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Budgeting for Advertising and Customer Experience

Great column (as always) by Mark Hurst. This one, entitled Budgeting for Advertising and Customer Experience, deals with an all too common problem – companies that budget well for advertising to get people to their site but spend almost nothing to ensure that people can actually use the site once they get there.
I see this every day as I meet with companies to discuss their web sites. Many of them have such underfunded and poorly thought out sites that they don’t even know what the potential is. I met with a major insurance company who was happy that five customers had signed up using their complex online quote and purchase process. Five! And that was a good day. My guess is they process that many customers a minute through call centres and sales agents. No wonder the CEO doesn’t want to spend more on web initiatives.

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