Commercial marketing
- Using marketing strategies to meet the wants and needs of customers in a profitable way. Commercial marketing is usually value free (i.e., ethics is not the main focus).
- E.g., Promoting that smoking helps people relax, and it creates jobs.
Social marketing
- The implementation of mainstream marketing methods to bring about positive social change. It uses the methods of commercial marketing to advertise a social issue.
- E.g., Promoting that smoking is unhealthy and pollutes the environment.
Frequently Asked Questions: Social Marketing vs Commercial Marketing
What is the difference between Social Marketing and Commercial Marketing?
The primary difference between social marketing and commercial marketing lies in their ultimate goal and purpose, although they often employ similar techniques.
- Commercial Marketing: Aims to sell products or services to consumers or businesses for a financial profit. Its goal is to generate revenue and market share for the company.
- Social Marketing: Aims to influence behaviors for the benefit of the individual and society as a whole, rather than for the marketer's profit. Its goal is to create social good and achieve social change (e.g., public health campaigns, environmental protection initiatives).
What is Commercial Marketing?
Commercial marketing is the standard marketing practice focused on understanding consumer needs to create, communicate, and deliver value in exchange for money. It utilizes strategies like product development, pricing, promotion, and distribution to drive profitable sales and build a successful brand in the marketplace.
What is Social Marketing?
Social marketing applies commercial marketing principles and techniques to influence target audiences to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole. Examples include campaigns encouraging seatbelt use, discouraging smoking, promoting recycling, or encouraging healthy eating. It focuses on behavioral change driven by social impact.
Can Commercial and Social Marketing use similar techniques?
Yes, they can and often do use similar tools and strategies. Both involve market research to understand the target audience, segmentation, targeting, positioning, developing a compelling "product" (whether a physical good or a desired behavior), using communication channels, and evaluating effectiveness. The key difference is *why* these techniques are used – for financial gain in commercial marketing vs. for social good in social marketing.
What are some examples of Commercial Marketing vs. Social Marketing?
- **Commercial Marketing Example:** An advertisement for a new smartphone highlighting its features and benefits to persuade consumers to purchase it.
- **Social Marketing Example:** A public service announcement encouraging people to get vaccinated, emphasizing the benefits to personal health and community well-being.
- **Commercial Marketing Example:** A campaign promoting a specific brand of breakfast cereal based on taste and convenience.
- **Social Marketing Example:** A campaign encouraging parents to ensure their children eat a balanced breakfast every day for better health and school performance.
