get your website right first In 2016, Australian businesses and governments are estimated to have spent $13.5 billion dollars on advertising. If David Ogilvy is as right today as he was in the early 1960s, up to 50% of that advertising is wasted. I would suggest that Ogilvy was being conservative, and there are truckloads […]

get your website right first In 2016, Australian businesses and governments are estimated to have spent $13.5 billion dollars on advertising. If David Ogilvy is as right today as he was in the early 1960s, up to 50% of that advertising is wasted. I would suggest that Ogilvy was being conservative, and there are truckloads of data to support this argument. David Ogilvy also remarked, ‘thank god the client does not know which 50%’, a view that advertising agencies seem to hold as dearly today as they did when Ogilvy said it. But how important is advertising? A study in the United States looked at the impact of different modes of communication at different stages in the purchase cycle. Here are the numbers for websites: Considering options – 61% Making a final decision – 65% Cross selling – 66% Retention – 53% Preferred Option – 68% Making a final decision…