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Oct
3
2012
Welcome to our coming out party

Welcome to the latest Funnel Science creation, a blog designed around the personality and attitude of the head Funnel Scientist.

In digital marketing, there are millions of ways to waste your companies advertising budget and resources. I am a big believer in “If it’s not measurable, it’s not worth doing.”  But measuring online objectives is typically not aligned with business objectives that are found on the balance sheet.

However they should. In my experience  I believe that 95% of the search engine optimization (SEO) industry is a scam, and most business owners I have spoken to have agreed. This includes seo companies, seo tools, and a lot of garbage information from supposed experts within the community.

Social Media is often confused as only Facebook and Twitter, however it’s much more than that. Social Media Marketing is not about Social Media just to be a check in box and say that you have an account; it’s about aligning Social Media Objectives with corporate objectives.

Do your business objectives guide your digital marketing strategy? Are you executing the strategy based upon real data and measuring against stated objectives? In the last year, I have had the opportunity to review some of the largest brands, most are listed on the Inc 500 list of fastest growing companies, a few listed on NASDAQ, and others managed by some of the leading ad agencies in the country.

Granted most of the time we are contacted, it is because the marketing campaign is failing to meet the business objectives. However, we are talking about corporations who have contracted with “Internet Marketing Experts” and yet the tracking is never setup completely or aligned with the business goals.  What I find most remarkable is how often the setup is not complete and failing to measure what shows up on the balance sheet.

The quickest way to fail with digital marketing is to make decisions based upon the wrong data. With this blog, I aim to bring a new level of understanding to those who aspire to constantly improve their business utilizing technology.

About the Author
Alex Fender is a Google Certified Analytics Consultant and is an expert in Adwords. If you have questions or would like to contact him, he can be reached at Loading.... Google+