Official Blog of GTM360 Marketing Solutions
Many midsized IT companies sell in multiple geographies (e.g. USA, UK, Germany) but have their marketing organization centralized in their home country (e.g. India). When they run search engine marketing campaigns, they’d want their ads to only show up in their target markets (that lie outside their home country). This means their corporate marketing would … Read more
Enough water has flown under the bridge since I wrote Goodbye #NetNeutrality Hello #ProNetChoice. During this period, I got a chance to deep dive into the principle of “zero rating” and examine whether it can coexist with Net Neutrality. In this post, I’m pleased to say that #ProNetChoice, the concept introduced in the previous post, … Read more
We focus on the SEM and CRO elements of digital marketing and work with third party SEO service providers whenever the technique could be useful in a specific campaign. (For a primer on the difference between SEM and SEO, see my blog post entitled SEO or SEM?.) Through the years, we’ve found it extremely hard … Read more
There’s a raging debate about ad visibility in recent times. Much as I’d like to think it’s triggered by my post Don’t Fall For The ‘Invisible Versus Unseen Ads’ Charade, the real reason doesn’t matter. The crux of the issue is that advertisers are claiming that ~15% of their online ads are seen by bots, … Read more
FORTUNE magazine seems to be undergoing a transformation lately. I’ve listed the key changes I’ve observed in the magazine over the past 5-6 months. Disruption. Disruption. Disruption. There’s a spate of articles on disruption of incumbents by newcomers. FORTUNE goes beyond the usual suspects like financial services, media and technology to drag industries like agriculture … Read more
India’s leading online fashion brand Myntra recently shut down its desktop and mobile websites and decided to go mobile app only. As far as I know, this is an unprecedented move by any ecommerce player anywhere in the world and flies in the face of moves by brands to increasingly hop on to the omnichannel … Read more
Before developing a food discovery startup’s GTM strategy, we recently did a test drive of its mobile app. The app lists dishes of various cuisines from restaurants in the local neighborhood. Like many hyperlocal startups, this one also started operations in one city and then had plans to expand to other cities. As soon as … Read more
In a recent interview with McKinsey, Citigroup CEO Michael L. Corbat alluded to shopping cart abandonment when he mentioned that today’s digital customers “just stop filling out the application” for financial products when they’re asked for “things that weren’t necessary”. Long a bugbear of ecommerce, this problem has started hampering the BFSI industry’s efforts to … Read more
Retargeted Ad is one of those things on which my take as a consumer is diametrically opposed to that as a marketer. As a consumer, I hate them. As a marketer, I love them. For the uninitiated – or, in this case, the unchased – retargeted ads are the banner ads that follow you around … Read more
Traditional retailers aka kirana stores sell almost everything at MRP* whereas modern retail aka supermarkets sell almost everything below MRP (for the unintiated, this and other India-specific terms are explained at end of the post). Since Indians are price-sensitive, modern retail should totally corner the Indian retail market, right? Wrong! Modern retail accounts for barely … Read more