Welcome to Harte Hanks Resource Center, you'll find the latest thought leadership, news, and advice. Digest your favorite content with our white papers, blog, or by downloading some of our premium content.
Marketing Notes from the Field—A Creative Perspective
In this interview by Dr. Karl Hellman with Alan Kittle, SVP Creative and Strategy at Harte Hanks, Alan shares his perspectives after an extended series of client meetings across the USA and Europe.
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The Master of Mattress Shopping: Why Casper's Experience is Near Perfect
A mattress is typically considered a 'fit product' that customers want to try out in person. Online companies have therefore had to innovate their customer experience to provide value to the customer.
3 Retail and Consumer Brands that Draw Customers in with Powerful Experiences
The best way to design a remarkable experience is to design it around the customer’s needs throughout the buyer’s journey. Brands like BMW, Burberry & Trumaker are already excelling at this approach.
How to Develop Marketing Talent: Best Practices from Our Advisory Board
Ken Bernhardt, Regents Professor of Marketing Emeritus, Georgia State University, shares a collection of best practices for developing marketing talent with the Harte Hanks Marketing Advisory Board.
How NOT to do Creative Services: Cartoon Series
We believe collaboration is key when it comes to creating truly creative work. That’s why we employ an agile process—one where teams are fluid, and everyone works together.
Harte Hanks Featured Vol 8 Mar 2018
Each of the pieces in this month's issue of Harte Hanks Featured provides different insights on market segmentation—starting with Tony Ulwick’s new piece on milkshake marketing.
Tech Company Mines Unstructured Data to Drive New Business
A major technology company was interested in recognizing and capturing business change indicators related to their offerings. However, they lacked the tools to mine and extract the data from the web.
Through-Sourcing: How to Outsource Key Business Functions with Confidence
Using a knowledgeable team of employees already familiar with the brand, through-sourcing presents the opportunity to reduce costs, increase efficiency and maintain control of outsourced functions.
How to Optimize Spend with Fractional Attribution
A robust modeled attribution solution is proven marketing science, and those that leverage it appropriately will generate higher return from their marketing spend and outperform their competitors.
Why Automakers Must Fix the Digital Retail Experience
Auto marketers can best respond to challenging trends in the industry by focusing on three major areas: the retail experience, the connected car, and new mobility patterns.
How to Find and Reach Your Best Opportunities with Market Segmentation
The Harte Hanks Market Segmentation Framework utilizes internal and external data to pinpoint where your target audience is and how to reach them. See how it's done in this ebook.
No More Assumptions—How to Understand What Your Customers Really Want
Today's marketing buzzword are “persona-based segments” and “journey maps,” which put customers into boxes based on assumptions. Remove the guessing game with Outcome-Driven Innovation.
Live Video as Part of Your Social Strategy
Jason Burns, Senior Social Media Manager at Harte Hanks, explains the rise of live video and how brands should be integrating it into their content and social strategies.
5 Tips on How to Master Knowledge Base Customer Support
If you’re able to answer customer questions readily in what more frequently is becoming the channel of choice (web knowledge bases) you’ll be able to reduce costs while also satisfying the customer.
The Essential Elements of Data and MarTech Success
Customers do not sort themselves into neat categories or purchase in quarterly planning cycles. See how the right data and martech ecosystem can enable in-the-moment marketing for every individual.
Kay Lemon Predicts Greater Use of Customer Data by CPG Brands
Kay Lemon, Accenture Professor of Marketing, Carroll School of Management at Boston College, predicts that consumer packaged goods manufacturers will continue to learn more about their end customers t
Consumer Electronics Product Launch Succeeds with Expert Fulfillment
Harte Hanks supported this consumer electronics product launch with printing and quick fulfillment services of customized sales kits shipped nationwide.
3 Customer Support Channels You Need to Master in 2018
Brands should be sure to master well-established customer support channels before moving on to new and impressive technologies.
Agility is Everything: 9 Rules for Producing Agile Creative
Customers expect to be spoken to in the moments that really matter to them, so brands have to be prepared to respond, and rapidly, creating content that is relevant, timely and—above all—engaging.
Product Returns: Why They're Happening and How to Reduce Them
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, explains why brands are seeing such excessive product returns and provides advice on how to reduce