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  • FiServ Marketers: How to Overcome Confirmation Bias and Loss Aversion

    FiServ Marketers: How to Overcome Confirmation Bias and Loss Aversion

    We helped our fictional client to overcome his mental accounting bias, but we have more biases to overcome: confirmation bias and loss aversion, both typically occurring later in the buyer's journey.

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  • Bobbi Brown Wields the Power of the Experience Center

    Bobbi Brown Wields the Power of the Experience Center

    An experience center is a physical location that bridges the gap between ecommerce and brick and mortar.

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  • Amazon and Whole Foods: Why Retail Still Needs Brick and Mortar

    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.

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  • Who Drives Brand Meaning: The Marketer or the Consumer?

    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.

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  • The Difference Between Integration and Orchestration is Customer Context

    The Difference Between Integration and Orchestration is Customer Context

    To keep up with shifting consumer expectations and deliver a context-driven customer experience, you need the ability to do these four key things.

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  • Persona Myopia Ruins Digital Marketing

    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.

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  • Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Common mental biases can cause us to see fallout in the financial buyer’s journey. Let’s take a look at what they are, where they come into play, and how your messaging can help.

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  • How Brick and Mortar Can Compete in a Digital World

    How Brick and Mortar Can Compete in a Digital World

    Marketing experts like CMO Tami Mohney and Professor Scott Neslin discuss the challenges of retail marketing at a recent Harte Hanks Marketing Advisory Board meeting.

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  • The War Room: Our First Roadblock (of Many)

    The War Room: Our First Roadblock (of Many)

    In the story of our marketing war room, we've hit our first road block. Find out what it was and how it impacted our ability to market one-to-the-moment.

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  • Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    With the advances in technology and the CRM, B2B marketing has become tech-first instead of people-first, getting more and more depersonalized. Here's how to fix it—and deliver more human marketing.

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  • 6 Things That Bad Content and a Bad First Date Have in Common

    6 Things That Bad Content and a Bad First Date Have in Common

    Selfish. Boring. Expensive. Bad content has a lot more in common with bad dates than you might expect! Check out 6 bad date lessons your should learn to succeed with your content marketing.

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  • The War Room: A Powerful Tool for Human Marketing

    The War Room: A Powerful Tool for Human Marketing

    Our daily War Room meetings help us to keep on top of our customer interactions—and react appropriately in the moments that matter. Check out how we got started.

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  • How to Build a Humanistic Marketing Ecosystem

    How to Build a Humanistic Marketing Ecosystem

    In my last post, Rise of the (Marketing) Machines: How to Tame Them, I discussed the challenge marketing leaders face in bridging the gap between the journey experience their audience expects and...

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  • Has Digital Marketing Evolved in Unforeseen Ways?

    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...

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  • A 4-Step Guide to Aligning Content Marketing and ABM

    A 4-Step Guide to Aligning Content Marketing and ABM

    Content marketing is already a well-established tactic for B2B companies. According to Content Marketing Institute, 88% of B2B marketers are using content marketing. And most marketers already...

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  • Lenders: Use The Buyer’s Journey to Deliver Valuable Content

    Lenders: Use The Buyer’s Journey to Deliver Valuable Content

      Synchrony Financial understands that those big buys in life often don’t happen on a whim. Behind every major purchase are real people weighing up their options and deciding to part with their...

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  • The Rise of the (Marketing) Machines—How to Tame Them

    The Rise of the (Marketing) Machines—How to Tame Them

    It’s no secret that technology has changed the game when it comes to marketing. We all know the customer is now in charge of the journey. Add to this an explosion in engagement channels and...

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  • Better Attribution Means Better Marketing Results—How to Get Started

    Better Attribution Means Better Marketing Results—How to Get Started

    As banks and credit unions face increasing pressure to compete with fintech innovations, peer-to-peer lenders and digital payment channels, it becomes more crucial than ever to optimize marketing...

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  • The World is NOT Your Oyster: How to do Market Segmentation

    The World is NOT Your Oyster: How to do Market Segmentation

    There are only a few products in the world that are designed to meet everyone’s needs equally. For the most part, if you think the whole market is your opportunity, you’re wrong. You may have a...

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  • Signals: Identify and Get to Know Your Customers Better

    Signals: Identify and Get to Know Your Customers Better

      A lot of our conversations lately have been focused on providing the right content to the right person at the right spot in the buyer’s journey—marketing in the moment. This is not a simple...

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