Official Blog of GTM360 Marketing Solutions
People throw around the M word too freely. Whenever a company increases its price, behaves arrogantly, sucks at customer service, or acts in any other manner against the consumer’s proximate interest, Jane / Joe Six Pack rushes to accuse it of being a monopoly. This is wrong. Monopoly means there’s only one supplier in a … Read more
Branding is often conflated with marketing and other elements of marketing. Before we clear some of the misconceptions about branding and amplify some of its other attributes, let me copy-paste the definitiion of branding from our previous post titled Power Of Branding In B2B. Branding “Branding” is endowing products and services with the power of … Read more
According to the popular narrative, branding is needed only in B2C. That’s not true. Branding plays an equally important role for B2B products and services. For the purpose of this blog post, we will use the following definition of branding: Branding “Branding” is endowing products and services with the power of a brand. Where a … Read more
In Five Pricing Paradoxes, we covered many pricing paradoxes and speculated on why they happen. In this post, we will examine if and how they need to be fixed. Is There A Problem? While there’s a logic to pricing paradoxes, we cannot expect the Average Customer to accept them. As a result, they will complain about … Read more
According to common wisdom, middleman adds a margin, so his price will be higher than the original manufacturer’s price. Why do D2C brands price their products higher on their own website and make them cheaper on marketplaces like Amazon? I always assumed buying from their website is cheaper, given they save on commissions. What's the … Read more
Back in the day, technology vendors used Feature Selling to sell their products. In this technique, they use product features to create interest among the target audience. As everybody and his dog talked about ERP, CRM, MA, CBS, etc., the market got crowded. As our inboxes filled up and our attention spans dwindled, this method … Read more
Here are six sharp practices followed by new age startups: #1. REDBUS This bus ticket aggregator buys five seats in a bus with 45 seats. When four out of these five seats are booked on its app / website, RedBus flashes a warning saying “only one seat left”. I heard this directly from the horse’s … Read more
The hierarchy of human needs goes through five stages, as depicted by the famous Maslow’s Pyramid. In this post, I posit a similar hierarchy for subscriptions. Given below are examples of subscriptions: Social network e.g. LinkedIn Premium Digital media e.g. Wall Street Journal Streaming video / OTT e.g. Netflix Hosting service e.g. Hostgator SAAS software … Read more
Web designers often need to make a panel comprising multiple images. All images need to fit into the same grid, the size of which is specified in the HTML code on the webpage. If we take a customer logo panel as an example, the images are bound to have different aspect ratios (i.e. ratio of … Read more
In Why Publishers Don’t Sell Individual Articles, we saw how readers want à la carte (buy individual articles) but publishers offer only buffet (all-you-can-eat subscriptions). (While this post can be read independently, it will make more sense after reading the previous post.) Of late, some publishers are not even offering one-month subscriptions. Either their minimum … Read more