Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behavior in a sustainable and cost-effective way.
Social marketing also recognizes that, although commerce brings many benefits, it can also cause harm to both the individual and society. Tobacco, which kills half its long term users, provides an extreme example of this, but other industries like alcohol and food are also coming under scrutiny. Social marketing’s understanding of both the commercial and social sectors puts it in a unique position to provide realistic critiques, and identify intelligent solutions. This forms an important part of the growing field of critical marketing.
Know the user. Know the magic. Connect the two. At its core, marketing at Google starts with technology and ends with the user, bringing both together in unconventional ways. Our job is to demonstrate how Google’s products solve the world’s problems–from the everyday to the epic, from the mundane to the monumental. And we approach marketing in a way that only Google can–changing the game, redefining the medium, making the user the priority, and ultimately, letting the technology speak for itself.