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How to Refine Your Growth Strategy with a 5 Pillars Audit
The 5 Pillars of Best-in-Class Marketing help marketers to focus on the capabilities that have the most impact on success. This ebook outlines each Pillar and how we assess your brand against them.
GE: Winning with Disruption and Return on Attention
GE, a 124-year-old brand, is managing to stay relevant and make locomotives, jet engines, appliances and wind turbines both interesting and accessible to its customers. Here's how.
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?
Are We Pushing Content...or Facilitating Conversation?
The digital interface is laced with temptations to forget we are dealing with human beings. Content IS our digital conversation, and we must follow digital clues to provide the right content.
The Ancient Art of Storytelling—in Modern B2B Marketing
B2B marketers often default to information-loaded communications. Take a leaf out of the B2C handbook and use these storytelling techniques to improve your B2B marketing.
HHQ Vol 1 Fall 2017
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.
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
Tailoring Conversations with Artificial Intelligence
www.hartehanks.com/human As humans, we have an infinite capacity to adjust our conversations in real time based on others' turns in the conversation. Digital marketing needs to act this way, too, and
Content's Highest Calling
www.hartehanks.com/human Harte Hanks CMO Frank Grillo chats about content as the digital equivalent to a face-to-face conversation.
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.
6 Things That Bad Content and a Bad First Date Have in Common
Selfish. Boring. Expensive. Bad content has a lot more in common with bad dates than you might expect! Check out 6 bad date lessons your should learn to succeed with your content marketing.
Do Customers Want Integrated Media?
When marketers enthusiastically tee up the objective to integrate online and offline marketing, it is easy to get side-tracked. Where is the “customer” in “media integration”?
Why Casper is Winning—Valuable Lessons for Pure Play Retailers
How is it possible that anyone wants to buy something like a mattress online? It’s all about building trust by providing the right experience.
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...
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...
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...
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...
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...
Earned media, custom content and the power of social