We are constantly looking for tools to explain this new media landscape, this digital world that seems so ‘alien’. But the truth is, it’s really all about us anyway. I was searching the Internet and one of the most useful tools I found is Maslow’s ‘Hierarchy of Needs’. Adapted, it becomes Maslow’s ‘Internet Hierarchy’.
How does this work?
1.) At the very bottom of the pyramid is the functional level, the basic entry point. When you go to a site and press a link or play a game, does it actually work? Because if it doesn’t, you can be sure that we’ll be off surfing somewhere else straight away. (Maslow calls the physiological level)
2.) On a second level of this hierarchy, you have the technical level. Is it up with the play, is it using the latest technology? Does it use this medium well? In many cases, most websites are merely ‘brochure-wear’ for the web. Generally designed by people who understand print, but do not understand the web. (Maslow calls this the safety level)
3.) On the third level is ‘Usable’. The questions you have to answer here are: is it intuitive, is it easy to use? Have people really thought out its user-architecture? This is something that any user of a Mac fully understands. As you navigate your way around Mac interface, it reads how as a human read, move and play around things. (Maslow refers to this as love/belonging)
4.) We’re getting to the top of the pyramid now and this level is called the ‘Convenience’ level. People look at websites and applications here and ask: does is help me to do things better? Does it save me time/money? This is a crucial element because unless you’re producing something that is going to make people’s lives better, why will they even bother to come? (Maslow calls this the esteem level)
5.) The penultimate level our pyramid is the ‘Pleasurable’ element. Does it make me happy? Is it fun? This is when we start to get into the idea of business and the business of personality. Great Apps/Websites have a real sense of fun and genuinely make people happy- they have a relationship with them. This is where communication agencies really add value. (Maslow refers to this as self-actualization.
6.) And now we come to the top and most important part of Maslow’s Internet Hierarchy (and yes, it’s an extended level), where you come to the question: Is it meaningful? Here we’re looking at sites that lead the way and the questions you ask yourself in this arena are: Does it extend my humanity? Does it help me explore my emotion? Does it get me closer to my friends, mother, father, son, daughter? And finally, can it help me love?
This is where we truly need to explore the validity of ideas within peoples lives if we’re going to make something that will stand the test of time. Something that will get people pouring their emotional selves into the technology and the idea that we have created. So we may be almost approaching 67th anniversary of Maslows theory, buts its never been more relevant when applied to the new field of digital psychology.
Keen to hear your thoughts.
This entry was posted on Monday, March 1st, 2010 at 2:32 pm and is filed under Uncategorized. You can leave a response, or trackback from your own site.
Memoirs of a Printosaurus
March 1st, 2010 at 2:57 pm
Dean,
I agree with you. My book, BANK 2.0, explores this very issue of Maslow’s hierarchy combined with Technology Adoption diffusion as to key drivers behind customer behavioural change that is defining the way we interact with customers. Significantly this is also causing a shift in marketing from brand to more tactical engagement - which I call point-of-impact marketing and offer management.
Brett King
Author - BANK 2.0
March 1st, 2010 at 3:19 pm
very true indeed - but no matter which level of the pyramid, targeting is a fundamental. you need to have your audience’s mindset to know what’s best for engagement.
March 2nd, 2010 at 8:53 am
Thanks for the comments guys. Appreciate the interest & thought out words. I agree targeting is fundamental One of my favourite statements ius ‘mapping hte media to the mindset’, exactly what frame of mind are you in as you come acrosss a message & therefore what is your propensity to get engaged.
D
March 2nd, 2010 at 1:15 pm
I think Maslow is even more relevant today given that we just have so much information / media / marketing fighting for our attention.
Interestingly enough I’ve been reading a book published by someone I know from a digital marketing agency based out of Cincinnati, for a first time effort I think it’s quite good. In it he draws parallels with Maslow’s needs and how that be applied to Marketing
The Next Evolution of Marketing by Bob Gilbreath
http://www.marketingwithmeaning.com