Why society benefits from social marketing theory

Consumer behavior is one of the top concerns of most companies since they need to identify what the consumer needs. Several marketing theories have been conceptualized but nothing seems to be similar to the concept of social marketing theory. According to the National Social Marketing Centre (2006), social marketing is the application of social marketing theory along with other methods to mainly achieve a behavioral change for a social good. Primarily, social marketing theory aims to create positive behavior by influencing the general public. For example, costs can be minimized by society when people quit smoking since this means healthier and more productive lives. By deriving concepts of social marketing theory and using commercial marketing approach, the public may be possible be convinced to quit smoking.
 
Actually,the very root of social marketing theory can be attributed to G.D. Wiebe since in 1950s  he proposed the concept that perhaps it’s possible to sell brotherhood and social thinking the way commercial goods like soap are sold. His journal on “Merchandising commodities and citizenship on television” proposed that non-profit campaigns that could eventually solve social problems can be made like commercial campaigns. After twenty years, his concepts were formalized later by well-known marketing guru Philip Kotler and Zaltzman in their work “Social Marketing: An Approach to Planned Social Change" published in 1971. This seminal work by Kotler and Zaltzman can be considered seminal work that espoused social marketing theory.
 
As a consequence, some countries applied the social marketing theory and used them in public campaigns. It would be good to cite United Kingdom’s effort in launching aggressive commercial campaigns against drunk driving which were designed to be gruesome so the public would be shocked. In the same manner, Australia spearheaded in bringing social marketing theory to practice as the Victoria Cancer Council launched an anti-tobacco campaign in the late 80s according to the VicHealth history. Even developing countries like Philippines applied principles of social marketing theory in dissuading the public to light firecrackers on New Year’s eve which cause accidents.
 
Indeed, the practical use of social marketing theory in daily life led to  a new type of campaign that governments can use efficiently in promoting positive changes to the public.