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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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  • 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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  • 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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  • Customer Experience and the new Omni-channel Paradigm

    Customer Experience and the new Omni-channel Paradigm

    As marketers, we are all aware of the multitude of choices our customers have when they need to find information. Traditional advertising channels are delivering direct mail, TV advertisements,...

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  • A Wider Context for Content

    A Wider Context for Content

    Over the past five years, content marketing has become a major strategic theme occupying B2B events, editorials and analysts. Many brands have jumped on the content creation bandwagon – the...

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  • B2B Takeaways from the VR World Congress

    B2B Takeaways from the VR World Congress

    On April 12 virtual reality trailblazers from across the globe descended on Bristol for VR World Congress. As you’d expect, many attendees were gaming professionals. But some speakers and...

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  • The Machines of SXSW Future

    The Machines of SXSW Future

    We’ve been urged (well, that’s maybe overstating a little) to follow up on the pre-SXSW evaluations post. In it, Alan opined that the three “tracks” most likely to get most industry attention were...

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  • Seven Steps to Smarter Demand Generation

    Seven Steps to Smarter Demand Generation

    In our recent session at B2B Marketing’s InTech event in London, we considered how demand generation can be improved through a convergence of technology and people. Think of it as ‘smarter’ demand...

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  • Pre-SXSW: Three Trends and Tracks That May Impact Your Marketing Plans in 2016

    Pre-SXSW: Three Trends and Tracks That May Impact Your Marketing Plans in 2016

    As I prepare for my second pilgrimage to Austin, to immerse myself in all that is emerging and mind-blowing in our industry, I thought I’d curate some of the information the organizers are now...

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  • Smarter Demand Gen Awakens

    Smarter Demand Gen Awakens

    Convergence of Tech and People Will Amplify Demand Generation in 2016 The B2B demand-marketing ecosystem continues to evolve at a rapid pace. It’s driven by emerging technologies, tactics and...

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