Strategy

  • Regional Bank Cashes in on Contextual, Human Marketing

    Regional Bank Cashes in on Contextual, Human Marketing

    To attract new customers and improve loyalty, this regional bank needed a strategy that centered on the customer, that integrated all key channels and that leveraged smart personalization.

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  • 2018 Predictions from the Brightest Minds in Marketing

    2018 Predictions from the Brightest Minds in Marketing

    We asked the Harte Hanks Marketing Advisory Board for their insights and predictions on what will matter in 2018. Hear from Ken Bernhardt, John Deighton, Kim Whitler, Kay Lemon and Scott Neslin.

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  • Hey, Marketers: I am a Person, Not a Persona

    Hey, Marketers: I am a Person, Not a Persona

    One of the most misused marketing tools is the persona—the archetype of a particular kind of customer. Here's why we need to think differently about personas.

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  • CMOs: How to Get Your Budget Back

    CMOs: How to Get Your Budget Back

    According to Gartner's recent CMO Spend Survey, CMOs are being asked to tighten their belts for the first time in the past several years. Here's what to do about it.

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  • Marks & Spencer Stores are Getting Customer Centricity Right—See How

    Marks & Spencer Stores are Getting Customer Centricity Right—See How

    Marks & Spencer CEO Steve Rowe recently explained in Marketing Week that the British multinational retailer is looking to use data to "make M&S great again." He's got the approach exactly right.

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  • Global Tech Brand Increases Efficiency & Productivity with Marketing Operations Services

    Global Tech Brand Increases Efficiency & Productivity with Marketing Operations Services

    With a global management structure overseeing the brand’s regional teams, this technology company was able to improve marketing efficiency and productivity, reducing costs.

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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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  • Renewal Model Businesses: Pay Close Attention to Cadillac, Amazon, #Insurtech

    Renewal Model Businesses: Pay Close Attention to Cadillac, Amazon, #Insurtech

    The average heavy smartphone user checks their phone 150 times/day. Their need to continuously experience micro-euphoric moments is creating new expectations in the way businesses interact with them.

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  • 3 Ways Your Bank Needs to be Personalizing Its Marketing

    3 Ways Your Bank Needs to be Personalizing Its Marketing

    Customers are looking for a more personalized banking experience. Providing that experience will increase your ability to retain your current, profitable customers. Here are three places to start.

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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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  • Generating True Customer Loyalty? TJX Cares for Community

    Generating True Customer Loyalty? TJX Cares for Community

    True brand loyalty cannot be earned by dolling out rewards or tier status alone. It takes more than that. Here's how TJX (and all retail brands) should move forward.

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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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  • The Role of Jobs-to-be-Done in the Bank Branch Customer Experience

    The Role of Jobs-to-be-Done in the Bank Branch Customer Experience

    To keep physical locations relevant, banks need to look at delivering value through their branch experiences—based on customers' jobs to be done.

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  • Are We Pushing Content...or Facilitating Conversation?

    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.

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  • Bank of America Becomes “Powerfully Personal” with Dedicated Direct and Email Marketing Partner

    Bank of America Becomes “Powerfully Personal” with Dedicated Direct and Email Marketing Partner

    With one dedicated agency focused on its client communications in digital and direct programs, Bank of America has been able to deliver consistent improvements in campaign results.

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  • How to Make Mail Part of Your One-to-Moment Marketing

    How to Make Mail Part of Your One-to-Moment Marketing

    There’s still an important place—and perhaps a great opportunity—for mail in a more contextual, more timely and more human approach to marketing. Here's the why and how.

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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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  • Want a More Influential CMO Position? Step Up Today

    Want a More Influential CMO Position? Step Up Today

    Providing CMOs with a broader charter and more influence in the C-suite brings more opportunity to the company in terms of revenue growth and retention. But CMOs must be their own change agent.

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  • A Prisoner’s Dilemma? The Real Value in a Loyalty Program

    A Prisoner’s Dilemma? The Real Value in a Loyalty Program

    From airlines and hotels to gas stations and drug stores, customer loyalty programs abound. Scott Neslin, PhD, argues that the real value in these programs comes from the data they generate.

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