Author: Gavin Heaton

Hey BizCover Insurance, Welcome to the Internet

For the last few years I have been using BizCover for business insurance. It has been very competitive and convenient. Until now. A couple of weeks ago, my bank noticed a suspicious transaction on my account and alerted me. After a quick call, we realised that it was entirely fraudulent – which meant that my card number had been compromised and needed to be cancelled. Happily, the new card arrived within days and normal operations resumed. Except, of course, that regular payments had to be updated. Which brings us back to BizCover. As a small business owner, I seek...

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Marketing Dividends – Is it Time to Re-evaluate Digital?

The promise of digital targeting has had marketers salivating for years. We would be able to identify, reach, engage and convert consumers one-to-one at scale thanks to technology. Better yet, with mobile devices, we could bring an offer to a consumer who was physically close to our retail outlet thanks to big data, mapping and location services. Accordingly, substantial investments have been made in a wide variety of technologies from CRM and data mining, to automation, analysis and beyond. In fact, Scott Brinker’s infographic on the landscape of marketing technology (2016) suggests that there were almost 4000 marketing technology...

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Digital rule #1: Don’t host where you register

One of the challenges of digital strategy is that you are – in most instances – wedded to a history of previous technology decisions. So while you may come in to an organisation to overhaul the strategy, you might find yourself constrained by some bad search engine optimisation, platform and publishing choices or hosting restrictions. Generally these kind of problems can be undone with time. With money. With resources. But there is one particular challenge that can be terribly difficult to unlock. And it happens at the very beginning of your digital journey – with your domain name registration....

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Interaction: GroupM’s Take on Digital

I am always interested to see how different lenses on the same subject reveal insights. For example, B2B marketers have a particular skew when it comes to digital and social media – it is hard edged, data driven and technology enabled. This is particularly true for large scale tech companies – but is an approach that has been resonating across industries for some time. B2C marketing, on the other hand, operates in a high velocity world that can turn on a tweet – responsiveness is no longer just a customer service issue but one that impacts the entire value...

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