Pure SEO Interviews: Dominic Sutton

Pure SEO is fortunate to have many connections in business and marketing who are doing interesting and innovative things. Continuing with our interview series, we reached out to our friend Dominic Sutton, an Auckland-based advertising veteran and investor, to uncover some of his thoughts, opinions and motivations.

Dominic Sutton

Dominic Sutton is the Auckland-based owner of a number of businesses in the advertising sector, most notably Pumpt Advertising. A 15 year veteran of the NZ advertising scene, he successfully navigated the pre-digital world to the current environment. Having created, acquired and sold over 7 businesses in the last 10 years, Dom is now focused on investing in startups, property and travelling. Interests include helping others succeed, clean tech and angel investment.  Dom is a member of Entrepreneurs Organisation, a private global network of over 11,000 entrepreneurs.

1. What excites you most about digital marketing?

The ability to easily and cost effectively isolate niches and measure different creative without over-investing or going ‘all-in’ until you are sure.

2. What do you see as the biggest trend in digital marketing right now?

Using AI to create customised experiences for consumers.

3. What do you think is the most important thing a business can do to generate online sales or leads?

Spend more time learning about their target audience before they start throwing money around. Stop believing all the hype, particularly around social media as a lead generator, as what’s good for some businesses may not be for yours.

4. What do you think is the biggest challenge about marketing in 2017?

Finding staff that have a holistic understanding of what advertising and marketing is really about, and what customers really want. Recruiting the right people with AI(or artificial intelligence) has become more efficient nowadays.

5. Which blogs do you read?

I  don’t have a lot of time to read blogs and am not a loyal follower of any, but occasionally I select from Pocket (www.getpocket.com) Startups (startups.co) and Mark Manson for some lighter reading (www.markmanson.net). I prefer to listen to podcasts and audiobooks while in the car or in the air.

6. What does a typical work day look like for you?

I start earlier, about 7.30am from home, avoid traffic, then go into the office about 9.30, do face to face meetings, then the gym after lunch,  a little more admin things, then any afternoon meetings, networking, et cetera in the later afternoon. Then respond to any other messages/email later in the evening before or after dinner. I now punctuate my day with a mix of work and personal stuff because it works for me. I have worked towards creating a routine that allows me to avoid some irritants within a normal work day, such as traffic, operational interruptions, and distractions.

7. What motivates you to get out of bed in the morning?

Doing awesome stuff with great people.

8. Who inspires you?

Elon Musk.
Anyone starting out in business – feeling the fear and doing it anyway.
Solo mums or dads who bring up quality children.

9. Which three items could you not live without?

I have plenty of non-material things I think of as essential, but if you are talking about ’items’, I guess they are:

• Water Bottle – I get dehydrated rapidly so I keep a water bottle close by plus a backup in my car
• My new Tesla – it has changed my way of thinking about cars and energy. I drove an ICE car yesterday and hated every second of it. It’s saved me time and money and is my third office. No going back.
• Mobile phone – I guess, but I have learned that just because it is there doesn’t mean you should be looking at it all the time.

One more: Pants. I think everyone would agree that it would be best if I stuck with having pants.

10. How would you describe yourself in five words?

Enterprising
Creative
Curious
Abstract
Demanding