A guide to UTM parameters

Black and white image of woman holding a long piece of paper
Image: Canva

This article will discuss an interesting (and easy, yay!) topic that finds relevance in all things digital. Email Marketing, Search Campaigns, Display Campaigns, Conversion Rate Optimization, Multivariate Testing, Social Media, Influencer Marketing, Content Marketing, etc. You get the point.

Before we dive deep into the topic, let’s have a look at a link that looks unusually long:


Now look at this link:

If you copy and paste these links in your browser, you’ll see that they go to the same landing page. Then why use the big ugly link when you can use the friendlier-shorter version?

Easy Answer…

Daily nut eaters are more like-minded than Gen Z

A squirrel having a snack
Photo by Pradeep Charles on Unsplash

Marketers are guilty of excessive oversimplification of generation based cohesion groups, and that is a recipe for disaster. The millennials and (especially) Gen Z are the most misunderstood sections of the population because the differences among its own sub-groups are polarizing, to say the least.

They like social media, they hate social media. They love marijuana, they can’t stand the smell of marijuana. Concerts are so passe, concerts are everything I live for. K-Pop is the best, what is K-Pop? Give me Nirvana.

This article attempts to challenge marketers’ belief that targeting audience on the basis of generational groupings is…

It also helped me become a better person. Thank You for Everything, Boss!

Photo by Nadir sYzYgY on Unsplash

After 3 months of rigorous training on the complete Google Marketing Platform (GMP) along with some internal tools, I was thrilled to know that I have finally graduated from the training room to the business floor — The floor where all the action took place.

I was super excited about my first job and the first few weeks were full of zeal and zest and all things best (can you even say that?).

As a part of my job, I consulted various Fortune 500 companies and answered…

Photo by DESIGNECOLOGIST on Unsplash

The World’s first Public Relations Campaign

The 1920s was a time when US women were fighting against the ideals of patriarchy and boycotting the very notions of inequality. During the same time, capitalism-induced thinking of George Washington Hill, the then President of American Tobacco Co. was fixated on the expansion of the smoking industry to the unlikely demographics of women. This would essentially double his target audience. He once famously said,

If I can crack that market, it will be like opening a new gold mine right in our front yard.

Remind you, this was a time when women, especially young women, were considered “scantily clad…

Sometimes it’s the “Simple stuff” that matters

Photo by Ben White on Unsplash

When I finally decided to pursue a formal Post Graduation Degree in Marketing, I already had a fair idea of what I was going to learn. My invaluable experience of working as an Account Strategist at Google, meant, that I already knew a thing (or two) about Marketing. That also meant that I had attended more marketing meetings than an average 22-year-old.

I am midway into my 2-year course, and I have no regrets to show for; although, I have to admit that a lot of stuff taught in school is as outdated as ads on the yellow pages. There’s…

A deep dive into how consumers use their devices while making transactions and how to leverage their checkout behavior.

Photo by Igor Son on Unsplash

A funny thing about consumer behavior is that we ourselves are consumers. Every theory and every statistic pertaining to the behavior of a consumer also applies to us.

Obviously, no two people behave in the same way, and therefore their shopping habits might differ from each other, but on a more generalized scale, and with a bigger sample size, most of the theories about consumer behavior come true.

This article talks about the general shopping habits of most people around the world.

Before we start, here’s a quick question for you guys.

When you shop for something online, are your…

Reach Vs. Frequency

Trying to get the right answer for the Reach vs. Frequency question is as irrational as solving for the value of “pie” (π).

It has been the most polarizing topic in the field of marketing, and I have experienced (first-hand)many grumpy marketers debate about it on social media. A debate so heated, that it will put the Lionel Messi Vs. Cristiano Ronaldo's argument to shame (I might be exaggerating here, but you get the point).

First things first, let’s decipher what the fuss is about.

1. Reach

Google’s own dictionary, which is also the most popular dictionary in the world (trust me…

Fashion, Business, Marketing, and even viruses

“What goes around, goes around, goes around
Comes all the way back around.”
Justin Timberlake

I was talking to a girl a few days ago (she’s pretty and obviously not single) and I sent her a Reddit post that I saw after hours of countless browsing. It made me think about the good trends that come back, and those which don’t.

Just look at COVID. Back in May, it first peaked in most countries. Then, there was a fall in the months of June and July, and then, the reported cases started rising again…

A marketer’s analysis of the inspiring story of Carhartt

There’s only one thing that I am not a big fan of, and that is Average companies.

Average companies make products for average people. When I say average people, I am implying the people who don’t care about anything. People who don’t belong to any tribe.

Things get a bit complicated here because this concept is hard to put into words. Stay with me and try to understand this.

  1. I, personally, don’t like companies that make products that people buy after sorting by price. They are making average products for the masses. The products don’t have a story behind them.

Market, message, medium. In that order

Graphic representing the 3 M’s of marketing

This article will talk about the 3 M’s of marketing.

They are market, message, and medium. Basically, getting these 3 M’s right is crucial. It can make or break your business.


The first of the three, market is all about choosing your target market/audience. A product/service can have multiple target markets, but it should at least have one.

A particular product isn’t for everyone. A specific service isn’t for everyone. When you decide your target market, you are deciding the people to who you want to sell your services/products. If Adobe comes to me and sells me their graphic design…

Saurabh Bhatia

23 | Ex-Google Strategist who fell in love with Marketing, Football & Basketball. I also write a weekly newsletter that talks about Business & Marketing.

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