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Gordon Hotchkiss

Member since August 2004 Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon is attending OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • The Sorry State Of Online Publishing in Search Insider on 12/17/2014

    Dynamic tension can be a good thing. There are plenty of examples of when this is so, but online publishing isn't one of them. Publishing's plunging transaction costs and its increasingly desperate attempts to shore up some sort of sustainable revenue model are creating a tug-of-war that's threatening to tear apart the one person this whole sorry mess is revolving around: the reader. Somebody had better get their act together soon, because I'm one reader that's getting sick of it.

  • Why Our Brains Love TV in Search Insider on 12/11/2014

    Forrester Research analyst Shar VanBoskirk has pegged 2019 as the year when digital ad spend will surpass TV, topping the $100 billion mark. This is momentous in a number of ways, but not really surprising. If you throw all digital marketing in a single bucket, it was a question of when, not if, it would finally surpass TV. What is more surprising to me is how resilient TV has proven to be as an advertising medium. After all, we're only a little more than a decade away from the 100th anniversary of broadcast TV (which started in 1928). TV has been the king of the media mountain for a long time. So, what is it about TV that has so captured us for so long? What is it about the medium that allows our brains to connect to it so easily?

  • Facebook At Work: Stroke Of Genius Or Act of Desperation? in Search Insider on 12/04/2014

    So with the launching of Facebook at Work, Facebook wants to become your professional networking platform of choice, does it? Well, speaking as a sample of one, I don't think so. And it all comes down to one key reason that I've talked about in the past that, for some reason, Facebook doesn't seem to get: social modality.

  • #AlexfromTarget: An Unexpected Consequence Of Technology in Search Insider on 11/20/2014

    Yes, I'm belatedly jumping on the #AlexfromTarget bandwagon, but it's in service of a greater truth that I'm trying to illustrate. Last column, I spoke about the "Unintended Consequences of Technology." I think this qualifies.

  • The Unintended Consequences Of Technology in Search Insider on 11/06/2014

    In last Friday's Online Spin column, Kaila Colbin asks a common question about the noise surrounding the latest digital technologies: Who cares? Kalia rightly points out that we tend to ascribe unearned importance to whatever digital technology we're focused on at any given time. This is called, aptly enough, the focusing illusion in the words of Daniel Kahneman, who coined the term, noting, "Nothing in life is as important as you think it is, while you are thinking about it."

  • The Virtuous Cycle And The End Of Arm's-Length Marketing in Search Insider on 10/29/2014

    Last week I wrote what should have been an open and shut column, looking at why SEO never really lived up to the potential of its business opportunity. Then my friend Scott Brinker had to respond with this comment:

  • Why SEO Never Lived Up To Its Potential in Search Insider on 10/23/2014

    IAB Canada President Chris Williams asked me a great question last week. We had just finished presenting the results of the new eye tracking study I told you about in my last three columns. I had also polled the audience of some 400-plus Internet marketers about how many were doing some type of organic optimization. A smattering of hands (which, in case you're wondering, is somewhere south of a dozen, or about 3% of the audience) went up. Williams picked up on the disconnect right away. "We have a multibillion-dollar interactive advertising industry here in Canada, and you're telling me [on search at least] that only represents about 16% of the potential traffic? Why isn't SEO a massive industry?"

  • Evolved Search Behaviors: Takeaways For Marketers in Search Insider on 10/16/2014

    In my last two columns, I first looked at the origins of the original Golden Triangle, and then looked at how search behaviors have evolved in the last nine years, according to a new eye tracking study. In today's column, I'll try to pick out a few "so whats" for search marketers.

  • How Search Users' Habits Have Evolved in Search Insider on 10/09/2014

    Last week, I reviewed why the Golden Triangle existed in the first place. This week, we'll look at how the scanning patterns of Google users have evolved in the past nine years. The reason I wanted to talk about information foraging last week is that it really sets the stage for understanding how patterns have changed with the present Google layout. In particular, one thing was true for Google in 2005 that is no longer true in 2014: Back then, all results sets looked pretty much the same.

  • The Evolution Of Google's Golden Triangle in Search Insider on 10/02/2014

    In search marketing circles, most everyone has heard of Google's Golden Triangle. It even has its own Wikipedia entry (which is more than I can say). The "Triangle" is rapidly coming up to its 10th birthday (it was March of 2005 when Didit and Enquiro -- now Mediative -- first released the study). This year, Mediative conducted a new study to see if what we found a decade ago still continues to be true. Another study from the Institute of Communication and Media Research in Cologne, Germany also looked at the evolution of search user behaviors. I'll run through the findings of both studies to see if the Golden Triangle still exists. But before we dive in, let's look back at the original study.

Comments by Gordon All comments by Gordon

  • The Sorry State Of Online Publishing by Gord Hotchkiss (Search Insider on 12/17/2014)

    I think the problem in publishing is a Schumpeterian Gale of Creative Destruction. Ken..and other publishers...I feel your pain. I suspect the reality of publishing will be very different in the next decade. The paradigm of ad supported media is not sustainable any more, and the answers will be found on the frontiers, not in the middle where old models are trying to hold on. We know that shouting louder and more often doesn't seem to be working.

  • The Unintended Consequences Of Technology by Gord Hotchkiss (Search Insider on 11/06/2014)

    And James...I have said in the past that every marketer should read Rogers' book. I learned more from it than any "marketing" book I've ever read.

  • The Unintended Consequences Of Technology by Gord Hotchkiss (Search Insider on 11/06/2014)

    Good points John. There are societal complexities and nuances that we/I shouldn't be attempting to label or judge.

  • Why SEO Never Lived Up To Its Potential by Gord Hotchkiss (Search Insider on 10/23/2014)

    Good point Scott. I feel a follow up column coming on!

  • The Unstoppable Growth Of Programmatic Is Going To Kill Jobs by Maarten Albarda (Online Spin on 10/20/2014)

    Hey Maarteen...when you are ready to rant about #...you can follow up where I left off: http://www.mediapost.com/publications/article/223266/meaningless-crap.html

  • Are Our Brains Trading Breadth for Depth? by Gord Hotchkiss (Search Insider on 06/26/2014)

    Paula..did we really learn the times table..or just memorize them? I'm sure our generation took our own short cuts (I remember calculators being banned in the classroom for Math). But I agree with you that curiosity about "how" and "why" is the difference and that's actually the topic for next week's column.

  • When Are Crowds Not So Wise? by Gord Hotchkiss (Search Insider on 06/12/2014)

    Pete - I think the distinction is between decisions and tasks. As a person who has served on many committees, execution by a group almost always is less efficient than execution by an individual. The study is not about tasks, but decisions.

  • Can Microsoft Really 'Bing It On' Against Google Search? by Ryan DeShazer (Search Insider on 02/05/2014)

    Ryan..thanks for the shout out. Context shifts always provide an opportunity for habit breaking. So yes, the Web of Things could definitely shake things up. I am concerned about the user impact of more advertising on the desktop Bing experience, however. As you point out, what's good for advertisers is almost never good for consumers/users. Google has a better track record for successfully balancing the two, but we'll see what the future holds.

  • Never Underestimate The Human Ability To Ignore Data by Gord Hotchkiss (Search Insider on 01/30/2014)

    Some very interesting comments. Pete - you hit a great point about "curated data" - which I think I'll follow up on in the next column. What strikes me is how all we savvy data marketers interpret the data on global warming in completely different ways. Seems to me that this is a great case in point on what happens when data is subject to human frailty. I happen to feel very strongly that there is strong evidence for climate change, and I can certainly find data to back up my view. But many of you believe just as strongly that it's a "tempest in a tea pot" and you have data to back you up as well. My mistake, it seems, was falling into the same trap that my CMO did, where I overstated my case (perhaps) based on my interpretation of the data. This makes me realize just how difficult it is to balance objective data and very subjective beliefs.

  • Never Underestimate The Human Ability To Ignore Data by Gord Hotchkiss (Search Insider on 01/30/2014)

    Jeff... Actually, the debate is exactly what I want to happen. Maybe the data you reference is right..maybe not (http://www.realclimate.org/index.php/archives/2011/01/forbes-rich-list-of-nonsense/). But if I'm wrong - it won't kill us. If you're wrong, it might. In this case, a false negative is much worse than a false positive. And latching on to arguments like Mr. Bell's to gain a potentially false sense of security is exactly like my CMO looking for data to confirm his view of the world. By all means, let's open up the debate to rational evidence..and I really hope I'm wrong!

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