Pillar 3: Buyer's Journey

  • Decoding Customer Needs with the Buyer's Journey Framework

    Decoding Customer Needs with the Buyer's Journey Framework

    The best buyer’s journey maps are founded on precise, quantifiable definitions of customer needs at every step along the way. Here's how to uncover those needs using the Jobs-to-be-Done methodology.

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  • New Target Stores Focus on Customer Needs, Improve Experience

    New Target Stores Focus on Customer Needs, Improve Experience

    It’s immediately apparent that Target is focused on exactly the right things with its “next-generation” stores: customers and their needs. Here's what they look like.

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  • A New Marketing Era: Focus on Jobs and Outcomes

    A New Marketing Era: Focus on Jobs and Outcomes

    Customers often have a hard time describing what they really need. So when companies let customers drive innovation, there is a good chance the resulting innovation will fail. Tony Ulwick explains.

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  • The Path to Virtual Advisors Begins with Getting to Know Your Customers

    The Path to Virtual Advisors Begins with Getting to Know Your Customers

    Consumers are demanding a more personalized, on-demand banking experience. But many But many banks don’t have the resources to build a personalized, automated system. So what can be done today?

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  • How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    Philip Kotler explains that there are several efforts retail brands can make to improve the likelihood of their brick and mortar success. Here's how to implement Kotler's suggestions.

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  • Toys R Us Failure is from Customer Experience—Not Amazon

    Toys R Us Failure is from Customer Experience—Not Amazon

    While many attribute Toys R Us' bankruptcy to the continued decline of brick and mortar retail, this failure is not a matter of online vs. offline. It's a matter or failing to understand the customer.

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  • HHQ Vol 1 Fall 2017

    HHQ Vol 1 Fall 2017

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  • Agile Marketing in Practice: Here’s How We’re Doing It

    Agile Marketing in Practice: Here’s How We’re Doing It

    The Boutique works daily on figuring out how to identify browsers, shoppers and buyers as they interact with our digital properties so that we can have contextual, human conversations with them.

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  • The 5 Pillars of Best-in-Class Marketing2:28

    The 5 Pillars of Best-in-Class Marketing

    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 sho

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  • Nordstrom Local: A Test in Disrupting Amazon

    Nordstrom Local: A Test in Disrupting Amazon

    John Hagel predicted retailers were being forced into radical change with his “experience bazaar” concept—and Nordstrom Local seems to be a perfect example.

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  • One-to-Moment Marketing0:51

    One-to-Moment Marketing

    www.hartehanks.com/human Frank Grillo, Harte Hanks CMO, discusses the role of personas and the buyer's journey in one-to-moment marketing.

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  • Sony Makes Marketing Human, Achieves Superior Results

    Sony Makes Marketing Human, Achieves Superior Results

    This innovative, enduring brand was challenged with smartphones and online streaming eating into sales of core products. They needed an agency partner to help navigate a changing business landscape.

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  • The Evolving Retail Customer Experience: Frank Grillo and Kay Lemon on Knowledge@Wharton

    The Evolving Retail Customer Experience: Frank Grillo and Kay Lemon on Knowledge@Wharton

    Harte Hanks CMO Frank Grillo and Katherine Lemon, Ph.D., discuss how the digital age has changed the buyer's journey—and what retailers can do to meet evolving customer demands.

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  • How Mobile is Transforming the Customer Journey

    How Mobile is Transforming the Customer Journey

    Americans check their phones 8 billion times a day. Harte Hanks Marketing Advisory Board Members discuss how mobile is transforming the customer journey.

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  • Bobbi Brown Wields the Power of the Experience Center

    Bobbi Brown Wields the Power of the Experience Center

    An experience center is a physical location that bridges the gap between ecommerce and brick and mortar.

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  • Amazon and Whole Foods: Why Retail Still Needs Brick and Mortar

    Amazon and Whole Foods: Why Retail Still Needs Brick and Mortar

    While facing significant challenges, brick and mortar is far from dead or dying; on the other hand, it plays a key role in retail success.

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  • 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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  • Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Common mental biases can cause us to see fallout in the financial buyer’s journey. Let’s take a look at what they are, where they come into play, and how your messaging can help.

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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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  • Lenders: Use The Buyer’s Journey to Deliver Valuable Content

    Lenders: Use The Buyer’s Journey to Deliver Valuable Content

      Synchrony Financial understands that those big buys in life often don’t happen on a whim. Behind every major purchase are real people weighing up their options and deciding to part with their...

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