Standards of Practice

The National Social Marketing Centre in the UK have produced an 8 point social marketing National Benchmark Criteria that is being used to help encourage and promote greater consistency in the use and application of social marketing:

1. Clear focus on behavior and achieving specific behavioral goals
2. Centered on understanding the customer using a variety of customer and market research
3. Is theory-based and informed
4. Is ‘insight’ driven
5. Uses ‘exchange’ concept and analysis
6. Uses ‘competition’ concept and analysis
7. Has a more developed ‘segmentation’ approach (going beyond basic targeting)
8. Utilizes an ‘intervention mix’ or ‘marketing mix’ (rather than relying on single methods)