Reigniting the Fire

Dr Stephen Dann

The Back Story

• 2006 ANSM Conference

• 2006 ANZMAC Panel

• 2007 Journal of Public Affairs

2008 (Re)Ignite the Fire

Where we stand…

• the definition and domain of social marketing– Means by which we operate– Social marketing mechanism

• Need to defend the domain– Resist the online newcomers and the social media

marketers ambushing the discipline

Where we stand…

• understanding the m-word– what constitutes the ‘marketing’ aspect of ‘social

marketing’?• American Marketing Association (2007)?• Chartered Institute of Marketing (1971)?

• Future developments in the definition– Charted Institute of Marketing 2009?

Where we stand…

• Application, adaptation and adoption of…– service dominant logic

• Unlocking the embedded health/wellbeing service

– value-in-use• When does a seatbelt become valuable?

– Customer co-creation of value• The Health Club Membership versus healthy exercise

Where we stand…

• Exporting social marketing theory – Adaptation, adoption and exportation?

• Online marketing is behavioural based

• Brand is attitude based

• Emotions?

From here…

Defend the Spend

Metrics, measurement and self confidence

Changing demographics

Population spikes, ageing, and the consequence of the baby boom

Marketing as a societal force

Social marketing, social change, commercial change, commercial marketing.

Discussion