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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, so went my cynical thinking, Pune Municipal Corporation – the local authority that is responsible for all public works in the city – must’ve placed an order […]

Posted by Ketharaman Swaminathan On Aug - 11 - 2017 Add Comments READ FULL POST

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 I read the following comment on an article about personas: ‘There’s too much focus on “Who is the buyer?”. Marketers should rather focus on “What […]

Posted by Ketharaman Swaminathan On Aug - 4 - 2017 Add Comments READ FULL POST

The ink on my previous post Indian IT – Turning Crisis Into Opportunity has hardly dried when 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 for a long time. The pall of gloom over the industry’s prospects has temporarily lifted. The industry can get rid of it permanently by taking […]

Posted by Ketharaman Swaminathan On Jul - 28 - 2017 Add Comments READ FULL POST

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.” A sample persona is shown below: Persona-based marketing has become increasingly popular in recent times, both in B2C and B2B realms. Maybe it’s only me but I see a strong correlation between PBM and the rise of Facebook Ads, which is arguably the […]

Posted by Ketharaman Swaminathan On Jul - 21 - 2017 Add Comments READ FULL POST

I recently read the following tweet: After Banks figure this out and do something with eKYC, they will realize that people are not ready to pay MDR, want privacy — Srikanth ஸ்‌ரீகாந்த் (@logic) February 20, 2017 I replied back pointing out that: But Merchants pay MDR, not Consumers! — S.Ketharaman (@s_ketharaman) February 20, 2017 He replied back with the following tweet: nice dream. — Srikanth ஸ்‌ரீகாந்த் (@logic) February 20, 2017 @logic was implying that merchants will definitely pass on the […]

Posted by Ketharaman Swaminathan On Jul - 14 - 2017 3 Comments READ FULL POST

At the end of my blog post entitled Indian IT – Crisis Or No Crisis?, I reflected on the zeitgeist about the looming crisis faced by the Indian IT industry due to growing automation, digital challenges, H1B restrictions and Trumpism-driven Middle America outsourcing. Even if these challenges are real, there’s no need to panic. The industry has been through several crises in its 30 year history and emerged from each of them stronger than before. I predict that the same will […]

Posted by Ketharaman Swaminathan On Jul - 7 - 2017 Add Comments READ FULL POST

Uber didn’t invent targeted offers but the world’s largest taxi company sets itself apart from other brands by the innovative ways with which it uses the fledgling marketing tactic to deepen customer engagement, as I’d highlighted in Mastering Targeted Offers – The Uber Way. I recently saw Uber’s mastery of another “next gen” marketing tactic, namely, abandoner remarketing. For the uninitiated, abandoners are those who visit a website (or fire up a mobile app), click around but leave without making a […]

Posted by Ketharaman Swaminathan On Jun - 23 - 2017 Add Comments READ FULL POST

As the title of our website’s WHAT WE DO page proclaims, GTM360 helps growth-stage companies in technology-intensive industries to “cross the chasm” and break into the mainstream market. In a recent MEDIUM article titled 25 Years Later, ‘Crossing the Chasm’ Has Withstood the Test of Time, author Tiffani Bova has a fireside chat with Geoffrey Moore, the author of “Crossing the Chasm”, the classic published nearly 25 years ago. When asked how relevant the principles of chasm marketing are in today’s […]

Posted by Ketharaman Swaminathan On Jun - 16 - 2017 Add Comments READ FULL POST

I noticed a huge crowd during a recent visit to my bank branch. I happened to spot the bank’s Head of Relationship Banking – let me call her Sonia – in the branch. I asked her how come their branch was so full when finsurgents have been predicting the death of branches for so long. Sonia told me that, let alone die, their branches are growing. Despite the fact that branches are expensive – think mounting real estate costs – […]

Posted by Ketharaman Swaminathan On Jun - 9 - 2017 3 Comments READ FULL POST

Wipro lays off 600 employees due to poor performance. Cognizant fires 6000 employees consequent to its annual appraisal. So on and so forth. Notwithstanding all the bad news that dominates the media, rumors of existential crisis for the Indian IT industry are grossly exagerrated. That’s because, whether you use a bell curve or a parabola or good old gut feeling, 5-10% of any IT company’s workforce are non-performing at any given time. Indian IT employs 4 million people directly. 5% of […]

Posted by Ketharaman Swaminathan On Jun - 2 - 2017 1 Comment READ FULL POST
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