There is always a risk in changing. Sometimes it's possible to measure the risk and calculate the value of taking or leaving it, but sometimes changes are made in the dark-- the risks are unmeasurable or unknown. At the heart of all customer, fan, and audience reactions are a slew of stored up emotions, expectations, and desires. Psychology can be a useful tool in marketing, but unfortunately psychology cannot ascertain the future or perfectly predict the predictably irrational human psyche.
In the world of interactive marketing, the hubs of conversation are most definitely not agency blogs. For all of the talk about embracing web culture, understanding content creation, and taking the dive into social media, there is a gaping lack of collaboration and interaction between digital agencies. We're creative folks with our minds on big things. We understand the new economy, the new technology,
and the precise future of advertising. We understand pretty much everything except how to take our critical lens off of our clients and off of media to reexamine ourselves.
The lack of interaction on agency blogs is appalling: no guest posts, rarely @replies on Twitter, and, not surprisingly, a lack of comments on posts. Most of the posts on agency blogs are vain attempts at gaining thought leadership. Of course, very little is actually gained. When a thousand arms reach for the pie in the sky, no one gets very much.
That’s right, Google does a great job at consistently building links with clever, unique, and fun link building tactics. Sure, it’s a lot easier when you publish a single blog post to 501,000 subscribers, but Google remains hungry when it comes to dominating its own search results (and others) for its products and services using well thought out SEO campaigns that attract a lot of links.
Everyone uses cognitive biases to speed up their decision making process. They are as old as decision making itself. The most common bias is "confirmation bias." It's a great description for the tendency of people to blindly accept evidence that supports their theory, but hold in great skepticism anything that undermines their theory. If you've ever read something in order to prove your point in an argument, then you're most likely guilty of confirmation bias.
Why does this matter to you? After all you're a marketer, an entrepreneur or a web guy, not a researcher. It's important because everyone is a decision maker at some point in their work and if you're not aware of the biases that effect you, then you can't be proactive in overcoming them.