The main objective of a social marketing campaign is to solve a problem of collective interest
by changing individual and/or group behaviours. It is possible by proposing both individual benefits of collective interest (e.g. health) and social benefits deriving from individual behaviours (e.g. energy saving, separate waste collection).
Social marketing bases its action on the theory of exchange and segmentation of the target, identifying desired benefits and costs perceived in each segment and consequently positioning the product offered.
deals with the marketing campaigns of many social projects and is currently developing the campaign against radicalization and terrorism among young people promoted
by the Precobias
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