Maslow’s Pyramid it is a psychological theory that explains the functioning of human needs. This motivational hierarchy can be applied to Online Marketing, since it helps us understand the needs of consumers.
The origin of Maslow’s pyramid
Maslow’s pyramid theory was proposed by in 1934. In order to explain human motivationsrepresented a pyramid in which the most basic needs of any human being appear at the base, and at the top the higher motivations and desires.
This pyramid is divided into five levels (from the most basic to the most complex needs), and on this scale of needs Maslow argued that we cannot reach the next level of the pyramid until we have covered the needs of the previous level. It must be said that this pyramid serves as a base, not only for economic questions, but also for Social Psychology.
And, what is the highest level of this pyramid of needs? Well, yes, it is that of personal self-realization. How can we help ourselves from Maslow’s theory to develop our Online Marketing strategy? Now you will see how.
The search for the satisfaction of personal needs
Know the needs of our consumers It is basic for him. As consumers we have rational needs, we have preferences and priorities. As Marketing professionals, knowing these motivations places us in a privileged plane to offer specifically what our customers need. This helps us to employ better defined Online Marketing strategies..
The hierarchy presented by Maslow’s pyramid guides us so that we understand that needs exist, and those that have not been satisfied are in the foreground. Any brand and company knows well that people have a great tendency to consume, especially when we have our basic needs covered, and that is why strategies are used to take advantage of those needs.
From physiological needs to self-actualization needs, needs can be used at all these levels to encourage consumption. Our society is prepared for this, and that is why when it comes to selling a product, brands target specific sectors of the population knowing the needs they have covered.
The analysis of the Maslow’s pyramid has an important lesson to teach us: it is progressive. And this can apply to individuals, but also to societies and countries. Another element that should be taken into account is that, although at different rates, in the same person, depending on the moments of life, there are different scales of needs.
Application of the Maslow pyramid in your Online Marketing strategy
Observing the needs of Maslow’s pyramid we see how consumer products can be offered at any of the levels. But many of them, do we really need them? Generally we want more, the latest in technology, the latest in comfort and rest, decoration, kitchen and home products that catch our attention, etc. The reality is that as consumers we are generating desires that are transformed into needs and demands.
If you dedicate yourself to Online Marketing you can use Maslow’s pyramid to your advantage. Knowing that people meet their needs from the bottom of the pyramidKnowing the level of need that each client is on helps us draw their attention by offering them what interests them the most.
The closer we get to the real needs of the consumer, the greater guarantee of success we will have.. The online strategy uses the impulses of the human being for immediate consumerism, and the needs created by brands and Marketing strategies aimed at the “needs” of the consumer.
By marking a price we already position ourselves in a basic need or in a certain social classand the higher the price, we must know that our potential customers will be on a higher step of the Maslow pyramid.
Many brands, as is the case with Apple’s iPhone, for example, are interested in presenting an image in their advertising associated with exclusivity to target an audience that is recognized. I am It will depend on the sector we want to target with our product.
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