Strategy

  • 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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  • Blast from the Past: What Has Changed In Marketing from 5 Years Ago?

    Blast from the Past: What Has Changed In Marketing from 5 Years Ago?

    Harte Hanks Marketing Advisory Board members discuss the biggest changes in marketing over the past five years. Hear from Ken Bernhardt, PhD, Aaron Chestnut, CMO, and Kay Lemon, PhD in these videos.

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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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  • Is Digital Really Low Return? Marketing Advisory Board Weighs In

    Is Digital Really Low Return? Marketing Advisory Board Weighs In

    The Harte Hanks Marketing Advisory Board looks at the question of return on digital marketing in these three video clips.

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  • How Successful Brands Can Prepare for Disruption

    How Successful Brands Can Prepare for Disruption

    What can large, successful companies do to avoid being disintermediated or "cut out" as middlemen? The Harte Hanks Marketing Advisory Board discusses how companies can preemptively act.

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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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  • How to Get Started with Machine Learning and Artificial Intelligence

    How to Get Started with Machine Learning and Artificial Intelligence

    To compete in a digital world, companies must focus on creating personalized experiences throughout the customer journey—machine learning and AI can help. Here's how to get started.

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  • CMOs, It’s Time for Some Reflection: Response to Gartner Survey

    CMOs, It’s Time for Some Reflection: Response to Gartner Survey

    A recent Gartner Survey reveals that CMOs are facing a number of challenges in regards to relationships with finance and IT, marketing technology, and business strategy. Here's how to overcome them.

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  • Harte Hanks Featured Vol 2 Sept 2017

    Harte Hanks Featured Vol 2 Sept 2017

    This month’s digest contains insights from marketing leaders Korey Thurber, Philip Kotler and Cheryl Strauss Einhorn. Hear their thoughts on marketing strategy, machine learning and more.

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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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  • What Customers Really, Really Want from Brands1:06

    What Customers Really, Really Want from Brands

    We are the masters of our journey. The thinkers, the doers, the thought leaders and review readers. The connected generation you're all talking about. Here's what we really, really want from brands.

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  • 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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  • 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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  • 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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  • Why Casper is Winning—Valuable Lessons for Pure Play Retailers

    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.

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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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