Gord Hotchkiss Articles 8

I’ve been in the marketing business for over 30 years now. I’ve spent almost 20 of those years working in digital media. About 15 years ago, I became fascinated by understanding how humans behave. The digital marketing company I co-founded, Enquiro, became one of the foremost researchers of online user behavior, releasing a number of seminal studies. I was the author of much of that research. For the past 5 years, I’ve been working with corporate leadership teams at many organizations, including some of the biggest corporations in the world, helping them shape, define and benchmark their own digital strategies. I’ve found my interest in human behavior tremendously useful in helping organizations adapt and accelerate their digital initiatives. In the end, it always comes down to people and emotions. That was also what lead me to write my first book in 2009, The BuyerSphere Project, which was based on an extensive study of B2B buying behaviors Enquiro conducted. The principles outlined in the book have been applied at many organizations since then. In 2010, I sold Enquiro to the Yellow Page Media group and it was absorbed into Mediative, the largest digital marketing agency in Canada. Currently, I continue to consult on digital strategies with a number of organizations and am working on a new book.