Official Blog of GTM360 Marketing Solutions
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
“If it’s not Boeing, I’m not going” – Tagline of Boeing ad. All through my career in sales and marketing, I’ve been exhorted to write in positive style. The strong guidance applied to copy in ads, email marketing, datasheets, brochures, case studies and other forms of marketing collateral (hereinafter referred to as “content”). In my … Read more
Every now and then I come across a techie or two who complains that overselling by their sales people is making their job of creating a satisfied customer harder. For example, take this OP on Quora, who asks: Is it common to oversell in B2B? My boss has a tendency to oversell our company services, … 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
The company ranked #500 in this year’s FORTUNE GLOBAL 500 generated revenues of US$ 21.609 billion compared to US$ 20.923 billion posted by its counterpart last year. In other words, the Fortune Global 500 Qualifying Revenue increased this year. This is a consistent trend except for last year, when the Fortune Global 500 entry bar … Read more
Consumer advocates ranted about overdraft protection fees in 2008, saying the service was forced down upon consumers. While the uninitiated can Google “overdraft protection” for a prosaic definition of the term, Stanley Bing offers the following tongue-in-cheek description for one of the most lucrative services offered by US banks: “No matter what you spend with your … Read more
The asphalt road outside my house was getting concreted last year. When I was walking down on the road one day, I noticed that a narrow gully of around two feet width was left untouched on one side of road. When I saw this, I thought there was a massive goof-up somwhere. In all probability, … Read more
In Use And Misuse Of Personas In Marketing, I’d defended personas from being lampooned by some misguided marketers. That doesn’t mean I believe everything is hunky-dory with personas. There are at least three problems I see in the way personas are created and used in Persona Based Marketing (PBM) campaigns today. A. SOLE FOCUS ON WHO … Read more
The ink on my previous post Indian IT – Turning Crisis Into Opportunity has hardly dried than two Indian IT majors Infosys and Wipro have announced better-than-expected quarterly results. Much as I’d like to attribute their superior performance to the guidance given in my post (!), these IT veterans have been doing all this and more … Read more
Buyer persona is the bedrock of targeted marketing. HubSpot provides a succinct definition of the term: A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Data includes not just demographics but behavior, emotions, wants, aspirations and other buyer attributes. A sample persona … Read more