This issue of Featured — a monthly digest of our most popular marketing articles — contains insights from marketing leaders like Karen Puckett, Frank Grillo, JD Metcalf, Hermann Simon, Sanjay Sarma and Linda Bernardi. Check out their thoughts on topics like the continuing evolution of retail, customer loyalty, pricing and the CEO, banking bots and more. Enjoy!
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Who Will Be the First to Master Video Customer Support?
Video as customer support is a deceptively demanding channel. And because it's relatively early on in the gestation, many businesses haven't figured out how to use video to its full potential.
Banking on Disruption: Top Financial Services Content
A summation of recent efforts to make marketing more human in the rapidly evolving world banks and financial institutions are challenged with navigating.
Big Bank Saves Big Money, Optimizes Mail
With the right industry know-how, you can optimize direct mail pieces, reducing costs through efforts like envelope changes, switching up the mail schedule and ensuring optimal postal discounts.
HHQ Vol 2 Winter 2018
Regional Bank Cashes in on Contextual, Human Marketing
To attract new customers and improve loyalty, this regional bank needed a strategy that centered on the customer, that integrated all key channels and that leveraged smart personalization.
Payment Processing Company Tests Digital Marketing in New Market
See how this payment processing company was able to quickly optimize marketing efforts across digital channels while entering a new market.
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.
The Path to Virtual Advisors Begins with Getting to Know your Customers
Consumers are demanding a more personalized banking experience. Right now. If banks wait to offer this form of on-demand engagement, they risk being left behind.
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.
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.
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.
What All Marketers Need to Know About Mobile Payment Apps
It’s not mission accomplished after a customer has downloaded your mobile payment app. The real battle is for continued engagement.
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.
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.
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.
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.
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.
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...
Better Attribution Means Better Marketing Results—How to Get Started