Social Technology: Why Is it Important?
In recent years, there has been growing interest in environmental issues and economic disparities worldwide. Companies are also moving to incorporate SDGs (Sustainable Development Goals) into their management, and awareness of social contribution is increasing. That's why social marketing is attracting attention. The purpose of general marketing is to increase sales and generate profits, but social marketing aims to improve society. In this article, we will introduce the basic knowledge of social marketing and the effects and success cases that social marketing brings to companies
What is social marketing:
Social marketing refers to applying marketing concepts in business to pursue the interests of society as a whole and to solve problems.
Marketing is not meant to encourage people to purchase or use products or services, but rather to spread awareness and understanding of ways of thinking and behavioral guidelines for the betterment of society, and to make them permeate the world.
The second idea is based on the idea that ``corporations should also fulfill their social responsibilities,'' proposed by American management scholar Philip Kotler in 1971.
In the latter half of the 20th century, the disadvantages that consumers suffered from the pursuit of profit by large corporations (inferior products, inappropriate pricing, pollution, etc.) became a major social problem. Against this background, moral responsibility and ethical behavior have come to be expected of companies, and these have gradually become common place.
Why social marketing is attracting attention:
The reason why social marketing is attracting attention now is that many people have become aware of social issues such as disasters, environmental problems, economic disparity, and gender discrimination. In the information age, many people, as members of society, are checking the actions of companies and paying attention to their social responsibilities.
On the other hand, in today's world where things are overflowing and it is difficult to compete solely on the content of products and services, showing the way a company stands can help differentiate it from other companies.
Effects of social marketing:
As we have seen, social marketing can be considered a form of branding because contributing to society improves a company's image. If more people appreciate and choose the company, profits will improve as a result. Specifically, it has the following effects.
Become a company loved by people by engaging in social marketing:
People have a positive image of companies that contribute to society. A company's image also influences consumers' product choices. Social marketing is one of the branding activities that show a company's stance of fulfilling its social responsibilities as a member of society. If that attitude is widely recognized, consumers will feel satisfied with buying the company's products. Let's think about what our company can contribute to society from a long-term perspective and increase our corporate value.
