Digital Vani
DIGITAL MARKETING OF MASLOW’S HIERARCHY OF NEEDS
Digital marketing is essentially a new concept in the field of marketing which has evolved after internet and being used for marketing of products or services of using digital technologies with an objective to reach to millions of peoples and convert leads thereafter. The objectives are to promote products brands/services through pull concepts in non-conventional way of marketing. It uses the digital channels to promote or market products and services to consumers and businesses and also it is the powerful engine that drives and analyses today’s business, big or small.
Maslow has identified human needs in the shape of a pyramid with the largest, most fundamental levels of needs at the bottom and the need for self-actualization at the top. We will see how digital marketing can be done in Maslow’s 5 types of needs:-
1.Digital marketing of Physiological needs-
We know that physiological needs are the basic physical requirements for human survival. If these human requirements are not met, the human cannot perform properly and will ultimately fail and hence these needs are thought to be the most important; they should be met first.
Conducive healthy environment & food are metabolic requirements for survival in all animals, including humans. Clothing and shelter provide necessary protection from the elements.
Digital marketing will play an important role in marketing of all those items or services required for physiological needs. Goods and services for clean air and water are the most basic. Industries engaged in Air and water filtration, providing electricity can target millions of people through interactive dynamic website and provide what people require and intend to consume. Per capita consumption of water and electricity is low and can be adequately enhanced by creating awareness through digital marketing. So many companies engaged in these have passive & non interactive websites. Websites can be designed to contain health related blog articles for a healthy citizen life style.
Digital marketing can promote more new setups for organic foods and markets in urban areas by seeing the analytics and SEOs.
2.Safety needs-
After physical needs relatively satisfied, the individual’s safety needs take precedence and dominate behavior. Due to absence of physical safety – environmental disturbances, terrorist attacks, war, natural disaster etc. people may experience post-traumatic stress disorder or trans generational trauma.. Also in the absence of economic safety – due to economic crisis and lack of work opportunities – these safety needs manifest themselves in ways such as a preference for job security, grievance procedures for protecting the individual ,savings accounts, insurance policies, reasonable disability accommodations, etc. This level is more likely to be found in children because they generally have a greater need to feel safe.
Safety and Security needs include:
- Personal security
- Financial security
- Health and well-being
- Safety net against accidents/illness and their adverse impacts
Websites/companies engaged in personal security items, financial security measures, health and life saving drugs and safety coverage can use digital marketing tools and increase of their sales. Now a days lots of security cameras are installed in housing societies, offices, expressways and boarder areas. Demand will be more in these product lines and there are likely that more companies may venture out in these areas and certainly they will be needing digital marketing. Life insurance companies and general insurance companies are already digital marketing their products and are more successful.
3.Love and belonging-
After physiological and safety needs are fulfilled, the third level of human needs is interpersonal sensual feelings and belongingness. This need is especially strong in teenage and old age and can override the need for safety. This need can impact the individual’s ability to form and maintain emotionally significant relationships in general, such as:
- Friendship
- Intimacy
- Family
- Dependency
As per Maslow, we need to feel a sense of belonging and acceptance among our social groups, regardless whether these groups are large or small. Some large social groups may include recreation & cultural clubs, co-workers, religious groups, professional setups, sports centers, cultural organizations. small social connections include family, partners, friends, colleagues, and confidants. Humans always intend to love and be loved .We become susceptible to loneliness, social anxiety, and clinical depression in the absence of love or belonging elements. This need for Love & belonging may sometime overcome the physiological and security needs, depending on the strength of the peer pressure.
Social media – Facebook, Whatsapp, twitter and other digital channels are meeting and catering love and belongingness needs. Sharing information, pictures, and articles etc. Increases emotional needs and people are becoming more lively with full of belongingness. Some of dating sites are also digitally marketing their sites and getting good leads. These sites will be more popular in future. With digital marketing, the world will come closer.
4.Esteem
All humans have self-esteem and need self-respect. Esteem is the typical human desire to be accepted and valued by others. People often engage in a profession, hobby and associate with groups to gain recognition. These activities give the person a sense of contribution or value. Low self-esteem or an inferiority complex comes from imbalances occurred during this level in the hierarchy of needs. People with low self-esteem often need respect from others; they may feel the need to seek recognition, fame, glory etc. However, recognition/fame/glory will not help the person to build their high self-esteem until they accept who they are internally. Psychological imbalances such as depression can hinder the person from obtaining a higher level of self-esteem or self-respect.
Most people have a need for stable self-respect and self-esteem. Maslow noted two versions of esteem needs: a “lower” version and a “higher” version. The “lower” version of esteem is the need for respect from others. This may include a need for status, recognition, fame, prestige, and attention. The “higher” version manifests itself as the need for self-respect. For example, the person may have a need for strength, competence, mastery, self-confidence, independence, and freedom. This “higher” version takes precedence over the “lower” version because it relies on an inner competence established through experience. Deprivation of these needs may lead to an inferiority complex, weakness, and helplessness.
Maslow states that while he originally thought the needs of humans had strict guidelines, the “hierarchies are interrelated rather than sharply separated”.[5] This means that esteem and the subsequent levels are not strictly separated; instead, the levels are closely related.
Corporates and society having people with low esteem will seldom prosper and live in peace. Some of the steps some of the digital marketers are doing to enhance the low self-esteem – like- developing positive self-talk, not comparing with others, exercise, striving for perfection, etc. Consultancy firms can use digital marketing tools to promote their education and practices. If you surf, you will find there are several sites engaged in enhancing low self-esteem.
5.Self-actualization
Saying goes “What a man can be, he must be. This quotation forms the basis of the perceived need for self-actualization. This level of need refers to what a person’s full potential is and the realization of that potential. Maslow describes this level as the desire to accomplish everything that one can, to become the most that one can be. Individuals may perceive or focus on this need very specifically
There’s so much pressure — especially in today’s hypercompetitive and hyper-informed society — for people to be something they’re not. 7 tips hereunder can help:
- Recognize your talent and uniqueness
- Continuous striving for the most you want and the ultimate you in life.
- Stop measuring yourself against others
- Learn to accept yourself holistically.
- Understand that you are in control.
- Don’t stop growing.
- Moving ahead with confidence.
Digital Marketing can play a very important role. Lots of motivation companies and consultants are engaged in sharpening self-actualization need of an individual who wants the ultimate what he /she perceives. Management schools need to be set up and through their websites and blogs, the knowledge can be imparted to those who have the potential. Digital marketer can help these institution reaching millions who are looking for such opportunities.
References;
- wikihow.com
- https://en.wikipedia.org/wiki/Maslow’s_hierarchy_of_needs
- businessball.com
- Management book
- Digital marketing course material
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