Introduction

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Executive summary

This article presents an analysis of social marketing and how it impacts market segmentation and targeting. This article creates a simplification structure to clearly understand this topic. Social marketing is an important issue that helps to develop a business structure and market position too. Market segmentation and targeting are very close to each other and both create a significant role in social marketing. This project mainly covers all those factors which are dependent on the social marketing process and its impact on the fulfilled target. This is actually a marketing-designed change pattern that encourages social changes and it creates a good impact to sell products and targets to achieve the highest position in the market. This article also speaks about social segmentation which helps to fulfil targeting and social marketing also. Market segmentation also helps to increase the chances of people engaging with the content which results in more efficient returns of the investment and also helps to fulfil targeting. This market segmentation also helps define and better understand customers and their requirements which help to achieve success smoothly. This article helps to understand all those components and also helps the reader to explain all those factors.

Introduction

Social marketing plays a significant role in the marketing of a business structure and it is very important to develop the position in the market. Social marketing refers to the development of activities to change customers’ behaviour to benefit individually or socially. This refers to a systematic and planned process that includes behaviour. This is mainly used to improve the welfare of people as commercial principles and techniques and also help to change the physical, social and economic environment where they live. Social marketing is a very helpful systemic technique that helps to market segmentation and targeting too. Social marketing played an incredible role in market segmentation and targeting. Market segmentation creates subsets to better understand customer criteria and target audiences. Through social marketing, market segmentation successfully runs off and also achieves success for a business future in the market. This is a kind of marketing strategy which helps the company to develop its stage in the market.

Discussion

Importance and implementation of social marketing

The main goal of social marketing is to change and maintain customer behaviour through the help of increasing awareness, changing attitudes, knowledge explanation, and many more. Through social marketing, a company is able to develop its products, services, and communications that fit the customer’s needs and motivations (Metcalf et al., 2019). Through the help of social marketing, a firm is able to develop their marketing plans, actions, strategies and also help them to properly implement this approach for their future growth. This is a design, implementation, monitoring program which influences the acceptability of social ideas and that embeds distribution, communication, pricing, and planning.

Logically social marketing concepts develop on the basis of 4ps marketing mix: product, price, place, and promotion (Lahtinen, Dietrich & Rundle-Thiele, 2020). Through the help of this marketing mix, an organisation is able to develop its business structure and achieve more profit through this strategic business (Gomez et al., 2019). Social marketing plays a significant role in the marketing mix which is an important market strategy to develop a business position in the market. Through social marketing, an organisation is able to develop its social connection and gain more popularity through the help of many more social media platforms, blogs, videos, social bookmarking websites, and many more. Through the help of this tool, a company is able to systematically handle customers’ behaviour and be able to develop its position in the market. Market segmentation is the first step of social marketing strategy which helps a company to develop their understanding properly and ensure people fulfil their requirements which help to fulfil targets.

The impact of social marketing for market segmentation and targeting

Market segmentation and targeting are dependent on each other and both are the strategic parts of social marketing programs. Market segmentation and targeting refer to a process of identifying an organisation’s customers, choosing their pursue, and creating value for targeted customers. Market segmentation and targeting help a company to determine and acquire key customers which helps to create a sustainable social marketing process. Through the help of market segmentation and targeting, a company is able to develop its social marketing process and also be able to develop its position in the market. Both are strategies that help to create product, pricing, communication, and customer management strategies. Social marketing is very helpful to determine market segmentation and targeting. When a company starts their business, they apply many marketing strategies for their growth. Market segmentation and targeting help an organisation to develop its position through the help of social marketing in the market. Social marketing helps to develop customer connections and create an understanding position in the market structure (Ibrahim et al., 2018). Market segmentation and targeting are two parts of target marketing that help to develop social marketing programs.

Market segmentation: This is an actual process to identify segments of the market and the process of dividing customers consisting of existing and prospective customers. Through proper segmentation process, a marketing manager is able to properly understand customers’ requirements and their needs too. It indicates accurate marketing activities which create more responsibility for the firm’s future growth. A proper segmentation, a company accrues a more systematic approach and planning for their future growth. Market segmentation also refers to the better exploration of marketing resources and developing finely turned marketing programs. Through the help of market segmentation, a company can be better organised, integrated their marketing communication and target activities and promotional activities make their position better and able to collect more customers which create a better structure for their future.

Targeting: After completing market segmentation, market targeting is an important step. To target the market, social marketing played a huge responsibility for this. Through social marketing, a company is able to fulfil its target and also be able to develop its marketing position through this targeting market strategy. Through social marketing, an organisation is able to develop customers’ behaviour, their requirements, and needs which are connected to achieving success. When a company achieves the target strategy in their marketing business, that helps this company to become more popular and that also helps this company to develop its position.

All those are connected to each other and those strategy parts played a significant role in developing the social marketing process. Through market segmentation and targeting strategy, a company develops its marketing strategy and is able to develop its strategic position in the market.

Conclusion

After the study of this assessment, it could be concluded that social marketing is very important to develop a position of a business in the market and it helps to refer to proper growth for market segmentation and targeting too. Every organisation always follows some business techniques and strategies to develop its position in the market. Market segmentation is one the most important strategies of marketing that are connected to social marketing. Social marketing helps a company to create a proper path for market segmentation and targeting. Through social marketing, a company is able to change people’s behaviour and help to achieve the primary goal of marketing. Social marketing is necessary to develop a new strategy in marketing a business and it indicates a powerful relationship with the customers. Most companies apply this strategy to fulfil their business target and also develop their social position too.

Reference

Gomez, A., Loar, R., Kramer, A. E., & Garnett, G. P. (2019). Reaching and targeting more effectively: the application of market segmentation to improve HIV prevention programmes. Journal of the international AIDS society, 22(SupplSuppl 4). DOI: https://dx.doi.org/10.1002%2Fjia2.25318

Gordon, R., Dibb, S., Magee, C., Cooper, P., &Waitt, G. (2018).Empirically testing the concept of value-in-behavior and its relevance for social marketing.Journal of Business Research, 82, 56-67. DOI: https://doi.org/10.1016/j.jbusres.2017.08.035

Ibrahim, A., Knox, K., Rundle-Thiele, S., &Arli, D. (2018). Segmenting a water use market: theory of interpersonal behavior insights.Social Marketing Quarterly, 24(1), 3-17. DOI: https://doi.org/10.1177/1524500417741277

Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context.Journal of Social Marketing. DOI: http://dx.doi.org/10.1108/JSOCM-10-2018-0122

Metcalf, A. L., Angle, J. W., Phelan, C. N., Muth, B. A., & Finley, J. C. (2019). More “bank” for the buck: microtargeting and normative appeals to increase social marketing efficiency. Social Marketing Quarterly, 25(1), 26-39. DOI: https://doi.org/10.1177%2F1524500418818063