Contemporary trends in social marketing campaigns

Responsible marketing is becoming an increasingly important priority for many businesses today. Responsible marketing, often known as social marketing, has significant implications for any business's long-term viability. Notably, social marketing in 2024 is characterized by various developing themes aiming at boosting interaction, using technology, and fulfilling changing customer expectations. Meanwhile, responsible marketing is a unique marketing discipline that emphasizes the use of a systematic planning process to implement marketing principles and techniques. This is with a particular emphasis on priority audience segments in order to influence behavior, change and provide a positive impact on society and individuals. Accordingly, analogous to the objectives of commercial sector marketers, whose aim is to sell products and services, social marketers seek to effectively induce behavioral change (Lee & Kotler, 2020). In general, the responsible marketing effort is aimed at modifying the behavior of the target audience, promoting societal benefit, and motivating action. In particular, it prioritizes the major impact on the well-being of the customer or consumer, the community, society, the general public, and the global environment.