Essays on Use of the Internet in Social Marketing Case Study

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The paper 'Use of the Internet in Social Marketing' is a wonderful example of a Marketing Case Study. Several studies have shown that technology has impacted social marketing. There has been a great shift from traditional media towards the second generation internet-based applications. The users of the second generation applications have been able to control social marketing with successful campaigns (Menne, 2009). There has been a rise in new ideas and technologies that have led to great promise for the social marketers. Internet and social media have been able to put the consumers into the center of the business world.

The Internet has also been a tool for behavior change. The relationship between social marketers and consumers has been enhanced through the internet. Consumers are able to use social media to share their experiences with products. The Internet has been considered to be the most effective channel due to its ease of use (Smith & Taylor, 2004). Social marketing organizations have captured this opportunity and are capable of informing consumers through online activities. There are websites, blogs, and newsletters which apart from promoting behavior change are an important marketing platform (Kotler, Roberto & Lee, 2002).

The platform is competitive and promotes social marketing and behavior change. The Internet has been playing a crucial role in designing social marketing and behavior change platforms. This essay looks at the internet as a tool to support social marketing initiatives and behavior change. The discussion analyses how effective the internet has been in supporting social marketing initiatives and behavior change. The essay proves that the internet has been used to support social marketers to inform the audience about social issues and promoting behavior change Human behavior is a very vital aspect of wellbeing for the whole society.

For example, smoking behavior affects users as well as those who are near them. This is a good implication that changing a personal lifestyle has a great impact on the wellbeing of society. Social marketing offers an avenue where one is able to encourage others to change from undesirable behaviors (Menne, 2009). Social marketers can use online platforms to influence others on behavioral change. The main areas of focus are health, safety, and community development.

Using the internet, it becomes possible to implement programs that can help in enhancing change in the community and individual level. The use of the internet in social marketing started in 2005. The rise of internet use made it hard for social marketers to ignore it as a successful tool of influence on society in behavior change (Menne, 2009). Online social marketing refers to the online tools used by social marketers. This can be demonstrated by the fact that there has been specifically created an online channel dedicated to bringing a certain change in society.

A good example is the Canadian one-tonne challenge in 2004 which was dedicated to helping reduce greenhouse gases. The program involved active online websites that encouraged the citizens to help reduce the carbon emission in the country. Social marketers are supposed to select different channels which can help in reaching their audience. When the main target is composed of online users, internet plays a vital role (Smith & Taylor, 2004). The rapid rise of internet usage in many countries has been able to benefit social marketers (Kotler, Roberto & Lee, 2002).

Though the field of social marketing has been late in adopting internet in their activities, they have been able to maximize its usage. Social marketers had initially shown little interest in adopting the internet in their activities. This led to promoters of wrong behaviors to take advantage of the situation. The advertisement of unhealthy eating habits increased at the time when social media had less use of the internet. This led to some earlier social marketers to view the internet as a threat to their activities rather than an advantage (Menne, 2009).

For example, some of the earlier social marketers complained that tobacco use of online marketing was complicated, which required social marketers to act fast. Social marketers realized that they were being left out of the advantages that the internet offered (Andreasen, 2006).

References

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Andreasen, A 2006, Social marketing in the 21st century, Thousand Oaks, Sage Publications, Inc.

Fogg, B.J 2003, Persuasive technology: Using computers to change what we think and do, San Francisco, Morgan Kaufmann Publishers.

Hart, T., Greenfield, J &Johnston, M 2005. Nonprofit internet strategies: best practices for marketing, communications, and fundraising success, New Jersey, John Wiley and Sons.

Kotler, P., Roberto, N & Lee, N 2002, Social marketing: Improving the quality of life. (2 ed.), California, Sage Publications, Inc.

Mccombs, M 2004, Setting the agenda: The mass media and public opinion, Cambridge, Polity Press.

Menne, P 2009, Potential of Geo Marketing Tools for the Development of Advanced Online Marketing Business Models, Grin Verlag, Norderstedt.

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