Do Customers Want Integrated Media?
When marketers enthusiastically tee up the objective to integrate online and offline marketing, it is easy to get side-tracked. Where is the “customer” in “media integration”?
Amazon and Whole Foods: Why Retail Still Needs Brick and Mortar
While facing significant challenges, brick and mortar is far from dead or dying; on the other hand, it plays a key role in retail success.
Who Drives Brand Meaning: The Marketer or the Consumer?
Professor John Deighton of Harvard Business School and Frank Grillo, CMO of Harte Hanks, discuss whether marketers should anticipate a continued minor role in the process of defining meaning.
Persona Myopia Ruins Digital Marketing
Marketers must guard against letting personas and associated response algorithms interfere with listening to what the customer is really saying in the moment.
Has Digital Marketing Evolved in Unforeseen Ways?
A conversation between Professor John Deighton of Harvard Business School and Frank Grillo, CMO of Harte Hanks, on the future of digital marketing. Frank Grillo In 2007, John Deighton and Leora...
Did Micro-Moments Ruin My Buyer’s Journey Maps?
Google indicates that mobile had a 20% increase in market share, while time per visit declined 18%. eMarketer predicts that by 2020 mobile will represent 74% of digital ad spending. These and...
How to Capture More Buyers Earlier in their Journey: Response to McKinsey
McKinsey and Company recently published an article called The new battleground for marketing-led growth that explains in detail why marketers need to “win attention for their brands at the very...
CMOs: This is the Year to Focus on Artificial Intelligence
We all know by now that consumers are in the driver’s seat when it comes to marketing and the customer experience in 2017. To meet their ever-increasing expectations, we’ll need to get to know...
ROA: The Most Important Marketing Metric in 2017
We’ve been discussing the importance of meeting customer demands for context and personalization in 2017. So far, we have established that we need to think beyond one-to-one marketing and focus on...
Great Marketers Will Focus on Small Data for Success This Year
We’ve established that this is the year of the consumer. We’re living in The Age of ‘Me’, and that means that as marketers, we really need to understand who our customers and our prospects are—and...
CMOs: Where Our Heads Need to be for Success in 2017
Reading through the many 2017 marketing predictions, there is one resounding theme: consumers are running the show. As Forrester says, all markets are on the move in response to consumer...
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