Official Blog of GTM360 Marketing Solutions
Ketharaman Swaminathan 
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
I’ve visited several IKEA stores outside India during the past 20+ years. While I haven’t been able to visit the furniture retailer’s first Indian store that opened in Hyderabad four years ago, I got a chance to visit its new store in Mumbai recently. This store is as big as any of the other IKEA … Read more
We rarely visit banks nowadays but, on the one odd occassion that we do pop into a local branch to deposit a cheque or collect an FD receipt or whatever, many of us get waylaid by bank staff trying to sell credit card, personal loan, mutual fund, stock trading / DEMAT account, and other financial … Read more
Season’s Greetings & Best Wishes for a Happy New Year! Welcome back to GTM360 Blog. As we announced in Welcome To The New GTM360 Blog, we upgraded our blog to responsive design midway through 2021. We published a total of 45 posts on this blog last year. Our Top 10 blog posts in 2021 were: #10. Secret … Read more
Phishing attacks typically stoke greed or fear, just as many genuine business pursuits do. Not surprisingly, they enjoy a fairly high success rate. At 3%, it comes close to the conversion rate of leading ecommerce websites like Amazon and Flipkart. Surprised to learn that phishing emails have a success rate of ~3%. That's as high … Read more
In Digital Ads: Whose Preference Is It Anyway?, we saw how digital ads are targeted on the basis of advertisers’ specifications regarding consumer preferences (“Meta Preferences“) rather than the consumer’s own preferences. That speaks to the propriety of the advertiser to show its ads to a particular consumer. But you might be wondering, just because … Read more
Bait and Switch and Phishing are both deceptive. But, beyond that basic characteristic, they’re not the same. In Bait and Switch, the deception is in the offer. In Phishing, the deception is in the offeror. Let’s get on with it. Bait and Switch Bait and Switch is a type of Dark Pattern in which “you … Read more
A few years ago, many disruptionistas predicted that ad blockers would kill digital ads. I pooh-poohed their predictions. TV survived DVR. Web will survive ad blockers. — Ketharaman Swaminathan (@s_ketharaman) November 6, 2015 Sorry to say I told you so but I was right: Digital ads are alive and kicking During this period, digital surpassed … Read more
Dear Editor of Economic Times: This has reference to the twin op-ed entitled “IT GIVES THE CREEPS” by Ateesh Tankha and Mythili Bhusnurmath in today’s edition of The Economic Times. This article reminds me of similar opinions expressed on these very pages in the 1990s regarding equity. Despite all the doomsday prophecies made by pundits … Read more
Reserve Bank of India brought Emandate into force on 1 October 2021. As we saw in RBI Emandate: Revenue Killer Or Consumer Interest Savior?, this regulation impacts recurring payments and auto debits (“Standing Instructions”) set up with credit card and debit card. This was after a postponement of six 24* months at the behest of … Read more