Social marketing aims to develop and integrate marketing concepts with other approaches to, in turn, influence behaviors that benefit individuals and communities for the greater social good. In public health, many social marketing campaigns include a specific behavior change component.
Social marketing campaigns use multiple media channels to reach and saturate a target audience bringing about behavior change. A social marketing campaign may use social media tools in combination with other approaches, such as traditional media (billboards, radio, TV, etc.), events, and promotional materials, to reach a target audience and bring about the desired behavior change. A plan for implementing a social marketing campaign, will guide development, implementation, and evaluation.