MOOCS Comunição em Mídias Digitais - 13 - Pirâmide de Maslow (atualizado)

Digital Sales and Maslow's Pyramid

In this section, the speaker introduces Maslow's pyramid and explains that it is a pyramid of needs, not wants or desires. The speaker also clarifies the difference between needs, wants, and desires.

Understanding Maslow's Pyramid

• Maslow's pyramid is a pyramid of needs, not wants or desires.

• Needs are things we need to survive like food, water, and sleep.

• Wants are things we desire but are not necessary for survival like going to the beach.

• Desires are strong wants like staying at a specific hotel or owning a particular product.

Marketing and Maslow's Pyramid

• Marketing often focuses on desires rather than needs because they can be more profitable.

• People may desire status or products associated with certain brands but these do not fulfill basic human needs.

• Maslow's pyramid starts with physiological needs such as eating, sleeping, and procreation before moving onto safety needs like shelter and employment.

Applying Maslow's Pyramid to Digital Sales

• To apply Maslow's pyramid to digital sales strategies, businesses should focus on fulfilling customers' basic physiological and safety needs first before addressing higher-level needs such as social belongingness or self-esteem.

• By understanding customers' basic needs through the lens of Maslow's pyramid, businesses can create more effective digital sales strategies.

The Importance of Safety in Digital Marketing

In this section, the speaker discusses how safety is an important factor in digital marketing and how it relates to Maslow's hierarchy of needs. They also mention Nielsen's heuristics and user control and freedom.

Maslow's Hierarchy of Needs

• Safety is a fundamental need for humans, according to Maslow's hierarchy of needs.

• In digital marketing, safety can be achieved through visibility of system status and user control and freedom.

Nielsen's Heuristics

• Nielsen's heuristics function as laws and paradigms that make creating a website or any other interface more user-friendly.

• Heuristic #1 refers to the Visibility of System Status, which brings safety by allowing users to visualize the status of their purchase.

• Heuristic #3 refers to User Control and Freedom, which gives users the freedom to control the website and system when making a purchase.

Personalization in Digital Marketing

• Personalization can be achieved through customer service, such as treating customers in a close and affectionate way.

• Premium services can also make customers feel safer by giving them access to exclusive features.

• Recognizing important customers as brand ambassadors can also create a sense of personalization.

Factors Affecting Decision Making

In this section, the speaker discusses factors that affect decision making, such as hunger or mental state. They also mention how these factors relate to decision making in purchasing items like cars or apartments.

Hunger or Mental State

• Hunger or poor mental state can affect decision making negatively.

• When selling items like cars or apartments, it is important to consider whether potential buyers will gain status from owning them.

Nielsen's Heuristics

In this section, the speaker discusses Nielsen's heuristics in more detail and how they relate to digital marketing.

Nielsen's Heuristics

• Nielsen's heuristics are guidelines that make creating a website or interface more user-friendly.

• Heuristic #1 refers to the Visibility of System Status, which brings safety by allowing users to visualize the status of their purchase.

• Heuristic #3 refers to User Control and Freedom, which gives users the freedom to control the website and system when making a purchase.

Skipping Stages in Maslow's Hierarchy of Needs

In this section, the speaker discusses how some needs in Maslow's hierarchy may already be met for customers, such as physiological needs like safety. They also mention how skipping stages can lead to sales based on status.

Skipping Stages in Maslow's Hierarchy

• Some needs in Maslow's hierarchy may already be met for customers, such as physiological needs like safety.

• Skipping stages can lead to sales based on status, such as selling luxury items like cars or apartments.

Personalization in Digital Marketing

In this section, the speaker continues discussing personalization in digital marketing and how it relates to special dates like Mother's Day or Teacher's Day.

Personalization in Special Dates

• Creating a calendar for special dates like Mother's Day or Teacher's Day can create a sense of personalization.

• Having options like buying gifts or tracking deliveries can also bring safety and satisfaction to customers.

Como as marcas podem criar autorrealização nos usuários

Nesta seção, o palestrante discute como as marcas podem criar autorrealização nos usuários por meio de diálogo humanizado, gamificação e recompensas, aprendizagem e transformação, inclusão e respeito às diferenças, e sustentabilidade.

Diálogo humanizado

• O diálogo humanizado faz com que os usuários se sintam importantes e engajados com a marca.

• As datas especiais como Dia das Mães e Dia dos Namorados são oportunidades para as empresas criarem um diálogo humanizado com seus clientes.

• Quando as empresas dialogam com os clientes de forma humanizada, eles se sentem reconhecidos pela empresa.

Gamificação e recompensas

• A gamificação é uma maneira de criar autorrealização nos usuários. As empresas podem oferecer prêmios ou status aos usuários dependendo do relacionamento deles com a marca.

• A Xbox tem um sistema de recompensas chamado "Rewards" que dá pontos aos usuários por baixar jogos ou completar fases.

• Algumas pessoas se sentem realizadas em comprar de marcas sustentáveis porque elas estão ajudando os consumidores que acreditam nisso.

Aprendizagem e transformação

• Algumas pessoas se sentem realizadas por estar aprendendo com as marcas. Por exemplo, a marca Rock in Rio ofereceu um curso online chamado "Rock in Rio the Experience".

• Quando as marcas incluem e respeitam as diferenças dos usuários, isso cria autorrealização nos usuários.

Inclusão e respeito às diferenças

• Quando as marcas incluem e respeitam as diferenças dos usuários, isso cria autorrealização nos usuários.

• A empresa Tag Livros ligou para o palestrante para conduzir uma entrevista sobre como ele se sentia em relação ao serviço da empresa. Isso fez com que o palestrante se sentisse reconhecido pela empresa.

Sustentabilidade

• Algumas pessoas se sentem realizadas em comprar de marcas sustentáveis porque elas estão ajudando os consumidores que acreditam nisso.