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News, advice, and thought leadership from Harte Hanks

  • Why Data-Driven Creative is so Powerful—and How to Use It

    Why Data-Driven Creative is so Powerful—and How to Use It

    Data, data, data. It’s at the heart of just about everything today and getting cleverer by the minute. But what does that mean for creativity? Right now, data-driven creative is a much-discussed...

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  • ROA: The Most Important Marketing Metric in 2017

    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...

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  • How to Boost Both Awareness and Conversions with Facebook

    How to Boost Both Awareness and Conversions with Facebook

    How big of a role should Facebook play in your organization’s digital funnel and overall conversion process? Bigger than you might think. I’ve spoken with a lot of marketers who think Facebook...

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  • Great Marketers Will Focus on Small Data for Success This Year

    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...

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  • Retailers: What You Need to Know to Win Against All-Powerful Amazon

    Retailers: What You Need to Know to Win Against All-Powerful Amazon

    Many retailers are beginning to feel like competing with a dominant force like Amazon is a losing battle. In the recent article “Can your brand win vs. Amazon?,” eBags.com CEO Mike Edwards...

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  • CMOs: Where Our Heads Need to be for Success in 2017

    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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  • How to Create Ads that Grab Attention—But Not at the Cost of Relevance

    How to Create Ads that Grab Attention—But Not at the Cost of Relevance

    Attention has become more than simply an ingredient of advertising–it’s become the currency of success. In today’s digital age, marketers look to create ‘thumb-stopping moments’; unique periods of...

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  • 5 Powerful Lessons Social Media Marketers Can Learn from Trump. So Great!

    5 Powerful Lessons Social Media Marketers Can Learn from Trump. So Great!

    We’ve been hearing a lot lately about Donald Trump’s tweets and tweeting behavior (like here and here and here). Dan Rather explains that this is because he is the first “social president,” just...

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  • Customer Centricity Means Time and Money. Is it Worth It?

    Customer Centricity Means Time and Money. Is it Worth It?

    Customer centricity, the customer journey and the customer experience are the big buzz in marketing. But customer centricity takes a lot of time and money. How can you be sure it’s paying off?...

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  • Top 10 Thumb-Stopping Moments at Social Media Week

    Top 10 Thumb-Stopping Moments at Social Media Week

    Recently Bristol played host to some of the finest social media minds in the country with over 1,500 attendees participating in 50 fact-packed Social Media Week events across the city. Harte Hanks...

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  • Experience Design. What’s It All About?

    Experience Design. What’s It All About?

    If you think effective design is just about getting the Pantone colors right and knowing your jpegs from your pngs, think again. Designing something that looks good is one thing. Creating...

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  • Customer Journey Mapping: What You Need to Know

    Customer Journey Mapping: What You Need to Know

    The buyer journey and customer journey mapping are the big buzz in marketing. But do you actually know what a journey map is versus an experience map? Lifecycle map? Process map? Ecosystem map? To...

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  • What Every CMO Needs to Know About the Buyer Journey

    What Every CMO Needs to Know About the Buyer Journey

    Everything you learned in school and early in your career about marketing and product promotion is now table stakes. It used to be enough to get it right with the product and you’d find buyers....

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  • 3 Components of Best-in-Class Social Support

    Social media has become one of the BIG THREE customer service channels—especially in B2C—joining phone and email to form the triad of support modalities. But customers have high expectations, and...

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  • Navigating the Age of Digital Disruption for Retailers and Consumers

    Navigating the Age of Digital Disruption for Retailers and Consumers

    Before a snowflake has fallen or a holiday decoration is placed, retailers and consumers indices’ have already planned on the sales expectations they want to achieve. While the digital frontier...

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  • Email Marketers: What You Need to Know About iOS 10

    Email Marketers: What You Need to Know About iOS 10

    In a continuing effort to improve their customers’ experience, Apple recently began releasing iOS 10 and will continue throughout the fall. The release includes features and issues that will have...

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  • New Mover Marketing: How To Successfully Target This High Opportunity Market

    New Mover Marketing: How To Successfully Target This High Opportunity Market

    It certainly doesn’t feel like the U.S. economy is firing on all cylinders. We’re experiencing a volatile stock market. Department stores and big retailers are struggling. A recent spike in oil...

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  • IoT and Micro-Moments: Optimizing Big and Small Data to drive Omnichannel Marketing

    IoT and Micro-Moments: Optimizing Big and Small Data to drive Omnichannel Marketing

    In our last article we discussed how the advent of IoT is bringing marketers an overwhelming amount of data, behemoth data, that can be synthesized into usable knowledge that can drive more...

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  • IoT and Micro-Moments Marketing: Leveraging Big Data to Improve the Customer Journey

    IoT and Micro-Moments Marketing: Leveraging Big Data to Improve the Customer Journey

    Being connected via wearables without your mobile device is already a reality with untethered Tech, like Android Wear and the Samsung Gear S2, which both support e-SIMs tapping into your...

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  • IoT and Micro-Moments Marketing: Opportunity and Pitfalls

    IoT and Micro-Moments Marketing: Opportunity and Pitfalls

    With the advent of smart technology, we are getting ever closer to the Orsen Wells imagined world of Big Brother oversight in everyday interactions…and many of us are starting to like it because...

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