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News, advice, and thought leadership from Harte Hanks

  • Did Micro-Moments Ruin My Buyer’s Journey Maps?

    Did Micro-Moments Ruin My Buyer’s Journey Maps?

    Google indicates that mobile had a 20% increase in market share, while time per visit declined 18%. eMarketer predicts that by 2020 mobile will represent 74% of digital ad spending. These and...

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  • Social Hijacking of St. Patty’s vs. Mardi Gras: Global Beats National

    Social Hijacking of St. Patty’s vs. Mardi Gras: Global Beats National

    Is there a winning formula for brands looking be part of social buzz during major events and holidays? Nick LaBran, my fellow social intelligence guru at Harte Hanks, and I hypothesized that both...

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  • How to Inoculate Your Brand from Political Backlash: Interview with Elsie Maio

    How to Inoculate Your Brand from Political Backlash: Interview with Elsie Maio

    Elsie Maio is on a mission – to empower high performing businesses to profitably align with the wellbeing of humanity. Since 1994, she has been touted as a practical visionary in the field of high...

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  • Personalization Across the B2B Tech Buyer’s Journey

    Personalization Across the B2B Tech Buyer’s Journey

    Imagine that you’re a marketer currently researching a new martech solution for your team. At the beginning of your search when you land on one company’s website, what are you looking for? If...

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  • How to Use Buyer Personas to Improve B2B Customer Experience

    How to Use Buyer Personas to Improve B2B Customer Experience

      Customer experience marketing is a proven antidote to the complex buyer journeys that characterize the B2B sector today. The goal is to serve highly relevant content to buyers in the right place...

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  • How to Capture More Buyers Earlier in their Journey

    How to Capture More Buyers Earlier in their Journey

      McKinsey and Company recently published an article called The new battleground for marketing-led growth that explains in detail why marketers need to “win attention for their brands at the very...

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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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  • 2017 Super Bowl Ads: Stranger Things Happened Than the Pat’s Comeback

    2017 Super Bowl Ads: Stranger Things Happened Than the Pat’s Comeback

    No football team had ever come back from such a large deficit. No QB had ever won five rings. No Super Bowl had every gone to overtime. The Patriots became, arguably, #GOAT late on the 5th in...

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  • The Magic Question: What’s as Important as Baseball?

    The Magic Question: What’s as Important as Baseball?

    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 In our 3-second attention span world,...

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  • Retailers: What You Need to Learn from Holiday 2016

    Retailers: What You Need to Learn from Holiday 2016

    For years, retailers have been told that to compete in the new ecommerce world, they need to have a well-established omnichannel organization. The 2016 holiday season proves that the time has...

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  • 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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  • How to Use Combinatorics to Generate Good Ideas

    How to Use Combinatorics to Generate Good Ideas

    How do you get to the answer of determining how one agency sets themselves apart? In my experience in the agency world, most, if not all, advertising agencies talk like they are selling you the...

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  • CMOs: This is the Year to Focus on Artificial Intelligence

    CMOs: This is the Year to Focus on Artificial Intelligence

    We all know by now that consumers are in the driver’s seat when it comes to marketing and the customer experience in 2017. To meet their ever-increasing expectations, we’ll need to get to know...

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  • 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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  • 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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