Conceptualizing an omnichannel approach for social marketing under the assumptions of the transtheoretical model of change

Abstract

Background: Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article: This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question: The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach: The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field: The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods: The paper follows the benchmark method of theories to build a conceptual model. Results: The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice: The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations: The conceptual model is designed in a bottom-up approach, based on the literature review.