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Gordon Hotchkiss

Member since August 2004 Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon attended OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • Why Marketers Love Malcolm Gladwell -- & Why They Shouldn't in Online Spin on 05/24/2016

    Marketers love Malcolm Gladwell. They love his pithy, reductionist approach to popular science: his tendency to sacrifice verity for the sake of a good "just-so" story. And in doing this, what is Malcolm Gladwell but a marketer at heart? No wonder our industry is gaga over him. We love anyone who can oversimplify complexity down to the point where it can be appropriated as yet another marketing "angle."

  • Decoupling Our Hunch-Making Mechanism  in Online Spin on 05/17/2016

    Humans are hunch-making machines. We're gloriously good at it. In fact, no one and nothing is better at coming up with a hunch. It's what sets us apart on our planet -- and, thus far, nothing we've invented has proven to be better suited to strike the spark of intuition.

  • In Search -- Even in Mobile -- Organic Still Matters in Mobile Insider on 05/10/2016

    My "Never Gonna Give You Up" is the Golden Triangle eye-tracking study we released in 2005. It's my one-hit wonder (to be fair to Astley, he did have a couple other hits, but you get the idea). And yes, I'm still talking about it.

  • Why I Love New York  in Online Spin on 05/10/2016

    I love people-watching. I find the passing tableau of human drama endlessly fascinating. Trust me - it's worth putting the smartphone away and paying attention to what's happening around you. This past weekend, I hit the trifecta of snooping: subways, airports and shops in New York City.

  • How We Might Search (On the Go) in Online Spin on 05/03/2016

    As I mentioned in last week's column, Mediative has just released a new eyetracking study on mobile devices. And it appears that we're still conditioned to look for the number-one organic result before clicking on our preferred destination. But it appears that things might be in the process of changing. This makes sense. Searching on a mobile device is -- and should be -- significantly different from searching on a desktop. We have different intents. We are interacting with a different platform. Even the way we search is different.

  • In Search -- Even in Mobile -- Organic Still Matters in Online Spin on 04/26/2016

    I told someone recently that I feel like Rick Astley. You know, the guy that had the monster hit "Never Gonna Give You Up" in 1987 and is still trading on it almost 30 years later? My "Never Gonna Give You Up" is the Golden Triangle eye-tracking study we released in 2005. It's my one-hit wonder (to be fair to Astley, he did have a couple other hits, but you get the idea). And yes, I'm still talking about it.

  • Crowd Wisdom -- Revisited in Online Spin on 04/19/2016

    Since James Surowiecki published his book "The Wisdom of Crowds," the common wisdom is that we are commonly wise. In other words, if we average the knowledge of many people, we'll be smarter than any of us would be individually. And that is true -- to an extent. But new research suggests that there are group decision dynamics at play where bigger (crowds) may not always be better.

  • The World in Bite-Sized Pieces in Online Spin on 04/12/2016

    It's hard to see the big picture when our perspective is limited to 160 characters. Or when we keep getting distracted from said big picture by that other picture that always seems to be lurking over there on the right side of our screen: the one of Kate Upton tilting forward, wearing a wet bikini.

  • The Wave Form Of Complex Strategy in Online Spin on 04/05/2016

    I've been thinking about waves a lot lately. As I said to a recent group of marketing technologists, nature doesn't plan in straight lines. Nature plays out in waves. As soon as you start looking for oscillations, you seem them everywhere. Seasons, our brains, the economy -- if complexity lurks there, chances are there is a corresponding wave. So how do waves tie into my recent two columns about agency relationships? Simply this: Like most complex things, our corporate strategy should also plot itself against a wave-like cycle. And in that cycle, there is a place for both external partnerships and internal execution.

  • The Case For Strong External Marketing Partnerships in Online Spin on 03/29/2016

    Last week, I said that a shorter "sense-making" cycle is one reason why moving advertising and marketing in-house might be a better way to go. But what if those sense-making cycles lead to a skewed view of the world because of perceptual distortion? What if it leads to us seeing the world not as it is, but as we wish it was? Today, as promised, I want to look at the other side of the question: the advantages that can come from having strong external partnerships.

Comments by Gordon All comments by Gordon

  • Why Marketers Love Malcolm Gladwell -- & Why They Shouldn't by Gord Hotchkiss (Online Spin on 05/24/2016)

    Jeanne - Watts is a very able writer. His prose is accessible - but he is an academic at heart and so doesn't have a habit of jumping to satisfying conclusions, unlike Gladwell. Watts tells things as they appear to be, backed up with empirical evidence, rather than as we wish them to be.

  • The Collateral Damage Of Disruption by Gord Hotchkiss (Online Spin on 03/01/2016)

    Thanks Kenneth. I'm amazed at how some will find one semantic bone to pick, while skipping over the much more important larger consequences (intended or not). What is important here, as you point out, is the idea of disruption as driven by a technological catalyst and the resulting impact on entire industries. And another important distinction. Hayek and Schumpeter both saw entrepreneurialism as the force that drove creative destruction. But what is interesting about what we're seeing is the role of the user in this, empowered by new technological capabilities and challenging an existing supply chain. There is a networked, distributed dynamism at work here that may be a brand new flavor of disruption.

  • The Face Of Disruption by Gord Hotchkiss (Online Spin on 02/23/2016)

    Thanks Paula..I assume you mean for President. I would say I don't qualify, but seeing as both Ted Cruz and I were born in Calgary, who knows?

  • A New Way to Determine Corporate Value by Gord Hotchkiss (Online Spin on 02/09/2016)

    Rick - thanks for your thoughtful comments. You should have access to the paper. It's a free download.

  • Why I'm (Cautiously) Optimistic About 2016 by Gord Hotchkiss (Online Spin on 12/22/2015)

    Coincidentally, just found this amazing data visualization that's on the same theme:

  • In Honor Of My Dad by Maarten Albarda (Online Spin on 12/21/2015)

    MaartenCondolences to your family and yourself. I also lost my Mom earlier this year. And, like you, I had some bitterly beautiful moments near the end of the journey. We have to listen hard to the wisdom shared with us by those that have walked a difficult path.Gord

  • This Message Brought to You by... Nobody by Gord Hotchkiss (Online Spin on 12/01/2015)

    Not sure we're thinking broadly enough here. Ed, yes, many content producers rely on advertising. I'm not denying that. But my point is, the economics may work without advertising. We just have to wrap our mind around it. Another potential benefit is that it would democratize content production even more than it is now. You may have a net gain - and more independents could participate. I, like you, have a certain amount of skepticism about how this would play out, but we have to contemplate the possibility. I think technology is taking us down this path and we can chose to deny until it's too late to react or actually be open minded enough to think about how a new paradigm could emerge. And Tom, you're absolutely right - "People have complained about advertising since advertising became a thing." The difference is, people can now do something about it. And yes, quality matters. But in all the advertising I'm exposed to in a day - a week - a year - I can probably count the truly good ads on one hand.

  • Conversations Overheard At The Family Y by Gord Hotchkiss (Online Spin on 10/27/2015)

    I'm glad one of the many lessons my Dad has taught me touched some of you too. He's a wise man of many words!

  • Do We Really Want Virtual Reality? by Gord Hotchkiss (Online Spin on 09/29/2015)

    That's me - breathless! Yes, David, humans do adapt, but there are societal ripple effects (unintended consequences) that can take a generation or two to emerge - as in Putnam's Bowling Alone. As Jim points out, there is substantial evidence that electronic media has had an significant impact on us. We should be going forward fully aware of the trade-offs and not be blindly trustful in technological bells and whistles.

  • Donald Trump, The Clickbait Candidate by Gord Hotchkiss (Online Spin on 08/25/2015)

    Canadians have a long history of commenting on American politics. And much as I wish it weren't so, Trump as president would have a dramatic impact north of the border as well. Although, to this point, he hasn't indicated he wants a great wall on the 49th.

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