“…$70 million for an ad campaign; $10 million to redesign the logo; a few thousand to “run a focus group” to assure the executives they’re doing the right thing. Business as usual.
The good news is that more and more companies are “getting it” and beginning to invest in improving what happens when customers actually arrive on the site. They’re not abandoning advertising; they’re just investing in a more balanced fashion.
Imagine what would happen if the potential client above had had these numbers:
$15,000,000…Ad budget
$15,000,000…Customer experience
Can you imagine a company investing in the customer experience as if it was as important as advertising? Imagine a site turning from a frustrating, stupid, slow experience into a smooth, quick, easy, informative, delightful experience that you wanted to return to – and might even tell your friends about. Shouldn’t *that* be a way (THE way) to run a business?”
Read: Budgeting for Advertising and Customer Experience