Gord Addison

I have a broad range of experience in marketing, communications, and as a research analyst, in addition to years of work on political campaigns, and government, public, and stakeholder relations. I started working in Digital Media in 2004, and have built up extensive expertise in SEO, Pay-per-Click, Landing Page Optimization (so effective, and often overlooked), and Inbound Marketing. More recently I have applied my skills to social media and utilizing its very productive micro-targeting capabilities. Through working with Innovative Research Group for 4 years, I was able to gain in-depth knowledge as to how people think about issues, politics, companies, and products, how public opinion moves, and how to set up campaigns to effectively communicate the right messages. We also tested many ads and communication pieces both with online surveys, and in focus groups, providing an invaluable understanding of what communications pieces were effective and why. I am constantly learning to expand my knowledge on everything from brain science to communications tactics in order to improve my effectiveness as a communicator. If I had to list my top books where I have learned things I am constantly taking into account, I would suggest (and highly recommend): * Thinking Fast & Slow (Kahneman) * The Language of Trust-Selling ideas in a World of Skeptics (Maslansky) * Made to Stick (Heath & Heath) * Victory Lab (Issenberg) * Shopping for Votes (Delacourt) * Words that Work (Luntz) * All Marketers Tell Stories (Godin) * Drive-The Surprising Truth About What Motivates Us (Pink) * Inbound Marketing (Halligan & Shah) * A New Brand World (Bedbury) * The Purple Cow (Godin) * The Righteous Mind (Haidt) * Risk-The Science and Politics of Fear (Gardner).