Official Blog of GTM360 Marketing Solutions
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
Colgate-Palmolive is currently running a Customer Engagement Management program for its premium toothpaste brand TOTAL. Like all CEM programs, this one also mandates product purchase. The price of the product is INR 102 (US$ 1.25) and the reward for purchase is a cashback of INR 50 (US$ 0.67) credited directly to the consumer’s PayTM eWallet. … Read more
Everyone is a member of some group or the other e.g. school, college, neighborhood, company, etc. Different groups have different level of affinity aka fraternity strengths. Intuitively, we know that some fraternities are strong whereas others are not. In my blog post entitled How To Measure Fraternity Strength, I proferred a formula for measuring fraternity … Read more
Every month, when I pay my credit card bills, I sigh to myself “if only there was a way to pay this bill with another credit card and earn rewards…”. Others are more vocal with their wish. See Why can’t I pay my credit card bill with another credit card?. As a credit cardholder, I … Read more
We saw a spate of B2C marketers trying to get into B2B six to eight years ago. At the time, I’d shared my thoughts on how to harness emotions in B2B sales in my blog post titled Role Of Emotion In B2B Sales. Maybe it’s the aftermath of the coronavirus pandemic or whatever but we’re … Read more
The Netflix show Social Dilemma has rekindled the eternal controversy over privacy, tracking, and manipulation by digital companies. As consumers, many of us outrage at brands for using our private information to target us with personalized communications, ads and targeted offers. In this post, I’m going to go out on a limb and argue that … Read more
In Why Is It So Hard To Spot Fake News? – Part 1 and Why Is It So Hard To Spot Fake News? – Part 2, I had listed six hacks to spot fake news. As we saw in those two posts, all those hacks have False Positives and False Negatives. The waters will get muddied even … Read more
When we published Increasing Sales-Marketing Alignment: Big Bang Doesn’t Work six years ago, there were 4.3 million search results for the keyword “Sales Marketing Alignment”. Today there are 58.3 million. Safe to say that there has been an explosion in online chatter on the topic – it works out to 54% CAGR for the mathematically … 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
In Why Is It So Hard To Spot Fake News? – Part 1, I listed six hacks for spotting fake news. To recap, they were: Google It Check the URL Verify the Sender’s ID Check for Typos Believe only Official Channels Use a Fact-Check Service I shared my experience with the first three hacks in the … Read more