The Emergence of a New Era in Communication
Maslow’s theory of Human Motivation embodies the prioritization of human needs in determining human behavior. Maslow’s hierarchy of needs usually represented in the form of a pyramid places the most basic human needs at the bottom, and the self-actualization needs at the top. This approach proposes the importance of satisfying the most basic level of needs of an individual to motivate them to accomplish their full potential. Furthermore, Maslow’s model articulates that upon the fulfillment of the needs at each level an individual acquires significant potential and personal development. The lower order needs include the physiological, safety, and social needs while the higher needs include the need for esteem and self-actualization. Upon fulfillment of the needs of the lower stages, the relevance of higher order needs is realized. This essay will discuss the recommended strategies that a social platform can employ to increase the click-through rate.
Reflecting on the social nature of individuals involves a crucial requirement for the world’s market players in social media to develop user-generated content that is more people-centric as opposed to technology-centric. American corporations, addressing specific needs regarding Maslow’s Human motivation model, extensively implement the approach in their corporate marketing strategies. The human need for social interaction is a crucial consideration compared to the need for exposure (Goldman 5). The new generation of the Internet users manifests significant expressive capabilities while connecting and sharing online content with other internet users. The foundation of social networking lies in the ability to enhance reciprocity. There is an increased quest by the new generation of the internet users to interact and develop meaningful connections with friends and acquaintances online. This trend of social recommendations has outpaced the conventional marketing approach of exposure and commercialization.
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The dawn of a revolutionary era in communication has led to the click-through crisis because watching and listening to commercials no longer appeals to the new generation of the internet users. Corporations have always used the click-through metric to gauge their customer engagement to their brand messages. Social recommendations have contributed to significant outcomes as opposed to advertising and promotions. The emergence of the social media has facilitated the word-of-mouth recommendations in which people are in constant communication with one another. The increased expressive capabilities have facilitated sharing of the most intimate occurrences and thoughts. The evolution of e-commerce characterized by technological advancement and IT technologies has significantly led to market share value for both small-scale and large-scale internet retailers.
The emergence of the social media has transformed the daily behaviors of the new generation of the internet users/Gen C. Web 2.0 has enabled the users to manipulate and share considerable volumes of the User-generated content worldwide. Social media has not only led to significant impact on users’ behavior and decision-making processes but has also enhanced efficient business operations. The user-generated content has contributed to a high degree of customer responsiveness, web visibility, and informationalization of new service developments (Li and Josh 11). There is a need for the contemporary corporations to recognize the manner in which social media influences the daily behaviors of the internet users. The approach will help the companies to concentrate on the customer’s ever-increasing needs and expectations and enhance effective decision-making. The web tools have facilitated the development and circulation of user-generated content.
Social media is a proclaimed tool of mass collaboration because it has transformed the internet users from being passive consumers to active prosumers of the user-generated content (Silvestri 20). Gen C possesses a great capacity to participate and instantaneously collaborate with other dynamic internet users to develop, influence, and diffuse the user-generated online content. The web 2.0 has also changed the way the consumers create relationships and their perceptions and loyalty to business corporations. The social media has revolutionary power on the companies’ competitiveness and supply chain operations. The new generation of the internet has helped digital players to transform their mode of running internal and external corporate functions to engage their stakeholders in their managerial decision-making processes (Gostick and Chester 12). Business corporations are increasingly manipulating customers and their social networks to promote and distribute their services. The firms have utilized the consumer experiences and feedback to achieve competitive advantage and attract potential prospects.
In navigating the climate of the click crisis, the marketing companies should implement the contextual marketing and engagement-centric approach in developing compelling and influential content. Corporations need to extend beyond sales by conducting campaigns that resonate with the behaviors of the new generation of internet users, enhance brand loyalty, and promote a participatory culture. There is a requirement for the internet retailers to develop captivating and customer-centric content (Mills Para 9). Content that focuses on the customers’ emotional fulfillment and enthusiasm has a probability of attracting a significant number of subscribers to the social site. Corporations should implement market strategies that present immediate value as opposed to sales offers. Adopting contextual marketing will enable marketing companies to develop powerful user-generated content by meeting customers’ expectations appropriately. Considering that the new generation of the Internet users desires to express themselves, business corporations should focus on formulating meaningful, practical, and engaging online content that reflects the daily activities of the users. The Web 2.0 users prefer developing their artistic creations, which defines their sense of self as opposed to experiencing others’ masterworks. They are no longer interested in solely listening to communication but rather participating in discussions that create meaning to their lives.
Following the dynamic modern-day media landscape, corporations need to renew their marketing strategies by increasing the amount of attention regarding engagement compared to the quest for exposure. Previously, media concentrated on mass reach, which was an ineffective approach to increase the customer base. This approach resulted in dismal signal strength due to the marketing firms employing ineffective methods of measuring consumer response. On the contrary, the modern social media has offered considerable opportunities to have direct user-engagement and instant customer feedback. Companies must develop an engagement pyramid to satisfy the desire for the new generation of the Internet users to connecting directly with brands that are relevant and important to their daily experiences. Furthermore, an engagement pyramid will facilitate the expansion of subscriber base, customer loyalty, and attract prospects. Companies such as Starbucks and Amazon are highly competitive in the international digital market because they have implemented the engagement pyramid approach. These global giant digital players develop user-generated content that is fascinating to the internet users. They also focus on advanced engagement media strategies to network with their esteemed customers and use their discernments and recommendations to expand their market share value and customer base.
In conclusion, the engagement-centric approach has the potential of considerably increasing signal strength as well as subscriber base. By prioritizing user-generated content beyond mass reach, companies have the capacity attract substantial click-through rates because customers are likely to view content that expresses authenticity and connects with the massive audience. There is also need to re-assess the social media strategies constantly to meet the ever-increasing expectations of the Gen C internet users (Kerpen 15). Corporations should emphasize participation to direct the discussions. Gen C prefers a participatory culture in which they can use the social networks and online content to achieve identity and self-representation. Media platforms need to formulate online content concerning experiences that add value to their most important customers and prospects. Incorporating quality signals will enable corporations to attain the optimization of both their overall marketing and decision-making.
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