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  • 3 Safe Ways to Test Bots in Your Call Centers

    Aug 6, 2019, 04:12 AM by Sasha Banks-Louie
    Customer service execs are taking a hard look at bots for the simple reason that they can handle large volumes of calls, chats, and emails, so that service center staff can focus on the toughest questions. As the technology behind bots—known as digital assistant technology—has improved in terms of natural language processing, machine learning, and intent-matching capabilities, companies are increasingly willing to trust them to handle direct customer interaction.
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  • 3 Simple Steps to Start Your Social Selling Journey

    Jul 4, 2019, 10:18 AM by Vlad Cristei
    This is nothing new. By now you will have read countless blogs and white papers on the power of social media marketing for businesses. The long and short of it is this: social media is a very powerful and efficient way for businesses to reach their customers and find new prospects. To do this, you have to put yourself out there, be professional, update your social media profiles to illustrate your best skills and get active.
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  • What Keeps You Awake at Night? - Part 3

    Jun 24, 2019, 10:27 AM by Rusty Langford
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  • What Keeps You Awake at Night? - Part 2

    Jun 24, 2019, 10:15 AM by Rusty Langford
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  • What Keeps You Awake at Night? - Part 1

    Jun 24, 2019, 07:35 AM by Rusty Langford
    Customer support is customer support, right? While every company must acknowledge, respond and resolve customer inquiries or address complaints, it’s the uniqueness of their products that defines their customer experience. But not all products, and certainly not all consumers, have the same level of complexity. Such is the case with streaming services.
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  • Field notes on Managed Marketing Services

    Jun 24, 2019, 03:49 AM by Fred Dumas
    What does it take to get things done in today’s world of digital marketing services? Not only has technology completely changed strategic thinking in marketing, it has also revolutionized marketing operations, or the discipline of getting things done in marketing. The following is a summary of how to achieve excellence in digital execution and managed marketing services. We focus on three areas: identifying essential digital marketing functions, driving operational excellence, and aligning investments with your essential functions.
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  • Seven Key Considerations to Achieve Customer Satisfaction in Streaming Services

    Jun 14, 2019, 11:01 AM by Rusty Langford
    As a new frontier for many organizations, it can be hard to know what to expect when you enter the digital streaming marketplace.Knowing all the components to set up a successful streaming program can be a daunting task at best. If the customer experience (CX) is not supported effectively, this will negatively impact the customer satisfaction (CSAT), and there is a high chance that this will lead to lost revenue. Unforeseen obstacles result from inexperience or poor planning—but we can help. Based on our experience in a variety of industries, including high-traffic sports and leading entertainment brands, we’ve learned the seven key CX best practice considerations that can make or break your success.
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  • 5 Myths of Outsourcing Customer Care

    Mar 12, 2019, 15:44 PM by None
    Some of the most successful brands across industries are outsourcing their customer care with great success. The negative image of customer service and support is the result of a variety of myths about outsourcing—read on to see how these myths are dispelled.
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  • 8 Things You Should Know About Your Automotive Customer

    Sep 24, 2018, 01:08 AM by Courtney Eckert
    People are demanding more from their experiences with brands, both online and off. To meet these demands, you have to get to know them—each and every one of them. Because with the right information, you can make more relevant offers, at more pertinent times, in more appropriate places, ensuring you reach a more receptive audience.
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  • Reap the Rewards of Understanding Your Credit Card Customer's Journeys With These Key Points

    Sep 20, 2018, 10:45 AM by Lane Yard
    Thanks to advancements in technology and communication, it’s been a while since most of us came home to a mailbox filled with actual letters from friends and family. It was a good feeling that’s been replaced with the simple habit and general frustration of sorting through stacks of bills, coupons and credit card offers—their mundane envelopes literally creating a kind of white noise.
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  • How to Succeed Against Robo-Advisors: Serve the Human

    Sep 20, 2018, 06:02 AM by JD Metcalf
    When looking at the financial technology (fintech) landscape, it’s easy to get lost in all the latest platforms and apps that seem to come onto the scene literally every day—from simple payment apps to complex robo-advisors that use algorithms to invest client dollars and automatically adjust based on market conditions.
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  • Managing a Merger—and Other Insights from First Tennessee Bank CMO Aaron Chestnut

    Sep 20, 2018, 02:14 AM by Nicole Bump
    Aaron Chestnut leads overall marketing strategy for First Tennessee Bank, which recently completed a merger with Capital Bank. His role includes oversight of retail marketing, business marketing, affluent/wealth marketing, brand management, customer insights, Salesforce.com and database marketing.
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  • HHQ Vol 4 Fall 2018

    Sep 19, 2018, 06:50 AM by None
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  • Harte Hanks Featured September 2018

    Sep 19, 2018, 06:47 AM by None
    Welcome to Featured. After getting all kinds of inspiration and motivation at the recent Content Marketing World event, I’ve decided to switch things up a bit in my letters from the editor. It’s about to get a bit more personal around here!
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  • How to Be a Better Content Writer: Lessons from CMWorld

    Sep 14, 2018, 03:31 AM by Michael Behrenhausen
    The Curiosity Factor, as explored by Andrew Davis in his keynote at CMWorld, teaches how to add tension to content to keep readers invested. “Producing content is expensive, but producing the wrong content is lethal.”
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  • The Big, Ambitious Future of Content Marketing

    Sep 11, 2018, 04:24 AM by Nicole Bump
    What do each of these pieces of content have in common? They have meaningful purpose in the world. The 7UP brand has long had a connection to the music industry, and in this piece, the brand uses that connection to help hearing-impaired individuals experience music in a new way.
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  • The 5 Guiding Principles to a Great Customer Relationship

    Sep 10, 2018, 05:40 AM by Alex Gill
    Relationships. We’ve all had them. But in order to generate positive, successful relationships, you need to invest plenty of time, care and attention. And that's no different for the ones between businesses and their customers.
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  • The Emerging Auto Subscription Opportunity

    Sep 10, 2018, 05:09 AM by Mike Hastings
    Consumers are driving the car ownership market in a new direction: automotive subscriptions. The impact this concept has had—and will continue to have—is proof that successful product and marketing management requires constant attention to the route customers want to take in life. And it requires creating multiple routes to get there.
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  • How to Enable Your Sales Team While Controlling Costs

    Sep 4, 2018, 03:43 AM by Matt Pollock
    Jenny is a B2B sales associate. She's on the road a lot and she doesn't want to get caught without the proper marketing collateral for her meetings. To make sure she has what she needs at all times, she orders high volumes of materials from the company store and keeps them in her trunk.
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  • BBQ Pork and Metallica: Client-Agency Chemistry Can Feature All Kinds of Ingredients

    Aug 30, 2018, 10:14 AM by Rich Romig
    Clients choose an agency based on different criteria, but chief among them is the belief that the agency will simply do a better job than the others it competes against. At the core of that belief is the client’s personal experience with agency personnel or its leadership team. Once the credentials and capabilities are established and the speculative (spec) work shown, it’s people-to-people connectivity that often seals the deal, the way the right seasoning elevates a recipe into something great.
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  • Harte Hanks Featured August 2018

    Aug 29, 2018, 15:44 PM by None
    Welcome to Featured, our publication in which we share the topics readers like you are most interested in each month.What resonated most with our audience in July? Our infographic on accurate attribution grabbed some attention—check it out to see why fractional attribution is the most effective method to optimize budget spend and improve MROI.
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  • Alibaba's FashionAl Sets the Bar for Retail Experiences

    Aug 28, 2018, 06:14 AM by Karl Hellman
    The idea that brick-and-mortar retailers should incorporate the interactivity of online shopping experiences has been suggested by retail luminaries for some time now. Frank Grillo, CMO of Harte Hanks, and Kim Whitler, Professor at University of Virginia, Darden School of Business, suggested it in their analysis of retailing in 2018. Some retailers—True Religion, for example—are beginning to integrate online capabilities with their brick-and-mortar stores.
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  • 9 Content Marketing World Sessions You Don't Want to Miss

    Aug 27, 2018, 11:01 AM by Nicole Bump
    Joe Pulizzi in his over-the-top orange suits. Content marketing legends like Ann Handley and Jay Baer. And of course, Tina Fey. Who wouldn't want to see Tina Fey?
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  • Four of the Best 2018 Echo Award Submissions

    Aug 23, 2018, 12:14 PM by Alan Kittle
    I recently completed the privileged role of chairing four judging panels at this year’s DMA International Echo Awards in New York City. I was joined by over 100 judges, reviewing shortlisted submissions from over 20 countries across three grueling days.
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  • Leading Insurance Provider Improves Acquisition To Increase Bottom Line

    Aug 22, 2018, 15:44 PM by Zach Nelson
    This insurance brand is a leading provider of property and casualty insurance that prides itself on providing superior customer service. The company had built an effective customer acquisition model through its large network of affinity partners, but rapid and revolutionary changes in the property and casualty (P&C) insurance category were making this model increasingly difficult to sustain.
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  • Where Have All the Soundtracks Gone?

    Aug 22, 2018, 05:20 AM by Alan Kittle
    Soundtracks can enable powerful movie marketing. The hit Titanic song "My Heart Will Go On," sung by Céline Dion, was a great marketing tool. Titanic went on to become the second-highest grossing film of all time, and the soundtrack is in the top 50 album sales of all time. Some say the movie made the soundtrack, but this misses the obvious synergy between a movie and its soundtrack.
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  • Payment Processing Company Breaks into a New Market with Audience-Led Insights

    Aug 16, 2018, 15:44 PM by None
    Originally founded in the United Kingdom, this payment processing giant expanded its footprint into the United States. The brand’s unique offering benefits customers beyond basic payment processing and provides insights that can help customers grow their businesses. Their complex story had to be told in such a way that would garner optimal results for the U.S.-based operation.
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  • How the Right Digital Ecosystem Can Improve Patient Outcomes

    Aug 16, 2018, 12:34 PM by Natalia Gallur
    Our world is being redesigned through digital technologies. Technology has changed how people live, work, play and connect. And marketers are learning to use the digital experience to track signals to reach customers in a more human manner—in the moments that matter. The healthcare industry can do the same to track and engage patients in the moments that matter to them—and improve their outcomes.
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  • Great Strategy Starts with Solid Customer Insights—See the Process

    Aug 16, 2018, 06:23 AM by Christopher Decker
    You know what they say about assumptions, right? If you don’t, I’m not going to print it here. But suffice it to say, you should avoid making them. In life and in business, we have to deal with them, and counter with the facts.
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  • Forget about Cryptocurrency—The Opportunity is Blockchain

    Aug 10, 2018, 15:35 PM by None
    A lot of clients ask us about where cryptocurrency is going, but the technology that tracks cryptocurrency (blockchain) holds more potential. JD Metcalf, VP of Marketing Strategy at Harte Hanks, explains how this technology can provide value to your financial services customers.
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  • Why CPG Brands Need to Think Bigger than the Product on the Shelf

    Aug 10, 2018, 15:35 PM by None
    Brands that produce commodity products can still make real connections with their customers (think Coca-Cola). Zach Nelson, VP of Marketing Strategy at Harte Hanks, explains how.
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  • Wealth Management Leader Enables Advisors with State-of-the-Art Fulfillment

    Aug 9, 2018, 15:44 PM by None
    A pioneer in the wealth management industry has as their business a wide range of services including retirement, education funding, investment, planning and insurance to individuals, families and businesses.
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  • 3 Steps to Creating a Reliable, Budget-Friendly Marketing Plan

    Aug 6, 2018, 04:05 AM by ZACH NELSON
    Marketers often use broad-stroke pillars and base budgets on a percentage increase over current spend (or other loose estimates) with the eventual tactics bearing little resemblance to the original strategic framework used to build those budgets. If this sounds like you, read on to learn about a better way of building grounded marketing program proposals that can be more accurately budgeted and ultimately produced.
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  • The Most Important Lesson Toys R Us Can Teach Banks

    Aug 2, 2018, 05:15 AM by JD Metcalf
    Toys R Us has finally closed its doors. And like the sad meme of their mascot Geoffrey the Giraffe waving goodbye the finality has people buzzing and experts (for better or worse) speculating about the future of retail in an increasingly digital world. What could they have done differently?
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  • How Banks Can Compete with FinTech—It's Not How You'd Think!

    Aug 1, 2018, 15:35 PM by None
    Fintech seems to be one of the biggest threats to traditional financial services providers, but worrying about all of the possible technology-based players isn't likely to help you succeed. Watch this video for a better approach from JD Metcalf, VP of Marketing Strategy at Harte Hanks.
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  • CRM 3.0 and the New Era in Pipeline Marketing

    Aug 1, 2018, 10:25 AM by Scott Rhodes
    As noted in a recent Gartner study, the CMO’s budget as a percent of total company revenues has dropped after years of persistent growth. The study concludes: “Marketing leaders must justify past budget commitments and demonstrate the returns they deliver to ensure the future fiscal health of marketing.”
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  • What does ''Human Marketing'' Mean for Banks? Time to Find Out.

    Jul 31, 2018, 15:35 PM by None
    The more time we all spend interacting with digital devices, the more we crave human interaction. And customers want marketers to get to know them as individuals. JD Metcalf, VP of Marketing Strategy at Harte Hanks, explains what this can look like in financial services.
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  • Make Your Brand Relevant with ''Lifestyle Wrappers''

    Jul 31, 2018, 15:35 PM by None
    It can feel daunting for a packaged goods brand to make an emotional connection with its customers—especially in the days of Amazon. Zach Nelson, VP of Marketing Strategy at Harte Hanks, explains how brands like Coca Cola surround commoditized products with "lifestyle wrappers" to create emotional connection and stay with the consumer between purchases.
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  • Why Brands Need to ''Surround'' Customers with Coordinated Messaging

    Jul 31, 2018, 15:35 PM by None
    It is the essence of omnichannel marketing: surrounding customers with relevant, coordinated messaging across channels, in the right moments. Zach Nelson, VP of Marketing at Harte Hanks, explains the strategy he calls "The Surround."
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  • Banks: Here's the Big Acquisition Opportunity You're Missing

    Jul 31, 2018, 15:35 PM by None
    Most banks and credit unions want to tap into this acquisition opportunity—and it might be easier than it appears. Find out which opportunity we're referring to from JD Metcalf, VP of Marketing Strategy at Harte Hanks.
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  • What's the Biggest Threat to Banks and Credit Unions?

    Jul 31, 2018, 15:35 PM by None
    At the end of 2017, over $2B was sitting in the Starbucks payment app. Find out why this is important to banks and credit unions and what they can do about it from JD Metcalf, VP of Marketing Strategy at Harte Hanks.
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  • Harte Hanks Featured July 2018

    Jul 26, 2018, 15:44 PM by None
    On the topic of technology, new author Tej Bhattarai, Marketing Campaign Director, examines best practices for selecting and implementing the right tools for your omnichannel experience—and Laura Watson, Director of Strategy, explains the irony in using technology to be more “human” in your communications.
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  • 3 Ways to Use Social Listening to Build Better Marketing Strategies

    Jul 26, 2018, 10:43 AM by Nick LaBran
    Social media is now part of just about every company’s marketing strategy. Some use it well, others, not so well. But one key element that should be part of any successful social marketing strategy is social listening.
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  • Google Trends: A Proven Tool to Uncover What Customers Really Think

    Jul 23, 2018, 12:24 PM by Jennifer Miles-Losapio
    A decade ago when market research response rates were 35% to 40%, we could assume away non-response bias. But today, with response rates as low as 5% to 10%, we need to question whether we are getting results that represent the population.
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  • Infographic: Why Fractional Attribution is the Best Way to Measure MROI

    Jul 23, 2018, 05:29 AM by Jennifer Miles-Losapio
    Fractional Attribution rooted in proven math and statistical techniques is a critical tool to improve and optimize the performance of an incredibly complex system of channels and media, both online and offline. Check out why top-performing CMOs are relying on fractional attribution to improve their marketing efforts—and their return on investment—in this infographic.
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  • Supply Chain Execution Can Be a Sustainable Source of Competitive Advantage

    Jul 20, 2018, 03:57 AM by Mark Michaud
    Supply chain execution for some firms is an increasingly critical dimension of marketing, differentiation, and defensible competitive advantage. As an example, consider Home Depot’s recent decision to invest $1.2 billion in its supply chain for their two thousand-plus stores as well as their growing e-commerce business.
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  • The Four Choices for Outsourcing Your Marketing Database—And Tips for Success

    Jul 18, 2018, 06:03 AM by Aaron Ludwig
    We’ve discussed the factors you should consider when deciding to outsource your database, as well as some of the benefits you can reap from an outsourced marketing database. We’ve even covered what a good marketing database will cost (in house or outsourced).
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  • 10 Benefits of Outsourcing Your Marketing Database

    Jul 17, 2018, 04:14 AM by Aaron Ludwig
    You know the four functions of a good marketing database, but can you achieve all four on your own? If not, outsourcing might be the answer. The specific benefits you may gain from outsourcing your database marketing solution depend on your situation and goals. Generally, however, the benefits fall into 10 well-defined categories.
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  • Luxury Auto Brand Drives Customers to the Dealership Network for Service

    Jul 16, 2018, 15:44 PM by None
    The dealership network of a major import automotive brand was losing after-sales revenue, an extremely important part of the dealership's overall profitability.
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  • A Well-Executed Rewards Program Benefits You and Your Customers

    Jul 16, 2018, 05:54 AM by Matt Pollock
    From travel and hospitality offers, to incentives on concert and sporting event tickets and that Starbucks card in your wallet, we’re a society that loves our perks. In the U.S. alone, consumers hold over 3.8 billion memberships in customer loyalty programs—and that number continues to grow.
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  • Drop Off and Pick Up: eCommerce as Fulfillment's Newest Frontier

    Jul 13, 2018, 12:05 PM by Matt Pollock
    Delivery options for ecommerce fulfillment are proliferating. The choice of same-day delivery or next-day or two-day shipping are table stakes. Now, consumers have the choice to go to a physical location to pick up their package themselves, saving time and money.
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  • Bringing the Human Back to Marketing through Digital Transformation

    Jul 12, 2018, 08:50 AM by Karen Puckett
    Wipro’s flagship WINNOVATE 2018 event took place earlier this year, at which Harte Hanks CEO Karen Puckett joined executives from Microsoft, Uber, Discover and Nokia in a panel discussion on Operations Transformation in the Digital Age. We captured some of Karen’s insights on technology and transformation ahead of the event in this interview.
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  • What Does Blockchain Mean for the CMO?

    Jun 29, 2018, 00:35 AM by KN Kasibhatla
    Some say blockchain technology is as revolutionary as the internet itself. For example, Ginni Rometty, the CEO of IBM states "Blockchain will do for transactions what the internet did for information." Skeptics, on the other hand, point to multiple security breaches, slow transaction speeds, and severe governance inefficiencies as evidence that blockchain technology is more hype than substance.
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  • The Technology You Need for Successful ABM: 6 Recommendations

    Jun 28, 2018, 08:41 AM by Jonathan Cayton
    In this final installment of our four-part series on account-based marketing, we detail six technology fields essential to supporting an end-to-end ABM process. We also suggest tools for consideration for both entry-level and advanced strategies.
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  • What Does the Future of AI Look Like in Marketing?

    Jun 28, 2018, 02:03 AM by None
    Laura Watson, Director of Strategy at Harte Hanks, explains how some day in the (near?) future, machines will be able to use artificial intelligence to read our emotions and act accordingly—allowing marketers to make a big leap forward.
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  • New Mover Marketing Suite

    Jun 25, 2018, 15:35 PM by None
    Discover how to make the most of moving. Watch our video to learn how to drive sales and brand engagement for your business with the New Mover Marketing Suite by Harte Hanks.
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  • Did the ''Solo'' Star Wars Trailer Doom the Film?

    Jun 21, 2018, 05:40 AM by Alan Kittle
    The film Solo: A Star Wars Story failed at the box office and looks to be the lowest-grossing film in the franchise’s long and stellar (pun intended) history. Numerous critics have faulted various aspects of the film including: switching midstream from directors Phil Lord and Chris Miller to Ron Howard, an unknown leading man taking over as the teenage version of an iconic character, or the release date between Avengers: Infinity War and Incredibles 2.
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  • How to Use AI for More Meaningful Marketing: 4 Steps

    Jun 15, 2018, 14:05 PM by Laura Watson
    It’s been a decade since Mad Men’s Don Draper and his entourage dramatized the now-antiquated approach to marketing: create a product then convince consumers they can’t live without it. For today’s marketers, given the focus on big data, personalization and one-to-one marketing, that methodology feels foreign.
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  • Stay In Control of Delivery with Real-Time Mail Reporting

    Jun 14, 2018, 15:44 PM by None
    prEtrak software from Harte Hanks offers real-time reporting, which lets you know the precise location of your mail at all times. Our 30-year, hands-on relationship with the United States Postal Service helps to ensure that delays are avoided and your mail gets delivered on time. As a regular user of prEtrak data, even the USPS values the insight delivered by prEtrak reporting.
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  • College Improves Student Support Experience In Over 400,000 Inquiries Per Year

    Jun 14, 2018, 15:44 PM by None
    Enrollment continues to increase at this five-campus community college, and so has the need for student support services. With each new academic year comes predictable spikes in student information requests concerning enrollment, financial aid, and general information about student life. Student inquires of up to four times the typical need can easily stress student support staff to the limits.
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  • How to Audit Your Content Against the Buyer’s Journey—and Fill the Gaps

    Jun 13, 2018, 15:30 PM by Nicole Bump
    Content serves as our brand’s turn in the digital brand-buyer conversation—and each of our turns in that conversation must deliver some value to the buyer. To deliver that value at every interaction, you must have a deep understanding of your customers, what they’re trying to accomplish and wh
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  • How to Find and Enable Your New CMO

    Jun 13, 2018, 15:24 PM by Frank Grillo
    With all of the new responsibilities CMOs are being asked to shoulder, the role can sometimes feel like we’re being asked to walk on water. In fact, that’s exactly how Kim Whitler, Assistant Professor, University of Virginia, Darden School of Business and member of the Harte Hanks Marketing Advisory Board, calls it: a “water-walking” role. Finding the right CMO that can navigate these demanding waters is equally challenging for the CEO (evidenced by the fact the CMOs have by far the shortest tenure in the C-Suite).
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  • Omnichannel Marketing: 10 Steps to Setting Your Investment Up for Success

    Jun 13, 2018, 13:37 PM by Tej Bhattarai
    Omnichannel marketing—the practice of sequencing communication across channels so that it’s connected, relevant and consistent with the customer’s buying stage—is no longer a competitive edge, but rather a business practice mandatory for survival.
    Full story

  • How to Create Pre-Roll without the Eye Roll

    Jun 12, 2018, 15:26 PM by Greg Costello
    They’re the annoying ads you can’t wait to click through so you can see the video your aunt sent you of the cat chasing the laser pointer. Nobody likes pre-roll ads—in fact, YouTube has started killing “unskippable” 30-second ads, requiring the welcome “Skip Ad” button to come in after about five seconds.
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  • Harte Hanks’ Sony Electronics email campaigns win three platinum creative awards

    Jun 12, 2018, 08:23 AM by Harte Hanks
    SAN ANTONIO, May 21, 2018 (GLOBE NEWSWIRE) -- Harte Hanks (NYSE:HHS), a leader in developing customer relationships, experiences and interaction-led marketing, won three platinum awards in the international 2018 Hermes Creative Awards for innovative email campaigns the company produced for Sony Electronics.
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  • Global DataView: Solution Overview

    Jun 7, 2018, 15:44 PM by None
    In a world where customers demand exceptional, relevant experiences—online and offline—single, static data points and demographics simply won’t cut it. ou cannot converse contextually with someone by knowing that she’s a 38-year old female from Denver making $67,000 per year.
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  • How to Stand Out in a Crowded Content Space

    Jun 7, 2018, 15:35 PM by None
    Your brand's content is not only competing with other brands—it's also competing with the likes of Netflix, Hulu and Amazon Prime content for attention. You can stand out by delivering real value. Nicole Bump, Director of Content Marketing at Harte Hanks, explains.
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  • Stepping Through the 4 Ps: A Guide for Successful Account-Based Marketing

    Jun 7, 2018, 11:45 AM by Jonathan Cayton
    In this third installment of our four-part series about account-based marketing, we click through the “Four Ps” essential to the process: prepare, prioritize, plan and perform. Much of marketing is about pursuit. But we’d all be spinning in circles if we did not first invest the time to identify and get to know the prospective customers we are best suited to help—and consider the ideal approach to engage with them.
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  • CRM 3.0: From Raw Data to Marketing Signals

    Jun 5, 2018, 09:25 AM by KN Kasibhatla
    n the not-so-distant past, the standard methodology in marketing analytics was to input raw data variables into statistical programs to generate marketing insights. This approach was a core element of what is referred to as CRM 2.0.
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  • Diversity in Branding: A Google Trends Study

    Jun 1, 2018, 15:44 PM by None
    Corporations are increasingly willing to connect their brands to social issues. Rather than be left behind, many companies are wondering whether they too should add a social dimension to their brand. While there are numerous risks, some of the key advantages include making the brand more human.
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  • Harte Hanks Featured Vol 10 May 2018

    May 30, 2018, 15:44 PM by None
    It’s that time of month again—time for an update on our hottest marketing content. And hot it’s been for data privacy professionals. Between the Facebook/Cambridge Analytica fiasco and GDPR, the marketing world has been abuzz about personal data, data privacy and trust lately.
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  • Interview with Xerox’s Brian Carrier: Driving Engagement with a Global DataMart

    May 30, 2018, 13:59 PM by Nicole Bump
    Brian Carrier is the Vice President of Global Demand Generation, Data Insights and Marketing Technology at Xerox. Reporting to Xerox’s CMO, Toni Clayton-Hine, Brian is responsible for the company’s global demand generation and marketing technology/data strategy, including the company’s big data datamart, Salesforce.com and Marketo integration, as well as their technology roadmap. We interviewed him about his key challenges and the innovative technology he’s employing to solve them.
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  • 3 Tips for Creating a Lot of Content—Quickly

    May 29, 2018, 15:35 PM by None
    We know content is important, but it can be a big challenge to create a steady stream of high quality material. Nicole Bump, Director of Content Marketing at Harte Hanks, provides three tips for producing valuable content on the regular.
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  • Heard of Context Audiences? See What They are and How to Build Them

    May 29, 2018, 15:35 PM by None
    Instead of trying to be everything to everyone on social media, consider context audiences. Hear Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explain why they can be a great tool for generating relevant social communities.
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  • Hey, Social Media Marketers! Don't Get Comfortable.

    May 29, 2018, 15:35 PM by None
    Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explains what should be top of mind for social media marketers in 2018. You might also find value in this this post by Kate: 5 Dos and Don'ts on How to Use Consumer Data in Social
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  • How to Create an Always-On Content Machine

    May 29, 2018, 15:35 PM by None
    Content that never sleeps! Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explains an insider tip for creating an always-on content machine. Check out how to create lots of content from a few simple steps.
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  • How to Find Your Brand Advocates

    May 29, 2018, 15:35 PM by None
    While reaching a large audience with a prominent influencer sounds like a winning bet, you might be better off focusing on your brand advocates. Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explains why—and how to find them.
    Full story

  • What are Customers Looking for from Brands on Social?

    May 29, 2018, 15:35 PM by None
    Do you know what your customers want from you on social? Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, explains what it is—and how to deliver it.
    Full story

  • Who is Nailing Personalized Social Right Now?

    May 29, 2018, 15:35 PM by None
    Social media should be about having personalized conversations. See which brand Kate Sullivan, Senior Director, Digital & Social Media at Harte Hanks, holds on a pedestal for social personalization.
    Full story

  • 6 Steps to Household Deposit Growth—A Banker’s Marketing Guide

    May 29, 2018, 14:58 PM by JD Metcalf
    August and September mark one of the busiest times of year for opening depository accounts, and the time to take advantage is now. In this second story in our two-part series, we follow six marketing steps that enable banks to identify, select and engage the best-opportunity households for new accounts. If you haven't seen the first post on finding households ripe for deposit growth, have a look!
    Full story

  • 5 Dos and Don'ts on How to Use Consumer Data in Social

    May 29, 2018, 14:09 PM by Kate Sullivan
    By Laura Watson and Kate Sullivan. Data privacy is a hot button topic right now—but being responsible with your customer’s personal data is never going to go out of style.
    Full story

  • How to be Human with Your Content—Understand the Buyer's Journey

    May 29, 2018, 11:07 AM by None
    Content is still king, but only if it delivers value to those that engage with it. Nicole Bump, Director of Content Marketing at Harte Hanks, explains how to deliver this value by understanding the buyer's journey.
    Full story

  • 4 Ways to Master Finding Households that are Ripe for Deposit Growth

    May 25, 2018, 14:01 PM by JD Metcalf
    A sound way to increase deposits is by strengthening relationships with existing customers. In this first story in a two-part series, we lay out the four steps for growing deposits with a small but influential segment—affluent households.
    Full story

  • When Flashy Fizzles: Choose a Fulfillment System with Core and Custom Functionality

    May 25, 2018, 10:27 AM by Matt Pollock
    We've all seen those infomercials with products that look like they would be genius—if they worked. Little egg cups that will make hard boiled eggs a cinch by replacing the hard-to-peel egg shell with a plastic case ("Never peel an egg again!"). A machine that will suck ear wax out of your ears to prevent painful Q-tip injuries. The gadget that quickly snips off all of the split ends in your hair.
    Full story

  • Cutting Through the Noise with Social Listening: The B2B Story

    May 24, 2018, 10:12 AM by Ioana Popescu
    It's no stretch to say that there’s a lot of chatter on the internet creating a ton of digital noise. Today, on Twitter alone there are 350,000 new tweets sent per minute and currently 2.2 billion active monthly users on Facebook—that’s more people than the entire population of China.
    Full story

  • Digital Transformation: A Framework for Auditing Where You Stand Today

    May 22, 2018, 15:34 PM by Scott Rhodes
    I’m going to bring up a term that might score if you’re playing buzzword bingo: “digital transformation.” The term has become ubiquitous enough that most companies are at least pretending to worry about it—and amorphous enough that no two “gurus” will give you the same working definition of what it actually means.
    Full story

  • Accounts are People, Too—Applying Personas Through Account-Based Marketing

    May 22, 2018, 15:17 PM by Jonathan Cayton
    In this second installment of our four-part series about account-based marketing, we’ll venture into selective accounting and developing personas by analyzing the events that shape the client’s needs. If you haven't yet, check out the first part in this series about the five essential ingredients to building an ABM strategy.
    Full story

  • Analytics by the Bundle: 5 Customer Traits Insurers Should Know to Grow

    May 16, 2018, 16:14 PM by Thea Crelin
    By Daniel Rubin and Thea M. Crelin. It’s the million-dollar question that can save many insurance firms a bundle, and yet it starts so small: If you had just one dollar to spend on marketing, where would that dollar go?
    Full story

  • Choose the More Robust Transportation Provider During A Capacity Crisis

    May 16, 2018, 09:03 AM by Dave Francis
    In my previous blogpost, I looked at the state of transportation and how to manage the current capacity crisis: that is, the trucking industry demand for freight is very high, and supply of equipment very low, which results in high prices.
    Full story

  • Pioneering Automation in The Boutique with Signal Hub

    May 14, 2018, 13:35 PM by Marla Schilling
    The Boutique continues to nurture website visitors by providing valuable content in the right moment. We strive to do this in the most human way possible, just as if we were in a real brick-and-mortar store, helping visitors face to face.
    Full story

  • HHQ Vol. 3 Spring 2018

    May 11, 2018, 15:44 PM by None
    What an exciting and yet challenging time to be in marketing. The demands placed on us as marketers are constantly expanding and are being driven from all areas that impact our customers’ and potential customers’ lives. Perhaps none is more top of mind at the moment than trust. People share their information with us in the two-fold belief that we first will respect it, and second, that we will use it in a way that is genuinely relevant to them.
    Full story

  • When Insights are Anything but Insightful: Making Creative Briefs Better

    May 9, 2018, 10:26 AM by Rich Romig
    It’s practically a rite of passage. Every copywriter or art director kvetches at some point (and many never stop) about the quality/usefulness of a creative brief. Sometimes it’s an ongoing problem that can only be solved by an overhaul of the document itself—or the infusion of new personnel who simply know how to write better, more actionable briefs.
    Full story

  • Are You Measuring the Right Social Metrics?

    May 8, 2018, 15:35 PM by None
    If we're looking to generate true dialogue on social media, we need to measure more than likes. Nick LaBran, Social Media Intelligence, provides some alternatives.
    Full story

  • How to Cut through the Noise in Social Media

    May 8, 2018, 15:35 PM by None
    It's one of the biggest challenges facing social media marketers: being heard in a sea of ever increasing voices. But it's not about shouting the loudest. Hear what Nick LaBran, Social Media Intelligence at Harte Hanks, recommends.
    Full story

  • What are Marketers Getting Wrong with Social?

    May 8, 2018, 15:35 PM by None
    Are you being social on social? Or making this common mistake? Nick LaBran, Social Media Intelligence at Harte Hanks, explains what lots of marketers are getting wrong. If you want to get social right, check out one of our social listening case studies.
    Full story

  • Customer Retention: Another Phase in the Buyer's Journey

    May 4, 2018, 09:42 AM by JD Metcalf
    How much more profit would your company generate with a small improvement in new customer retention? For most firms, the answer is, “A LOT.” A simple Google search generates statistics that show it costs between 5X-25X as much to acquire a new customer as it does to retain a current customer.
    Full story

  • How to Deliver a Better Omnichannel Experience

    May 3, 2018, 15:26 PM by Asha Rangaraj
    Omnichannel experience is a multi-channel approach to marketing, selling and serving customers in a way that creates an integrated and cohesive customer experience—no matter how or where a customer reaches out.
    Full story

  • How Facebook Might Die: A Retrospective Look at Days to Come

    May 1, 2018, 09:17 AM by Sam Kwietniak
    I am not a tech expert. I’m not even a tech-sort-of/kind-of-fan. But I am (as we all are) entwined in the industry’s every episode, with personality, privacy and productivity all at the mercy of its mercurial metamorphoses. What follows is far from a scientific forecast of what’s to come, but rather, a prophecy of what may—should the titans of technology continue to ignore the shifting expectations of today’s misused users.
    Full story

  • Financial Services Marketers: Here's Why Your Brand Needs to be Human

    Apr 30, 2018, 15:35 PM by None
    At the end of the day, we're all people, and we're making decisions not just based on rational evaluation—but also based on our experiences with brands. Brands therefore need to connect with customers on a more human level. Nicole Pawluk, Director of Strategy and Planning at Harte Hanks, explains why this is particularly important for financial services brands.
    Full story

  • How to Reach the Customer that Avoids Marketing

    Apr 30, 2018, 15:35 PM by None
    For customers that avoid marketing messages, it's best to forget about "marketing" altogether. Instead, focus on creating value. Nicole Pawluk, Director of Strategy and Planning with Harte Hanks, explains.
    Full story

  • What is the Biggest Mistake Marketers are Making with Mobile?

    Apr 30, 2018, 15:35 PM by None
    "If you build it, they will come." Not so with mobile apps. Nicole Pawluk, Director of Strategy and Planning with Harte Hanks, explains why marketers need a plan for how to continually engage users with their mobile apps.
    Full story

  • Why Mobile is a Great Channel to have a More Human Conversation

    Apr 30, 2018, 15:35 PM by None
    People have deep, emotional connections with their smartphones, which makes mobile a great place to have a genuine, human conversation. Hear more from Nicole Pawluk, Director of Strategy and Planning at Harte Hanks.
    Full story

  • How Much Does a Marketing Database Cost? Here are the Details

    Apr 27, 2018, 15:57 PM by Aaron Ludwig
    The scope of database marketing, the various skill sets required, and particularly the ways the database intersects both IT and marketing, are factors that contribute to why many organizations choose to outsource their database.
    Full story

  • Global DataView for Retail: Solution Overview

    Apr 27, 2018, 15:44 PM by None
    In a world where customers demand exceptional, relevant experiences—online and offline—single data points and demographics simply won’t cut it. You cannot converse contextually with a shopper by knowing that she’s a 38-year-old female from Denver making $67,000 per year
    Full story

  • How to Match Customer Investment Strategies with Products

    Apr 27, 2018, 15:10 PM by Lane Yard
    Saving for the future is smart. Yet, historically many Americans haven’t exactly been wired to do it. So, financial advisors have long relied on scare tactics to convince consumers to save for the future: If you’re not putting at least 15% a year in your retirement fund, you’ll be working until you’re 75!
    Full story

  • The Most Important Contact Center Trends for 2018

    Apr 27, 2018, 11:25 AM by Terry Arnold
    There are a number of trends to adjust to as the role of contact center continually changes. However, a through-line is maintaining excellent customer experience.
    Full story

  • Interact in Ways that Feel Refreshingly Human

    Apr 26, 2018, 15:35 PM by None
    Understand your customers' digital buyer signals to say the right things, in the right moments, beautifully on cue.
    Full story

  • 400-Store Retail Chain Cuts Costs and Drives Sales with Mail Optimization plus Data Solution

    Apr 24, 2018, 15:44 PM by None
    This retail company needed a better way to navigate the United States Postal Service, they partnered with Harte Hanks to ensure its promotional mail arrived in homes at the desired time. Considering that postage can account for as much as 50% of the cost of a direct mail campaign, the retailer also sought to find postage savings.
    Full story

  • Not Practicing Human Marketing? Prepare to Lose Customers

    Apr 24, 2018, 13:38 PM by Michael Behrenhausen
    It’s my job to work with our team as we consistently strive to put the human back into our marketing efforts. What that means is we’re seeking to create meaningful conversations and interactions by understanding the context of a client's (or potential client's) placement within the buyer’s journey. Basically, we’re listening for clues and thoughtfully responding in kind—just as you would in a normal conversation with a friend.
    Full story

  • Are You Ready for Account-Based Marketing? 5 Key Ingredients

    Apr 23, 2018, 16:23 PM by Jonathan Cayton
    This story is the first in a four-part series that explores ways to leverage and effectively deploy account-based marketing. In this first part of the series, we examine the five essential ingredients to building an ABM strategy.
    Full story

  • Order and Manage Branded Marketing Materials Faster with nexTouch

    Apr 20, 2018, 15:44 PM by None
    nexTouch is a proprietary online ordering platform that allows you to simplify fulfillment and empower your sales, marketing and channel-partner teams to do the same—saving you both time and money. Select from your corporate-branded templates and approved messaging to create, proof and print unique documents that adhere to your brand standards.
    Full story

  • On-time Mail Delivery Gets Shoppers Into Stores for Crafting Retailer

    Apr 20, 2018, 15:44 PM by None
    This “Create-It-Yourself Superstore” relies heavily on repeat sales to their most loyal customers, promoted through monthly direct mailings of 8 million color circulars with time-sensitive coupons. However, 15% of the mail pieces were arriving at the customers’ homes late, significantly reducing the impact of the promotions.
    Full story

  • Enhance the Response Rate and Lifespan of Direct Mail

    Apr 20, 2018, 15:44 PM by None
    MagikScan is a data-driven solution from Harte Hanks designed to enhance your response rate and extend the life of your direct mail campaigns. The program starts with traditional direct mail and then adds a twist: a reusable and fun-to-activate Quick Response (QR) code that leads the consumer to ongoing offers
    Full story

  • How To Manage The Current Capacity Crisis In Logistics

    Apr 20, 2018, 15:10 PM by Dave Francis
    "Crisis" is a strong word—but when talking about the current state of logistics, it might be an appropriate descriptor. It's not time to panic yet, but if we look at some basic economics, things are certainly getting dicey.
    Full story

  • 5 Pillars for Wealth Management Solution Overview

    Apr 19, 2018, 15:44 PM by None
    Managing someone’s financial assets is about as personal a business as you can get. After all, the performance of customers’ portfolios directly impacts their lives—whether they’re planning for college expenses or looking toward a comfortable retirement. Yet in such a personal business, the customer acquisition process isn’t always personal. Additionally, the industry faces some daunting challenges.
    Full story

  • How to Increase the Power of Your Financial Advisor Network

    Apr 19, 2018, 07:41 AM by Lane Yard
    He may be in the hot seat for sharing a bit too much lately, but Facebook cofounder and CEO Mark Zuckerberg certainly understands the value of sharing. In a 2011 interview with Charlie Rose, Zuckerberg summed it up by saying, “In terms of doing work and in terms of learning and evolving as a person, you just grow more when you get more people’s perspectives.”
    Full story

  • Worksheet: How To Know If You Should Outsource Your Database

    Apr 17, 2018, 15:44 PM by AAron Ludwig
    We've created this worksheet to help you decide if you should seek to install or outsource your marketing database. Included are 20 factors to consider (other than cost). Think you know where you stand? Download the worksheet to find out.
    Full story

  • How to Come Out on Top in the Face of InsurTech Disruption

    Apr 17, 2018, 15:27 PM by Thea Crelin
    The digital revolution has disrupted industry after industry. Now it’s happening with insurance. There are three good reasons insurance has resisted the digital revolution up to this point—and they must be reckoned with for the industry to progress.
    Full story

  • 3 Steps for Nurturing Investment Clients Until They're Ready to Engage

    Apr 13, 2018, 13:52 PM by Lane Yard
    Let’s face it, nurturing anything takes time before you see the payoff. Whether it’s a garden, an education or a personal relationship, rushing to the end without providing the right amount of time, care and attention can compromise results
    Full story

  • Data and Trust: 4 Pressing Risks for CMOs

    Apr 13, 2018, 08:41 AM by Chris Field
    Customer data privacy is an area of intense public and governmental concern across the globe. Since customer data are often managed by marketers, companies need their CMOs to take the lead on this one. We see four major risks that must be managed immediately. If done well, the risks become opportunities.
    Full story

  • Take Your Personas To The Next Level With Powerful Analytics

    Apr 12, 2018, 15:44 PM by None
    The constant mantra at Harte Hanks is: The right message, with the right offering, designed to reach the audience at the right time. One way we make this mission a reality is to create analytics-based personas. Another way is to nest personas within the strategic context we call the 5 Pillars of Best-in-Class Marketing.
    Full story

  • Harte Hanks Featured Vol 9 April 2018

    Apr 12, 2018, 15:44 PM by None
    Let’s start with Toys“R”Us . The childhood icon is closing its doors. What went wrong? How could they have avoided this fate? I’ve brought back a piece from October that explores how Toys“R”Us could have saved its stores. If your brand has a brick and mortar presence, click through to learn from their mistakes.
    Full story

  • Turmoil in the Fulfillment Industry: Choose a Reliable Provider

    Apr 11, 2018, 10:31 AM by Matt Pollock
    We've been seeing a major change in the marketplace over the past 10 years when it comes to fulfillment. Some companies are suddenly exiting the playing field, and others are slowly backing away by not investing in systems to keep it moving forward.
    Full story

  • Why Cooperation Between Channels Means More Market Share in Pharmaceuticals

    Apr 11, 2018, 10:23 AM by Terry Arnold
    Pharmaceutical field sales forces are among the best in any industry. Well-recruited, professionally managed, thoroughly trained, strategically deployed, accurately measured, and driven by carefully designed comp plans.
    Full story

  • How to Use Segmentation to Provide More Value to Insurance Buyers

    Apr 10, 2018, 14:02 PM by Thea Crelin
    Making the most of the investment is simply a matter of focusing efforts on the anticipated opportunities (and risks) an individual company’s change will present. By doing so, even small insurers could compete with mid-sized rivals. To get the most out of segmentation, one must keep in mind that the buyer’s journey for each segment is likely to be different.
    Full story

  • The 5 Pillars for Insurance: Solution Overview

    Apr 9, 2018, 15:44 PM by None
    Technology has reshaped many industries, but few, in recent years, have been as disrupted as the insurance industry. With the prevalence of online shopping and consumers simply expecting a more customized experience, today’s insurers face significant challenges.
    Full story

  • Content is Still King for B2B Marketers

    Apr 5, 2018, 15:35 PM by None
    DeShelia Spann, Director of Strategy at Harte Hanks, explains why content is one of the few things that will remain constant in B2B marketing—and how to use it across the buyer's journey.
    Full story

  • How B2B Marketers Need to Think About Personalization

    Apr 5, 2018, 15:35 PM by None
    For B2B marketers to be successful, they need to take personalization beyond a name in an email to consistently serving up contextual messaging that aligns with behavioral insights and the buyer's journey.
    Full story

  • How B2B Marketers Should Use Artificial Intelligence

    Apr 5, 2018, 15:35 PM by None
    Harte Hanks Director of Strategy DeShelia Spann explains how B2B marketers can use AI to move from broad-based messaging to a one-to-one approach.
    Full story

  • 3 Ways to Improve B2B Lead Gen with Personalization

    Apr 5, 2018, 13:53 PM by DESHELIA SPANN
    For several years now, the concept of personalization has been largely driven by quantitative and qualitative data. Leveraging demographic and firmographic insights to engage with existing and potential customers became the go-to-market strategy for many marketers.
    Full story

  • 10 Questions for Selecting a Fulfillment Provider

    Apr 4, 2018, 05:53 AM by None
    Modern technology and operations management in your fulfillment process can deliver on both improved performance and reduced costs. This makes choosing the right fulfillment partner a business-critical decision.
    Full story

  • How To Ensure Contact Center Agents Offer Top Customer Experiences

    Apr 3, 2018, 15:24 PM by Terry Arnold
    Often, for your customers, the first point of interactive contact with your business is via your contact center. Whether it's through asking a question of your brand on social media or through your online chat feature, emailing, or calling to speak with a representative, the caliber of this particular interaction can make or break whether a customer decides to continue to interact with your brand (and what they share with their networks about their experience).
    Full story

  • The Future of CRM

    Apr 2, 2018, 15:44 PM by None
    We are in the middle of a paradigm shift in the tools and capabilities driving customer relationship management (CRM) marketing. While the discussion of omnichannel and one-to-the-moment marketing has been around for some time, very few firms are executing this vision, despite a significant increase in enabling technologies.
    Full story

  • The 5 Pillars for Banks and Credit Unions: Solution Overview

    Mar 29, 2018, 15:44 PM by None
    Retail banking is increasingly a customer-driven industry. The surge in mobile banking alone is evidence that customers want access well past “banking hours”—and they’re willing to shop around until they find a relationship that works for them.
    Full story

  • How Customer Data Integration Drives Sales Growth

    Mar 29, 2018, 15:44 PM by None
    Bad things happen when customer data generated by one component of the marketing technology (martech) stack is out of sync with another. In other words, customer data integration (CDI) can be a serious problem.
    Full story

  • Digital Streaming Support: Solution Overview

    Mar 29, 2018, 15:44 PM by None
    Consuming today’s digital media is all about personal preferences and the individual user experience. When, where and how we watch our favorite shows or events is as personal as the clothing we buy. Our experience in engaging with a brand dictates whether it’s worthy of our precious time and attention.
    Full story

  • Why Storytelling is Important in B2B—and How to Get Started

    Mar 29, 2018, 15:35 PM by None
    Harte Hanks Strategist Beth Curtis-Clarke explains why B2B brands need to go beyond metrics and facts to humans and emotion in their marketing—and provides tips for getting started with storytelling.
    Full story

  • 3 Steps for Cool-Headed Insurance Marketing in a Breakneck World

    Mar 29, 2018, 13:45 PM by Thea Crelin
    Agility may be key to surviving an industry in flux, but when it comes to the insurance business, successfully keeping apace means understanding if fleet-footedness is necessary for fleeting change.
    Full story

  • Machine Learning: How to Turn Artificial Intelligence into Relevant Conversations

    Mar 27, 2018, 13:51 PM by Jennifer Miles-Losapio
    Sure, IBM’s Deep Blue knew how to maneuver a rook for a serious game of chess, but when it comes to anticipating your best customer’s marketing needs, the artificial intelligence program is kept in check by one sweeping figure: 2.5 billion.
    Full story

  • Marketers, Are You GDPR Ready?

    Mar 23, 2018, 13:50 PM by Jennifer Miles-Losapio
    With the recent data privacy scandal involving Facebook and a research company called Cambridge Analytica, the issue of personal data is seeing a whole new level of attention. In this light, adhering to privacy laws is all the more important.
    Full story

  • Meeting Visitors “Face-to-Face” Thanks to Automation

    Mar 23, 2018, 13:45 PM by Marla Schilling
    Take a step back and think about how technology has played an integral part of making tasks easier and in turn, increasing our efficiency as humans.
    Full story

  • IBM Uses Social Listening for ABM

    Mar 22, 2018, 15:35 PM by None
    Some brands are doing great account based marketing—and having fun with it. Alex Gill, SVP of B2B Strategy at Harte Hanks, explains how IBM is successfully using social listening to drive their ABM efforts.
    Full story

  • Mistakes Brands Make with ABM

    Mar 22, 2018, 15:35 PM by None
    Account based marketing (ABM) is a hot trend in B2B businesses, but not everyone is getting it right. Alex Gill, SVP of B2B Strategy at Harte Hanks, explains some of the mistakes brands are making with their ABM.
    Full story

  • What is Account Based Marketing (ABM)?

    Mar 22, 2018, 15:35 PM by None
    Alex Gill, SVP of B2B Strategy at Harte Hanks, defines account based marketing (ABM) and its goals.
    Full story

  • Customer Retention: A Framework to Follow and Pitfalls to Avoid

    Mar 22, 2018, 09:32 AM by Nicole Bump
    The definition of customer retention is simple: a customer continues to transact with your brand. But achieving customer retention? Not so simple. In fact, as Scott Neslin, Albert Wesley Frey Professor of Marketing at the Tuck School of Business, Dartmouth College, explained at a Harte Hanks Marketing Advisory Board meeting, customer retention is downright difficult to achieve in practice and can be expensive to boot.
    Full story

  • The Four Key Functions of Any Good Marketing Database

    Mar 21, 2018, 11:29 AM by Aaron Ludwig
    Building and managing a database marketing solution is not merely data warehousing, as some companies mistakenly assume. It is a complex set of activities that cut across both IT and marketing, and that involve specialized skill sets in a number of areas. Most IT staffs can build the data warehouse easily, but that is only the beginning of a successful database marketing initiative.
    Full story

  • Banking on Disruption: Top Financial Services Content

    Mar 19, 2018, 16:53 PM by Michael Behrenhausen
    How do banks personalize their customer experiences in the digital age while still maintaining the comfort and familiarity provided by branch locations? That's just one of the questions within the financial services industry we have explored. It's all a part of our efforts to make marketing more human and provide thought leadership in the rapidly evolving world banks and financial institutions are challenged with navigating.
    Full story

  • Marketing Notes from the Field—A Creative Perspective

    Mar 19, 2018, 13:49 PM by Karl Hellman
    The following is an interview by Dr. Karl Hellman with Alan Kittle, SVP Creative and Strategy at Harte Hanks. Karl was curious about Alan’s perspective after an extended series of meetings with clients across the USA and Europe. Karl’s question topics ranged from the 5 Pillars of Best-in-Class Marketing to social issue advertising.
    Full story

  • The Master of Mattress Shopping: Why Casper's Experience is Near Perfect

    Mar 19, 2018, 11:26 AM by Nicole Bump
    Who would buy a mattress online, you may ask? Well, I would, for starters, and so do a lot of others—the online mattress industry is worth about $1.5B. But because a mattress is typically considered a 'fit product' that customers want to try out in person, these bed-in-a-box companies have had to innovate their customer experience to provide value to the buyer in other ways.
    Full story

  • How to Develop Marketing Talent: Best Practices from Our Advisory Board

    Mar 17, 2018, 15:26 PM by Nicole Bump
    One of the goals of the Harte Hanks Marketing Advisory Board is to provide value to our professional members and others like them. Developing talent is a common challenge that most marketing leaders face. How do we grow the next generation of marketers? And how can we continue to develop as leaders ourselves?
    Full story

  • How NOT to do Creative Services: Cartoon #2

    Mar 15, 2018, 15:58 PM by David Chandler
    That’s not how we do things at Harte Hanks. We believe communication is critical to creating attention-grabbing creative work. That’s why we employ an agile process—one in which our clients are included in every step of the journey, from brief to delivery. It’s only by doing this that we can create content that truly engages your customers in the moments that matter
    Full story

  • How NOT to do Creative Services: Cartoon #3

    Mar 15, 2018, 15:58 PM by David Chandler
    That’s not how we do things at Harte Hanks. We believe flexibility is crucial when it comes to creating truly creative work. That’s why we employ an agile process that allows us to react at a moment’s notice. Because to reach your customers you need to create relevant, engaging content, and you need to do it quickly.
    Full story

  • How NOT to do Creative Services: Cartoon Series

    Mar 15, 2018, 15:58 PM by David Chandler
    That’s not how we do things at Harte Hanks. We believe collaboration is key when it comes to creating truly creative work. That’s why we employ an agile process—one where teams are fluid, and everyone works together. Because to reach customers in the moments that matter you need to create relevant, engaging content, and you need to do it quickly.
    Full story

  • 3 Retail and Consumer Brands that Draw Customers in with Powerful Experiences

    Mar 15, 2018, 13:43 PM by Jon Dome
    We've established that people will perceive your brand based on their own experiences with it. And if those experiences are unremarkable—or worse, negative—your customers won’t miss you when you disappear. The best way to design a remarkable experience is to design it around the customer’s needs throughout the buyer’s journey.
    Full story

  • Harte Hanks Featured Vol 8 Mar 2018

    Mar 14, 2018, 15:44 PM by None
    I’ve taken a slightly different approach at choosing content this month. Each of the pieces provides different insights on market segmentation—starting with Tony Ulwick’s new piece on milkshake marketing, published in Marketing Journal. In this piece, he explores the limits of traditional segmentation and how segmenting markets by jobs to be done may be a more effective approach.
    Full story

  • How to Optimize Spend with Fractional Attribution

    Mar 14, 2018, 15:09 PM by Korey Thurber
    When traditional “database marketing” first took off in the early 1990’s, marketing performance measurement and attribution was quite simple. We generated sales and direct mail campaign performance reports using a handful of dimensions. Attribution was easily derived through business reply cards (attached to direct mail pieces), phone numbers or tracking codes.
    Full story

  • Tech Company Mines Unstructured Data to Drive New Business

    Mar 13, 2018, 15:44 PM by None
    A major technology company was interested in recognizing and capturing business change indicators related to their offerings. These include news items such as when, or if, a business is hiring, moving, expanding or receiving investments. Often, this type of information is stored in a wealth of unstructured data on public websites.
    Full story

  • Through-Sourcing: How to Outsource Key Business Functions with Confidence

    Mar 9, 2018, 09:36 AM by Terry Arnold
    What happens when a brand overextends itself beyond its core business competencies? It fails. That's usually where outsourcing as a solution comes in. But some brands worry about how a strange new outsourcing partner could ever possibly know their business well enough to do take over vital functions like, say, inside sales.
    Full story

  • Who Will Be the First to Master Video Customer Support?

    Mar 9, 2018, 09:24 AM by Rusty Langford
    It’s time to wrap up our series on strengthening the foundations of your customer support channels. Once you’ve mastered these basics, then and only then should you jump into the tempting waters of shiny and new technologies like artificial intelligence-driven chatbots and virtual reality.
    Full story

  • Why Automakers Must Fix the Digital Retail Experience

    Mar 8, 2018, 09:24 AM by Mike Hastings
    Auto marketers can best respond by focusing on three major areas: the retail experience, the connected car, and new mobility patterns. Out of these three areas, we suspect a major shakeout in the digital phase of the retail experience will happen first. Those brands that radically enhance their ability to digitally connect with auto buyers and make their digital marketing more human will enjoy outsized rewards.
    Full story

  • How to Find and Reach Your Best Opportunities with Market Segmentation

    Mar 7, 2018, 14:44 PM by None
    If you think the whole world is your oyster, you're wrong. At least when it comes to marketing. No product or service can be all things to all people. To make the most of your limited marketing budget, you must hone in on those opportunities where you are most likely to succeed.
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  • No More Assumptions—How to Understand What Your Customers Really Want

    Mar 7, 2018, 12:39 PM by Natasha Silensky
    Does this sound familiar? You and your significant other have plans to go out on a Friday night. One of you has a very specific expectation for the date night but wants the other to make the plans on their own, while still meeting some unarticulated expectation. It’s not mind reading but may as well be—the planning partner is playing a guessing game, working off assumptions, which inevitably leads to the anticipating partner’s disappointment.
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  • Harte Hanks Featured Vol 7 Feb 2018

    Mar 5, 2018, 14:44 PM by None
    This issue of Featured includes our top content from January 2018. Several of our most-read pieces this month illustrate the challenges marketers are still grappling with around getting their teams to design and execute on the experiences customers want.
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  • Live Video as Part of Your Social Strategy

    Mar 1, 2018, 15:35 PM by None
    Jason Burns, Senior Social Media Manager at Harte Hanks, explains the rise of live video and how brands should be integrating it into their content and social strategies.
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  • Pet Care Company Improves Data Hygiene With Global DataView

    Mar 1, 2018, 14:44 PM by None
    A company in the pet care industry was shipping a high volume of samples to consumers, veterinarians, breeders, retailers and shelters. They uncovered that their existing data files contained abnormally high address problems which were driving up failed delivery attempts and increasing cost of shipping—causing the company to lose both money and product.
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  • Better Data Hygiene Saves Money, Drives Sample Program Performance

    Mar 1, 2018, 14:44 PM by None
    A consumer packaged goods brand in the skincare industry was losing money and opportunities because of incorrect or bad mailing addresses stored in their data files.
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  • 5 Tips on How to Master Knowledge Base Customer Support

    Mar 1, 2018, 13:15 PM by Rusty Langford
    Welcome to our second post about customer support channels to master this year. There’s a lot of talk about using new and impressive technologies—like artificial intelligence-driven chatbots and virtual reality—to improve support and the customer experience
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  • The Essential Elements of Data and MarTech Success

    Feb 27, 2018, 14:44 PM by None
    We are committed to creating data-driven conversations with customers. We build data and martech strategies and systems that cater to individual customers, in the moment, in ways we know they will respond to. The process rests on three guiding principles:
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  • How to Understand Your Retail Customer Journey with a Needs-Based Approach

    Feb 23, 2018, 13:06 PM by Jon Dome
    Understanding your customer’s needs and the value of the customer experience should be common by now. Unfortunately, when you look at many retail organizations, there are still only a handful that really get it.
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  • Consumer Electronics Product Launch Succeeds with Expert Fulfillment

    Feb 22, 2018, 14:44 PM by None
    Harte Hanks managed the printing of sales collateral and point-of presence (POP) displays, conducted sales training, procured promotional items, completed kit assembly, and distributed over 2,500 complex launch kits.
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  • LL Bean Attacks the Issue of Product Returns—Will They be Successful?

    Feb 21, 2018, 12:52 PM by Nicole Bump
    As a New Hampshire-ite, I need really good winter boots if I’m to leave the house between November and March. The last time I was in the market for such boots, I saved up and splurged on a pair of LL Bean’s infamous Bean Boots. They were pricey, but I was confident that if they weren’t up to snuff after a long winter of snowy, slushy treks to my kids’ bus stop, I could return them and find something else that was.
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  • 3 Customer Support Channels You Need to Master in 2018

    Feb 21, 2018, 12:40 PM by Rusty Langford
    Remember that old cliché, don’t put the cart before the horse? In other words, don’t get ahead of yourself. There’s a lot of talk about using new and impressive technologies—like artificial intelligence-driven chatbots and virtual reality—to improve support and the customer experience. But there are well-established communication channels that brands should (and in many cases, need to) focus on mastering first.
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  • Agile Marketing—Evolved. See How We're Doing It Now.

    Feb 20, 2018, 16:09 PM by Nicole Bump
    Over the past year, we've been on a journey to becoming agile marketers. We consider this to mean being able to have real conversations in real time with our potential buyers, providing them value throughout their journeys with our brand.
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  • Kay Lemon Predicts Greater Use of Customer Data by CPG Brands

    Feb 20, 2018, 15:35 PM by None
    Kay Lemon, Accenture Professor of Marketing, Carroll School of Management at Boston College, predicts that consumer packaged goods manufacturers will continue to learn more about their end customers through data and technology—enabling them to build relationships directly with their consumers.
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  • Ken Bernhardt on the Value of the Harte Hanks-Wipro Partnership

    Feb 20, 2018, 15:35 PM by None
    Ken Bernhardt, Regents Professor of Marketing Emeritus, Georgia State University and Chair of the Harte Hanks Marketing Advisory Board, explains the value customers can expect from the Harte Hanks-Wipro partnership.
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  • Product Returns: Why They're Happening and How to Reduce Them

    Feb 20, 2018, 15:35 PM by None
    Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, explains why brands are seeing such excessive product returns and provides advice on how to reduce return rate.
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  • Agility is Everything: 9 Rules for Producing Agile Creative

    Feb 20, 2018, 15:11 PM by David Chandler
    Agility is everything in this new age of agency. Customers expect to be spoken to in the moments that really matter to them, so brands have to be prepared to respond, and rapidly, creating content that is relevant, timely and—above all—engaging.
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  • Customer Support Channels to Master in 2018

    Feb 15, 2018, 08:48 AM by Rusty Langford
    By using social media as a customer support channel, you give customers the option to solve their issues when and how they want. You can also use social to proactively mine insights about your trending support issues.
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  • Know Your Customers (Like, Actually Know Them)

    Feb 14, 2018, 15:35 PM by None
    You must know your customers and their context more deeply to achieve more human marketing.
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  • Market Segmentation: Find Your Sweet Spots

    Feb 14, 2018, 15:35 PM by None
    Success isn't about how loud you shout or how far you push your message out. Work out your best opportunities for success and engage with those most likely to say "yes, yes, yes!"
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  • What Creepy Retargeting Looks Like

    Feb 14, 2018, 15:35 PM by None
    Don't be a creep. You must know your customers and their context more deeply to achieve more human marketing.
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  • It's Their Journey, Not Yours

    Feb 14, 2018, 15:35 PM by None
    You must know your customers and their context more deeply to achieve more human marketing.
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  • Customer Context Matters

    Feb 14, 2018, 14:35 PM by None
    You must know your customers and their context more deeply to achieve more human marketing.
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  • Benefits of a Boutique Contact Center (vs. the Big Guys)

    Feb 12, 2018, 16:00 PM by Rusty Langford
    Need some strategic direction on how to improve your customer support experience? Thinking of testing out a new support channel small scale before committing? Not sure how to train your agents to support your new app?
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  • 5 Signs Your Contact Center has You in a Cookie Cutter

    Feb 12, 2018, 13:10 PM by Rusty Langford
    Going with the biggest contact center doesn't always mean it's the best. Find out if your contact center has you stuck in a templated approach.
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  • Outsourcing Customer Care Myth #5: All Vendors Are The Same

    Feb 12, 2018, 09:11 AM by Terry Arnold
    Welcome to the last of our myth-busting series on outsourcing customer care. Here’s a quick look back at what we learned from the previous entries: A strong customer care partner will keep you in the loop—not in the dark. A good outsourcing partner will encourage your team to be as involved as you want to be in every stage of the process.
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  • A Helpful Chatbot is ''Best Friend'' to Our Website Visitors

    Feb 9, 2018, 14:06 PM by Marla Schilling
    In my last post, I discussed the launch of the newest channel of conversation available on our website: live chat. At the time of the launch we were unsure whether or not website visitors would actually use this new channel of conversation – but it didn’t take long for us to see that this channel of conversation is quite popular. The most obvious progression after installing live chat was testing out a chatbot.
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  • Are CMOs ''Leaping Tall Buildings'' To Be The Brand?

    Feb 8, 2018, 15:16 PM by Frank Grillo
    We’re navigating a landscape in which the customer is in control. For a brand to succeed, someone needs to take ownership of that customer—and often step in and "be the brand," as well. More often than not, we’re seeing the CMO put into this role. But are they hindered by too many high expectations and too many required skill sets?
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  • How to Refine Your Growth Strategy with a 5 Pillars Analysis

    Feb 7, 2018, 14:44 PM by None
    We live in the “Age of Me.” Buyers call the shots. Brands don’t control the buying process. Winning share of wallet means winning share of attention. Buyers expect companies to make offers that are interesting and relevant in the moment. Anything less is an unwanted intrusion.
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  • 7 Ways To Make Direct Mail More Creative

    Feb 6, 2018, 14:01 PM by Iain Fuller
    Direct mail is still one of the most effective methods of engagement out there. these seven principles can help your message break through and acted upon.
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  • Who Nailed 2018 Super Bowl Ads—and Who Missed the Mark

    Feb 6, 2018, 09:25 AM by Rich Romig
    You could argue that with each increasing Roman numeral, there are fewer and fewer Super Bowl “ads” to review. Sure, there are 30- and 60-second short, brand-sponsored films, special effects bonanzas, comedy routines, music videos—most with a little product demo or placement within—but many aren’t “commercials” in the selling-something sense of the word.
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  • Best Buy Mastered the Omnichannel Journey—Have You?

    Feb 5, 2018, 16:06 PM by Karen Puckett
    Some years ago, “…Best Buy’s management team realized a big box filled with stuff wasn’t all that appealing to a lot of people.” This is when the company began to focus squarely on providing customers with a better experience.
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  • Know Your Customers to Bring the Human Back to Marketing

    Feb 2, 2018, 15:35 PM by None
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  • Global Pharmaceutical Brand Improves Patient Outcomes with Personalized, Multichannel Experience

    Feb 2, 2018, 14:44 PM by None
    This pharmaceutical brand produces a leading drug that treats a chronic disease. The company identified an opportunity to provide patient support tailored to the needs of each individual living with this disease. The objective was to provide a personalized, human-based approach to support that could scale to a global level in order to improve patients’ personal outcomes and empower them to live their lives to the fullest.
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  • Publicis Loss Shows Why Creatives and ''Suits'' Must Integrate—Not Clash

    Feb 2, 2018, 11:58 AM by Karen Puckett
    It's pretty well known at this point that technology budgets are moving from the chief information officer to the chief marketing officer (CMO), chief digital officer (CDO) and chief customer officer (CCO). Marketing leaders now allocate 27% of their expense budget to technology, which equals 3.24% of overall revenue (compared to 3.4% of revenue by the CIO).
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  • Three Brands See Success with Marketing Automation Services

    Feb 1, 2018, 14:44 PM by None
    Marketing automation is more than the latest corporate buzzword. It’s a powerful strategy and tool that allows companies to nurture prospects with highly personalized, useful content. It helps convert prospects into customers, and customers into brand ambassadors.
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  • 15 Of The Most Interesting CMOs On Twitter

    Feb 1, 2018, 12:17 PM by Iain Fuller
    We've taken a quick look at which CMOs are fully utilizing all the opportunities the bite-sized social platform offers--in no more then 280 characters of course.
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  • It's Time To Talk About The Current and Future State of Retail

    Jan 30, 2018, 16:14 PM by Michael Behrenhausen
    We recently set up a conversation between Harte Hanks CMO Frank Grillo and Kimberly Whitler, Assistant Professor at the University of Virginia Darden School of Business, to discuss the current and future state of retail both digital and physical. The two ended up having a lively, insightful exchange of ideas.
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  • Customer Service Myth #4: I Can Only Outsource Simple Processes

    Jan 30, 2018, 08:46 AM by Terry Arnold
    We’re three for three so far in our busting of common misconceptions on outsourcing customer care and feeling pretty good about it! Looking back, some of the finer points we’ve noticed: it’s key to work with the right partner who has the relevant experience and the resources required.
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  • How Retail Brands Should be Creating Customer Experiences

    Jan 29, 2018, 14:59 PM by John Deighton
    Before the great recession of 2007, retail was quite adventurous. The idea of retail as theater was explored in everything from Niketown to American Girl to the Lego Store in Chicago’s Watertown. The recession forced us back to safer territory.
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  • HHQ Vol 2 Winter 2018

    Jan 29, 2018, 14:44 PM by None
    In the world of modern marketing it’s all too common to see irrelevant ads and ineffectual attempts at engagement. To make a difference and an impact there needs to be a genuine effort at speaking to the customer personally and in the moment. Thinking that a single data point or sending me a note on my birthday is personalization is just wrong.
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  • Why Consumer and Retail Brands Should Collaborate—Not Compete

    Jan 26, 2018, 09:23 AM by Steve Acuna
    Sometimes, 1 + 1 actually equals 3. Or 4 or 5 or more. And today I'm suggesting that if retail brands were to team up with the consumer brands they sell, they would both be able to better serve their customers and end up at that 3+ number.
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  • Evolving from Traditional Segmentation to Segments of One

    Jan 25, 2018, 14:37 PM by Frank Grillo
    Traditional segmentation and targeting are all about effectiveness and efficiency. We are all familiar with a classic use of segmentation and targeting: offering a luxury product at a high price to the affluent and a stripped-down, low-cost version to the masses.
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  • The Top Issues—And Opportunities—Facing Auto Marketers in 2018

    Jan 24, 2018, 10:21 AM by Mike hastings
    As automakers gather this week and last in Detroit at the North American International Auto Show, they’re celebrating impressive 2017 sales—especially of trucks and SUVs that generate big profits. But the outlook for 2018 and beyond is a little less clear.
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  • LVMH, Burberry, Samsung: How Consumer Brands Are Owning the Experience

    Jan 23, 2018, 12:51 PM by Steve Acuna
    Many brands operate under the assumption that their marketing communications and advertisements define the brand. In reality, you can tell customers what your brand is all day, but people will perceive your brand based on their own experiences with it. And if those experiences are unremarkable—or worse, negative—your customers won’t miss you when you disappear.
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  • Harte Hanks Featured Vol 6 Jan 2018

    Jan 18, 2018, 14:44 PM by None
    This month’s issue of Featured showcases some of our most popular articles from December. Included are 2018 marketing predictions from our Harte Hanks Marketing Advisory Board academic members—including John Deighton, Kim Whitler and others.
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  • How to Maintain Quality and Control with a Contact Center Partner

    Jan 18, 2018, 14:11 PM by Terry Arnold
    This series examines a variety of myths and misconceptions that give outsourced customer care a bad rep (when, in reality, it's often a solid strategy that improves customer experience and frees up resources to focus on your core competencies). Each post also provides some suggestions on how to find a reliable contact center partner to meet your needs.
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  • Customer Service Myth #3: I Can Achieve Better Results In-House

    Jan 18, 2018, 08:44 AM by Terry Arnold
    We’ve already debunked two prevalent myths regarding outsourcing customer care: I’ll lose touch with my process and my customers and I’ll lose both my control and my quality. We found that knowing what to look for in and ultimately working with the right partner with relevant experience is key.
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  • Retail In 2018: Turning Challenges Into Opportunities

    Jan 14, 2018, 14:44 PM by None
    We’re all aware of the many challenges facing the retail industry—but what piques our interest more than the challenges is all of the opportunity. By getting to know customers more deeply and engaging them with valuable, human experiences, there is great opportunity for retail brands to stand apart from competition and secure a place in the new digital world.
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  • Top 6 Buyer's Journey Pieces of 2017—Read On!

    Jan 4, 2018, 09:33 AM by Michael Behrenhausen
    We need to understand our buyers' journeys in order to add value for them every step of the way. A look through our 2017 content showcases a variety of thought leadership on the topic. Below, you'll find some of our most-read, most insightful buyer's journey pieces. Have a look:
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  • 5 Myths on Outsourcing Customer Care...And How to Choose a Reliable Contact Center Partner

    Jan 3, 2018, 13:06 PM by Terry Arnold
    The very phrase “outsourced customer service” can bring to mind poorly-lit phone banks filled with ashen-faced employees reading from call scripts in monotone voices. It probably feels impossible to trust this group of faceless strangers with your consumer interactions.
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  • Big Bank Saves Big Money, Optimizes Mail

    Jan 2, 2018, 16:33 PM by Nicole Bump
    If you’re producing and mailing marketing collateral, it’s probably costing you a decent chunk of change. From print costs to postage, direct mail can be costly. But with the right industry know-how, you can optimize direct mail pieces, reducing costs through efforts like envelope changes, switching up the mail schedule and ensuring optimal postal discounts.
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  • How to Retain and Grow Retail Customers: Help Them Complete Their Jobs

    Jan 2, 2018, 14:07 PM by Jon Dome
    Too often customers are forced to search through a warehouse-like environment as they comb over large amounts of inventory to find the products that meet their needs. Racks are stuffed, it's difficult to find sizes, and complementary items are all the way across the store. Helpful product experts and stylists are few and far between—if they exist at all.
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  • Marketing Analytics 101: What You Need to Know in Graphic Form

    Dec 27, 2017, 12:49 PM by Jennifer Miles-Losapio
    To succeed in today’s market, brands need to establish an integrated analytics framework that enables access to insights derived from wide variety of data points. Enabling a truly analytics-led marketing ecosystem helps brands to make more informed decisions at every step of the buyer’s journey and optimize return on marketing investment (MROI).
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  • Best 5 Marketing Technology Content Pieces of 2017

    Dec 21, 2017, 16:05 PM by Michael Behrenhausen
    Marketing technology is changing faster than we can keep up. Capturing relevant, useful information from vast amounts of data and tailoring it to reach customers on a human level is just one of the challenges marketers faced during 2017.
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  • Top-Performing Retail Marketing Content of 2017

    Dec 20, 2017, 09:32 AM by Michael Behrenhausen
    As we wrap up 2017, it's a good time to reflect on the past twelve months—including some of our most-read thought leadership. Here, we take a look at retail, one of the most hotly discussed segments in marketing right now. Will brick and mortar survive? How can you best achieve an in-the-moment, omnichannel experience? Can anyone beat Amazon?
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  • How to 'Unbundle' Print and Logistics Costs to Uncover Big Savings

    Dec 15, 2017, 13:06 PM by Dave Francis
    To me, the idea of being a Sherlock Holmes-style detective can be pretty alluring. While few people one could ever live up to Arthur Conan Doyle's supremely skilled sleuth, sometimes it can be fun and beneficial to do a little detective work in our own lives. In fact, I was presented with a logistics mystery that, in my mind, needed solving.
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  • Regional Bank Cashes in on Contextual, Human Marketing

    Dec 14, 2017, 14:44 PM by None
    In the highly competitive banking industry, regional banks face enormous challenges without the benefit of huge marketing budgets and resources that national banks enjoy. To remain profitable in a highly-connected era, this regional bank realized they had to adapt to customer needs in more relevant ways—both quickly and cost effectively.
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  • Global Semiconductor Manufacturer Saves Big with Print-on-Demand

    Dec 11, 2017, 14:44 PM by None
    A well-known semiconductor manufacturer was using a print-and-distribute model, printing a large number of materials to be shipped to fulfillment operations in Europe, Southeast Asia and North America.
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  • Hey, Marketers: I am a Person, Not a Persona

    Dec 8, 2017, 14:55 PM by Frank Grillo
    Our mission at Harte Hanks is to make marketing human. Not that we reject marketing technology, big data, market research, analytics, and so forth. Quite the contrary, we are expert users of all of these tools. But too often marketers let the tools do their thinking for them. They put the numbers first and people second—sometimes leaving the human element out altogether.
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  • Tech Company Goes on Tour: How to Ace Events with Expert Fulfillment

    Dec 8, 2017, 10:44 AM by Matt Pollock
    We have an information security client that was drowning in their own success. They're total rock stars in their field. They were seeing wild growth, but they were being stretched thin because of this growth. This presented an issue where members of their team were forced to take on responsibilities above and beyond their capabilities—involving their mail, distribution and trade show presence (among others).
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  • CMOs: How to Get Your Budget Back

    Dec 7, 2017, 08:07 AM by Jon Dome
    You have big plans for growth—customer experience improvements, increasing digital investment, creating an integrated martech stack that provides a holistic view of customer....
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  • Getting the Buyer's Journey Right

    Dec 1, 2017, 14:35 PM by None
    Understand your customers' buyer's journeys to add value every step of the way.
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  • Marks & Spencer Stores are Getting Customer Centricity Right—See How

    Nov 29, 2017, 12:48 PM by Karen Puckett
    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." In other words, he believes data will help M&S return to its former glory of one of the world's leading retailers.
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  • GE: Winning with Disruption and Return on Attention

    Nov 27, 2017, 14:46 PM by Steve Acuna
    Just in case you didn’t know, there’s still only 24 hours in a day. And the constant demands on our time and work/life balance are nothing new. Only now, there are more options, more channels, and more content vying for our attention during those 24 hours.
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  • Payment Processing Company Tests Digital Marketing in New Market

    Nov 22, 2017, 14:44 PM by None
    Based in the United Kingdom, this payment processing giant expanded their footprint into the United States. The brand’s unique offering benefits customers beyond basic payment processing and provides insights that can help customers grow their businesses. However, their story is complex and must be told in such a way that will garner optimal results for the US-based operation.
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  • Global Tech Brand Increases Efficiency & Productivity with Marketing Operations Services

    Nov 22, 2017, 14:44 PM by None
    In the early 2000’s, this global technology leader relied on marketing staff spread across multiple centers in Europe for its campaign execution. Services were delivered at a non-standardized, regional level with little to no reporting or management structure in place.
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  • Decoding Customer Needs with the Buyer's Journey Framework

    Nov 22, 2017, 14:44 PM by None
    Every interaction between a company and a customer needs to bring value. It must engage the customer properly based on what we know about them, where they’re at in their buyer’s journey and what are they looking for.
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  • How to Get Your Share of the 2017 Holiday Shopping Pie

    Nov 20, 2017, 14:21 PM by Zach Nelson
    Overall, Holiday 2017 is looking good. Holiday spending expectations continue to rise in large part due to improved household finances. In fact, almost 80% of consumers expect to spend the same or more this holiday season.
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  • New Target Stores Focus on Customer Needs, Improve Experience

    Nov 17, 2017, 12:40 PM by Nicole Bump
    The most obvious way Target’s focus on the needs of this underserved segment comes to life is with two separate entrances: “one for time-starved shoppers who only need to pick up a few items, and the other for people who want to leisurely browse the store.”
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  • Renewal Model Businesses: Pay Close Attention to Cadillac, Amazon, #Insurtech

    Nov 17, 2017, 11:58 AM by Alan Kittle
    The average heavy smartphone user checks their phone 150 times a day. 150 TIMES A DAY. On top of that, they—or more accurately, 90% of “they”—think that’s healthy. Their need to experience micro-euphoric moments again and again, all day and often at night, fuels this behavior, and it’s creating an entirely new set of expectations in the way businesses interact with them.
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  • 3 Ways Your Bank Needs to be Personalizing Its Marketing

    Nov 15, 2017, 12:58 PM by JD Metcalf
    The trend toward more personalized, human marketing will impact banks in a number of different ways. The first, and one of the most critical, is customer retention. About 46% of banking customers would strongly consider switching to one of the GAFA tech giants (Google, Apple, Facebook and Amazon) if they offered banking products.
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  • Healthcare Thriller Starring an Unlikely Hero: Fulfillment!

    Nov 10, 2017, 14:55 PM by Matt Pollock
    How many thrillers and action movies start with a phone call to set the plot into motion? So did this one. Like a good movie, what you’re about to read had plenty of thrills—both for us and our client. And luckily, thanks to some solid teamwork and cliffhanger rescues, it had a happy ending.
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  • A New Marketing Era: Focus on Jobs and Outcomes

    Nov 10, 2017, 14:08 PM by Anthony Ulwick
    How to apply strategy and innovation to build a rock-solid foundation for your marketing organization. After decades of analyzing innovation failures, I repeatedly isolate one factor that stands out above all others as the lead culprit. Ironically, it is the customer. More specifically, many innovations fail because they rely on what customers say they need.
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  • The Path to Virtual Advisors Begins with Getting to Know your Customers

    Nov 10, 2017, 10:24 AM by JD Metcalf
    Consumers are demanding a more personalized banking experience. Right now. If banks wait to offer this form of on-demand engagement, they risk being left behind. But many banks, including major brands, don’t have the resources to build a personalized, automated system.
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  • Generating True Customer Loyalty? TJX Cares for Community

    Nov 8, 2017, 14:47 PM by Frank Grillo
    Got a loyalty program? Great. Chances are you’re seeing some incremental spend if you’re using the resulting data effectively. But true brand loyalty cannot be earned by dolling out rewards or tier status alone. It takes more than that. It takes authenticity and a reciprocal loyalty to the people that support the brand—employees and customers alike.
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  • How Retail Can Thrive in Kotler’s 4th Industrial Revolution

    Nov 3, 2017, 16:00 PM by Karen Puckett
    Philip Kotler recently published an article on MarketingJournal.org called “Will the 4th Industrial Revolution Kill Store-Based Retailing?” In it, he asserts that the internet, mobile devices and the Internet of Things (IoT) have brought us to the point of another industrial revolution—one that is killing brick and mortar retail. He points to closures of stores like J.C. Penney, Macy’s and Toys R Us.
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  • How to Personalize your Printing and Buy a New BMW

    Nov 3, 2017, 15:08 PM by Matt Pollock
    What if I told you I was working with a client who was throwing away a brand-new BMW every week? You'd look at me like I was crazy, right? Well, I've seen it. Ok. Not literally, but figuratively. As in cash money.
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  • How We Use Live Chat for More Human Marketing

    Nov 2, 2017, 14:02 PM by Marla Schilling
    In my last post, Behind the Scenes: Our Unprecedented Journey Into Making Marketing Human, I promised to discuss the launch of our newest channel of conversation available on our website: live chat.
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  • Exploring Data-Rich Opportunities Within Branded Realities

    Oct 27, 2017, 10:18 AM by Alan Kittle
    Artificial Reality? Virtual Reality? Frivolous, empty fun, right? No use, of course, for the serious-minded architects of brilliant branding. Well. Think again.
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  • The Role of Jobs-to-be-Done in the Bank Branch Customer Experience

    Oct 24, 2017, 11:22 AM by Jd Metcalf
    By JD Metcalf, Laura Watson and Nicole Pawluck. Several of our thought leaders have recently addressed the changing role of brick-and-mortar stores in an increasingly digital retail world. Do they still matter? Or is brick and mortar dead? Frank Grillo, CMO at Harte Hanks, explored the continued.
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  • Are We Pushing Content...or Facilitating Conversation?

    Oct 23, 2017, 16:18 PM by Frank Grillo
    Even though many agree that pushing content is unwise, we keep doing it. I wonder if the problem is rooted in the marketing term “content” itself. Do digital shoppers say to themselves, “Mmm, what I need right now is some good old-fashioned content.” I don’t think so! In that early, learning phase of the buyer’s journey, aren’t they thinking something more like “Mmm, I would like to learn more about this and how it relates to my life, how I feel, what I need, or what I want to do.”
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  • Technology Company Optimizes Onboarding for 10K Customers/Day with Customer Engagement Hub

    Oct 20, 2017, 15:44 PM by None
    By implementing the Customer Engagement Hub, this technology company sought to connect data and systems to deliver successful onboarding at scale.
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  • Bank of America Becomes “Powerfully Personal” with Dedicated Direct and Email Marketing Partner

    Oct 20, 2017, 15:44 PM by None
    Customers in all industries now demand relevant, personal communications and exceptional customer experiences—financial services is no exception. Bank of America knew it needed to connect with its massive client base in more relevant ways, not only to maintain existing clients, but also to cross-sell and add value.
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  • How to Make Mail Part of Your One-to-Moment Marketing

    Oct 20, 2017, 15:11 PM by Frank Grillo
    As Ken Bernhardt, Ph.D., explains, the consumer is a lot different now than he or she was just five years ago. All consumers have more information at their fingertips, courtesy of mobile, and therefore take much different buyer’s journeys than they did in the recent past.
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  • The Ancient Art of Storytelling—in Modern B2B Marketing

    Oct 18, 2017, 11:38 AM by Nicole Bump
    Stories are the thread that holds the fabric of society together. Storytelling lets people see things they haven’t actually seen. Our primitive ancestors told tales of their discoveries, fears and heroism. Storytelling was our early survival masterstroke.
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  • Toys R Us Failure is from Customer Experience—Not Amazon

    Oct 18, 2017, 10:32 AM by Karen Puckett
    In his article The shockingly sad but true story of Toys R Us' decline, Roger Hamilton explains that Toys R Us recently filed for bankruptcy after a losing battle with Amazon to be the ecommerce giant’s exclusive toy provider. While many may attribute this bankruptcy to the continued decline of brick and mortar retail, this failure is not a matter of digital versus physical or online versus offline.
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  • HHQ Vol 1 Fall 2017

    Oct 17, 2017, 15:44 PM by None
    Welcome to our first edition of Harte Hanks Quarterly magazine, showcasing the latest marketing news and views.
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  • Technology Giant Increases New Buyers by 289% with Social Intelligence

    Oct 16, 2017, 15:44 PM by None
    Take an increasingly competitive and pressurized global market for technology products. Add constantly evolving buyer behavior, and then factor in social media’s growing influence on buying decisions. These trends represent remarkable opportunities provided you have the right tools and insights.
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  • What All Marketers Need to Know About Mobile Payment Apps

    Oct 13, 2017, 10:29 AM by JD Metcalf
    We've established that mobile is the new battlefield for customer experience—enabling brands to execute a one-to-one, in-the-moment marketing strategy.One of the newest weapons in this battle for mobile dominance is the payment app.
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  • Want a More Influential CMO Position? Step Up Today

    Oct 12, 2017, 10:29 AM by Karen Puckett
    Mohanbir Sawhney and Robert C. Wolcott recently published a piece on marketingjournal.org called A New Charter for Chief Marketing Officers which explains the need for CMOs to have a broader, more strategic role with more influence in the C-suite.
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  • A Prisoner’s Dilemma? The Real Value in a Loyalty Program

    Oct 5, 2017, 15:15 PM by Nicole Bump
    From airlines and hotels to gas stations and drug stores, customer loyalty programs abound. Scott Neslin, Professor of Marketing at the Tuck School of Business at Dartmouth College, argues that, while many brands initiate loyalty programs to generate incremental sales, the real value in a loyalty program is the data it generates.
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  • Analytics for Direct Mail

    Oct 3, 2017, 15:35 PM by None
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  • Campaign Planning for Direct Mail: Cadence Planning

    Oct 3, 2017, 15:35 PM by None
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  • Campaign Planning for Direct Mail: Channel Planning

    Oct 3, 2017, 15:35 PM by None
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  • Campaign Planning for Direct Mail: Content Planning

    Oct 3, 2017, 15:35 PM by None
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  • Campaign Planning for Direct Mail: Introduction

    Oct 3, 2017, 15:35 PM by None
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  • Campaign Planning for Direct Mail: Messaging Strategy

    Oct 3, 2017, 15:35 PM by None
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  • Creative for Direct Mail

    Oct 3, 2017, 15:35 PM by None
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  • Data Hygiene for Direct Mail

    Oct 3, 2017, 15:35 PM by None
    Bad data costs you money and limits the success of your direct mail campaigns. Check out common pitfalls and how to fix them to save money and optimize mail performance.
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  • Optimizing Direct Mail Production

    Oct 3, 2017, 15:35 PM by None
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  • Blast from the Past: What Has Changed In Marketing from 5 Years Ago?

    Oct 2, 2017, 17:36 PM by Nicole Bump
    Think back to about five years ago. Could you have imagined that we’d already be riding in driverless cars? That Americans would be checking their mobile phones 8 billion times per day? Or that the CMO role would be spending more on technology than the CIO? Marketing is a new world from just a few years ago—which our Marketing Advisory Board discussed at our August meeting in Boston, Massachusetts.
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  • Agile Marketing in Practice: Here’s How We’re Doing It

    Oct 2, 2017, 16:02 PM by Nicole Bump
    Agile marketing is a hot topic—and for good reason. Customers expect brands to interact with them contextually, in close to real time, and marketers are struggling to keep up with this pace of change. We showcased how Harte Hanks is trying to solve this problem at our most recent Marketing Advisory Board meeting.
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  • International Oil and Gas Co. Benefits from End-to-End Fulfillment Solution

    Oct 2, 2017, 15:44 PM by None
    An international oil and gas company was contracting with a large number of vendors to provide print, fulfillment and call center functions to support marketing fuels, lubricants and specialty lines of business. Internal management time, effort and cost to coordinate these operations became unsustainable.
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  • How Successful Brands Can Prepare for Disruption

    Sep 27, 2017, 15:30 PM by Nicole Bump
    What do car insurance and travel booking have in common? Each of these industries has largely cut out "the middlemen." Insurance companies like Geico, Progressive and State Farm make it simple and convenient to buy car insurance online and are successfully reaching customers directly through traditional and digital media channels.
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  • Is Digital Really Low Return? Marketing Advisory Board Weighs In

    Sep 27, 2017, 13:56 PM by Nicole Bump
    According to a recent forecast on emarketer.com, spending on digital will see double-digit growth at a rate increasing from $83 billion in 2017 to $129.23 billion in 2021. This follows on the heels of digital spending passing TV for the first time in 2016. However, in having to up their focus on commitment to budget and resources, some marketers are beginning to worry about the return on investment (ROI) on digital marketing.
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  • Semiconductor Manufacturer Triples Online Sales with New eCommerce Site

    Sep 19, 2017, 15:44 PM by None
    A global, top-ten semiconductor manufacturer sells parts for computers, mobile phones, and other devices. Historically, the company relied on distributors to sell small- and medium-sized customers and fielded direct sales teams for large accounts. All sales orders were fulfilled by a global network of independent distributors.
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  • The 5 Pillars of Best-in-Class Marketing

    Sep 19, 2017, 15:35 PM by None
    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 shots. If marketing is going to have any chance at success, it must be delivering value to the consumer and helping to solve the problems this person has set out to solve, in the moment they need to be solved. This goes beyond one-to-one marketing.
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  • How to Get Started with Machine Learning and Artificial Intelligence

    Sep 19, 2017, 15:22 PM by Korey Thurber
    Machine learning has officially reached buzzword status. But once you separate the reality from the hype surrounding this type of artificial intelligence (AI), it becomes obvious that machine learning will be a key component for more contextual, human marketing moving forward.
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  • Office Equipment Leader Centralizes Global Marketing with Signal Hub

    Sep 18, 2017, 15:44 PM by None
    A long-standing leader in the office equipment and business services industry historically used a decentralized approach to marketing. Each global region had its own marketing organization and was independently accountable for most of the company’s market planning and execution. This approach was highly responsive to local markets and customer needs.
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  • CMOs, It’s Time for Some Reflection: Response to Gartner Survey

    Sep 18, 2017, 09:06 AM by Frank Grillo
    Gartner recently released a new report: CMO Strategy Survey 2017: CMOs Go All in on Customer Marketing, but at What Price? The report’s conclusions are based on responses from 359 marketing leaders, split evenly between the US and UK.
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  • Interpret B2B Buyer Signals with Artificial Intelligence

    Sep 14, 2017, 13:59 PM by Brett Eckrich
    We’ve previously talked about how artificial intelligence (AI) has the potential to drive personalization in a B2B marketing situation. So, how do we put that AI into action and create a two-sided, thoughtful conversation that adds value for the buyer? We need a strategy for the implementation of these conversations and the proper technology to enable successful interactions.
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  • Harte Hanks Featured Vol 2 Sept 2017

    Sep 13, 2017, 15:44 PM by None
    This month’s Featured—a monthly digest of our four most popular marketing articles—contains insights from marketing leaders Korey Thurber, Marla Schilling and Cheryl Strauss Einhorn. Hear their thoughts on topics like how machine learning can supercharge marketing, what to do when a good strategy is not enough, and why we need to enter an era of demarketing.
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  • Nordstrom Local: A Test in Disrupting Amazon

    Sep 11, 2017, 13:39 PM by Karen Puckett
    Nordstrom just announced a bold new retail concept called Nordstrom Local, which it will test in West Hollywood starting October 3, 2017. The store features a host of services, but carries no dedicated inventory. Instead, customers can access a variety of services such as: fashion consulting from a personal stylist, lounging with a handcrafted expresso or a glass of beer or wine, selecting merchandise to transfer in for inspection, trying on selections, custom fitting and alterations, or even getting a manicure.
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  • Chatbots: A New Opportunity in Financial Services

    Sep 8, 2017, 08:59 AM by Kevin Gaherty
    The invention of the app has made our lives easier. A good app on my phone can significantly reduce my time needed to accomplish a task or solve a problem. However, many of us interact with several different brands on a daily basis, and that can lead to what industry experts call “app fatigue.”
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  • Tailoring Conversations with Artificial Intelligence

    Sep 6, 2017, 15:35 PM by None
    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 technology like AI can help.
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  • What Customers Really, Really Want from Brands

    Sep 5, 2017, 15:35 PM by None
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  • Behind the Scenes: Our Unprecedented Journey Into Making Marketing Human

    Aug 31, 2017, 16:57 PM by Marla Schilling
    I recently watched the film “Hidden Figures,” which tells the story of three brilliant African American women at NASA, Katherine Johnson (Taraji P. Henson), Dorothy Vaughan (Octavia Spencer), and Mary Jackson (Janelle Monáe). These pioneering ladies were truly the brains behind the launch of astronaut John Glenn into space.
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  • Fortune 100 Retailer Deploys Signal Hub to Drive Business

    Aug 29, 2017, 15:44 PM by None
    A Fortune 100 retailer decided to discontinue tobacco sales to reflect its health-conscious brand values. While the change gave the brand social clout, this retailer now needed to fill a $1.5B gap from lost tobacco sales and lost impulse purchases from tobacco customers. Episodic marketing campaigns based on static data weren’t going to cut it.
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  • 3 Ways to Use Machine Learning in Your Marketing

    Aug 29, 2017, 13:55 PM by Korey Thurber
    Machine learning is essentially giving computers the power to learn from experience, very much like humans do (learn more about what machine learning is and who is already using it well).
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  • Reading Buyer Signals for Human Marketing

    Aug 28, 2017, 15:35 PM by None
    Buyers leave digital signals behind. Marketers must learn to understand them.
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  • One-to-Moment Marketing

    Aug 28, 2017, 15:35 PM by None
    Frank Grillo, Harte Hanks CMO, discusses the role of personas and the buyer's journey in one-to-moment marketing.
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  • Content's Highest Calling

    Aug 28, 2017, 15:35 PM by None
    Harte Hanks CMO Frank Grillo chats about content as the digital equivalent to a face-to-face conversation.
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  • Panasonic Business Increases Sales Pipeline by 78% with B2B Contact Center Solution

    Aug 23, 2017, 15:44 PM by None
    Panasonic Business was working with five different agencies in five different countries across Europe to generate leads for its 11 product lines. Each agency had different marketing systems, different levels of selling skills, and of course, different languages. Results in terms of quality and quantity of leads was uneven. Panasonic found it overly complicated to manage all five agency relationships.
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  • Chatbots Are All the Rage—Here's How to Train Them

    Aug 23, 2017, 09:21 AM by Anubhav Mishra
    You might have trained people at work. You’ve possibly trained, or know how to train, a pet. But do you know how to train a chatbot?
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  • Machine Learning: Separating the Hype from Reality

    Aug 21, 2017, 13:51 PM by Korey Thurber
    From a hype perspective, machine learning is just about at its peak. Overnight, it seems, everyone went from knowing next to nothing about it, to speaking about it every day. “Marketing attribution” and “omni-channel” went through similar buzzword phases, though Artificial Intelligence (AI) has gone beyond buzzword status: a recent Gallup poll found that 26 percent of Americans fear the technology will eliminate their jobs.
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  • Sony Makes Marketing Human, Achieves Superior Results

    Aug 18, 2017, 15:44 PM by None
    Significant and varied marketplace disruptions were creating challenges for one of the world’s most innovative and enduring brands. Smartphones and content streaming were eating into this consumer brand’s sales of core product lines like cameras, stereo systems and music players, camcorders, and even TVs. The shift away from physical storefronts, and the rise of dominant online sellers like Amazon, added to the challenge of connecting with customers.
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  • Harte Hanks Featured Vol 1 Aug 2017

    Aug 17, 2017, 15:44 PM by None
    We’ve selected the 5 best insights and articles from MarketingJournal.org and Harte Hanks. Welcome to Featured – a monthly digest of our six most popular marketing articles. This edition contains insights from marketing leaders like Kim Whitler and Frank Grillo. Hear their thoughts on topics like what CMOs are getting wrong (and how to fix it), defining your brand’s purpose, and getting to know your customers more deeply—beyond traditional personas. Enjoy!
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  • Global Tech Leader Adds $27M to Pipeline with New Data Strategy and Lead Development Engine

    Aug 17, 2017, 15:44 PM by None
    A U.S.-based technology company was facing increased pressure from competitors stealing market share from their flagship product. Relying primarily on a marketing automation tool to deliver leads to reps, campaign performance was steadily declining.
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  • What Is Machine Learning—And How to Use it to Supercharge Your Marketing

    Aug 17, 2017, 10:28 AM by Korey Thurber
    Marketing activities create a deluge of data. Today’s marketers face, at times, an almost overwhelming number of challenges when it comes to deploying truly personalized, choreographed and impactful communication streams across the customer journey.
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  • Introducing The Boutique: Why Our War Room Needed a New Name

    Jul 31, 2017, 13:58 PM by Marla Schilling
    In my last post, The War Room: The First Roadblock of Many, I promised an explanation on why we changed our name from the “War Room” to “The Boutique.” Now, I know you have all been sitting on the edge of your seats, not able to sleep or eat due to the extreme anticipation, so I apologize for delay on my part. And, not to fear, the war room has not fallen apart. In fact, the opposite.
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  • How to Personalize Your B2B Marketing with Artificial Intelligence

    Jul 28, 2017, 15:08 PM by Jennifer Miles-Losapio
    Advances in marketing technology have made it possible for companies to collect or purchase significant amounts of prospect and customer data. What to do with this data – how to transform it, disseminate it, and render it usable – is the topic du jour for marketers, and this is where artificial intelligence, or AI, enters the conversation.
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  • The Yin and Yang of Segmentation

    Jul 26, 2017, 11:09 AM by Steve Acuna
    Thousands of years ago, Chinese sages created a metaphor for looking at the paradoxes of the world around them. They observed Yin and Yang opposites everywhere they turned: Shadow cannot exist without light; Creative innovation cannot succeed without disciplined order; Sun Tzu’s Art of War is full of passivity being the most effective, vigorous, active strategy.
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  • Customer Journey Orchestration: The Evolution of Marketing Automation

    Jul 25, 2017, 09:31 AM by Elizabeth Crouch
    If you can deliver more contextual, relevant interactions throughout the buyer’s journey, your customer will be more likely to engage with, purchase, and renew your product or service. But for most companies, achieving this marketing nirvana of a connected, behavior-driven journey is a complicated challenge.
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  • Retail Marketing in 2017: Approaches CMOs Need to Know

    Jul 14, 2017, 15:44 PM by None
    For years, retailers have been told that to compete in the new ecommerce world, they need to have a well-established omnichannel organization. The 2016 holiday season proves that the time has come—and it is not going away. Retailers that do not have a solid omnichannel strategy that lets customers shop whenever and however they want to shop are going to be left in the dust. How do I know this? Let’s look at the evidence.
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  • The Evolving Retail Customer Experience: Frank Grillo and Kay Lemon on Knowledge@Wharton

    Jul 13, 2017, 11:53 AM by Nicole Bump
    On June 22, Harte Hanks CMO Frank Grillo and Marketing Advisory Board member Katherine Lemon, Ph.D., were featured as the keynote presentation at Wharton's Consumer Response to the Evolving Retailing Landscape conference.
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  • Stop Relying on Demographics Now: 3 Steps to Better B2B Personas

    Jul 12, 2017, 11:45 AM by Steve Acuna
    Take everything you’ve learned about building personas upon traditional demographics, ball it up, and throw it out the metaphorical window. Done? Good. The single BEST way to build your personas is to understand the situation and context for why your customers will purchase your product or services.
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  • Do Customers Want Integrated Media?

    Jul 11, 2017, 15:35 PM by Frank Grillo
    Marketers occasionally need a reminder that they can lose sight of their true mission, which is to discover and deliver what customers really want.1 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

    Jul 7, 2017, 15:44 PM by None
    CMOs are automating multiple marketing functions at a growing rate. According to Gartner: “CMO marketing tech spending is on track to exceed the CIO technology spend.” The same report indicates that marketing technology budgets now surpass advertising expenditures. These are shocking trends and reflect a sea change in marketing, information technology, and business in general.
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  • Why Casper is Winning—Valuable Lessons for Pure Play Retailers

    Jul 7, 2017, 10:24 AM by Karen Puckett
    A New York Times article asks, “Is there any home purchase more confusing and fraught with anxiety than buying a mattress?” Many people would answer ‘no.’ Somewhat akin to buying a new car, the process can be complicated by myriad choices of brands and models, plagued by hard selling and hidden costs (warranty, delivery), and let’s not get started with the returns process.
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  • How Mobile is Transforming the Customer Journey

    Jul 6, 2017, 15:56 PM by Jon Dome
    My last post discussed a question posed at our most recent Harte Hanks Marketing Advisory Board meeting: is there still a need for brick and mortar? The Advisory Board members went on to discuss how mobile is transforming the customer journey.
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  • Customer Engagement Hub: Technology Company Reduces Cart Abandonment by 30%

    Jul 5, 2017, 15:44 PM by None
    This San Francisco-based technology company provides tools to develop and test native mobile applications. Their systems could see customer behavior in the usage analytics platform, but it was hard to tie behavioral data to an individual customer. It was even harder to personalize communications at scale based on what a customer did or didn’t do. It was therefore a big challenge to reengage customers that had abandoned their carts.
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  • The Seven Secrets of Strategic Segmentation

    Jul 5, 2017, 11:22 AM by Steve Acuna
    The legendary Harvard Business School marketing guru Ted Leavitt says, “If you’re not doing segmentation, you’re not doing marketing.” He is pointing out that segmentation increases the effectiveness and efficiency of your initiatives. It enables you to target, communicate, and sell accurately.
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  • Super Personalized Human Marketing—At Scale

    Jun 30, 2017, 15:35 PM by None
    Customer engagement just got bigger and better. Harte Hanks and Wipro have partnered to bring you super personalized human marketing at scale.
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  • It's Time for Banks to Stop Targeting ''Millennials''

    Jun 27, 2017, 16:02 PM by Kylie Peters
    Millennials, born between 1980 and 1999, are now the largest living generation—but if you're trying to target the millennial persona, you're making a mistake. Take another look at that first sentence to see why: we're talking about a broad range of people between the ages of 18 and 37 with very different banking needs.
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  • The 2 Main Ways to Use Machine Learning in Your Marketing

    Jun 26, 2017, 11:43 AM by Katie Sweet
    Machine learning has been described as the science of getting computers to act without being specifically programmed to act. While for some, that definition can bring to mind nightmarish images of machines taking over the world, it is actually a great way to automate marketing activities to make them less time consuming and to provide better experiences for your customers.
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  • FiServ Marketers: How to Overcome Confirmation Bias and Loss Aversion

    Jun 22, 2017, 15:41 PM by Kylie Peters
    In my last post, I discussed how the bias of mental accounting can affect financial clients, particularly in the problem recognition stage of the buyer’s journey.
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  • How to Build Personas Around ''How Can I Help You?''

    Jun 22, 2017, 15:35 PM by None
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  • Understand Your Buyers in the Moment to Humanize their Journeys

    Jun 22, 2017, 15:35 PM by None
    A buyer's role and situation plays an important part in determining what his or her journey will look like. As marketers, we must be able to understand this context and engage each person relevantly.
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  • Why Traditional Personas Aren't Good Enough Anymore

    Jun 22, 2017, 15:35 PM by None
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  • Bobbi Brown Wields the Power of the Experience Center

    Jun 21, 2017, 08:49 AM by Karen Puckett
    If you work in retail or consumer industries, you’re well aware of the challenge that ecommerce is creating for brick and mortar stores. Sears, Kmart, Macy’s, JC Penney, and many more brands have announced the shutting of stores this year in response to this pressure.
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  • Amazon and Whole Foods: Why Retail Still Needs Brick and Mortar

    Jun 19, 2017, 16:13 PM by Frank Grillo
    Over the past few years, retailers have been increasingly focusing on optimizing their digital channels and online shopping experiences, while many have been closing their physical store locations. After all, brick and mortar is going by the wayside, right?
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  • Who Drives Brand Meaning: The Marketer or the Consumer?

    Jun 16, 2017, 10:25 AM by Frank Grillo
    A conversation between Professor John Deighton of Harvard Business School and Frank Grillo, CMO of Harte Hanks.
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  • The Difference Between Integration and Orchestration is Customer Context

    Jun 13, 2017, 11:30 AM by Elizabeth Crouch
    Customer expectations have changed. Consumers expect seamless, relevant experiences with brands, regardless of the device or channel they happen to be on. In particular, B2B customers expect meaningful communications that are appropriate to their current stage in the customer journey and their relationship with your company.
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  • Persona Myopia Ruins Digital Marketing

    Jun 12, 2017, 13:36 PM by Frank Grillo
    The biggest risk in the growing use of personas in digital marketing is to presume too much. When this happens, you are not personalizing your interaction with the customer, you are alienating them. You are falling victim to persona myopia.
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  • Behavioral Finance and the Buyer’s Journey: Overcome Mental Biases

    Jun 7, 2017, 16:55 PM by Kylie Peters
    If you speak to anyone in a client-facing financial services role you will inevitably hear about the frustration and mystification that comes with dealing with what seem to be irrational customers. When your role is to help your clients make sound financial decisions—be it regarding retirement, refinancing a home or even just opening a savings account—it can be challenging to present the best possible solution only to have them turn it down.
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  • 5 Strong and Stable Marketing Pointers from the UK General Election Campaigns

    Jun 5, 2017, 14:13 PM by Candi Williams
    In a day and age when people are wise to mass marketing and fairly skeptical of things written on the side of a bus, how do you get your brand’s voice to resonate? You’ve got to keep it real. For Labour leader, Jeremy Corbyn, this involved pulling up a pew in a cosy coffee shop with London ‘grime’ rapper, JME (nee. Jamie Adujuna). No big deal, some might say
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  • How Brick and Mortar Can Compete in a Digital World

    May 31, 2017, 15:56 PM by Jon Dome
    Tami Mohney, CMO of Modell’s Sporting Goods, posed this question at the latest meeting of the Harte Hanks Marketing Advisory Board—a provocative question, indeed, especially when asked by the CMO of a brand that heavily relies on brick and mortar stores. One might be tempted to think that the model is dying and that eventually everything will be replaced by online stores like Amazon. But if that was the case, Amazon would not be opening their own physical stores.
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  • Going Beyond 1:1: How to Create One-to-the-Moment B2B Marketing

    May 25, 2017, 15:49 PM by Anne Balistreri
    Remember when marketing was done through human interactions? It seems like it was ages ago. Although the emergence of digital has changed our methods, there is one fundamental rule that has not changed: people buy from people they like and trust.
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  • The War Room: Our First Roadblock (of Many)

    May 25, 2017, 11:20 AM by Marla Schilling
    In my last post, I touched on the importance of bringing the human back to marketing and that this would be the focus of our “war room.” I promised this post would give you a look into our first meeting and why it was nothing like NASA Mission Control.
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  • 6 Things That Bad Content and a Bad First Date Have in Common

    May 24, 2017, 15:00 PM by Candi Williams
    A bad first date is no one’s friend. But a bad piece of content is even easier to run away from and never return. And it turns out the two things have more in common than you might think – we’re not talking terrible pick-up lines and awkward silences either…
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  • The War Room: A Powerful Tool for Human Marketing

    May 17, 2017, 11:10 AM by Marla Schilling
    One day, our CMO Frank told a bunch of us marketers that he wanted us to create a daily “war room.” I heard “war room” and immediately thought NASA Mission Control: headsets, walls of monitors, super high security requiring those fancy retractable badges and some sort of eyeball scanner.
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  • Luxury Auto Maker Champions CRM 3.0, Focuses on the Customer

    May 16, 2017, 15:44 PM by None
    This luxury auto manufacturer had a new vision of a more connected consumer experience that would meet buyers where they are across the customer journey. Initially rolling out across two European markets, they needed a partner to connect all internal silos and champion customer centricity.
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  • How to Build a Humanistic Marketing Ecosystem

    May 15, 2017, 15:28 PM by Harte Hanks
    In my last post, Rise of the (Marketing) Machines: How to Tame Them, I discussed the challenge marketing leaders face in bridging the gap between the journey experience their audience expects and the technology requirements to deliver on those expectations.
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  • Has Digital Marketing Evolved in Unforeseen Ways?

    May 9, 2017, 15:52 PM by Frank Grillo
    In 2007, John Deighton and Leora Kornfeld1 wrote an article exposing how marketers in the 1990s had incorrectly predicted the future of digital marketing. Back then, it was commonly assumed that the internet would be harnessed by marketers to increase their influence with consumers.
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  • A 4-Step Guide to Aligning Content Marketing and ABM

    May 3, 2017, 15:04 PM by Paula Crerar
    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 understand how content fits into a demand generation strategy: you create great content, promote that content across channels, encourage people to fill out a form in order to download high-value content, and then deliver those leads to your sales team for follow-up.
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  • Lenders: Use The Buyer’s Journey to Deliver Valuable Content

    Apr 20, 2017, 11:59 AM by Kylie Peters
    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 dollars to fulfill different needs based on their individual situations. For lenders, it’s important to understand this buyer’s journey so you can better guide potential customers down the path to purchase (using your dollars).
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  • CMO Tami Mohney on Retail Marketing Metrics

    Apr 19, 2017, 15:35 PM by None
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  • VIDEO: Scott Galloway – “How Amazon is Dismantling Retail”

    Apr 17, 2017, 07:09 AM by CHRISTIAN SARKAR
    Professor Scott Galloway speaks about how Amazon is disrupting retail. His insights are worth close attention. Not only has Amazon changed consumer shopping habits, it has changed the relationship between shareholders and investors.
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  • The Rise of the (Marketing) Machines—How to Tame Them

    Apr 14, 2017, 11:57 AM by Harte Hanks
    It’s no secret that technology has changed the game when it comes to marketing. We all know the customer is now in charge of the journey. Add to this an explosion in engagement channels and content, and marketers find themselves awash in a sea of priorities.
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  • Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth

    Apr 13, 2017, 15:44 PM by None
    Being an effective marketer is one of the most challenging – yet rewarding – jobs today. It’s become almost a cliché to refer to marketing as being in a state of flux, but it’s true. New channels come and go, media consumption behaviors shift, but ultimately, modern marketers simply can’t be successful without a sound marketing strategy based on a rich understanding of their customer. Though that’s easier said than done, isn’t it?
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  • Better Attribution Means Better Marketing Results—How to Get Started

    Apr 12, 2017, 12:55 PM by Korey Thurber
    As banks and credit unions face increasing pressure to compete with fintech innovations, peer-to-peer lenders and digital payment channels, it becomes more crucial than ever to optimize marketing spend and understand which channels provide the greatest ROI.
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  • CRM 3.0: Using Technology to Bring Human Interaction Back to Marketing

    Apr 10, 2017, 15:44 PM by None
    Years-ago marketing was done primarily through human interactions; think personal and door-to-door sales. As time went on, marketing became depersonalized as demographics and databases drove direct mail and telemarketing. As the internet took off, customer relationship management systems (CRM) enabled digital and email marketing, and things became even more depersonalized.
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  • Signals: Identify and Get to Know Your Customers Better

    Apr 10, 2017, 11:53 AM by Jennifer Miles-Losapio
    A lot of our conversations lately have been focused on providing the right content to the right person at the right spot in the buyer’s journey—marketing in the moment. This is not a simple task, given the explosive growth of customer data we have at our fingertips, driven by the various touch points across digital, social, mobile and traditional channels.
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  • Harte Hanks brings next generation data and analytics to marketers with Opera Solutions’ Signal Hub platform

    Apr 10, 2017, 06:27 AM by None
    San Antonio, TX – Harte Hanks (NYSE: HHS), a leader in customer relationships, experiences, and interaction-led marketing and Opera Solutions, a leader in Data Analytics, announced the market availability of their data and analytic solution delivered through Opera Solutions’ Artificial Intelligence (AI) and Machine Learning platform, Signal Hub™.
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  • The World is NOT Your Oyster: How to do Market Segmentation

    Apr 6, 2017, 13:47 PM by Steve Acuna
    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.
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  • How to Give Your Customers the Support Experience They Really Want

    Apr 5, 2017, 15:44 PM by None
    There are two unassailable truths about customer service. First, companies really don’t want their customers to have to use support channels. Second, and perhaps more importantly, customers do not want to call customer support.
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  • FiServ Marketers: Your Solution to the Attribution Struggle

    Apr 4, 2017, 09:44 AM by Korey Thurber
    An overwhelming amount of financial marketing executives—96 percent, according to The Financial Brand—feel that measuring ROI is a challenge. And 47 percent struggle to accurately quantify their department’s impact. That’s the bad news, the good news is that marketing is increasingly being seen as a revenue center within financial organizations—but with that comes a greater responsibility to deliver, measure and understand the ROI across the different touch points.
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  • Online Retailer Attracts New Clients with Direct Mail

    Mar 31, 2017, 15:44 PM by None
    An online leader in luxury retail consignment earned $100M in its first year (2014), with plans to reach $1B by 2019. To fuel this ambitious growth, the company must continuously expand its membership of customers, who consign their high-end products for resale to other buyers.
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  • Buyer Personas Are NOT Customer Segments: What You Need to Know

    Mar 28, 2017, 12:11 PM by Michele Fitzpatrick
    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 for things like new dishes and towels. You’re a “new mover,” so that makes sense, right?
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  • Do You Really Need that Survey? Better Ways to Improve CX

    Mar 27, 2017, 15:17 PM by Kylie Alexander
    In a recent interview with Quirk’s Media, Nancy Vogt, VP of Customer Experience with Zions Bank, discussed the implications of an important factor in market research: survey fatigue. She explained, “In recent years, as we’ve become ever more cognizant of survey fatigue, we’ve had to think long and hard about our priorities when designing a survey, considering each question to decide whether it is just ‘nice to know’ or whether the response will be actionable.”
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  • Did Micro-Moments Ruin My Buyer’s Journey Maps?

    Mar 23, 2017, 14:23 PM by Frank Grillo
    Google indicates that mobile had a 20% increase in market share, while time per visit declined 18%. eMarketer predicts that by 2020 mobile will represent 74% of digital ad spending. These and similar findings led Google to conclude that mobile consumers move through their journeys in spurts rather than sessions, and that the “micro-moment” is the new battlefield where brands achieve success or failure.
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  • Social Hijacking of St. Patty’s vs. Mardi Gras: Global Beats National

    Mar 22, 2017, 10:12 AM by Alan John Kittle
    Is there a winning formula for brands looking be part of social buzz during major events and holidays? Nick LaBran, my fellow social intelligence guru at Harte Hanks, and I hypothesized that both national and global events would raise significant interest from brands looking to “news-jack” the use of social channels and insert themselves into conversations taking place.
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  • How to Inoculate Your Brand from Political Backlash: Interview with Elsie Maio

    Mar 21, 2017, 10:05 AM by Nicole Bump
    Airbnb Super Bowl ad promotes certain values. Does the company live by them? Elsie Maio is on a mission – to empower high performing businesses to profitably align with the wellbeing of humanity. Since 1994, she has been touted as a practical visionary in the field of high performance brand strategy – helping clients get ahead of emerging global trends in business and society, long before it became fashionable.
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  • Fulfillment: Consumer Brand Speeds Up Delivery, Saves Money, Satisfies Customers

    Mar 20, 2017, 15:44 PM by None
    A leading consumer electronics brand offers several rewards programs for their customers each year. However, the vendor helping this brand with ordering and fulfillment of these reward orders was taking weeks to validate and deliver items to the consumers—which feels like forever! In addition, the company didn’t offer email or chat support when customers wanted to check up on their reward status.
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  • Personalization Across the B2B Tech Buyer’s Journey

    Mar 20, 2017, 13:35 PM by Katie Sweet
    Imagine that you’re a marketer currently researching a new martech solution for your team. At the beginning of your search when you land on one company’s website, what are you looking for? If you’re like me, you want to understand what the company does and whether the solution is relevant to your current needs — as fast as possible. You don’t want to wade through pages and pages of website copy and other content to make this assessment.
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  • Insurance Provider Improves Inbound Contact Center, Sells More Plans

    Mar 16, 2017, 15:44 PM by None
    In 2015, a leading health insurance provider began selling Medicare Advantage (MA) plans and quickly became the state’s top provider of these plans. Due to the dramatic increase in call volume for both MA and under-65, Affordable Care Act (ACA) plans, the insurance provider needed a contact center that could provide a better customer experience, while meeting all regulatory requirements.
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  • Contact Center: Restaurant Chain Improves Satisfaction with Modern Customer Support

    Mar 16, 2017, 15:44 PM by None
    A prominent quick service restaurant (QSR) had a legacy contact center vendor whose agents serviced many other QSR’s just like them. They needed to design and enable a better overall support experience for their customers consistent across locations.
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  • Contact Center: Professional Sports League Upgrades Support Team, Technology

    Mar 16, 2017, 15:44 PM by None
    A professional sports league streams its games to a variety of connected devices, which means a variety of customer support requests. Its contact center struggled to resolve customer issues with consistent responses because its agents had to work with several outdated, disparate technologies.
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  • Contact Center: FLEETCOR Drives Fuel Card Sales, Usage

    Mar 16, 2017, 15:44 PM by None
    As a leading global provider of fleet cards, FLEETCOR serves over 500,000 commercial accounts with millions of cardholders across the United States, Canada, Mexico, Europe, Africa and Asia. The company has achieved significant growth by acquisition in international markets
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  • How to be More Human in Your Marketing with Signals

    Mar 15, 2017, 16:53 PM by Jennifer Miles-Losapio
    Jay Baer, Marketer, Author, Speaker and President of Convince and Convert, is known for saying: “Make your marketing so useful people would pay for it.” In other words, every interaction our brands have with a customer should deliver value to that customer. One-to-one marketing is no longer good enough—even though we’re just getting there. To provide value with each and every interaction, we must understand who individuals are and speak to them contextually, one-to-one, in the moment in which they are situated.
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  • How to Use Buyer Personas to Improve B2B Customer Experience

    Mar 10, 2017, 10:14 AM by Alex Gill
    Customer experience marketing is a proven antidote to the complex buyer journeys that characterize the B2B sector today. The goal is to serve highly relevant content to buyers in the right place at the right time, enhancing lead nurture and conversion to deliver better revenue growth.
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  • How to Capture More Buyers Earlier in their Journey: Response to McKinsey

    Mar 8, 2017, 14:28 PM by Frank Grillo
    McKinsey and Company recently published an article called The new battleground for marketing-led growth that explains in detail why marketers need to “win attention for their brands at the very beginning of a shopper’s journey.”
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  • How to Capture More Buyers Earlier in their Journey

    Mar 8, 2017, 14:17 PM by Frank Grillo
    McKinsey and Company recently published an article called The new battleground for marketing-led growth that explains in detail why marketers need to “win attention for their brands at the very beginning of a shopper’s journey.” McKinsey’s research shows that, for shopping-driven categories (like cosmetics, personal computers, autos and financial services), the ratio of initial consideration to market share explains more than 60% of the variance in growth of market share.
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  • MetLife Marketing is Focused on Providing Value—You Should Be, Too

    Feb 23, 2017, 13:05 PM by Kylie Peters
    Esther Lee, CMO of MetLife, admits that for most financial services companies, marketing is typically equivalent to sales support. When she arrived at the company in 2015, she found that many of her marketers were just “brochure ware people.” Standard volume-based strategies weren’t cutting it.
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  • The CMO Marketing Effectiveness Review: How to Best Prioritize Initiatives

    Feb 10, 2017, 10:38 AM by Marcy Strauss Axelrod
    Every CMO must take stock of where their organization is and make decisions about what’s most important for the future. This can be an overwhelming process, with priorities coming from business units, IT, customer service, and the executive team, among others.
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  • The CMO Audit and Subsequent Growth Plan: A Guide

    Feb 10, 2017, 10:02 AM by MARCY STRAUSS AXELROD
    Every CMO must take stock of where their organization is and make decisions about what’s most important for the future. This can be an overwhelming process, with priorities coming from business units, IT, customer service, and the executive team, among others.
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  • If Customer Experience Is the Battlefield, Mobile Is the Weapon of Choice

    Feb 8, 2017, 16:39 PM by Scott Rhodes
    For most of us, our smartphone is practically an extension of our body. The vast majority of brands today, however, are struggling to orchestrate outstanding intuitive mobile customer experiences. The smartphone is truly ingrained in our daily lives. As Google notes, 87% of us always have one by our side always, and 67% of us check it within 15 minutes of waking. Among other things, this means mobile technology is the primary channel in which we interact with brands, communicate with friends and family, read the news and restock our toothpaste (love you, Amazon app.).
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  • 2017 Super Bowl Ads: Stranger Things Happened Than the Pat's Comeback

    Feb 6, 2017, 14:22 PM by Alan Kittle
    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 Houston. No wonder millions took the 6th off work and school!
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  • The Convergence of Digital and Physical Shopping Experiences

    Feb 3, 2017, 11:36 AM by Ryan Moats
    Historically, brick-and-mortar retailers have approached development of their online storefronts fatalistically. Companies thought that increasing online business couldn’t happen without poaching from brick-and-mortar storefronts—and if anyone was going to poach brick-and-motor business, it might as well be that same company’s online business. Online and bricks-and-mortar retail were treated as two separate animals. To grow online business, many companies thought they had no choice but to sacrifice bricks-and-mortar sales. All advances in online functionality for customers meant directing those customers away from brick-and-mortar locations.
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  • The Magic Question: What’s as Important as Baseball?

    Feb 2, 2017, 10:51 AM by Frank Grillo
    Case study from Dr. Karl Hellman. In our 3-second attention span world, social media marketing often grabs attention with dramatic discounts: 30% off or more. But discounts erode profits and detract from brand equity: “Thirty percent off? What’s wrong with this product?”
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  • Are You Ready for the Future of Personal Data Privacy?

    Feb 1, 2017, 10:28 AM by Nicole Bump
    Have you ever imagined that each of us, as individuals, would own our personal data and be able to sell it to marketers? We may be headed in that direction.
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  • A Powerful, Reliable Way to Cut Through the Marcom Clutter

    Jan 27, 2017, 11:39 AM by Frank Grillo
    Case Study from Dr. Karl Hellman. We live in a cluttered marcom world: thousands of messages bombard us every day. Here’s how a professional services firm cut through and grew their business.
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  • Retailers: What You Need to Learn from Holiday 2016

    Jan 25, 2017, 11:26 AM by Ryan Moats
    For years, retailers have been told that to compete in the new ecommerce world, they need to have a well-established omnichannel organization. The 2016 holiday season proves that the time has come—and it is not going away. Retailers that do not have a solid omnichannel strategy that lets customers shop whenever and however they want to shop are going to be left in the dust.
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  • CMOs: This is the Year to Focus on Artificial Intelligence

    Jan 19, 2017, 11:56 AM by Frank Grillo
    We all know by now that consumers are in the driver’s seat when it comes to marketing and the customer experience in 2017. To meet their ever-increasing expectations, we’ll need to get to know them at a deeper level than ever before and speak to them more contextually than we’ve dreamed possible.
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  • How to Use Combinatorics to Generate Good Ideas

    Jan 19, 2017, 03:42 AM by Walt Ruday
    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 same thing: 50% creative idea generation plus 50% management and organization of those ideas so they can conjure up a truly innovative execution.
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  • Why Data-Driven Creative is so Powerful—and How to Use It

    Jan 13, 2017, 01:00 AM by Candi Williams
    Data, data, data. It’s at the heart of just about everything today and getting cleverer by the minute. But what does that mean for creativity? Right now, data-driven creative is a much-discussed topic in the marketing world. And for decades, we’ve been marrying data and creativity to make amazing things happen. Here are just some of the reasons we champion the winning pair and some top tips for making it work for your business.
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  • ROA: The Most Important Marketing Metric in 2017

    Jan 12, 2017, 12:00 PM by Frank Grillo
    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 the small data to succeed in this Age of ‘Me,’.
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  • How to Boost Both Awareness and Conversions with Facebook

    Jan 10, 2017, 14:29 PM by Sana Ansari
    How big of a role should Facebook play in your organization’s digital funnel and overall conversion process? Bigger than you might think.
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  • Great Marketers Will Focus on Small Data for Success This Year

    Jan 9, 2017, 09:38 AM by Frank Grillo
    We’ve established that this is the year of the consumer. We’re living in The Age of ‘Me’, and that means that as marketers, we really need to understand who our customers and our prospects are—and we need to use that to speak to them contextually.
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  • Mapping a Better Customer Experience for Contact Center

    Jan 5, 2017, 14:44 PM by None
    You can’t get through the day as a marketer or customer experience professional without hearing about the importance of the customer journey. Yes, we all know that the customer should be at the center of all we do. Those of us in the contact center have been putting the customer first for decades.
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  • Retailers: What You Need to Know to Win Against All-Powerful Amazon

    Jan 4, 2017, 16:40 PM by Ryan Moats
    Many retailers are beginning to feel like competing with a dominant force like Amazon is a losing battle. In the recent article “Can your brand win vs. Amazon?,” eBags.com CEO Mike Edwards examines the struggle for vendors and retailers to remain profitable in the shadow of the online retail giant. Amazon offers lower prices, convenience, a wide selection, product recommendations, a range of shipping options and a personalized customer experience. They’ve set the standard for customer expectations, and if you ignore that standard, you won’t succeed.
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  • CMOs: Where Our Heads Need to be for Success in 2017

    Jan 4, 2017, 09:01 AM by Frank Grillo
    Reading through the many 2017 marketing predictions, there is one resounding theme: consumers are running the show. As Forrester says, all markets are on the move in response to consumer demands—even utility companies are launching customer experience initiatives.
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  • Make 2017 Beautiful with Personalization

    Jan 3, 2017, 14:44 PM by None
    While retailers think they’re doing a pretty good job with personalization, customers aren’t so sure. Retailers say personalization is tough because it’s hard to get to know the customer.
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  • How to Create Ads that Grab Attention—But Not at the Cost of Relevance

    Dec 23, 2016, 07:09 AM by Simon Lodge
    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 time where consumers see enough value in what they’re being shown to pause and fully absorb. Moments that deliver empathy-sparking cues; resonate with an individual’s humour or hit deep, emotional triggers hidden away in the brain’s hippocampus for years.
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  • How to create the most valuable interactions

    Dec 19, 2016, 14:44 PM by None
    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is the author of “What Customers Want” (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review
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  • Advanced Fractional Attribution Solution Proof of Concept

    Dec 10, 2016, 15:44 PM by None
    It’s impossible to keep pace in today’s competitive marketplace. With the advent of digitization, new markets, competitors and opportunities can appear overnight. But what does it take to be able to serve up multichannel insights and optimize customer-centricity? A well-built Advanced Fractional Attribution Solution.
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  • Fostering Long-Term Customer Relationships in a Multichannel World

    Dec 8, 2016, 14:44 PM by None
    Big data is revolutionizing marketing. We now can monitor and measure almost anything in our increasingly interconnected society. Most importantly, we can track the customer’s journey and generate longitudinal data at the most granular level.
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  • 5 Powerful Lessons Social Media Marketers Can Learn from Trump. So Great!

    Dec 7, 2016, 12:21 PM by Nicole Bump
    We’ve been hearing a lot lately about Donald Trump’s tweets and tweeting behavior (like here and here and here). Dan Rather explains that this is because he is the first “social president,” just like John. F. Kennedy was the first “television president.” They were not the first presidents to use these media, but they were the first to use them effectively. Therefore, the tweeting is newsworthy.
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  • Customer Centricity Means Time and Money. Is it Worth It?

    Dec 5, 2016, 04:09 AM by Michele Fitzpatrick
    Customer centricity, the customer journey and the customer experience are the big buzz in marketing. But customer centricity takes a lot of time and money. How can you be sure it’s paying off? You’re making changes, but are they the right changes? You have 1,000 priorities; what’s your best course of action RIGHT NOW?
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  • Top 10 Thumb-Stopping Moments at Social Media Week

    Nov 28, 2016, 11:30 AM by Stacey Butterworth-Smith
    Recently Bristol played host to some of the finest social media minds in the country with over 1,500 attendees participating in 50 fact-packed Social Media Week events across the city. Harte Hanks sent a team to investigate.
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  • Experience Design. What’s It All About?

    Nov 18, 2016, 09:44 AM by Candi Williams
    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 something that people enjoy using again and again, that genuinely engages, and achieves the intended outcomes – that’s a whole different ball game. And one you might find referred to as ‘experience design’ or XD.
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  • Harte Hanks - Social Audit

    Nov 17, 2016, 14:35 PM by None
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  • Harte Hanks - Social Command Center

    Nov 17, 2016, 14:35 PM by None
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  • Harte Hanks - Social Intelligence

    Nov 17, 2016, 14:35 PM by None
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  • Harte Hanks - Social Reporting

    Nov 17, 2016, 14:35 PM by None
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  • Harte Hanks - Social Selling

    Nov 17, 2016, 14:35 PM by None
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  • Can Bricks and Mortar Compete with On-line Retailing?

    Nov 14, 2016, 14:44 PM by None
    Harte Hanks (HH) and Strategyn co-developed a strategic marketing service based on the premise that just as consumers “hire” products to do specific jobs, they also hire retailers to help them execute the “buying job” as they proceed along their buyer’s journey. To test the efficacy of this new service, HH and Strategyn focused on looking for strategic opportunities to help struggling brick-and-mortar businesses fight back against the relentless pressure from online competition.
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  • Customer Journey Mapping: What You Need to Know

    Nov 9, 2016, 15:54 PM by Michele Fitzpatrick
    The buyer journey and customer journey mapping are the big buzz in marketing. But do you actually know what a journey map is versus an experience map? Lifecycle map? Process map? Ecosystem map? To make the matter more complex, Forrester outlines four different journey mapping methodologies, each to be used for different objectives. AND each type of agency has its own objectives and processes for mapping.
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  • What Every CMO Needs to Know About the Buyer's Journey

    Nov 3, 2016, 10:59 AM by Michele Fitzpatrick
    Everything you learned in school and early in your career about marketing and product promotion is now table stakes. It used to be enough to get it right with the product and you’d find buyers. Now, you must get it right with the product AND with the customer experience to be successful in marketing.
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  • Experiencing the experiential

    Oct 28, 2016, 15:44 PM by None
    The power of connection. As consumers, we don’t like being told what to do. Or how to feel, or how to react. We want to experience things for ourselves, in our own time and on our own terms. And it’s exactly that notion that led to a paradigm shift away from traditional marketing, giving rise to experiential marketing approaches.
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  • Earned media, custom content and the power of social

    Oct 28, 2016, 15:44 PM by None
    Trust is earned, not bought. From our newsfeeds to on-demand TV ad spots, we are being marketed to everywhere we look. In fact, it’s estimated that today’s consumers are bombarded with anywhere from 3,000 to 20,000 ads and marketing messages every day.
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  • It's not you, it's me: the power of personalized content

    Oct 28, 2016, 15:44 PM by None
    We are living and operating in the era of ‘me’. An era where customers increasingly expect personalized experiences that are relevant, useful and, most prominently, human. We’ve seen it develop in brands – from Coca Cola’s memorable #ShareACoke campaign to the shopping giants like Amazon, eBay and Ocado’s ongoing personalization strategies.
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  • 3 Components of Best-in-Class Social Support

    Oct 28, 2016, 12:10 PM by Terry Arnold
    Social media has become one of the BIG THREE customer service channels—especially in B2C—joining phone and email to form the triad of support modalities. But customers have high expectations, and there aren’t many companies meeting them.
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  • Navigating the Age of Digital Disruption for Retailers and Consumers

    Oct 27, 2016, 13:41 PM by Barbara Basquill
    Before a snowflake has fallen or a holiday decoration is placed, retailers and consumers indices’ have already planned on the sales expectations they want to achieve. While the digital frontier shows no sign of slowing, now is the time to prepare for 2017.
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  • How Social Listening Drives Customer Experience for Electronics Brand

    Sep 22, 2016, 15:44 PM by None
    The digital landscape has grown prolifically over the past decade. Today, social media is ingrained in people’s daily lives with consumers using social platforms to share their experiences and opinions – often about brands and products.
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  • How Global Tech Leader Increased New B2B Buyers by 289%

    Sep 22, 2016, 15:44 PM by None
    A leading international technology corporation selected Harte Hanks to develop and implement a visionary social selling model to help seize opportunities presented by social media’s growing influence on buyers. By leveraging the right tools and insights they were able to better interact with buyers across online channels in order to drive lead-generation.
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  • The Power of Social Listening

    Sep 21, 2016, 15:44 PM by None
    Social listening for B2B is much more effective than you might think. Introducing the Harte Hanks Social Intelligence Toolkit. There’s a world of prospects on social. Are you listening?
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  • Mastering the New Customer Experience

    Sep 21, 2016, 15:44 PM by None
    Explore the minds of marketing’s thought leaders.
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  • Mastering Digital Growth

    Sep 21, 2016, 15:44 PM by None
    Digital disruption is undeniably unpredictable. As a marketer, the digital frontier can be a dangerous place if you aren’t armed with smart technologies. But for those who do take advantage of these digital technologies, the benefits can be substantial.
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  • Harnessing the Power of Social Media

    Sep 21, 2016, 15:44 PM by None
    Today, 350,000 new tweets are posted every minute and with 1.65 billion monthly active users, there are more people on Facebook than the entire population of China.
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  • Four Essential Elements For B2B Success

    Sep 21, 2016, 15:44 PM by None
    The social landscape is booming. For B2B businesses, this means vast and valuable opportunities. But, how do you cut through the social noise and tune into the conversations that will have the most impact on your brand?
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  • Four Essential Elements for B2C Success

    Sep 21, 2016, 07:19 AM by None
    The social landscape is booming. Every minute of every day, consumers are using social channels to discuss their experiences, feelings and opinions on brands. And this presents rich opportunities for B2C businesses to build strong, meaningful relationships with consumers.
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  • Email Marketers: What You Need to Know About iOS 10

    Sep 19, 2016, 15:36 PM by Kevin Gaherty
    In a continuing effort to improve their customers’ experience, Apple recently began releasing iOS 10 and will continue throughout the fall. The release includes features and issues that will have a direct impact on email marketers
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  • Multi-channel campaign optimization to improve conversions by x100 and lower CPA by 56%

    Aug 26, 2016, 15:44 PM by None
    MVMT, an ecommerce company selling minimalist men’s and women’s watches sought to optimize performance across all viable digital channels while rapidly scaling conversions.
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  • Digital Advertising Approach Saves $200K

    Aug 26, 2016, 15:44 PM by None
    The CEO of a niche internet retailer met with Harte Hanks to discuss customer acquisition costs. The retailer’s largest budget line item – bigger than payroll, was Internet advertising. The cost-per-lead threatened profitability and was not sustainable, but the CEO felt he had few options and little leverage with his suppliers.
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  • Online Marketplace Lowers Acquisition Costs by 78% with Google Display Network

    Aug 26, 2016, 15:44 PM by None
    The Grommet is a product-launch platform in the form of a highly curated online marketplace, for products by Makers that haven’t hit the big-time yet. At noon ET every weekday, they share a new product’s story and make it available for purchase on the site.
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  • Why take customers to a virtual world? An introduction to VR for B2C marketers

    Aug 22, 2016, 15:44 PM by None
    Developments in virtual reality are gathering pace. Adoption rates are up and the depth, breadth and quality of content is steadily increasing. Forbes reported that from January to March 2016, $1.1 billion dollars was invested in VR. That compares to $2 billion in the whole of 2015.
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  • New Mover Marketing: How To Successfully Target This High Opportunity Market

    Aug 17, 2016, 13:41 PM by Barbara Basquill
    It certainly doesn’t feel like the U.S. economy is firing on all cylinders. We’re experiencing a volatile stock market. Department stores and big retailers are struggling. A recent spike in oil prices could further impact consumer spending. However, despite a sluggish economy through the first half of 2016, the housing market has continued to be undeniably strong.
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  • Smart. Successful. Interactions.

    Aug 16, 2016, 15:44 PM by None
    With the evolving marketplace and increased customer empowerment, businesses find themselves in a quickly changing customer experience environment. Harte Hanks has been in the business of producing engaging and effective customer interactions to drive business results for our clients for many years.
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  • Satisfy customers. Grow their loyalty.

    Aug 16, 2016, 15:44 PM by None
    In many industries, markets and businesses, contact center efficiency and—surprisingly—customer satisfaction don’t directly drive customer loyalty. Customer loyalty grows instead from the totality of interactions, including all forms of engagement, known as the customer experience. This is what moves the business forward.
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  • How to engage your entire organization in supporting your customer experience

    Aug 16, 2016, 15:44 PM by None
    Most of the companies we work with have a difficult time executing against a unified customer experience as different groups within the organization have different definitions and perceptions of what that experience should be. Customer Service tends to have a reactive approach, measuring performance through CSAT.
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  • Enhancing customer experience through contact center

    Aug 16, 2016, 15:44 PM by None
    A few weeks ago, I participated in a webinar with CRM magazine and discussed how to create smarter customer interactions and more effective contact centers. I have dedicated the last several years at Harte Hanks to specializing in Customer Experience Support solutions, leading a team of technology experts who specialize in Oracle Service Cloud for Contact Centers.
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  • IoT and Micro-Moments: Optimizing Big and Small Data to drive Omnichannel Marketing

    Jul 27, 2016, 09:57 AM by Laura Watson
    In our last article we discussed how the advent of IoT is bringing marketers an overwhelming amount of data, behemoth data, that can be synthesized into usable knowledge that can drive more effective customer journeys. With companies having access to all of this data, we’d like to talk more about how this data can be optimized and utilized to have the largest impact on your organization.
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  • New Mover Marketing Suite Brochure

    Jul 22, 2016, 15:44 PM by None
    Through our partnerships with multiple data sources, Harte-Hanks’ New Mover Data is one of the most powerful new mover marketing data sets available. Harte Hanks utilizes sources that obtain and update residential contact information daily from more than 3,000 sources. The data is processed by applying a variety of algorithms, confirming a move, and not just a name change for example.
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  • IoT and Micro-Moments Marketing: Leveraging Big Data to Improve the Customer Journey

    Jul 7, 2016, 12:19 PM by Laura Watson
    Being connected via wearables without your mobile device is already a reality with untethered Tech, like Android Wear and the Samsung Gear S2, which both support e-SIMs tapping into your pre-existing cell network at no extra cost. It’s a good bet that every smartwatch brand will have an LTE version by the end of 2016, which means that while there’s a vast number of facts and untold nuggets of information that could surprise even big data’s most ardent followers. Big Data is about to become behemoth data.
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  • IoT and Micro-Moments Marketing: Opportunities and Pitfalls

    Jun 22, 2016, 12:24 PM by Laura Watson
    With the advent of smart technology, we are getting ever closer to the Orsen Wells imagined world of Big Brother oversight in everyday interactions…and many of us are starting to like it because it makes our decision-making easier, our lives more efficient and allows us to do more of the “fun stuff” we’d all rather be doing.
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  • Single View of Customer

    Jun 20, 2016, 07:06 AM by None
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  • Data Driven Insight

    Jun 20, 2016, 06:41 AM by None
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  • Why take buyers to a virtual world? An Introduction for B2B Marketers

    Jun 8, 2016, 15:44 PM by None
    Developments in vertual reality are gathering pace. Adoption rates are up and the depth, breadth and quality of content is steadily increasing. Forbes reported that from January to March 2016, $1.1 billion dollars was invested in VR.
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  • Harte Hanks’ Sony Electronics email campaign wins direct marketing best in show award

    Jun 7, 2016, 07:54 AM by None
    Harte Hanks (NYSE: HHS), a leader in customer relationships, experiences and interaction-led marketing, won the Philadelphia Direct Marketing Association's 2016 Best In Show Award for an innovative email campaign the company produced for Sony Electronics.
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  • Creating Meaningful Customer Engagement: The Need for a Connected Omni-channel Experience

    May 13, 2016, 15:44 PM by None
    Today’s typical customer is hyper-connected and has more choices than ever before when it comes to finding the information that’s most relevant to him or her. Undoubtedly, this customer has traditional mailers coming through the post office and hundreds of TV channels with thousands of advertisements and infomercials constantly bombarding him or her. There are a multitude of blogs, product review and recommendation sites, as well as thousands of websites and comparative shopping sites just a simple finger tap away on an amazing array of devices.
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  • Global Consumer Electronics Manufacturer Becomes Leader in Social Support

    May 10, 2016, 15:44 PM by None
    A large consumer electronics manufacturer was caught off guard by a customer complaint that went viral on social media. While responding to this trending issue, the company realized it should have a more strategic presence in social communities.
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  • A smarter customer experience for a leading entertainment provider

    May 10, 2016, 15:44 PM by None
    A large entertainment provider was launching a subscription service to offer their live events online. A big portion of the millions of customers that had previously purchased each event on cable or satellite would now be purchasing a subscription to stream online. The organization needed a contact center partner that could quickly scale to handle all customer inquiries, including billing, product and technical support. The partner also needed to provide customer support across multiple channels, including phone, email, chat and social, ensuring that each subscriber could properly stream the event on their device-of-choice and was satisfied with the service.
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  • A Wider Context for Content

    May 10, 2016, 15:16 PM by Alana Griffiths
    Over the past five years, content marketing has become a major strategic theme occupying B2B events, editorials and analysts. Many brands have jumped on the content creation bandwagon – the internet is awash with blogs and white papers, infographics and video. And it keeps on coming.
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  • B2B vs B2C marketing analytics – the same, but different?

    May 4, 2016, 13:00 PM by Adi Clark
    I’ve spent much of my career working in data-driven marketing roles and delivering insights for B2C brands, but over the last decade the balance has shifted and I now work almost exclusively with B2B businesses. While some of the differences between the two worlds are to be expected, such as the availability of different data types and the more complex buying cycle in B2B, in fact there are a great deal of similarities in the techniques and types of analysis that can be carried out for B2C and B2B. So why aren’t B2B brands making as much use of analytics as their B2C counterparts?
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  • Samsung Showreel

    Apr 29, 2016, 15:35 PM by None
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  • Takeaways from the VR World Congress

    Apr 26, 2016, 11:44 AM by David Chandler
    On April 12 virtual reality trailblazers from across the globe descended on Bristol for VR World Congress. As you’d expect, many attendees were gaming professionals. But some speakers and exhibitors explored VR in relation to wider areas such as data visualisation, engineering, medicine and education.
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  • How to Engage Your Organization in Supporting Your CX

    Apr 19, 2016, 15:24 PM by Rusty Langford
    Most of the companies we work with have a difficult time executing against a unified customer experience as different groups within the organization have different definitions and perceptions of what that experience should be. Customer Service tends to have a reactive approach, measuring performance through CSAT, response time, and reaction to market “noise”.
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  • Maximizing Customer Lifetime Value in the Automotive Industry

    Apr 12, 2016, 13:47 PM by Michael Krueger
    How to get over what is keeping you up at night. And, I don’t just mean those crazy neighbors next door. In your competitive market, how can you keep pace with customer needs? How can you be certain that you are investing in the right channels to acquire more customers? What if you were told you had to decrease your budget – where would you first look to cut?
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  • The Machines of SXSW Future

    Mar 31, 2016, 13:43 PM by Alan John Kittle
    We’ve been urged (well, that’s maybe overstating a little) to follow up on the pre-SXSW evaluations post. In it, Alan opined that the three “tracks” most likely to get most industry attention were Wearables, IoT and VR/AR.
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  • Determining Your Analytics "Intelligence" Level

    Mar 21, 2016, 15:44 PM by None
    In today’s retail landscape, little debate exists about the importance of data analytics in decision making. The applications of analytics in the retail industry are wide-ranging and include merchandise assortment, geographic site selection, store layout, pricing and markdown strategies, e-commerce site design, enhancing the shopper experience, and all the various applications within direct brand-consumer interactions.
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  • Seven Steps to Smarter Demand Generation

    Mar 3, 2016, 10:58 AM by Alex Gill
    In our recent session at B2B Marketing’s InTech event in London, we considered how demand generation can be improved through a convergence of technology and people.
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  • Pre-SXSW: Three Trends and Tracks That May Impact Your Marketing Plans in 2016

    Mar 2, 2016, 12:16 PM by Alan Kittle
    As I prepare for my second pilgrimage to Austin, to immerse myself in all that is emerging and mind-blowing in our industry, I thought I’d curate some of the information the organizers are now sending to registered attendees. There are three very important customer engagement trends, or “tracks” as SXSW calls them, that every marketer will want to evaluate.
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  • The Critical Role of Analytics Driven Insight in the Financial Services Sector

    Feb 25, 2016, 13:02 PM by Korey Thurber
    There is a critical need for Analytics Driven Insight in the Financial Services (FiServ) sector. The customer journey is no longer solely about the in-branch experience or siloed traditional marketing deployed by marketers. Today, a FiServ institution can influence the customer experience across a multitude of interaction points.
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  • How to Individualise Your Marketing: Smarter Demand Generation and the Rise of Micro-targeting

    Feb 23, 2016, 18:50 PM by Alex Gill
    “The importance of customer experience is on the rise; marketing is on the hook”. So said Gartner for Marketing Leaders in a 2014 research report. It predicted that customer experience, not product differentiation, would be the new battlefield for organisations wanting to achieve standout. And it said marketing would be expected to ‘create exceptional branded moments at every customer touchpoint’.
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  • Three Marketing Automation Myths That Need to Die

    Feb 4, 2016, 15:26 PM by Heather Curtis
    Automation is a fairly young, up-and-coming concept in the marketing industry, so it is understandable that there would be misconceptions in the beginning about what it is and what it does. As we start 2016 and “marketing automation” becomes less of a buzzword and more of a mainstream strategy, Harte Hanks wants to set the record straight on the facts about marketing automation. Here are three myths that we want to clear up:
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  • Smarter Demand Gen Awakens

    Jan 25, 2016, 14:44 PM by Alex Gill
    The B2B demand-marketing ecosystem continues to evolve at a rapid pace. It’s driven by emerging technologies, tactics and buyer behaviors, alongside other well-established factors that continue to shape the discipline.
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  • ''Customer-Centricity: What It Is … and Isn’t'' – An Interview with Frank Grillo, CMO, Harte Hanks

    Jan 21, 2016, 07:21 AM by Marketing
    Frank, I’ve heard you say that companies are working hard to transition from product and channel-centricity to true customer-centricity. What does it take to make this transition? This question cuts to the core of everything that we are doing at Harte Hanks.
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  • How Pharmaceutical CRMs Can Lead to Healthier Relationships

    Jan 12, 2016, 15:11 PM by Natalia Gallur
    Customer Relationship Management (CRM) software offers a great deal of potential for the pharmaceutical industry. However, this is a complex sector, riddled with regulations surrounding sensitive data. It is not easy to find a solution that fits business needs while complying with relevant laws. This is especially true at an international level when different rules need to be observed for different countries.
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  • Why 1st-party Data is Marketing's Hottest Asset

    Jan 5, 2016, 14:44 PM by None
    One of the most powerful (and talked-about) digital marketing trends over the past year-plus has been the proliferation of data. At 3Q Digital, we believe that 1st-party data – your data, gathered by you and unique to your business – is the most powerful and highest-quality data available. And there’s a huge bonus: it’s free
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  • The Lin-Rodnitzky Ratio. 3Q Digital's Simple Way to measure AdWords Account Performance

    Jan 5, 2016, 14:44 PM by None
    “How are we doing?” This is the first question marketers ask us about their Google AdWords account. For a long time, we struggled with this question. We would go into lengthy explanations of PPC best practices and discuss conversion rates, account structure, and competitive benchmarking. Often this detailed analysis didn’t give the marketers any more comfort; it just created frustration. “OK,” they’d say, “I know I have to improve a lot of things in my account, but does that mean I’m absolutely terrible or close to perfection?”
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  • Introducing the Wide Tail - Why the Long Tail is Dying and How to Adjust

    Jan 5, 2016, 14:44 PM by None
    Once upon a time, on a search engine far, far, away, a search engine marketer could purchase a very obscure keyword (perhaps thousands of such keywords) and make a tidy profit as a result of the incredibly high conversion rate (CR) and incredibly low cost per click (CPC). This technique – known as “mining the long tail” – was a staple of every savvy SEM’s bag of tricks.
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  • An Introduction to Alpha Beta Campaign Structure

    Jan 5, 2016, 14:44 PM by None
    The basic building blocks of any search engine marketing campaign are keywords. As John Battelle wrote in his seminal book on search engines – The Search – a search engine is nothing more than a “database of intentions.”
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  • Four Simple Ways to Amplify Your Customer Support with Social Media

    Dec 17, 2015, 10:33 AM by Rusty Langford
    Social media is quickly becoming a critical factor in augmenting and enhancing your customer support strategy. Last week, I participated in an industry roundtable hosted by CRM Magazine on the subject. When businesses think of social media, it’s often in terms of marketing or public relations. And while social media is a great tool to help extend both, its impact goes beyond promoting and marketing your company. Increasingly, social media has become a powerful contributor to customer service and support. Customers are now powerful influencers. They take to social media to talk about brands and products – positively and negatively – in an attempt to influence their peers and the brands they buy from. So how do you influence the influencers, and utilize social media to enhance your customer service?
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  • Samsung Gear VR Cinematic

    Dec 15, 2015, 15:35 PM by None
    Our latest work for the Samsung Mobile's Global Social team showcases the fun you can have if you add the Gear VR to a Galaxy ecosystem built around your smartphone.
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  • Samsung Gear VR Gaming

    Dec 15, 2015, 15:35 PM by None
    Our latest work for the Samsung Mobile's Global Social team showcases the fun you can have if you add the Gear VR to a Galaxy ecosystem built around your smartphone.
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  • Hello Reality, Let's Go Virtual

    Dec 11, 2015, 11:52 AM by Simon Lodge
    As marketers, digital savvies and media gurus, whenever virtual reality (VR) comes into conversation, it’s safe to say we can’t help but drop a bold reference to Minority Report, The Matrix or Back to the Future. These pop-culture films made technologies of the future sexy; or at least provided recognizable uses for them.
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  • Technology Is Not a Substitute for Creativity

    Dec 9, 2015, 10:55 AM by Alan John Kittle
    Marketing has always been a blend of art and science. But the rise of marketing technology has tilted the scales heavily towards the science end of the equation. This is not necessarily a bad thing – the digital revolution has armed marketers with information and techniques that drive more accurate, cost-effective campaigns. Essentially, technology has eliminated a good portion of the “guesswork” traditionally associated with marketing. Again, this is a wonderful development for marketers. Technology allows us to personalize our approach to better connect with audiences and do a better job of meeting their needs and desires. But too much technology can have negative effects – namely, the erosion of creativity.
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  • The Hottest Three Letter Acronym for 2016: D-M-P

    Dec 3, 2015, 15:40 PM by David Rodnitzy
    Marketers are overwhelmed with tools and channels, and most of these – OMG! – have a three-letter acronym (TLA) that we use to theoretically make it easier for us to discuss them (and of course, to make us feel like we are in the know!). DSP, SEM, PMD, PLA, SEO, FPD, LOL, CRM, FAN, GDN . . . the list goes on and on. BTW, “LOL” on the previous list refers to “laugh out loud,” ICYM!
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  • Samsung Delighted Customers with Launch of Galaxy Note 4

    Dec 3, 2015, 11:43 AM by None
    The challenge for any brand is to break through the clutter and keep online communities engaged through authentic communication— particularly at pivotal moments like a flagship product launch. The Galaxy Note 4 was launched in 2014 and had been praised by the tech press for its great productivity features, which Samsung had promoted across the vast network of its global marketing efforts.
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  • Video Showreel

    Dec 1, 2015, 15:35 PM by None
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  • Deliver large-scale, cross-channel support solutions in record time.

    Nov 24, 2015, 14:44 PM by None
    How do you enable customers to seamlessly shift from traditional to new entertainment services? How do you control the flood of consumer purchases and inquiries on a new online platform? In 2014, a major entertainment provider faced these challenges as they launched a new online subscription service.
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  • How a top pharmaceutical company wrote their own prescription for success

    Nov 20, 2015, 14:44 PM by None
    The strategic consumer relationship program, which married data analytics and insights with creative content, increased patient adherence and treatment success, and converted patients into brand advocates.
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  • The Campaign is Dead, Long Live the Campaign

    Nov 18, 2015, 10:38 AM by Alana Griffiths
    The evolution of the customer journey from vendor-led to the modern, customer-empowered experience has all but killed the idea of a “campaign.” Marketing to today’s consumer is not a short-term affair – it requires a sustained effort that provides the consumer with relevant and useful information at the right time and place.
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  • Marketing Technology: Where’s My ROI?

    Nov 16, 2015, 12:48 PM by Alex Gill
    The modern customer journey is consumer driven and often fractured. Unlike the linear, vendor-led customer journeys of the past, the buyer is now in full control. With endless options – and a bevvy of information about each product or service readily available for consumers – marketers must devise new ways to attract customers and secure brand awareness and loyalty.
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  • The Revolution Will Be Televised

    Nov 10, 2015, 11:57 AM by Alan John Kittle
    Smart B2B brands have been learning from their B2C cousins about wrapping messages up in a more appealing way for years. Some B2B players have a clear vision of the role video needs to play and how to make the viewer experience both enjoyable and meaningful. Plaudits where they’re due!
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  • Back to the Future: Predictive Analytics

    Nov 9, 2015, 11:39 AM by Adi Clark
    What if you knew what your customers wanted, when they wanted it? With predictive marketing analytics, gazing into the future is entirely possible. While predictive analytics is not a new concept – marketers have often tried to use past performance to predict future behavior – the dawn of the information age has amplified its effectiveness and usability. Predictive analytics allow marketers to focus efforts and maximize their budgets by identifying targets who are ready to buy and by eliminating those who aren’t.
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  • Client Satisfaction and Smarter Customer Interactions: The Heart and Soul of Harte Hanks

    Nov 6, 2015, 08:05 AM by Karen Puckett
    It’s been almost two months since I took the role of President & CEO of Harte Hanks. In that time, I’ve had the pleasure of visiting our clients in Philadelphia, Burlington and San Francisco, amongst other locations.
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  • The 4 Biggest Challenges Facing B2B Tech Marketers Today (Part 4)

    Nov 4, 2015, 16:15 PM by Chris Ronald
    Over the past few weeks, we’ve been exploring the four biggest marketing challenges faced by B2B tech companies. Whether you’ve been following along or just tuning in now, you can find the first three installments about utilizing all available tools and technologies, leveraging high-quality, real-time data and generating ROI with less budget and fewer resources on our blog.
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  • Staying in Touch With the Zeitgeist

    Nov 2, 2015, 15:35 PM by David Rodnitzy
    Last week I had lunch with an incredible group of people: an Academy Award-nominated director, a 21-year-old nuclear physicist, and a New York Times columnist. Just another day in the glamorous life of a digital agency executive, right?
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  • Elevate Your Contact Center Through Smarter Agent Workspace

    Oct 27, 2015, 12:39 PM by Stacey Greene
    This is my third blog post on contact service solutions this month. This blog series has been designed to help our readers understand and create “smarter customer interactions” including recommendations on customer experience technology solutions. This week, I want to share insights and tips on how to improve customer experiences through the creation of strong agent workspaces.
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  • The 4 Biggest Challenges Facing B2B Tech Marketers Today (Part 3)

    Oct 19, 2015, 18:38 PM by Chris Ronald
    If you’ve been following my four-part series on the biggest challenges impacting B2B tech companies today, you’ll have already picked up some tips on maximizing your tools and technologies and generating high-quality, real-time data.
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  • Tips to Create Smarter Customer Interactions Using Innovative Technology Solutions — The Voice Channel

    Oct 19, 2015, 10:33 AM by Stacey Greene
    Last week, I published a blog post to help our readers create smarter customer interactions from a custom experience standpoint, including recommendations on customer support websites. This week, I’ll share some insights and tips on how to improve customer experiences through the voice channel.
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  • Global Patient Support Needs to ‘Think Local’

    Oct 16, 2015, 09:01 AM by Natalia Gallur
    Patient support programs play a vital role in facilitating better disease management and treatment optimization. Traditionally pharmaceutical companies launched such initiatives on a local level. However, from a regional perspective, this sometimes resulted in patchy and fragmented support.
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  • The 4 Biggest Challenges Facing B2B Tech Marketers Today (Part 2)

    Oct 16, 2015, 01:38 AM by Chris Ronald
    A couple of weeks ago, I kicked off a blog series about the four biggest challenges faced by B2B tech companies. If you missed the first installment about creating an ecosystem that makes use of all available tools and technologies, you can read about it here.
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  • Key Takeaways from 3Q Digital Summit (Part 2)

    Oct 14, 2015, 17:41 PM by David Rodnitzy
    Last week, we shared some key insights from our 3Q Digital Growth Summit at Levi’s Stadium, where we hosted 150 colleagues, partners, and clients to discuss the newest and most critical trends in digital.
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  • Tips to Create Smarter Customer Interactions Using Innovative Technology Solutions -- The Voice Channel

    Oct 13, 2015, 10:58 AM by Stacey Green
    A few weeks ago, I participated in a webinar with CRM magazine, and discussed how to create smarter customer interactions and more effective contact centers. I have dedicated the last several years at Harte Hanks specializing in Customer Experience Support solutions, leading a team of technology experts who specialize in Oracle Service Cloud for Contact Centers. Today, I’d like to share my thoughts and experiences on defining what a “smarter customer interaction” means, as well as suggestions on customer support tools that can improve your overall customer experience.
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  • Tips to Create Smarter Customer Interactions Using Innovative Technology Solutions — The Customer Support Site

    Oct 13, 2015, 09:20 AM by Stacey Greene
    A few weeks ago, I participated in a webinar with CRM magazine, and discussed how to create smarter customer interactions and more effective contact centers. I have dedicated the last several years at Harte Hanks specializing in Customer Experience Support solutions, leading a team of technology experts who specialize in Oracle Service Cloud for Contact Centers.
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  • Key Takeaways from 3Q Digital Growth Summit (Part 1)

    Oct 8, 2015, 14:14 PM by David Rodnitzky
    In digital marketing, the one constant is change. 3Q Digital gathered 150 colleagues, partners, and clients to Levi’s Stadium, the home of the San Francisco 49ers and Super Bowl 50, for a day- long dive into the newest, emergent, and most critical trends in the digital space – including the true growth drivers companies must embrace going forward.
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  • The 4 Biggest Challenges Facing B2B Tech Marketers Today (Part 1)

    Sep 29, 2015, 10:02 AM by Chris Ronald
    Nearly every industry today is affected by our increasingly digital world and has had to make adjustments – or in some cases, complete business model overhauls – to stay relevant. It is more important than ever before to connect with customers using the technology and channels that are now so pervasive in everyday life.
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  • Meet Karen Puckett, Harte Hanks’ New President and CEO

    Sep 28, 2015, 13:46 PM by Karen Puckett
    Six years ago, when I first started working with Harte Hanks as a board director, I was impressed by the company’s commitment to creating smarter customer interactions. Since 2009, Harte Hanks has grown in impressive and necessary ways to stay at the forefront of both the marketing services industry and the digital evolution.
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  • Predictive Spam or Predictive Revenue

    Sep 25, 2015, 05:23 AM by David Rodnitzky
    The key to our system is that we use a global workforce & technology to create smarter automated communication, for often less than an entry level wage minus the expensive benefit costs.
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  • Harte Hanks Puts Inaugural Transport Award for “Carrier of the Quarter” into Motion

    Sep 23, 2015, 15:52 PM by Kevin Berthiaume
    In today’s digital world, direct mail is often overlooked. Yet as one of the most effective marketing tools around, direct mail is a key cornerstone of many successful campaigns. With a response rate of approximately four percent, direct mail far surpasses other channels like email marketing and paid search, with response rates for each clocking in around 0.1 percent.
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  • Start Seeing ROI, More Sales with Marketing Automation

    Sep 14, 2015, 09:30 AM by Anthony Figgins
    Last week I posted a blog about the basics of marketing automation—what it is and how it can help you create more relevant, personal customer interactions. This week, I want to take you a layer deeper into the powerful world of marketing automation and provide insight and tips into the right tools you need, how to get started and how you define and measure success.
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  • Learning the Power of Marketing Automation

    Sep 10, 2015, 14:53 PM by Anthony Figgins
    Marketing automation is quickly becoming one of the most valuable technology tools for both B2B and B2C marketers. The right tools can save you time and money, and they can showcase ROI faster. However, like with any technology platform, there can be a steep learning curve. Here is what you need to know to get started.
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  • Building Customer Loyalty Through Integrated Customer Experiences

    Sep 4, 2015, 08:51 AM by Andrew Harrison
    Long gone are the days of achieving customer satisfaction and loyalty by simply selling them a good product. Now more than ever, it takes consistent positive brand interactions, from consideration all the way through to the post-sale experience.
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  • Tips for Creating Smarter, More Effective Email Marketing

    Aug 31, 2015, 10:36 AM by Anthony Figgins
    It’s no secret that marketers have it tougher today than ever before. A saturated market place, overwhelming amounts of brand messages and shorter consumer attention spans are just a few of the challenges we face. Reaching your customers at the right time, on the right channel, with the right message, in less than 30 seconds isn’t exactly a walk in the park.
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  • The ABCs of Identifying Your Best-Selling Products

    Aug 26, 2015, 11:39 AM by Tim Smallwood
    Throughout my years of primary and secondary education, I often heard comments about how a fellow student “screwed up the curve by getting a high grade on the test.” Ten years after graduation, I’m finding that the concept of weighted distribution is still practical and relevant.
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  • How to Sell More this Holiday Season through Smarter Customer Interactions

    Aug 19, 2015, 14:07 PM by Linda Clasen
    The dog days of summer are quickly winding down. Back to school season is in full force, which can only mean one thing: it’s time for marketers to shift gears towards the upcoming holiday season.
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  • How to Get (and Stay!) Ahead of the Mobile Consumer: 5 Tips

    Aug 12, 2015, 15:23 PM by Alan John Kittle
    Snapchat. WhatsApp. Tumblr. Instagram. It seems that every day, a new must-have mobile app is being downloaded on smartphones and tablets across the globe. In the fast moving world of mobile, it’s hard to keep track of where your customers are spending their time and how to connect with them across the plethora of social networks.
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  • 5 Ways to Improve Your Contact Center Through Digital Marketing

    Aug 3, 2015, 09:00 AM by David Rodnitzky
    We live in an age where the customer – not the company – dictates your brand. In the old days, you could put out a massive advertising campaign with the moniker “Fly the Friendly Skies” and convince consumers that your airline was the nicest around. Today, an angry customer can create a video called “United breaks guitars,” and millions of consumers will share it in second.
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  • Customer Data: Why Quality Trumps Quantity + a 4-Step Approach to Remediation

    Jul 30, 2015, 09:00 AM by Seth Romanow
    When Less is More. Often times, the discussion about data is around quantity – we think we need more data, more sources, and more insights. But marketers are already inundated with data. Getting more data is not the challenge – getting quality, useful data is. If we can shift our mindsets to getting more out of the data that we already have, we will open up an easier path of understanding what quality data is telling us. Quality data results in trustworthy reporting and truer insights, which can help us deliver more effective campaigns thorough better targeting, messaging and content.
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  • Creating Contact Center Efficiencies through Workforce Management

    Jul 28, 2015, 09:55 AM by Ben Chacko
    Last month, I attended Call Center Week in Las Vegas and shared my thoughts on the key trends coming out of the show. There was a lot of chatter about how new technologies are helping to create enhanced efficiencies in the contact center setting.
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  • Show Me My Money: Personalization for Banking Consumers in the Digital Age

    Jul 23, 2015, 09:20 AM by Michele Fitzpatrick
    The banking industry is constantly evolving based on legislation and regulations, a changing competitive field, and changes in the expectations and needs of the customer. One of the most dramatic changes has been the digital revolution, resulting in more and more consumers expecting the same quality of experience across channels in all categories of products and services.
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  • Single Customer View: Going Beyond Cookies to People and Intent

    Jul 14, 2015, 11:56 AM by Seth Romanow
    Last week, I responded to web analytics expert Avinash Kaushik’s popular blog Occams Razor where he “de-mystified” misconceptions about digital marketing and analytics. I talked a bit about the proper use of data in effective marketing. This week, I’m going to address why “Cookies! Cookies are all we need!” is a myth, and how other technologies should be used to create a more useful single customer view.
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  • Why You’ll Lose with a Data-First Strategy…and What To Do Instead

    Jul 6, 2015, 10:22 AM by Seth Romanow
    A few weeks ago, Avinash Kaushik, digital marketing evangelist at Google, shared his perspective on how to “de-mystify” misconceptions about digital marketing and analytics on his popular blog, Occams Razor. While he made several excellent points, the myth-busters that resonated most with me were in relation to creating a data-first strategy and…Cookies! Cookies are all we need! I’m going to talk about the proper of use of data in driving effective marketing in this blog, and tune in next week to learn about how to go beyond cookies and use other technologies to create a single customer view.
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  • Find Your Target Audience Using Google Analytics

    Jul 2, 2015, 15:41 PM by Sean Mcentee
    As you may recall, Harte Hanks acquired 3Q Digital earlier this year. This post was originally published on 3Q Digital’s blog. We’ve decided to repost it here because it contains practical tips around how to better understand who your audience is and how they are behaving–to connect with them in a more meaningful way.
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  • New Technologies & Enhanced Efficiencies: Key Themes at Call Center Week

    Jun 25, 2015, 13:40 PM by Ben Chacko
    Last week, thousands of customer service executives gathered in Las Vegas at the 16th annual Call Center Week. There are many reasons why Harte Hanks attends this global, premier conference for contact center leaders, and this year was the most heavily attended that I have participated in.
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  • Selfies with the Postmaster General and the Future of Direct Mail

    Jun 16, 2015, 11:58 AM by Craig Murray
    Of the myriad of industries affected by the shift to digital, the postal service may have been amongst the hardest hit. With the introduction of email and texts in the early 2000s, hand-written letters became increasingly antiquated and the decline of traditional mail began. It continues today as short digital communications – IMs, Snapchats, tweets and Vines – become the preferred method of interaction amongst younger, and increasingly older, demographics.
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  • Harte Hanks Announces the Sale of Its B2B Research Business

    Apr 24, 2015, 08:39 AM by None
    Harte Hanks (NYSE: HHS), a leader in developing customer relationships, experiences and defining interaction led marketing, today announced it has entered into a definitive agreement to sell its B2B research businesses, Aberdeen Group and Harte Hanks Market Intelligence, to subsidiaries of Halyard Capital.
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  • Harte Hanks and 3Q to Do Something Memorable In Retail

    Apr 6, 2015, 15:51 PM by Heather Anding
    You may have heard by now that Harte Hanks has acquired 3Q Digital, one of the most widely respected, independent agencies in digital marketing.
    Full story

  • What the X in SXSWi Stands For.

    Mar 25, 2015, 10:27 AM by Alan Kittle
    During Twitter co-founder Biz Stone’s session, he talked about his new venture – Super – a heavily visual social platform described on their App Store page as, “Bold opinions become tiny works of art.” It’s Snapchat meets Pop Art! Heavily inspired by Barbara Kruger, this is Biz’s latest attempt to build something that allows users to share their thoughts built off opening statements like, “I LOVE” or “I’M ALL” or even “ONCE UPON A TIME” … the convergence of gallery images and text overlays is anarchic and encourages self-expression and personalization way beyond Instagram or Twitter.
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  • Harte Hanks Acquires 3Q Digital

    Mar 16, 2015, 07:16 AM by Brian Dames
    Today I am pleased to announce Harte Hanks has acquired 3Q digital, a performance marketing agency with extensive expertise in managing digital paid media. This addition to the Harte Hanks portfolio represents more than just growth for the organization, it represents our commitment to innovate and lead intelligent customer interactions.
    Full story

  • Integrated Marketing Through Connected Consumers

    Feb 26, 2015, 13:00 PM by Maitreyi (MJ) Jha
    Today’s customers are engaging with your brand through an ever-expanding number of devices and channels, giving you unprecedented customer insight.
    Full story

  • Journey Mapping: Design and Deliver a Remarkable Customer Experience

    Feb 20, 2015, 12:56 PM by Michele Fitzpatrick
    What if I told you that you could get a complete picture of your customer experience, down to granular detail around each point of interaction? A picture that would identify problem areas, assess what’s broken and provide instructions for and the economic value of fixing the problems? Sounds like this would be a pretty fantastic opportunity, right?
    Full story

  • 4 Hacks to Keep Your Company’s Blog Content Flowing

    Feb 4, 2015, 15:06 PM by Nicole Bump
    As the managing editor of this blog, it’s my job to make sure we have a steady stream of new blog content. If you manage your own corporate blog (or even a personal blog), I’m sure you know how challenging that can be. No matter how many subject matter experts (SMEs) you ask for a post, you still often turn up empty handed. The following are some hacks I’ve come up with to make sure I always have something to publish.
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  • How to Find Your Most “Persuadable” Targets with Uplift Modeling

    Jan 13, 2015, 14:23 PM by Nicole Bump
    Wouldn’t it be great if we could weed out all of those people that won’t buy, regardless of what we send them? AND weed out all of the people that WILL buy, regardless of our marketing? Oh, wait, that’s what incremental modeling (aka uplift modeling) does.
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  • Uplift Modeling: Not So Scary After All (Case Study)

    Jan 13, 2015, 09:31 AM by Nicole Bump
    I’m not terrible with numbers. I’d even go so far to say that I’m data-driven in my marketing. But terms like incremental modeling and uplift modeling still sounded a little intimidating when I was assigned to create some marketing materials on this analytics solution. But I put on my big girl pants and got the run-down from one of our analytics experts.
    Full story

  • Knowledge Shared, Knowledge Gained: Giving Back to Our Communities in 2014

    Jan 6, 2015, 10:03 AM by Nicole Bump
    Back in January 2014, we introduced the Knowledge Shared, Knowledge Gained program to give back to the communities where we live and work by providing marketing services pro-bono. Teams from Harte Hanks worked with non-profits in Greater Orlando to identify each organization’s business goals and create marketing plans to achieve them.
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  • Want a Better Agency Partner? Be a Better Client!

    Dec 18, 2014, 09:30 AM by Linda Clasen
    Over the last 20 years, I’ve seen massive amounts of change in retail marketing. Company leadership is asking for new thinking to drive the business, and any new tactics need to drive measurable results more quickly than ever. Internal pressures are made greater by the pace at which the customer’s behavior is changing. It’s daunting.
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  • 5 Questions to Ask Before Launching a Retail Loyalty Program

    Dec 15, 2014, 13:09 PM by Linda Clasen
    MyLowe’s, PowerUp Rewards by GameStop, My Best Buy—you’ve heard about lots of successful retail loyalty programs, and you may even belong to one of them yourself. And you may be thinking, “Hey, we need a program like that!”
    Full story

  • Social Customer Support: Happier Customers, Lower Costs

    Dec 10, 2014, 10:53 AM by Nicole Bump
    When you think of customer support, you probably think about calling into a contact center. But I’m not a big fan of the phone–and I’m not alone in this sentiment. As early as 2012, we’ve been seeing a decline in millennial’s use of voice minutes, and we just recently found out that many in this general age group have stopped listening to their voice mail.
    Full story

  • Who Wants to Waste Time or Money on Data? Not me.

    Nov 18, 2014, 10:26 AM by Seth Romanow
    In my last post, I discussed how building an ideal customer profile is the first step to successful inference marketing—using data from a variety of sources to learn about the customer without requiring him or her to fill out a form. In this post, I’ll go into a little more depth about why you should take the time to build an ideal customer profile and how to get it done.
    Full story

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