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Social Marketing and Health Promotion Communication: From Traditional Marketing to Web 2.0

Background: Web 2.0 has changed the flow of marketing messages. Traditionally television, radio, newspaper, and Web 1.0 marketing efforts resulted in target audiences being passive recipients of information. With Web 2.0, they are now active contributors in the development and receipt of marketing messages. Methods: Drawing on findings from a series of 17 qualitative, in-depth, structured interviews with Web 2.0 experts who were working in social marketing or health promotion, the current study provides an assessment of the landscape of Web 2.0 social marketing and health promotion initiatives. Similarities and differences between using Web 2.0 channels and traditional channels explored during the interviews. Results: Results suggest that practitioners are using a mixture of traditional marketing and new media processes in their Web 2.0 campaigns. Web 2.0 campaigns are being disseminated on multiple Web 2.0 platforms to model healthy behavior, distribute health information, and encourage campaign participation online. Perceived similarities (such as research processes and metrics) and differences (such as financial costs) were also found when comparing Web 2.0 platforms to traditional communication channels. Conclusions: Implications relevant to social marketing practitioners and researchers are presented.