Why Marketing Is Called a Social Process

Let’s be real. If you’ve ever been part of a group project, you know there are only two outcomes:

1. One person does all the work (hello, fellow overachievers).

2. Chaos. Pure chaos.

Now imagine doing that group project with millions of people, except the goal isn’t to just get a grade. It’s to influence behavior, spark emotions, build relationships, sell products, and somehow, still have everyone smiling (and ideally, buying). That, my friends, is marketing. And that’s why it’s called a social process.

But don’t worry, this isn’t some boring textbook breakdown. We’re going to unpack this concept like you’d unpack your favorite memes, with heart, humor, and a dash of humanity.

So, what is a social process anyway?

In the most non-robotic way possible: a social process is any kind of interaction between people that influences behavior. Think about conversations, trends, friendships, and even that time your friend convinced you to try matcha even though you knew it tasted like a field trip to a forest.

In marketing, this social interaction is the heartbeat. It’s not just about slapping a logo on a billboard. It’s about how people talk, share, recommend, critique, support, and engage with each other about a brand. Marketing is what happens when culture meets conversation.

Marketing isn’t shouting into the void. It’s whispering into a conversation.

Marketing only works when it understands people. And people, well… we’re social creatures. We love to share, scroll, like, recommend, and overshare (guilty). We don’t just buy products. We buy stories. We buy feelings. We buy identity. Ever bought a notebook just because it made you feel like a minimalist genius? Same.

Take Apple, for example. Their marketing isn’t about gigabytes and tech specs. It’s about you. The creative. The rule-breaker. The visionary. Their ads are a conversation about who you want to be, and they invite you to join it.

That’s a social process in action.

The Psychology of Persuasion (aka why we suddenly need that air fryer)

Humans are influenced by humans. Social proof, FOMO, authority, reciprocity- these aren’t just buzzwords. They’re baked into how we interact. When we see others doing something, we want in. When we trust someone, we listen. When someone gives us value, we feel like giving back.

Marketing uses these principles ethically (when done right) to guide people toward value. Not trickery. Not manipulation. Just understanding.

Let’s break it down with some real-life scenes:

Scene 1: The Cafe Whisperer: You overhear someone at a cafe say, “This moisturizer literally saved my skin.” Boom. You’re Googling it before your coffee even cools.

Scene 2: The Instagram Vibe: Your friend posts about a local art studio that looks like a Pinterest board come to life. Next weekend, you’re there too. Selfie included.

Scene 3: WhatsApp Aunties United: You get a message: “Son, try this brand’s hair oil. It’s magical.” You might roll your eyes… but you also add it to cart.

That’s social interaction driving marketing outcomes. That’s why marketing is a social process.

So, what does this mean for businesses (and for us at The Complete Studio)?

It means everything we do, from branding to web design to copywriting to social media, is built around understanding people. We don’t design logos just because they look pretty. We design identities that people can talk about. We don’t write copy to fill space. We write words that sound like real humans, because they are.

And we definitely don’t post just to post. We create content that fits into conversations people are already having, or that makes them start new ones.

A few hot tips to make your marketing more human (and thus, more social):

1. Listen before you speak. Lurk on Reddit, read reviews, scroll comments. Find the real talk.

2. Create for the group chat, not the boardroom. Speak the language people actually use.

3. Inject personality. No one remembers beige brands. Be bold, be kind, be you.

4. Respond like a person. Not a corporate robot. Please.

5. Make people feel something. Laughter, curiosity, nostalgia, and empowerment. Don’t just sell. Connect.

In conclusion (but not like a boring essay):

Marketing is called a social process because it is rooted in connection. In stories. In humans being humans. It’s the art and science of fitting into people’s lives instead of interrupting them.

And when done with empathy, creativity, and a little humor? It’s not just effective. It’s unforgettable.

If you want help making your marketing more meaningful (and way more fun), you know where to find us. We’re The Complete Studio. We’re humans. And we’re here to help you connect with more humans.

One story at a time.