Marketing. It has until now, been viewed as companies pushing their messaging out into the world and trying to get consumers to buy more. That just doesn’t work anymore.
Customers are calling the shots. If marketing is going to have any chance at success, it must be delivering value to the consumer and helping to solve the problems this person has set out to solve, in the moment they need to be solved. This goes beyond one-to-one marketing. Every interaction an individual has with a brand must deliver value.
The way to make that happen is to bring the human back to marketing. To speak to each individual contextually, in the moment. We’re making it happen with our five pillars of best-in-class marketing philosophy, which includes segmentation, personas, buyer's journey, content, and the data and martech ecosystem.
HHQ Vol 1 Fall 2017
Frank Grillo, Harte Hanks CMO, discusses the role of personas and the buyer's jou...