Author: Gavin Heaton

If You Can Only Try

Living, as we do, in a time of rapid change. Of transformation and uncertainty. It can be difficult to see what our long term future holds. You can see it in the words we use to describe our lives. These words are flat. Uninspired. Transactional. We have entire governments swept to power on the back of the laziest of phrases and political slogans masquerading as thought-through policy agendas. But we have not arrived in this desolate landscape randomly. It is the end-result of a thousand micro choices that consolidate our misery. It is as if we have abdicated our...

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The Sundays on a Sunday

One of my favourite bands from the 80s, The Sundays, slipped from public view in the late 1990s. And yet their alternative, melodic pop still sounds as sweet today as I remember it decades ago. When I play their music, it makes me feel like I am padding my way through the Enmore Theatre, shoes sticking to the crunchy carpet, the sound reaching all the way around me. It transports me back to unknown, particular moments that are a fine pastiche of worn through memories. Were you there? Was it this band or that? And what did we eat...

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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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