Official Blog of GTM360 Marketing Solutions
In Part-1 of this blog post, I’d described my experience with PayTM’s CEM campaign on Nescafe’s instant coffee bottle. In this part, I’ll describe my experience with the sachet of the same product. If you’re wondering how packing types matter in a CEM campaign, trust me, bottle and sachet pose different challenges and provide different … Read more
Barring a few exceptions like Dollar Shave Club, consumer brands still don’t sell their products directly to people who use them. Instead, they use the traditional multi-tiered distribution channel comprising distributors, wholesalers and retailers. Ergo they don’t know their end consumers. How do brands overcome the “anonymity” challenge, reach out to end consumers and engage … Read more
Here’s our latest success story: Leading Insurer Boosts Sales Omnichannel CRO increases conversion of browsers to buyers This leading insurer uses integrated marketing to drive sales of its automobile, health, and other general insurance products. Traditional marketing comprises of ads in newspapers, bus shelters and so on. Digital marketing includes banner ads, SEO, etc. QR … Read more
In Omnichannel Fiasco #1: Standard Chartered Credit Card, I’d described a recent omnichannel experience that started well but went downhill soon thereafter. In this post, let me describe another omnichannel experience that was a fiasco from the word go. This was with Vodafone M-PESA mobile wallet. When M-Pesa was on the drawing board, my company … Read more
I recently went through two omnichannel experiences, one that started well but went downhill thereafter, and another that was a disaster right from the beginning. Before I deep dive into my experiences, here’s a quick working definition of omnichannel: Omnichannel is where a single business process is deliberately split across multiple channels so that each … Read more
Over the years, my background in IT marketing and product management has brought me close to the subject of how a software should be extended to new channels. I can recall at least five occasions on which I’ve been involved with spec’cing channel support in the past 15-odd years: ERP in Branch Office in the … Read more
In Part-1 of this blog post, we’d described multichannel banking. In Part-2, we’d introduced the concept of omnichannel retailing. In this concluding part, we’ll explain what omnichannel behavior could mean in the context of retail banking and suggest ways by which banks could jump on to the omnichannel bandwagon even if they didn’t / couldn’t fix shortcomings in their … Read more
In Part-1 of this blog post, we introduced the concept of omnichannel banking and explained how it differed from multichannel banking. We’d claimed that 100% multichannel support was neither necessary nor practical. In this Part-2, we’ll explain why. While banks have traditionally viewed their relationship with customers through the prism of channels, customers don’t necessarily … Read more
Enough and more has been written about how banks lack fully fledged multichannel support. For the uninitiated, a “channel” refers to the medium of communication between customers and businesses such as retail banks. Branch, Phone (call center), ATM, Internet Banking, Mobile Banking and Social Networking are typical channels in the context of a retail bank. “Multichannel … Read more
Here’s our latest success story: Leading Universal Bank Cuts Compliance Cost CRO Multiplies Conversion Of Website Visitors To Aadhaar Seeders To comply with the government’s “Aadhaar Seeding” regulation, this leading universal bank in India needed to seed bank accounts with customers’ Aadhaar details. In this pursuit, the bank executed an omnichannel campaign targeted at its … Read more