Physical business cards aren’t dead, but they’re rapidly becoming relics of the past in this fast-paced digital world. The need for building lasting professional relationships has encouraged professionals to look for innovative networking solutions. Here’s where digital business cards come into the picture. Digital business
Clos LaChance, a leading US winery, is using QR gamification to onboard tons of customers and boost loyalty. The brand has put QR code tags on its wine bottles to onboard customers and engage them using gamified loyalty programs. SW Spirits, another prominent liquor brand,
Business cards have always been the gold standard of networking. That’s why even in this digital era, 10 billion business cards are printed annually. But what you may not know is that 8 billion of those business cards are tossed away within a week. The
Michael LeBoeuf has rightly said – “A satisfied customer is the best business strategy of all.” This satisfied customer eventually becomes the brand ambassador and creates valuable marketing for the brand. Not just this, the repeat sales by a customer contributes to a significant part
There is nothing like the adrenaline rush of winning new business from an existing customer. This is why customer loyalty program software is successful in retaining existing and winning new customers. Yes, acquisition can also be a secret result of loyalty program. If your customers
Author Credit – Jennica Brunder Research suggests focusing on customer retention efforts can actually increase a business’s revenue by 40%. After all, loyal customers are likely to be your most engaged, highest-spending, and frequent buyers over a long period of time. This is why customer loyalty programs
A Customer Data Platform is an API-driven marketing database that has evolved to integrate offline sources, works with various marketing technologies, and adapts to unique infrastructure. Choosing the right Customer Data Platform enables a business to leverage customer data more strategically, communicate with customers accurately
Think of a paper warranty card given by a retailer to a customer at the time of purchase requiring limited manual data entry that serves no other purpose. Now, imagine a digital warranty management system that registers directly with the manufacturer, checks counterfeiting, manages claims,
Retaining customers is easier and more affordable than attracting new ones. Brands spend a considerable amount of money in marketing their products to penetrate unknown territories. But what happens behind the stage in the meantime? Existing customers who trusted your product in its adolescent phase
Ever wonder how a premium brand like Apple has been able to conquer a considerable market share in a cost-conscious country like India? Yes, the interface is smooth and data secure, but we often hear how a smooth repair and replacement practice has earned the
In the last few years, changes in marketing strategies have impacted brands and businesses in many ways. Alongside, changed consumer behavior has impacted their engagements with consumers. Competition is at an all-time high in all industry verticals. Businesses in the e-commerce, pharmaceuticals, food, auto parts,
“The global loyalty management market size stood at USD 2.47 billion in 2019 and is projected to reach USD 10.02 billion by 2027, exhibiting a CAGR of 19.9% during the forecast period.” The figures look promising and impressive. But what is it that’s holding back
I wanted a Dell adapter to charge my laptop’s new battery. The old one was by HP and no longer compatible with the new hardware piece. It was tough getting the exact wattage in the adapter. But finally, I got what I needed. This was
Are brands really connecting with their most loyal customers? Let’s say you are a premium perfume brand, having a million consumers. Your perfumes are sold across various retail outlets, which means they go through different mediums before reaching the end consumers. So, how would you
B2C brand marketers talk highly about the benefits of customized marketing automation software. Successful marketers make innovative use of email automation, data analysis, and marketing software. They are knowledgeable about the various elements of digital marketing campaigns. They rely on automation to steer brands and
In the last few years, companies’ are changing the marketing strategies with the best marketing automation software and impacting businesses in many ways. Changed consumer behavior has impacted how companies are engaging with their consumers. Competition is at an all-time high in all industry verticals.
Everyone is selling something or the other on the web today using digital consumer marketing services. They aren’t even consciously aware of it. Your friend posts a photo of her white sauce pasta on Instagram and waits for it to reach 100 likes – she
Can you relate to this? Covid-19 blues have hit your brand in a big way. The last few months have seen you struggling to move the inventory. You want to make the most of the upcoming seasonal sales and create space for new styles and
As per ACMA, counterfeit auto parts are directly or indirectly responsible for up to 20% of road accidents. This means many deaths and serious injuries can be avoided if all the fake auto parts could be eliminated. Counterfeiters these days have become so smart that
The booming counterfeit market is a growing concern with increasing globalization and technological development. This affects businesses in terms of investment, innovation, trade, employment, the environment, and the health and safety of the consumers. Anti-counterfeiting technology plays a key role to fight counterfeit products, and retain the image
Consumer Brands marketing is an indispensable tool for promoting and highlighting brands holistically. Be it through conventional or AI-enabled methods of consumer branding, the ultimate goal for marketers lies in linking the personality, identity, and value of a brand optimally. Resultantly, brands can communicate in better
2020 has witnessed some revolutionary changes in the consumer marketing services industry. In many ways, Artificial Intelligence, Big Data, mobile marketing, and social media solutions have changed how consumer marketers are functioning these days. Even if sellers are not selling their wares online (directly), they are
Loyalty solutions, powered by digital technology, such as the Budtender Loyalty Program, can easily help brands get rid of the fake cannabis market. Identical Empty Vape Cartridges + Replicated Brand logos = Fake Cannabis Market Idea Do you all remember the 2019 vape crisis? The vaping illness had
The rising need for a reliable Customer Data Platform (CDP) has made companies sit up and take notice. Today, large and small companies are adopting CDPs like never before. Enterprises are using them to a larger extent than MM and SMB organizations. They help track
One of the profitable ways your cannabis dispensary can create repeat customers and establish consistent recurring revenue is by introducing an influencer budtender loyalty program. Cannabis prohibition will soon lift from most countries, thanks to the increasing use of anti-counterfeiting technology and regulated cannabis market.
Mobile technology, Big Data, and social media – these are just some of the factors that have changed the environment for consumer marketing services. Marketing agencies are struggling to cope up with new platforms, omnichannel environments, and technical issues along with other issues. Here, we
Even in the pandemic’s grim scenario, it’s common to see companies incorporating process automation to streamline their operations. Marketing automation platforms in India are automating workflows and processes of large and small businesses alike. Well-designed CRM software is enhancing customer relationships. With marketing automation becoming
NeuroTags is proud to announce that we were selected by Takeda Pharmaceuticals as the Most Innovative solution provider at this year’s Active and Intelligent Packaging (AIPIA) Smart Packaging Virtual Congress. NeuroTags emerged from among nearly 50 applicants to the “Takeda Challenge” to be selected for
However nice-looking your online presence, calls to action, or promotional plans maybe, you have to keep adding fresh loyalty marketing strategies to draw more leads. You can leave no stone unturned to increase the conversion rates for your brand and products. However, the mere addition
The need for packaging – the art and science of protecting or enclosing products for safe storage, distribution, sale and use – has been entirely redefined by anti-counterfeiting technology. Nowadays, the processes of evaluation, production and designing of packages, be it primary, secondary or tertiary,
In the contemporary scenario, a large percentage of enterprises are focusing on a blockchain (53%) and the Internet of Things (51%) to bring about improvements in their supply chain management systems. Fair trade, sustainability and transparency – the three mantras guiding most consumer purchase decisions
A large majority of companies’ state that their number one priority is finding ways to increase revenue. In order to achieve this, they need to increase their sales. Most companies equate increased sales to increasing the number of consumers to their credit. In their desire
Blockchain – the buzzword in technology circles, has notched one success milestone after another in the past couple of years. A lot has been written or spoken about how blockchain works, its powerful impact on different industry verticals, and of course, the technology’s die-hard popularity.
I distinctly remember the first time I interviewed the CEO of a large multinational company. An imposing figure in an even more imposing old fashioned office, he answered all my questions crisply and precisely. Finally to end the interview I asked him how he acquires
Supply chain managers and marketers are forever on the lookout for optimizing the challenges of SCM coming their way. If you are in the same boat, then in all probability, you are scouring all possible resources to ensure a responsive, streamlined, agile, and secured supply
Startups, product teams and manufacturers are always looking for tell-tale signs and standard performance metrics to determine the success of their products. With millions of products thronging online and offline market spaces, there are no common signs or KPIs for measuring this success. More so,
In the current scenario, organizations are facing continuous onslaughts of grey market trading and counterfeiting. Along with the online propagation of fake products via e-commerce platforms, brand owners are grappling with the challenges of increasing customer loyalty and brand engagements. The answer to most of
(Anti-counterfeiting solution providers are trying their best to curb the penetration of fake products in the e-commerce market) In 2019, the B2B e-commerce market notched a value of USD 6.3 trillion! The growth continued in 2020. Even in the wake of the Covid-19 outbreak, people
Gone are the days when conventional warranty management system techniques were considered enough to provide credence to products and services. With technology taking over all types of consumer marketing platforms, the stage is set for digital product warranty activation that’s pervading all industry verticals. Successful
Successful companies are a result of many well-thought-of strategies, effective engagement through customer loyalty platform being among the most important of all. Authentic conversations, the right outreach, and smart ways of transforming customers into lifelong fans are driving their revenues and profits. Companies with effective
Counterfeiters can impact your business’ performance and revenues drastically which is why the anti-counterfeit software is designed. Your brand value can be ‘hijacked’ by those desirous of attaining your online identity; they do so by developing an imitation of your website. Counterfeit goods can make even
Digitization has made marketing a bit intimidating for new entrants and conditioned players alike. Thankfully, the high-tech approach adopted by new-age marketing trends has already introduced Artificial Intelligence (AI) into the various spheres of marketing. Do the multitude of marketing alternatives and strategies seem confusing to you
Strong Need for Anti-Counterfeiting Solutions in 2020 2020 is seeing the growth of one of the largest underground industries – that of counterfeit goods – take deeper roots to bring about more drastic problems. The results are far-fetching and harmful. Industries and consumers are losing on their
As a marketer or manufacturer of consumer products, you are always on the lookout for smart and effective methods of increasing repeat sales and customer loyalty. And why not? After all, your customer loyalty index indicates how individual buyers are favoring your products and services
The Indian Subcontinent ranks high on the list of alcohol-consuming nations in the world. This is because of its immensely huge demand for wines, beer, and all other kinds of spirits in urban and rural areas alike. The main contributors to the escalating turnover of
Marketing professors, analysts, and experts are forever making predictions to decipher consumer behavior and what drives their actions. With digitization and e-commerce taking over, market watchers are paying more attention to brand engagements, changes in consumer behavior, and how innovations are driving buyers either online
Are you a makeup or cosmetic lover waiting to get your hands on the latest brand launches and products? Beware! Even after spending a fortune, or dealing with ‘seemingly’ noted names in the FMCG industry, you can have a fake lipstick or eye shadow palette
Innovations in digital technologies are transforming business processes. Businesses are using technology to achieve more efficiency and cost-effectiveness. The advent of digital technology has introduced two important terms – Digitization and Digitalization. It is essential to understand the difference between the two. In this article,
Digital technologies have revolutionized every aspect of businesses, and consumer expectations are at an all-time high. Consumers today want better buying experience, faster delivery, quick response time, and all this at a lower cost. Consumers switch to other businesses in no time if their expectations
The act of counterfeiting not only harms consumers but also imparts a massive blow to the economy of any country. The fight against anti-counterfeiting needs awareness and the use of advanced technologies to spot the fakes. Many brands are experiencing tremendous losses due to counterfeiting
Marketing can be termed as a continuous effort to connect and remain connected to the heart and mind of your customers. Effective marketing drives sales and increases consumer engagement and retention. All successful marketers know that they need to measure marketing KPIs to chart out a
Counterfeiting is taking a serious toll on business and brand credibility. Many brands have lost their brand value and years of nurtured recognition because of counterfeited products. Fake products, especially the food and health care items, are posing a significant threat to the safety of
It’s the best achievement for any company when a client acknowledges and talks about how the company has helped to achieve their goals. Syska is one of the first clients of NeuroTags. Syska-NeuroTags partnership has been an enriching journey, and it has been a pleasure
More and more states in the US are moving towards giving a fully recreational status for marijuana leading to rapid growth in the cannabis and vaping industry. The explosive growth has made this industry a hot target for counterfeiters. In fact, counterfeit cannabis products were
“Fake alcohol” or “Counterfeit alcohol,” search any of the two keywords, and your browser will be swamped with the news and information about counterfeit alcohol. Each day, people are accidentally consuming fake liquor and endangering their very existence. This problem has become so widespread that
If you want to turn your customers into brand advocates, you must seriously consider running some loyalty programs. Loyalty programs are scalable brand strategies that offer incentives to customers to buy from companies time after time. However, there is no one particular loyalty retention program that
You will most likely be familiar with the terms SMS and MMS, whether you are in mobile marketing or not. Even though instant messaging apps like WhatsApp and Facebook Messenger have taken over the messaging, SMS and MMS still exist, if not so vigorously. At
No retail brand can deny that sales executives at the retail stores are the best influencers for the customers during the purchase. We all know that there is fierce competition among consumer goods brands to grab the market. Nowadays, end-consumers have plenty of brand options
All of us see a lot of ads around us every day, the number of ads may vary based on our access to digital media, mobile apps, TV, newspaper, social media, radio, outdoor banners, and brochures. Now if you are a marketer, you sure have a whopping
In today’s world, when offshore manufacturing is very common, and most of the products are available globally, supply chain visibility is the biggest challenge for any product manufacturing business. Implementing product serialization helps manufacturers in managing their supply chain efficiently. In many countries, product serialization
Mobile is not a means for just communication anymore. It is now a modernized way to conduct business, a key to attract customers, and a tool to double revenue. According to a study, there are 9 or more new users start using a smartphone every
If you are a mobile marketer, you probably might have heard about the term SDK, Software Development Kit several times while discussing products and services with a software development team. However, do you know what exactly it is and how important it is in software
Technological advancements have disrupted the traditional methods of business operations. Now, artificial intelligence, IoT, robotics are being used to create advanced and more sophisticated machines that are safer and have higher production capacity. Similarly, the digitalization of various business aspects has started happening to reap
All customers are the same. Such a generalist approach has tanked many businesses in the past. Do you know what your customers prefer, their buying habits, transaction history, purchasing behaviors, and channel preferences? We know that customer segmentation involves dividing customers based on their shared
Ever came across those Facebook viral videos and blogs that spread at lightning speed? Those could be a result of an effective viral marketing campaign. Or could be mere luck or well-curated content placed amongst the right traffic, you never know. So, what defines viral
With the proliferation of the Internet, the whole world is a marketplace to launch your business, product, or service, connecting consumers and businesses at a fast pace. You need to be armed with a clear strategy, which may not guarantee success but would be a
Generating sales for physical retailers is not easy in today’s world where there is a constant marketing onslaught by e-retailers like Amazon and Flipkart. The demise of stores was predicted with the rise of online retailers, but the brick and mortar stores are still sustaining,
Savannah Seeds Private Limited is one of India’s fastest growing rice seeds and smart seeding system providers. Their research and technology team is tirelessly working to provide the rice seeds that can produce high yield and can mature early. By 2050, with the global population
Indian parliament approved a new Consumer Protection 2019 bill on August 6. The bill will regulate the trade actions of e-commerce entities selling products and service, including but not limited to eCommerce based inventory sellers, market places, e-commerce sites, or online service providers. Some of
Counterfeiting is increasing rapidly, and major eCommerce players like Amazon and Alibaba are facing it and recognizing it. In the pursuit to solve the counterfeiting problem, Amazon launched its Anti-Counterfeiting solution “Amazon Transparency” in the US in 2017. They have now brought it in Canada, Germany,
If you are a B2C brand, you sure must have a personal branding strategy, be it networking on Instagram or implementing email campaigns. One way or the other, either you or your executives do try to stay active to boost brand value. A great way
Key performance indicators (KPIs) are the way of measuring the performance and the effectiveness of a business, brand, project, and organization in relation to their goals. Measuring and tracking the performance of your brands is vital in helping you evaluate the progress of your business.
Consumer engagement is an essential factor for business growth. It is defined as the level of touchpoint and experience that a customer has with your brand, company, product, or service. It is the ongoing interaction between your company and your customer, often offered by you
Email marketing is still the most effective marketing channel, outperforming all other strategies, including SEO and PPC. It is also the most affordable way to promote brands, products, and services to a niche audience, interact with clients, and achieve targets. More than 59% of marketers
How many connected internet devices do you have within arm’s reach right now? If your answer is two or more, you have not noticed yet that you are successfully courted by omnichannel strategy. It is the evolution of consumer behavior. Omnichannel marketing is a buzz
The bedrock of growing a sustainable business is managing your customer retention rate. It is an essential factor for the success of all types of businesses, whether it is a consumer brand, SaaS business, B2B company, an agency, or any other organization. What is customer
Even after being a relatively new term, Growth Hacking is a buzzword these days. Whether it is a startup or established brands, all take growth hacking very seriously. Let’s first try to understand what growth hacking MEANS. What is Growth Hacking? Growth Hacking is –
Acquiring new customers is usually expensive. Getting your existing customers to purchase again is more economical. Should you agree? Or is it even true with your business? If you think yes, now is an excellent time to build an exclusive customer retention strategy to achieve that. We
Twinzwill became the exclusive importer of Bio German Nutrition products with a mission to bring Organic, cruelty-free, and artificial additives free Nutritional supplements in the Indian market. The idea came when the founders failed to find a supplement which was Organic and natural, and that’s
A successful business starts with a high-quality product or service, but the reverse is not warranted. There are many other ingredients needed for its sustainable future. Once you have a good product, then comes the need to improve, innovate and expand the market share. Successful
Remember the time when you were at the point of purchase, that tiny ‘already-marked’ checkbox asks whether you would like to receive email newsletters from the company and you do not take the time to uncheck the box. That was consent by the individual to
Push notifications are one of the most effective ways to engage and re-engage consumers on your website, mobile app, and retail channels. They are less intrusive and more contextual when crafted properly. As per Localytics, more people are opting in for app push notifications. The
Data plays an essential role in the success of a business provided that it is able to draw the right conclusions from its data. It is critical to differentiate between data Correlation and Causation so that business decisions are grounded on hard facts and minimally
We have been receiving many inquiries about how we are better than our competitors. We thought we would put together a brief competitive analysis. The Problem In early 2017 we learned about the enormous damages done by counterfeiting. Especially in Pharmaceuticals, close to 1 million
Experienced enterprise-class developers founded NeuroTags with the objective of creating the world’s best anti-counterfeiting solution. This solution was built by combining package unique QR codes with a 24×7 cloud-based AI monitoring backbone. The specific focus of NeuroTags was to solve the counterfeiting problem for brands
Counterfeiting is an enormous problem, and it costs the world around $1.6 trillion every year. The problem is growing exponentially and is expected to reach $4.2 trillion by 2022. The counterfeiters have become sophisticated. They are able to beat many traditional anti-counterfeit techniques, making it
Climate change (or global warming) is happening for real and its happening very fast. This is a wakeup call for all of us to work towards reducing the carbon footprints. As per NASA, the temperature of the earth’s surface has risen by 1.62 degrees since
Counterfeiting is a huge problem and is endangering – the buyers as well as the brands. This problem is fast spreading like an epidemic in all the sectors of physical goods. Brands need to start using digital technology to protect customers from counterfeit goods. It
In the current era when technological advancements are happening very rapidly, the businesses need to leverage technology for better customer engagement and to stay in the competition. The brands have to be creative and quick in coming up with new ideas and implementing them to
With the rapid changes in the technological landscape, businesses are changing dramatically these days. Most of the organizations now have a dedicated team to bring in digital innovations to keep up with the competition in the market. Digital innovations are not limited to any particular
Counterfeiting in medicines is one of the worst crimes happening these days because fake drugs put many lives in grave danger. Most of the countries are coming up with norms to curb the counterfeiting in Pharmaceuticals. The Indian government has made SMS based drug authentication
The future of the eyewear industry is very promising. The global eyewear market is expected to grow at a CAGR of 7.49% during the period 2017-2021. This growth rate makes this industry very profitable for the counterfeiters too. Counterfeits of most of the eyewear brands
The footwear Industry makes to the top five industries worst affected by counterfeiting. Footwears are one of the most counterfeited products in the world. Popular sports shoe brands such as Nike, Adidas, Sketchers, etc. are the most widely counterfeited ones. People these days have become very
As per the study conducted by EUIPO in 2015, 6.5% of sales are lost by the sports goods sector due to counterfeiting. It amounts to a revenue loss of up to €500 per year. Whereas 60% of sports goods sold online in India are fake.
As per the OECD report in 2007, wheels and tyres are among the most counterfeited products list. EUIPO report states that the tyre industry loses EUR 2.2 billion every year due to the presence of counterfeit tyres in the EU marketplace. In a study conducted
In 2017, the global market lost approximately $450 billion due to counterfeits in clothing, accessories, and footwear. The figures are snowballing every year. Counterfeiting in well-performing brand’s clothing and accessories is very common. Earlier counterfeiters used to target only the high-end expensive brands, but now the fakes
Counterfeiters never fail to shock us. As per the joint study conducted by ASSOCHAM-RNCOS in 2015, about 60-70% of dietary supplements being sold across India are counterfeit, unregistered, or unapproved. The awareness about the well being and health is increasing amongst the people. A lot
Counterfeiting in wine and spirits is nothing new. Every now and then, there is news of people falling seriously sick after consuming Counterfeit wine & spirits. Lots of people have lost their lives because of the consumption of counterfeit alcohol and spirits. As per the
Fake cosmetics contain dangerous ingredients and are manufactured in unhygienic conditions. Using such products may have unimaginable side-effects and health risks. The cosmetics industry is called a recession-proof industry and has been growing at a steady rate every year. Counterfeiting in cosmetics, makeup brands, too,
Counterfeiting is a bigger problem than we can ever imagine and counterfeiting in the industries that directly affect people’s health, is a crime. Pharmaceuticals Industry is one such industry which is adversely affected by counterfeiting. The Internet is swamped with the news related to counterfeit
Track and trace solution is becoming a necessity for every company for securing the supply chain as well as for maintaining its smooth functioning. Track and trace solution also helps in recalling the products more accurately if such a need arises. In sectors such as
Agriculture has a big chunk of contribution in the Indian Economy. About 50% of the Indian workforce is dependent on agriculture. Even though farming is the primary source of livelihood, the farmers face many difficulties these days. Counterfeit pesticides is another addon to their hardships.
Counterfeiting in drugs and medicines has been a massive problem around the globe. Fake drugs put many lives in danger, and several times the patients die due to the consumption of counterfeit medications. To curb the counterfeiting in the Pharmaceutical Industry, the government of India
Unfortunately, toys are being counterfeited like never before. According to the OECD-EUIPO study conducted in 2016, the estimated value of global trade in counterfeit toys and games was worth USD 9.72 billion (EUR 7.12 billion) in 2013. This means 11% of trade in games and
In the latest counterfeit seizure done by Enforcement agencies in the EU, a massive 360 tonnes of illegal or fake pesticides has been seized. The extent of counterfeiting in this industry is shocking and alarming. Fake pesticides and fertilizers, not only hamper a brand’s reputation
Happy customers always bring more customers with them. They will be further motivated to bring more customers with them if they get rewarded for doing so. It is needless to say that people are inclined to try a new brand if a friend recommends it. This
Because of the advent of smartphones, most people now have access to the internet at their fingertips. This has opened new exciting ways for marketing in the offline world. Brands can use this as an opportunity to make their presence in the market stronger. NeuroTags proves
As per the growth outlook and market perspective, the global anti-counterfeit solution for brands with offshore manufacturing vendors is expected to be more than 22% in 2021. Most of the companies these days outsource the manufacturing of their products to third-party offshore vendors. Companies provide
In today’s competitive world, customers have endless options for each of their product needs. This makes customer retention the biggest challenge for the brands. There are multiple brands of a particular item, which are equally good and have similar offerings. If brands can offer something additional
In 2017 alone, counterfeits worth $1.6 trillion were sold, which means a tremendous amount of revenue was snatched from the rightful hands. In 2018, counterfeiting was said to have become the largest criminal enterprise, leaving human trafficking and illegal drug trade behind. These facts may give
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” – Sam Walton A brand flourishes when it has its share of satisfied customers. And to keep the
Products, made of hard materials, that last for years, usually need permanent marking of the brand on their surfaces, so that brand name or logo is readable even after long-term and heavy usage. This type of marking is done using laser engraver. Now with lots
“Know your Enemy and Know Yourself and you can fight a hundred battles without disaster.” – Sun Tzu In today’s competitive world, making a business successful is nothing less than fighting an ongoing battle. And to win this battle, the most important thing for any business
Did you know, Geo-targeting is possible with offline customers too? Yes, NeuroTags makes it possible in a very simple way. Geo-targeting is conveying different messages to the users based on their geographic locations. NeuroTags can show different landing screens based on the geo-location of the
Michael LeBoeuf has rightly said – “A satisfied customer is the best business strategy of all.” Understanding your customer behavior is the key to elevate your organization’s performance. It enables you to steer your business strategies and product enhancements in the right direction. To know