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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
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.
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.
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.
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.
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.
Harte Hanks Featured Vol 1 Aug 2017
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.
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.
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.
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.
The MarTech Maturity Model
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.
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.
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.
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.
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.
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.
Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing