Finance

  • 3 Ways Your Bank Needs to be Personalizing Its Marketing

    3 Ways Your Bank Needs to be Personalizing Its Marketing

    Customers are looking for a more personalized banking experience. Providing that experience will increase your ability to retain your current, profitable customers. Here are three places to start.

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  • The Path to Virtual Advisors Begins with Getting to Know Your Customers

    The Path to Virtual Advisors Begins with Getting to Know Your Customers

    Consumers are demanding a more personalized, on-demand banking experience. But many But many banks don’t have the resources to build a personalized, automated system. So what can be done today?

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  • Meet Erica, Bank of America's Promising New Bot

    Meet Erica, Bank of America's Promising New Bot

    Financial services need to think about how to transform their business via technological innovations, like chatbots, that will improve customer experience and drive revenue.

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  • The Role of Jobs-to-be-Done in the Bank Branch Customer Experience

    The Role of Jobs-to-be-Done in the Bank Branch Customer Experience

    To keep physical locations relevant, banks need to look at delivering value through their branch experiences—based on customers' jobs to be done.

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  • Bank of America Becomes “Powerfully Personal” with Dedicated Direct and Email Marketing Partner

    Bank of America Becomes “Powerfully Personal” with Dedicated Direct and Email Marketing Partner

    With one dedicated agency focused on its client communications in digital and direct programs, Bank of America has been able to deliver consistent improvements in campaign results.

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  • How Successful Brands Can Prepare for Disruption

    How Successful Brands Can Prepare for Disruption

    What can large, successful companies do to avoid being disintermediated or "cut out" as middlemen? The Harte Hanks Marketing Advisory Board discusses how companies can preemptively act.

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  • Chatbots: A New Opportunity in Financial Services

    Chatbots: A New Opportunity in Financial Services

    While you are trying to provide access to your customers in all available channels—mobile, web, brick and mortar, etc.—your customers are demanding access on their terms. Enter chatbots.

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  • It's Time for Banks to Stop Targeting "Millennials"

    It's Time for Banks to Stop Targeting "Millennials"

    If you're trying to target the "millennial" persona, you're making a mistake. Instead, banks should be defining their segment audiences based on needs, or Jobs-to-be-Done.

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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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  • 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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  • 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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  • 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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  • FiServ Marketers: Your Solution to the Attribution Struggle

    FiServ Marketers: Your Solution to the Attribution Struggle

    An overwhelming amount of financial marketing executives—96 percent, according to The Financial Brand—feel that measuring ROI is a challenge. And 47 percent struggle to accurately quantify their...

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  • Do You Really Need that Survey? Better Ways to Improve CX

    Do You Really Need that Survey? Better Ways to Improve CX

    In a recent interview with Quark’s Media, Nancy Vogt, VP of Customer Experience with Zions Bancorporation, discussed the implications of an important factor in market research: survey fatigue. She...

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  • MetLife Marketing is Focused on Providing Value—You Should Be, Too

    MetLife Marketing is Focused on Providing Value—You Should Be, Too

    Esther Lee, CMO of MetLife, admits that for most financial services companies, marketing is typically equivalent to sales support. When she arrived at the company in 2015, she found that many of...

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  • A Powerful, Reliable Way to Cut Through the Marcom Clutter

    A Powerful, Reliable Way to Cut Through the Marcom Clutter

    First, a case study from Dr. Karl Hellman (Co-founder, Resultrek) and then an analysis by Frank Grillo (CMO, Harte Hanks) Case Study from Dr. Karl Hellman We live in a cluttered marcom world:...

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