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Strategy

  • Harte Hanks Featured Vol 1 Aug 2017

    Harte Hanks Featured Vol 1 Aug 2017

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  • The Yin and Yang of Segmentation

    The Yin and Yang of Segmentation

    As applied by strategic marketers, segmentation is characterized by Yin and Yang thought processes that, used together, create strategic marketing.

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  • Customer Journey Orchestration: The Evolution of Marketing Automation

    Customer Journey Orchestration: The Evolution of Marketing Automation

    The answer to automating your marketing while maintaining context—and a human touch—is customer journey orchestration.

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  • Do Customers Want Integrated Media?

    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”?

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  • The MarTech Maturity Model

    The MarTech Maturity Model

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  • The Seven Secrets of Strategic Segmentation

    The Seven Secrets of Strategic Segmentation

    Markets use segmentation to address a range of problems—short term and long; tactical and strategic. Here are the seven secrets of strategically creating, using and updating market segments.

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  • It's Time for Banks to Stop Targeting "Millennials"

    It's Time for Banks to Stop Targeting "Millennials"

    If you're trying to target the "millennial" persona, you're making a mistake. Instead, banks should be defining their segment audiences based on needs, or Jobs-to-be-Done.

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  • Who Drives Brand Meaning: The Marketer or the Consumer?

    Who Drives Brand Meaning: The Marketer or the Consumer?

    Professor John Deighton of Harvard Business School and Frank Grillo, CMO of Harte Hanks, discuss whether marketers should anticipate a continued minor role in the process of defining meaning.

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  • Persona Myopia Ruins Digital Marketing

    Persona Myopia Ruins Digital Marketing

    Marketers must guard against letting personas and associated response algorithms interfere with listening to what the customer is really saying in the moment.

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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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  • How Brick and Mortar Can Compete in a Digital World

    How Brick and Mortar Can Compete in a Digital World

    Marketing experts like CMO Tami Mohney and Professor Scott Neslin discuss the challenges of retail marketing at a recent Harte Hanks Marketing Advisory Board meeting.

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  • Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    With the advances in technology and the CRM, B2B marketing has become tech-first instead of people-first, getting more and more depersonalized. Here's how to fix it—and deliver more human marketing.

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  • Luxury Auto Maker Champions CRM 3.0, Focuses on the Customer

    Luxury Auto Maker Champions CRM 3.0, Focuses on the Customer

    This luxury auto brand is on its way toward CRM 3.0 and building lasting relationships with their customers through more human marketing.

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  • The War Room: A Powerful Tool for Human Marketing

    The War Room: A Powerful Tool for Human Marketing

    Our daily War Room meetings help us to keep on top of our customer interactions—and react appropriately in the moments that matter. Check out how we got started.

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  • A 4-Step Guide to Aligning Content Marketing and ABM

    A 4-Step Guide to Aligning Content Marketing and ABM

    Content marketing is already a well-established tactic for B2B companies. According to Content Marketing Institute, 88% of B2B marketers are using content marketing. And most marketers already...

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  • Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth

    Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth

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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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  • The World is NOT Your Oyster: How to do Market Segmentation

    The World is NOT Your Oyster: How to do Market Segmentation

    There are only a few products in the world that are designed to meet everyone’s needs equally. For the most part, if you think the whole market is your opportunity, you’re wrong. You may have a...

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  • Online Retailer Attracts New Clients with Direct Mail

    Online Retailer Attracts New Clients with Direct Mail

    This luxury retail consignment company rolled out new, integrated direct mail programs to complement the company’s digital marketing operations—reaching tens of thousands more customers monthly.

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  • Buyer Personas Are NOT Customer Segments: What You Need to Know

    Buyer Personas Are NOT Customer Segments: What You Need to Know

    Let’s pretend you’ve just moved homes. You probably expect to receive a few postcards from local retailers congratulating you on your new move and welcoming you to the neighborhood with a coupon...

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