientation, with a strong emphasis on how consumers are
to understand, e.g. their values, perceptions, information, opinions , behaviors and needs and their social
background.

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Behavior This relates to a strong emphasis on the identification and implementation of specific
behavioral expectations for current behaviour. These can be split into measurable steps and step by step.
Theory This refers to the use of behavioral theories to understand and develop programs for the
understanding of human behavior.
Intelligence This requires a deep understanding of what moves and motivates people.
Exchange This is based on the use of the concept of "exchange" — the understanding of the expectations
and the true costs for people.
Concurrence This is dependent on the use of the concept of "competition." This means that people
understand and compete for their time factors that impact.
Segmentation This requires clarification of the audience using segmentation to effectively target people.
Methods Mix A mix of different actions or methods is required to attain a behavioral objective. This is
known as the intervention mix when used at the strategic level. It is described as a marketing mix when it
is used operationally.
Importance of Process
Anyone participating in project or program development knows the stages of the social marketing
process. The National Social Marketing Center however emphasizes the importance of the scope stage in
particular, which drives the entire process. The key objective at the scope stage is to set simple, realistic
and observable comportment objectives to ensure accelerated progress during the remaining phase. Social
marketing's efficiency depends on the direct impact on behavior, which distinguishes social marketing
from communications or awareness-raising approaches (where the focus is to emphasize and help the
public to understand information). The scope of the process is to define the intervention 's objectives and
the objectives of the stakeholders. It requires near collaboration and a lot of experience. At this point,
social marketers try to understand what drives end users and motivates them to determine how they can
achieve their behavioral objectives. In terms of generic marketing, it can be useful to take this step into
account when defining the product ( or service).
The complexity of marketing a change in societal behavior requires a well-structured social marketing
process. However, a step-by - step approach for the literature social marketing cycle may not have been
adequately addressed. Initial planning, formational research, the strategic development , program
development and pretesting of material and non-material interventions, implementation and monitoring
and evaluation are the major phases followed in public health applications in the United States. The four
Ps are the main marketing concepts as they are applied at the first planning stage.
Digital media advantages:
If social marketing is used properly, it can be a great asset — a new marketing instrument. The
advantages of social media for a corporation can be immense, but it must be noted that they must be used
as effectively as possible.
The use of various social media such as forums, photo- and/or video-sharing sites, social networking sites
and social web bookmarking allows companies and websites to gain visibility over the internet.
There are six distinct social media advantages, which make it an important resource for marketing
campaigns:
1. Promotes socially beneficial use of goods.

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2. Encourages and makes people become happier with their lifestyles. They are happy.
3. It helps in initiatives for green marketing.
4. It helps to eliminate society- and quality of life-changing social evils.
5. Internet media is one of the cheapest marketing strategies.
6. One of the strongest benefits of social media is that everyone can do it from home.
SMM characteristics
Some people often think that they might be talking about Facebook or Twitter when they talk of social
media marketing. However, social media networks provide efficient commercialization tools that can
increase online traffic and enhance your popularity. There are many features of social media marketing.
You need to look at the following SMM characteristics to achieve a good marketing strategy.
The participation of participants
Social media supports everyone's feedback and contributions. Social networking involves the introduction
of suggestions during the on-line chat. It seeks to bridge the gap between enterprises and the public. This
participation process is enjoyed by all new social media channels.
Overture
The success of social media needs honesty, openness and genuineness. In your SMM (social media
marketing) strategy, you should have a worthy relationship with your customers. Fake or negative
comments can damage your reputation online.
Creating relationships
Social media is a two-way channel for communication. This requires both businesses and customers to
participate. As a company owner, making good links with your target audience is extremely important.
Online discussion with real people in real time takes place through various social media tools. You can
interact and reply to your queries with your target audience. Responding to your concerns is an effective
way of building customer relationships.
Robustness
You must always show your online presence to make your profile reliable. Efficient social media
marketers regularly visit their specific sites. They also communicate with new users and promote their
products. You talk regularly to your target audience.
Construct communities
Social network sites enable you to quickly build communities, which helps you to communicate better.
Group passions like art, a political topic or favorite TV show share mutual interests. Such groups allow
you to get to know your target audience. Other groups you find valuable for your company may also be
sponsored.
Service to the client
Care of your customers is very important. Social networks have everything to do with helping each other.
It is about value, not just promotion, for your customers.

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Do not spam.
Just promote your links, don't give importance. Share your company with informative material. Do not
send your community the same message over and over, it works like spam, and your clients may get
irritated.
The most important tool for small businesses is social media marketing. Your company can grow and
traffic to your website through an successful social media marketing strategy. Marketing social media is
the best marketing strategy, which enables you to develop relationships at the same time.
Social marketing applications:
1. Campaigns to promote health in India, in particular in Kerala and awareness of AIDS, are mainly social
marketing, for which the social workers have a great deal of work. For this particular task, the most social
workers are trained professionally.
2. Campaigns against cigarettes.
3. Campaigns against opioids.
4. Campaigns against pollution.
5. Campaigns for public safety.
6. Campaigns against dowry.
7. Girl's Child Campaign Protection.
8. An anti-plastic bag campaign.
9. Fund for Green Marketing.
Social marketing is customer-oriented and uses the concepts and tools used by the com-Merchants to
achieve social objectives like anti-smoking campaigns and collect funds for NGOs. social marketing.
Objective of the study
1. To identify the planning strategy for social marketing
2. To study the development strategy for social marketing.
Need of the study :
Social media marketing is the most powerful platform for small businesses. An effective social media
marketing campaign grows your business and brings more traffic to your website. Social media marketing
is the best marketing strategy allows you to promote your company at the same time build relationships.
It can be totally counterproductive to try to build a brand on social media without a defined strategy. It is
for your sake, in little rhyme or reason, that you can find yourself posting and therefore see no return from
this.
In this paper, researcher examine some important reasons why enterprise needs a social media strategy
and how it can benefit the brand.
Statement of problem

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Many small companies think about the type of marketing campaigns in which they invest. It's important
that you spend it wisely to make the most of your money when you have a limited marketing budget.
Social media marketing is one of the most versatile and cost-effective strategies small enterprises can use
to reach their target public and increase sales over time. That's why advertisers are going to use their
consumers in social marketing.
Sources of data
The sources of secondary data. Secondary data is gathered by review of literature.
Why do small companies have social media ads
1. The social media is the clients.
One of the best reasons for your small company's social media marketing is that your clients spend time
on this channel. According to Statista, 70% of the American population has a social network profile at
least. And by 2021, there are projected to be about 3.1 billion users worldwide in social media. This
presents an excellent opportunity for small companies who wish to reach their online audience with many
consumers who use social media every day.
Social Media Marketing
Your customers are not only in social media, but many of them are very likely to check these sites every
day.
It can be easy to connect with the target audience if you work on the channels you use most often. Don't
get your public to come to you, that is to say, go to your public! You can lack an important opportunity to
connect to your customers and take new lead when you're not already in social media.
2. When you market through social media , consumers are more receptive to your messages.
Users are active on social media platforms because these channels provide an easy and fun way of
networking, maintain contact with friends and families and remain in contact with what is happening in
the world. Typically, users are not expected to be commercialized on these channels. However, this does
not mean that social media users do not adopt their favorite brands and communicate with them.
Users of the social network
In fact , 95% of adults between 18 and 34 are expected to follow a social media brand, according to
MarketingSherpa. However, it is because they find the content and information in these social media
campaigns valuable that users follow brands and enter into their social media profile. Whether you are
looking for deals, have fun content or just want to learn about the brand, social media users are open to
social media channels to engage with brands.
It is because the social media allows you to talk more and show an other side of your brand that
consumers may be more receptive to your brand message. The knowledge on these platforms adds to the
identity of your brand and lets you explain your brand voice. On social media, instead of only sending
targeted marketing messages, you can communicate with your members and consumers authentically.
Consumers are more open to this generally.
It's probably not new to find customers and companies talking on Twitter about their brand. Or perhaps
you stumbled over Instagram Stories' Q&As from some brands. Most marketers see these social media
channels as a more personal way of getting to know their audience. You ought to, therefore, too.
3. Social media marketing can contribute to brand awareness.

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Another benefit of social media marketing is that it enhances your visibility and thus increases your brand
recognition. Your social media profiles are new forms of content sharing and a genuine expression of the
voice and personality of your brand. You make your brand accessible and familiar to newer customers
and current customers by posting compelling content that adds value to your target audience.
Let's say , for example, that your social media brand is being overcome by a new lead. You may not have
heard about your company before, but you can learn more about your brand and the value you provide
through your social media content. Your current customers may experience the same situation. After you
have viewed your social media contents on several networks, existing customers can get to know your
business better, which can increase their interest in a retail sale.
4. Social media marketing increases your incoming traffic.
Another way of getting more incoming traffic to your site is through your social media profiles. This
makes social media marketing an excellent strategy to complement your optimization efforts in the search
engine. A different opportunity to bring new visitors to your site is every piece of content that you post in
your social media profiles. You will be able to convert once the visitor gets to your website.
It is critical that you frequently release content that is engaging and adds value for your target audience in
order to get the most inbound traffic. The more content you post on your social media channels, the more
opportunities you can get new information and return it to your website. If you have optimized your
website for transformation, it is only a matter of time before these new paths become customers.
5. You reach a certain audience through various social media channels.
Another benefit of social media marketing is that, based on the channels your brand is working on, you
can strategically target different audiences. You can hit your target audience and work to bring more
eligible leads back to your website, rather than just putting your marketing message for any person to see.
Create a clear demographic list of your audience – the more detailed, the better. This list can cover your
gender, your age, your location, your interests, brands, hobbies, etc. If you know these values, you will
have more idea on which social media channel to reach them. This will also help you to create content
that enhances your chances of conversion for the audience. The more relevant this traffic is, the higher the
rate of conversion.
Channels of social media
Whomver you try to reach, on one of the many popular social media channels consumers use every day,
you can find your audience.
You can strategically choose which channels to invest in your time, your money and your effort to get the
best out of your social media marketing. Don't you know the social networks are right for you? Check out
our post on your business' best social media platforms to learn more about each channel and how it can
benefit you based on your target audience and objectives.
6. Advertising in social media lets you target and re-target ideal consumers.
Although advertising in social media needs some upfront investment, social ads can do a lot to
complement the biological campaigns on your social media channels. Social media platforms such as
Facebook help you targeted your ideal buyers by providing sophisticated targeting capabilities, making
you more traffic on the website. This is the best way to maximize your marketing expenditure.

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By identifying your ideal client through the ad platform, you will identify new potential leads with
Facebook ads. Facebook then enables you to send the content of your ads to those who have the same
behaviors as your target population. By driving your brand site with more traffic, you can improve results
regardless of your advertising goals.
7. Social media marketing is affordable.
One of the greatest advantages of social media marketing is that marketing costs are reduced without
sacrificing results. Most of the gains from the social media come from investing time in producing and
publishing content and talking to supporters. The good news is that important results can be achieved only
a few hours a week. Indeed, HubSpot estimates that 84% of marketers were able to create more traffic and
spend six hours on social media every week.
The CPM (cost per thousand impressions) in social media can reach $2,50 as shown below in a
multichannel analysis. This is 3 times cheaper than mainstream media ads.
Even if you decide to make social media publicity an important part of your social media strategy, social
media marketing is still cheap. It's relatively inexpensive on social media channels such as Facebook and
Twitter, depending on your goals and the reach of your campaign. Regardless of your budget, in order to
achieve new results, you can still have an impact on these channels.
8. Marketing of social media can improve your ranking of search engines.
Signals Social
There is a good opportunity to concentrate on improving the optimization of your search engine. But did
you know that your presence in the social media could be used by search engines? Having a strong social
presence, successful brands tend to show that the brands are valuable, reliable and trustworthy. Strong
social media presence can also be an indicator for search engines. While the ranking factors are still
changing, it is a safe bet that you can finally benefit from active social media channels.
Such engines pay attention to your actions in social media , particularly links to social content and social
signals such as liking and sharing.
It is important to note that your social media profiles will most probably appear on the first Google page
when your brand is searched by consumers. Your presence in social media can not only affect the ranking
of your search engine. By clicking your social profiles, the consumer can choose to take their business
away from home and find it outdated or uncompromising Therefore, it 's important that your social media
channels not only consistently publish compelling content, but also regularly check your details on your
profile, and make changes and updates as needed.
9. Your social media competition.
Regardless of the industry in which you are or who your target market is, it is likely that you have already
participated and participated in the social media. This not only means that your brand has the opportunity
to do well on these channels, but means that certain potential clients can talk to the competition as we
speak.
It is important that you work towards developing a social media presence if you want to stay competitive
on the digital marketplace. The contents of social media allow you not only to demonstrate some of your

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brand personality, but also to show your industry expertise and knowledge. It is one of the best ways to
distinguish itself from the competition and make online traffic more relevant.
10. Increased conversion rates benefit from ads in social media.
Social media have a lead-to-close rate that is 100 percent higher than outgoing marketing tactics,
according to HubSpot. That could be because every post you post on your social media channels and
every contact you have is an opportunity to turn an interested lead into a happy client. By producing a
report with your leaders and customers and consistently posting valuable content, your brand can improve
trust and credibility, leading to further conversions.
The most important aspect of social media that results in more sales is the opportunity to provide the
brand marketing with a more humane component. Because social media is a place for consumers to
socialize and network, brands can display their company's personality, humor and warmth on the human
side through light, often conversational content.
11. Marketing social media helps to improve the loyalty of brands.
While bigger companies can afford large and costly customer loyalty programs, small businesses need to
build brand loyalty using other more economical ways. Social networking is an efficient way to develop
relationships with managers and clients, which lead over time to greater satisfaction and loyalty. Actually,
a study from Texas Tech University shows that brands engaged in social media channels with their
current customers enjoy increased customer loyalty.
You build stronger customer relationships by engaging your customers and leading social networks. You
can therefore distinguish yourself from your competition by showing your audience how different your
brand is and by strengthening your business. You can work to make happy customers brand advocates
with your audience through valuable, persuasive content and conversation.
12. Consumers search for social media recommendations.
Marketing of social media
Word-of - mouth marketing is one of the most powerful devices in the marketing toolbox of each
company. It is not only free, but also helps you build confidence with new paths. The new outlet for
word-of - mouth marketing in many respects is now social media. Brands encourage their clients to
review their social media profiles, recommend socially or give testimonials to friends and families.
And that's why! It is more likely that consumers will buy from the recommended brands. These
recommendations must not necessarily come from a friend, member of the family, or colleague.
Consumers will trust online reviews as much as they trust personal recommendations, as can the statistics
below.
Recommendations for consumers
Not only do customers trust social media analysis, but they also check for it before agreeing to purchase.
Such figures also show that consumers are actively pursuing social media tips, and they have an effect on
their purchasing behaviour. It is therefore necessary for you to actively encourage your glad customers to
leave a social media review of your brand and to advise others for your goods and services. In this way
some useful word of mouth magic can be created to increase sales.
13. Social media lets the brand link to consumers you didn't know existed.

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In order to identify and take on new leads, most companies rely on search engine optimisation and PPC
ad traffic. However, social media marketing can be an excellent way of bringing new consumers. As we
have discussed earlier, social media recommendations or reviews can help your brand to connect to
customers you didn't know. However, your company can use other ways to tap into new markets using
social media.
Social listening offers a way for you to discover potential clients and business prospects on your social
media. You can see who participates in the conversation by following certain keywords and looking at
trending topics in your industry. This can offer your business a wealth of new leadership opportunities
and introduce you to industry influencers, with whom you can partner to increase visibility.
14. You can improve your brand authority by marketing through social media.
Social media marketing helps you create brand authority. This is a key part of your business's
effectiveness as a market leader. The more valuable content you share in social media, the more
opportunities you have to show leaders and customers your expertise.
This helps build your brand authority even further when others share your content with your fans and
followers or include your brand in their posts. The more people who talk about your brand in social
media, the more valuable your brand is for other people. This will inspire new audiences to learn about
your business and even follow up your company for updates and insights.
15. The marketing of social media offers new insights into the customer.
Channels of social media
Last but not least: social media marketing offers the important opportunity for the consumers to obtain
new insights. You can see what your clients are interested in and what drives them by interacting with
leads and current clients in social media.
You can better understand what your customers are interested in when you regularly take a look at social
media. For example, you can learn what the major challenges and concerns are for your clients through
social listening and then work towards creating more information around these topics. You can also use
social listening to see what customers say specifically about your brand and make changes to customer
satisfaction using this information.
You can also understand the online behavior of your clients in social media. For instance, you can use
Facebook's analytics platform to see what content types are most popular in your target market. You can
also test the translations for posts and advertisements through platforms in order to see which campaigns
perform well.
Reference:
1. Adrian Palmer, N. K.-L. (2009). An experiential, social network-based approach to direct
marketing. International Journal of Direct Marketing, 162 - 176.
2. Bulmer, D. and V. DiMauro, "The New Symbiosis of Professional Networks: Social Media’s
Impact on Business and Decision-Making," The Society for New Communications Research,
2010, at URL
http://sncr.org/wp-content/uploads/2010 /02/NewSymbiosisReportExecSumm.pdf
3. Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History and Scholarship.
Journal of Computer-Mediated Communication, 13(1), 210–230.

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4. Conroy, P., &Narula, A. (2010). A new breed of brand advocates - Social networking redefines
consumer engagement. Delloite.
5. Curtis, A. (2011). The brief history of social media. Retrieved from
http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html
6. Power, D. J. "What is social media?" DSS News, Vol. 11, No. 9, April 24, 2011.
7. TNS, TRU & Marketing evolution. (2007). Never Ending Friending - A Journey into Social
Networking. Fox Interactive Media, Inc.
8. Social media, from Wikipedia, the free encyclopedia,
URL:http://en.wikipedia.org/wiki/Social_media
9. Vogt, C., &Knapman, S. (2008). The Atanomy of social networks. Market leaders, 40(3), 46-51.

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