Official Blog of GTM360 Marketing Solutions
Ketharaman Swaminathan 
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
As a sales rep in the era of Buyer 2.0, you need to make your customer eat out of your hands in order to succeed in the high value B2B technology business. For the uninitiated, the phrase “eat out of hands” means To be completely accepting of whatever one says. In the aftermath of the … Read more
Amul and Parle have stopped supplies to Udaan. According to ET Prime, Alleging that B2B ecommerce platform Udaan was monopolising distribution to retailers, some of India’s largest FMCG makers such as Amul and Parle have stopped supplying stocks to the startup. Amul and Parle are multibillion dollar FMCG (Fast Moving Consumer Goods) companies headquartered in … Read more
After being postponed by six months, RBI Emandate has finally come into effect from 1 October 2021. Applicable to recurring payments and auto debits, the new regulation has caused massive chaos for media companies, SaaS vendors and other businesses whose revenue model is anchored on automatically charging a credit card or debit card on file … Read more