View
1.661
Download
2
Category
Tags:
Preview:
Citation preview
emeraldgrouppublishing.com/products/journals/JSOCM
Published research brought to you by
Emerald Group Publishing
The 4Ps of social
marketing is the widely
accepted model for social
marketing intervention,
but does it still work?
The 4Ps of social marketing
We consider the struggle
of the 4Ps in dealing with
the increasing range of
interventions based on
social marketing.
Reconfiguring the social marketing mix
“…[is] the shift in marketing
activities from one-off
transactions or exchanges to
dynamic interactions aimed
at building relationships and
retaining customers”
The problem with the 4Ps
Lefebvre (2012)
Social marketing mix
should start with customer
insight to enable full
appreciation and value.
Customer first
The model should also
aide and encompass the
extending number of
activities which make up
social marketing.
Cover all the basics
Definitions enable
flexibility for social
marketing activities -
highlighting the broad
nature of the model.
Help
4Ps model encourages
“doing things to
customers” rather than
being led by them.
Hinder
(O’Malley and Patterson (2002))
A model which helps
the social marketing
practitioner with the
real-time ‘creative’
process of design.
A new approach…
The Capability Opportunity Motivation (COM) model
www.emeraldinsight.com/doi/full/10.1108/JSOCM-01-2013-0011
Introducing:
“Product” becomes
“motive” -
considering what
motivates people to
do something;
advantage or gain.
Motive
“Place” becomes
“accessibility” - less
about the physical
location, more
about they type of
activity occurring.
Accessibility
SM activities can be
organised in to “design
clusters” where the
use of social marketing
is located in specific
communities.
Design clusters
The capabilities for
social marketing
already exist, but are
tweaked to nudge
people into new
behaviour.
Nudge activities
Reward/exchange
reflects the need for
more substantial
motivational triggers
for a conscious
decision.
Reward/exchange
People are motivated
to change but lack
the skills and/or
opportunities to make
it happen.
Services and support
The need for
essential intervention
in response to deficits
across the whole
COM model.
Relationship and community work
The COM-SM model is
considered an aide to
management thinking
rather than a precise
predictor of outcomes in
all situations.
An aide to marketing
This new model contributes
to the process of creating
interventions rather than
the 4Ps model which lacks
the relationship
consideration so vital to
social marketing.
Conclusion
From the 4Ps to COM-SM:
reconfiguring the social marketing mix
Journal of Social Marketing
Read the full text article to use the COM-SM
model to aide your social marketing activity.
Alan Tapp, Fiona Spotswood
Recommended