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Upstream social marketing strategy: An integrated marketing communications approach

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  • Key, Thomas Martin
  • Czaplewski, Andrew J.

Abstract

This article provides an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers. A conceptual application model and five-stage process is presented for an upstream social marketing strategy based on integrated marketing communications (IMC). IMC concepts are described in the context of social marketing, as well as specific stages for creating an IMC social marketing strategy; these include target audience research and determination, channel selection and integration, strategic message creation, and measurement and control. A central and novel feature of the IMC social marketing strategy model is the simultaneous targeting of an upstream decision maker and influential peripheral (upstream) audiences in order to triangulate and increase campaign effectiveness. An IMC approach to upstream social marketing ensures consistent, persuasive messages specifically crafted for the selected target audiences and coordinated through precise channels to maximize impact. This multi-channel, multi-audience approach to message creation and channel selection produces synergies that increase the potential to influence an upstream decision/policy maker.

Suggested Citation

  • Key, Thomas Martin & Czaplewski, Andrew J., 2017. "Upstream social marketing strategy: An integrated marketing communications approach," Business Horizons, Elsevier, vol. 60(3), pages 325-333.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:3:p:325-333
    DOI: 10.1016/j.bushor.2017.01.006
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    References listed on IDEAS

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    1. Sternthal, Brian & Craig, C Samuel, 1974. "Fear Appeals: Revisited and Revised," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(3), pages 22-34, December.
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    Cited by:

    1. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi & Iqbal Ahmad Hakim, 2019. "Understanding Social Marketing and Well-being: A Review of Selective Databases," Vikalpa: The Journal for Decision Makers, , vol. 44(2), pages 75-87, June.
    2. Prarawan Senachai & Jakaphun Julsrigival & Raksmey Sann, 2022. "Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process," IJERPH, MDPI, vol. 19(14), pages 1-18, July.
    3. Chi-Horng Liao, 2020. "Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach," IJERPH, MDPI, vol. 17(17), pages 1-19, August.
    4. Nikita Moiseev & Alexey Mikhaylov & Hasan Dinçer & Serhat Yüksel, 2023. "Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-25, December.
    5. Rėklaitis Kęstutis & Pilelienė Lina, 2019. "Principle Differences between B2B and B2C Marketing Communication Processes," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 73-86, June.
    6. Mercy Wanjiru Ngundo & Wanjiku Ng’ang’a Kinyanju & Julius Kahuthia Mwangi, 2020. "Marketing Strategies, Competitive Strategies and Organization Performance of Media Houses in Kenya," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(7), pages 177-186, July.
    7. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    8. William Douglas Evans & Marco Bardus & Jeffrey French, 2024. "A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing," Businesses, MDPI, vol. 4(2), pages 1-15, May.

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