Official Blog of GTM360 Marketing Solutions
Like me, you may have come across people who appear obsessed with security but happily book cabs, send messages, order food, and even make payments without entering a single password / PIN on their smartphones. This is not as contradictory as it seems if you look at the end-to-end customer journey. For the uninitiated, Customer Journey can … Read more
Targeted offers have become famous. That’s not to say they’ve become popular – brand managers report low conversion rates of offers made to offers redeemed. There are many reasons for this problem such as the ones I covered in Walking The Tightrope Between Driving Repeat Purchase And Rewarding Loyalty and How To Fulfill Targeted Offers To … Read more
On job sites like Fiverr and Upwork, you’ll find many job listings for writing fake reviews. Interestingly, on the same platforms, you’ll also find many job listings for removing fake reviews, like the following one: From personal experience and anecdotal evidence, many online reviews are fake. Regular readers of this blog know that I don’t … Read more
I go directly to the websites of my favorite brands whenever I shop online e.g. Amazon for products, Cleartrip for flight tickets and hotels, Housing for real estate, Play Store for mobile apps, Product Hunt for software and websites, StockImages for images, and so on. I can’t remember the last time I went to Google to … Read more
The world’s leading mobile wallets use QR codes. This includes Alipay and WeChat Pay in China, PayTM and PayZapp in India and Starbucks App in the United States. QR code has been popular in China for the last 4-5 years. In India, the nineties-era technology has become very visible in the last one year, driven by … Read more
In Loss Aversion: Why Negative Messaging Works In Marketing, we saw how the Loss Aversion principle in consumer behavior makes negative copy effective. At the end of the post, I’d cautioned vendors against using negative style in content indiscriminately and implored them to handle campaigns based on negative copy with a lot of care. In this … Read more
I’m happy to announce that I’ve published a book! Entitled FROM DISLOYALTY TO OMNICHANNEL CUSTOMER ENGAGEMENT, my book is available in Kindle and EPUB formats. In this eBook, I trace the arc of loyalty programs run by brands during the last 5-7 years and predict the trajectory of their customer engagement management strategies over the remaining … Read more
In Robin Cook’s latest novel HOST, patients go into a comatose state during simple surgeries. Click here to read my review of this medical thriller. After reading the novel, I had a vague sense of déjà vu feeling. I thought it had a striking resemblance to the author’s 1977 bestseller COMA. So many years later, … Read more
Uber uses targeted offers as the bedrock of its customer engagement management (CEM) strategy. For the uninitiated, a targeted offer is a personalized deal for an individual customer segment – or even individual customer. It’s the antithesis of spam, where the same deal is sent to all customers. A simple example of a targeted offer … Read more
On a recent tweetchat about customer service, many tweeples felt that social media was only suited for escalations. Not me. I use social media, especially Twitter, as the first port of call to complain to brands. That’s because: Telephone means having to listen to hold music and navigate through convoluted phone trees. This is painful and … Read more