About the Author
Gavin Heaton15 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.
Mark Twain once explained to a friend that he did not have time to write a short letter, so he wrote a long one instead. On the surface, this may sound amusing, but there is a deeper truth — it takes time to be brief.
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 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.
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.
Butting heads The old adage “agree to disagree” has been tossed around often enough during heated discussions. But if the dispute arises from your customers, contracts, employees or debtors, you need to move quickly to resolve it or face far-reaching consequences on your business. In some cases, it may be impossible to avoid complications. However, there are some fundamental steps that a business owner should