The CIM says that over the last ten years, social marketing has developed as a strategic approach for governments and other organisations aiming to influence positive social and environmental change.
It adds that there is “growing evidence” to demonstrate how social marketing can improve and enhance the impact and effectiveness of “commercial sector techniques and approaches”.
David Thorp, director of research and professional development at The Chartered Institute of Marketing, says: “We believe that social marketing is set to assume a vitally important role in best marketing practice.”
The first elected chair of the group is Veronica Sharp, director of The Social Marketing Practice. She says: “Social marketing is one of the most significant marketing methods available to marketing professionals across the globe.
“Behavioural challenges lie at the heart of many of the issues facing governments and organisations and this new group is an ideal opportunity for practitioners in social marketing, from around the world, to come together to discuss the key issues and share ideas on how to address them.”
The group welcomes all marketers who work in or are interested in social marketing.