Official Blog of GTM360 Marketing Solutions
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 When A Business Is VC Funded, VC Is The Business, we saw how VCs are driven by traditional business metrics like profitability and ROI although their portfolio companies are not. Contrary to common wisdom, the VC industry has a stellar track record on these conventional KPIs. First, let’s take profitability. It’s no secret that many … Read more
A couple of years ago, virtually every driver of my Uber and Ola taxi rides used to praise the two cab aggregators to high heavens for paying them huge incentives. Many of them would ask me how these startups could afford to shell out that kind of money when they were collecting less than half … Read more
Like everyone, I come across many usability-related pain areas in the software, websites and devices that I use regularly. Some of these are caused by bugs and others, by basic design flaws. Over the years, I’ve used some tools and techniques to overcome these problems and improve the UX. Here’s a collection of my UX … 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
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
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