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Traditional Buyer's Journey Map

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 [...]

social hijacking of mardi gras 1

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 [...]

air bnb ad
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 [...]

planning for customer centricity in the B2B tech buyer's journey

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 [...]

align buyer personas to the buyer journey

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.

Progressive firms are achieving [...]

Capture more buyers earlier

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 [...]

Javed Matin value mission

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.

Lucky for Lee, MetLife was [...]

Happy emoji for 2017 super bowl ads

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!

Super Bowl commercials [...]

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First, a case study from Dr. Karl Hellman (Co-founder, Resultrek) and then an analysis by Frank Grillo (CMO, Harte Hanks).

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 [...]

holiday 2016 lessons learned

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 [...]

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