Online marketing requires more than getting listed in search engines and waiting for the money to roll in. Once you have a description of your target market, you can take advantage of Maslow’s Triangle to understand their motivation for buying. Advertisers have long understood the power of messages that address people’s emotional needs, taking advantage of a theory developed by humanistic psychologist Abraham Maslow in the late 1960s. You can do this, too!
According to Maslow’s hierarchy of needs, everyone has to satisfy certain needs before they can achieve their maximum potential. In marketing terms, people buy certain products or seek certain types of information to satisfy one or more of those needs. Of the five levels in Maslow’s Triangle, the bottom two levels (Physiological and Safety) are basic needs. The top three (Social, Esteem, and Self-actualization) are growth needs. At this point, people can find Web sites to satisfy every need in the triangle. Here’s a list of those categories along with a description of each:
✓ Physiological Needs: This category covers air, food, water, sleep, sex, health, and shelter. To satisfy these needs, people might research homes online, look for apartments to rent, purchase apparel, arrange a grocery delivery, search for a dentist’s name, look for nutrition advice, or locate an oxygen bar.
✓ Safety Needs: These types of needs include security items and information for times of emergency, social disorganization, or personal trauma. At this level, people might seek hotline numbers, fire or flood evacuation information, earthquake kits, fire extinguishers, car alarms, or GPS systems.
✓ Social Needs: This category indicates our human cravings for caring and belonging, including products and services that make us more attractive to others. This need drives the appeal of popular social networking sites, as well as cosmetics, spa memberships, self-help books, hobbies, clubs, civic activities, churches, and other groups.
✓ Esteem Needs: This refers to an individual’s need for self-respect and respect from others. This need motivates the purchase of items like jewelry, fine wines, a monogrammed leather wallet, or a search for a Hummer dealer, all of which carry a sense of status, prestige, and power.
✓ Self-Actualization: A sense of creative self-fulfillment may come from artistic, musical, educational, spiritual, or religious pursuits. Individuals with self-actualization needs might visit sites related to creative or spiritual pursuits, and they might buy books, music, classes, concert tickets, or art.
Eyecatchers is a full service advertising agency with presence in Mumbai, Bangalore, Hyderabad & Delhi. We believe in making advertising that sells, and provide a comprehensive menu of services under one roof: advertising, branding, direct marketing, sales promotion, package design, product placement, media planning and buying, traffic, event planning, public relations, digital marketing, website design/ development, Web hosting, social media management and an ever-evolving list of attributes that contribute to the brand communications, marketing and selling of the client’s goods and/or services.
With our understanding of the Indian market, we look to engage, brainstorm & generate mutual guidance through regular communications on the business-specific topics.