Abraham Maslow’s hierarchy of needs is a theory in psychology which ranks the importance of human needs and wants. My question is surely in this day and age, Wi-Fi, as an enabler, is just as important as belonging and self-actualisation?
If asked three years ago about how much time we spend on our mobile or tablet devices for travel, shopping, social media, games, and other apps, the answer would probably have been very little time. That’s all changed as mobile devices have become paramount to how we conduct our lives.
Wi-Fi is arguably one of the more important needs in everyday life. We have become preoccupied with accessibility, low signal , slow download times and low battery, ensuring that meetings are set up in Wi-Fi-friendly environments and hot spots. In short, most of us structure our lives around Wi-Fi as connectivity has become something that we can no longer live without.
The media have cottoned on to our move away from traditional media and have adapted accordingly. Popular television show, Top Gear, for instance, released the digital edition of their best-selling car magazine last year to promote the show.
According to a Top Gear case study published late last year, user engagement shot up by 300% and downloads increased by 200%. Ad revenue went up 130%, and total revenue increased by well over 150%.
The study found that fans spent more than three times longer interacting with Top Gear’s digital edition on their tablets and less time actually watching the show. It’s clear that accessibility or connectivity goes hand-in-hand with the ability to interact and experience in the moment.
Tablets and smartphones are, in my opinion, the centre component for the majority consumer, and advertising should reflect these needs.
So, how do we as marketers live up to this new Maslow need, and how effectively are we reaching these multi-faceted consumers with their interactive lives?
In this day and age, time or the lack thereof, is the most valuable component of consumers everyday lives. It’is imperative that marketers maximise this commodity and ensure that the time users spend on brands is effective. Brands need to become an integral part of users everyday lifestyles. One example of a retailer getting this right is Truworths who are using Instagram to boost online orders.
Secondly, marketers need to be more personal in their approach. Edgars Club Magazine Tablet Edition App creates content specifically for the app that is both visually appealing and rich in engagement opportunities. Users can actually change the colour of the garment and enjoy a 360 viewpoint all from the touch of a finger. This is a richer experience which also allows marketers to compile data with which to better understand the wants of their customers.
Thirdly, the use of data allows marketers to provide better engagement, get better measurement, and enjoy better consumer reach. Marketers need to start using the data users leave for us as they traipse the web. It’s as simple as that. If we understand the value of data we can draw key insights that will inform strategy and allow us to act quickly while the window of opportunity exists.
Finally, marketers shouldn’t wait for that crucial moment where consumers ask for what they need, but rather, give them what they want before they even have to ask. This is what impacts a good review of their experience, bumps up word of mouth, and ultimately earns that oh-so-important brand loyalty.
I’ve come to the conclusion that Maslow himself would have taken technology into consideration had he but known of the way in which its ease of accessibility and convenience would impact our lives. It’s safe to say that in a world where consumers are seriously time-strapped with their wants and needs taking priority, Wi-Fi is definitely in the triangle, so to speak.
