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If your inbox looks anything like mine then you constantly see a new study, brief or white paper about online marketing. 

“70% of mobile searchers call a business directly from the ad”
“Four of five american consumers ignore online ads most frequently”
“Study: 55% of mobile-search driven conversions happen in one hour or less”

Those are just a few of the recent ones I have seen and they are all false in one way or another.

Studies, Briefs and White Papers Are Designed To Be Biased

Think about your own business. Would you publish or promote a study that wasn’t beneficial to your reputation? Of course not!

Most of these studies, briefs and white papers are created by an extremely biased source. This could be anything from a business trying to gain more market share, a person trying to build their brand and even a “so-called” independent source that is actually funded by a company in that space.

Studies Are NOT The Gospel

Occasionally, there is some truth in these studies but most of the time you should ignore 90% of the content.

Let’s take one of the examples from above:

“Four of five american consumers ignore online ads most frequently”

This study is claiming that people are ignoring ads frequently and gives you some hints on how to fix this. Now the numbers seem believable and the hints aren’t bad but there was one major problem. The title suggests that this is a sweeping statement across the board and the article speaks in definite terms. As an online marketer I HATE this. I know, from experience, that statistics like this change dramatically based on differences in industry, location, language, demographics and many other factors.

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About Tyler Thomas

Tyler Thomas is the co-founder at AdFicient, a full-service Search Engine Marketing and Business Development Agency. AdFicient specializes in PPC Management, SEO, Conversion Rate Optimization, Phone Call Tracking, Web Design and Analytics. Explore AdFicient.com if you are interested in any of these services. If you enjoyed this article, please visit AdFicient.com to learn more. If you have specific questions for Tyler you can always call AdFicient and ask to speak with him.