The constant mantra at Harte Hanks is: The right message, with the right offering, designed to reach the audience at the right time. One way we make this mission a reality is to create analytics-based personas. Another way is to nest personas within the strategic context we call the 5 Pillars of Best-in-Class Marketing. It helps you align personas with key market opportunities and shows how personas can inform key downstream marketing efforts.
Harte Hanks Featured Vol 9 April 2018
Harte Hanks' monthly collection of marketing thought leadership. Our April 2018 issue features articles on ...
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When Flashy Fizzles: Choose a Fulfillment System with Core and Custom Functionality
There’s lots of flash and sizzle with an off-the-shelf fulfillment tool, but when you try to execute, you end up with just a whole lot of fizzle. Here's what to consider instead.
4 Ways to Master Finding Households that are Ripe for Deposit Growth
A sound way to increase deposits is by strengthening relationships with existing customers. Check out four steps for growing deposits with a small but influential segment—affluent households.
Accounts are People, Too—Applying Personas Through Account-Based Marketing
In this second installment of our four-part series about account-based marketing, we venture into selective accounting and developing personas by analyzing the events that shape the client’s needs.
Digital Transformation: A Framework for Auditing Where You Stand Today
The stakes are high, with internal and external pressures to transform quickly and meet customer demands. Here's how to get started with digital transformation.
Analytics by the Bundle: 5 Customer Traits Insurers Should Know to Grow
Five characteristics provide the answer for relating to insurance customers at a level that is genuine and long lasting. It takes reliable data collection and knowing which specific data to collect.
Choose the More Robust Transportation Provider During A Capacity Crisis
Choosing between a 3PL or an asset-based provider? In the current capacity crisis, a 3PL providers offer an edge in maximizing efficiency to provide better services at a lower cost.
Pioneering Automation in The Boutique with Signal Hub
An automated process will allow us to have more time to focus on personalized outreach efforts based on the digital customer signals we uncover.
When Insights are Anything but Insightful: Making Creative Briefs Better
Understanding the “why” behind what the audience is doing, feeling, buying (or ignoring)? THAT takes time, interrogation, and legwork. But this insight is critical to a strong creative brief.
Bringing the Human Back to Marketing through Digital Transformation
CEO Karen Puckett will be joining executives from Microsoft, Uber, Discover & Nokia in a WINNOVATE 2018 panel discussion on Transformation in the Digital Age. We captured some of her insights here.
How to Cut through the Noise in Social Media
It's one of the biggest challenges facing social media marketers: being heard in a sea of ever increasing voices. Hear what Nick LaBran, Social Media Intelligence at Harte Hanks, recommends.
What are Marketers Getting Wrong with Social?
Are you being social on social? Or making this common mistake? Nick LaBran, Social Media Intelligence at Harte Hanks, explains what lots of marketers are getting wrong.
Customer Retention: Another Phase in the Buyer's Journey
A critical step in retaining new customers is making sure they are fully onboarded and activated. Get started with the best practices in this post to improve your customer retention.
How to Deliver a Better Omnichannel Experience
Outcome-Driven Innovation (ODI)™ can help marketers to establish holistic customer studies that provide meaningful feedback to help build out rich, individualized customer experiences.
How Facebook Might Die: A Retrospective Look at Days to Come
This is not a scientific forecast of what's to come, but a prophecy of what may, should the titans of technology and social media continue to ignore shifting expectations of misused users.
How to Reach the Customer that Avoids Marketing
For customers that avoid marketing messages, it's best to forget about "marketing" altogether. Instead, focus on creating value. Nicole Pawluk, Director of Strategy and Planning with Harte Hanks, expl
What is the Biggest Mistake Marketers are Making with Mobile?
"If you build it, they will come." Not so with mobile apps. Nicole Pawluk, Director of Strategy and Planning with Harte Hanks, explains why marketers need a plan for how to continually engage users wi
How to Match Customer Investment Strategies with Products
The environment has never been riper for financial advisors who know how to engage and encourage consumers (rather than scare them into saving) and to offer them solutions to build their investment.
How Much Does a Marketing Database Cost? Here are the Details
There are several reasons, intersecting both IT and marketing, why a company would choose to install a database marketing solution on its own.
The Most Important Contact Center Trends for 2018
There are a number of changing trends as the role of contact center continually changes. However, a through-line is maintaining excellent customer experience.
Global DataView for Retail: Solution Overview