Official Blog of GTM360 Marketing Solutions
Ketharaman Swaminathan 
Courier services stopped operating during the pandemic-caused lockdown. I have not received the FORTUNE GLOBAL 500 issue. This is the first time I don’t have this issue in my hands since I started tracking this list almost 25 years ago. This post is written based on my review of the magazine’s website. Please excuse its … Read more
Companies have been using Referral Programs for a long time to offer incentives to existing employees to source new employees. Referral offers the following benefits: It’s cost effective. Companies pay a fixed fee to their employees for referrals, which tends to be a fraction of the compensation-linked variable fee they pay to external recruitment agencies. … Read more
In Want v. Like: Decoding The Eternal Disconnect In Consumer Behavior, we saw a couple of examples of the eternal disconnect between what consumers say they want and what they actually like. We also speculated on the root cause of this conflict. In this follow on post, we’ll examine the implications of the want-versus-like disconnect … Read more
Consumers tell you in surveys and focus group studies what features they want in your product. You build a product with those features. Consumers don’t like them. Your product bombs. In consumer behavior, there’s often a disconnect between what consumers say they want and what they actually like. In Why Do People Obsess Over Security … Read more
Here are a few random business musings from the lockdown. #1. DEMAND SUPPLY Cooks, maid servants, drivers can’t come to work. We’re doing all the cooking, cleaning, driving by ourselves. We have the skills. We’re finding the time. But many of us are paying full salaries to all of these workers. On the other hand, … Read more
A turn-by-turn navigation system is a combination of hardware and software that provides an automobile driver with one or more motorable routes between Point A and Point B on the surface of the earth. Sold as a dedicated satnav system or as an integral part of a smartphone, it comprises the following building blocks: GPS. … Read more
This is a slightly edited version of my answer to the following question on Quora: I had a similar experience recently. I scanned the Merchant’s QR code at a restaurant with my PayTM app. PayTM asked me to link my bank account to complete the payment via UPI. I refused to do so because I wanted … Read more
A friend recently asked me the following question via Twitter: @s_ketharaman Thoughts? I am not so sure since infra is still not scaling. https://t.co/vDi1zHZynB — Gopinath Pandalai (@gopibella) April 28, 2020 I read the linked HBR article on Blockchain technologies and replied as follows: Many mobile payments use cases I never thought could go digital … Read more
Most of us are familiar with Cost-plus and Value-based pricing, which are the two most commonly used methods for pricing products and services. In cost-plus pricing, all input costs are totalled up and a markup is applied on top to arrive at the selling price. More the number of inputs, higher the cost and, ergo, … Read more
Analytics is indispensable for a B2C website. Website analytics tools like Google Analytics etc. reveal friction hotspots, blindzones, etc. and thereby help website owners redesign forms, modify CTAs, rotate online ads, etc. (The use of multiple etceteras in the previous sentence is intentional – there are indeed many analytics tools available for doing many things … Read more