What makes a person change their behaviour through social marketing?
Posted by TeamPC on 18 Jun 2017
Scientists and psychologists have spent an eternity trying to understand human behaviours and much ground has been gained. We are unique individuals that behave in unique ways, but it’s by analysing this behaviour over time, that marketing professionals now understand what works (and what doesn’t) when creating and implementing successful behavioural change campaigns.
Behavioural change marketing
It’s by analysing someone’s behaviour (or groups of behaviour), over time that you can really understand who they are, what they like and dislike, and the kind of lifestyle choices that they make.
For example, in a healthcare context, the NHS knows through its various studies, that the 50+ male group is more susceptible to heart problems and coronary complications, than those in their teens, and that this is mainly down to lifestyle choices in earlier life. Common sense perhaps, but the point is: can social marketing be used to tackle some of the behavioural issues associated with the 50+ group before heart issues prevail?
Well, the NHS thinks they have a solution and have been championing social marketing health campaigns for over a decade. Focusing on ‘at risk’ groups, key messages are designed to influence and connect with a person’s mindset, with an emphasis on preventing future health interventions. In other words, encouraging people to modify their ways, and reap the health and wellbeing benefits associated with better lifestyle choices.
It’s not just a healthcare technique
But its not just healthcare where social marketing is being used. Premier league football clubs, sports clubs generally, schools, HE institutions, businesses, in addition to various health bodies, including the NHS, are using the principles involved with social marketing to connect with people’s thinking, lifestyle and behaviour.
Whether its challenging a young person to aim high in their studies, to steer clear of legal highs, eat healthily, or access health screening to detect the early signs of serious diseases like cancer, social marketing is not just behaviour-changing, but life-changing
How is this delivered?
Social marketing identifies a behaviour change goal and then uses a range marketing approaches and principles, and more recently utilising the latest automated marketing technology, targeting and insight techniques to focus on individuals, communities and society at large. Delivering tailored campaigns that strike a chord, connect with real need, and drive behaviour change.
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers. Visit us online at perfect-circle.co.uk
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