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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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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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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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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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.
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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.
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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.
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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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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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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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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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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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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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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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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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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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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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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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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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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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