Three cognitive biases that will affect us doing Inbound Marketing - PSF Consultoría empresarial

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Three cognitive biases that will affect us doing Inbound Marketing

When we carry out an Inbound Marketing campaign we usually take into account the typical: theme, product, target audience... However, it is also important to consider target biases.


We all have cognitive biases. They are part of our nature. The human mind is not all the time processing rationally, because it is a slow process and that consumes many resources. To shorten the times, it uses short routes and fast mental processes that for the day to day serve us. The price we pay for this high-speed processing is that it is not very fine, and can lead to errors. I will mention only the three biases that seem to me most important, but we have many more.


What three biases do I consider to be most important?

Framing Effect:

It is the famous "framing" so used in politics. Depending on how we present the information, it will be interpreted in one way or another. It is something that everyone knows. It is not the same to say of a product of 100 € with a discount that you will save ten to that you will pay ninety. Well, it always happens. It is important to focus on our communications and always make them consistent. It seems simple, but it is very easy to fall into it on our part when responding in social networks. The natural tendency will be to respond according to the framing that established the question, when we should do it within the one we have previously planned.


Halo effect:

We tend to attribute positive or negative qualities based on one we have tested. For example, if we see that a car has good wheels, we tend to think that it also has a good engine. What I mean by this? We must let be very careful with the image, the images we put and what will be seen first, because the rest will be judged based on it.


Confirmation bias:

It has to do with our way of making decisions. As I said, they are usually of an irrational nature. However, we will try to rationalize them after. That is to say, we will ignore the opinions that contradict our decision and we will give more importance to those that go in the same line. When doing Inbound Marketing, we must be careful with the chosen words. Depending on them, we will be more likely to get people with one attitude or another. The ideal is to try to segment those who have not yet formed an opinion or it is positive for us. The reason is simply a question of efficiency. Trying to change an already formed opinion is a complex and resource-intensive process.


In summary, when we make content we must realize how the others will interpret us. It is not enough just to say something, we must also anticipate how it will be interpreted and processed if we want to make an effective communication.



About the Author

Licenciado en Publicidad y Relaciones Públicas por la Universidad de Alicante y Técnico Superior de Artes Plásticas en Gráfica Publicitaria por la Escuela de Artes y Superior de Diseño de Alicante. Su andadura laboral ha girado siempre en torno a la comunicación corporativa. Empezó en el sector cultural, donde se dedicaba sobre todo a las RR.PP. mediante la confección de agendas culturales y eventos promocionales. Luego cambió al sector industrial, en el que ha realizado la comunicación e identidad corporativa de varias empresas como freelance. 

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