About the Author
Gavin Heaton17 posts
Gavin is the author of Servant of Chaos, one of Australia’s leading marketing blogs and is the co-publisher (with Drew McLellan) of the ground-breaking collaborative marketing book series, Age of Conversation. Gavin has worked in agencies (leading the global digital strategy for McDonald’s), but is currently holed up on the client side where he is the Director of Social Media for the SAP Premier Customer Network, North America. In what little spare time is left to him, he works with young people as president of local non-profit organisation, Vibewire.
Whether you work for a large or small business, or whether your business is established or in startup phase, marketing continues to be seen as an overhead – a cost. And yet, marketers have at their fingertips, increasingly powerful technologies that connect revenue with data and programs with sales.
When we think of innovation, we often think of the big breakthroughs that disrupted traditional markets. We think of completely new product range or services that make our customers go crazy for and wildly abandon our competitors. We also think of innovation costs in various forms, from actual dollars and cents to internal impact on the organization and existing customer base. But nothing can be further from th
When we create a website, we start with some ideas in mind. We think about our business objectives, our customers and our products or services. We plan for the various stages of the buying cycle and create content that helps customers learn, become excited and ultimately buy our offerings.
Australian consumers have been early adopters of technology for decades. We buy devices, connect to the internet and try out gadgets faster than almost any other nation. Australia ranks second, ahead of the US, UK and Japan in smartphone usage. Google expects this trend to accelerate, with 1% to 2% of the entire Australian population purchasing a smartphone every month.
Hiring new people for your firm is both exciting and risky. On one hand, bringing new ideas, experience and enthusiasm into your business can reinvigorate your existing teams and drive your business forward. On the other, there’s always a risk that the person you hire doesn’t quite fit—or doesn’t really have the skills or experience you were expecting.
An email arrives from your client. It's the creative brief for their latest marketing campaign. The low resolution PDF sits attached at the bottom—as red as a promise. Will this brief take your breath away? You cut through the email and realise your client wants 1 thing – to make their logo bigger. Some marketing ideas are best left as exactly that – ideas.