I love the term “schema.” I love it because it applies to both digital marketing and marketing psychology.
In the digital space, schema is a type of microdata applied to a web page to help search engines parse and interpret the information.
It's like giving Google a shortcut to identify what the page is about, what it means, and how it should be treated. Search engines, in turn, use schema data in search results to its users, which is helpful for SEO purposes.
In psychology, schema is very similar.
Much like a search engine does, schema is a cognitive framework that helps human beings organize and interpret information.
It's our own set of biases, experiences, prejudices, and viewpoints that influence the information we human beings encounter.
Just like its digital counterpart, psychological schema comes in various types, such as object schema, person schema, event schema, etc.
While schema can be useful, it can also be hurtful.
These mental frameworks may cause us to focus only on things that confirm our pre-existing beliefs and ideas, and exclude pertinent information that may change our interpretation.
“Schemas can contribute to stereotypes and make it difficult to retain new information that does not conform to our established ideas about the world.”— Kendra Cherry and Steven Gans, MD
While schemas help interpret the information we come across, it also affects the information we choose to give others.
Problem is, it may be the wrong information, or it may be the right information but presented in the wrong way.
It can even affect your market research.
It's one of many reasons why hiring an external marketing consultant helps.
You may think you know your market well, but that knowledge, no matter how sophisticated it might be, is almost always unconsciously influenced by your own biases and limited by your personal schema.
You are NOT your market.
Whether it's the data you put behind the page or in front of it, it may not be the data your users want, prefer, or will engage with.
Much less buy from.