Official Blog of GTM360 Marketing Solutions
In Part 1 titled “Fintechs Need Marketers And Lobbyists – Not Lawyers”, we saw why marketers and lobbyists play a vital role in a fintech startup’s success, and how successful startups in fintech and other heavily regulated industries don’t seem to have consulted lawyers while conceptualizing their offerings. In this second part, we’ll examine the … Read more
Like startups in any other industry, fintechs need to find a problem to solve, develop a solution and package it in such a way that it provides customers with a compelling reason to use. SQUARE and PayZapp are two fintechs that have done a great job of this. To know why I say this, check … Read more
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
With the rising use of ad-blockers by online readers, the blogosphere is full of advice on how online publishers should move away from advertising and find other ways to monetize their content. Some of the alternatives proposed by the digerati include: Micropayments Subscription Native Ads Harvest PII Remove Obtrusive Ads In this blog post, I’ll examine … Read more
Many people have reacted vehemently against the government’s move to regulate the creation, distribution and usage of Indian maps under the proposed Geospatial Information Regulation bill. Some have even insinuated that the move is a veiled threat to police Google Maps and amounts to “throwing out the baby with the bathwater”. I don’t know whether … Read more
In The IT Industry’s 95% Problem, Gartner Research VP Brian Prentice notes that an average user of a software uses only 5% of the product’s features. In other words, 95% of the features in a software create no value for the overall customer audience. While you could quibble about the exact percentages, no one will deny that … Read more
I’ve long believed that CX is a matter of mindset. Superior CX must be related to mindset, not size: Big guys justify poor CX citing too much volumes; small guys, citing too little resources. — GTM360 (@GTM360) March 25, 2014 I recently read about how some brands / companies go out of the way to … Read more
The typical tech startup’s backstory goes as follows: Founders observe a problem in the real world, find a way to use technology to solve the problem, and build a product around the technology. According to common wisdom, product management is the foundation of any startup. Sales, marketing, HR, finance and other functions can come in … Read more
Since the time I published Retargeted Ads or Retarded Ads, I’ve come across many more retargeted ads exhibiting retarded behavior. Take for example the ones from Cleartrip. Well after I’d booked my tickets on its portal, I kept seeing its retargeted ads. I hinted to the OTA that it could try setting frequency caps on … Read more