The Digitally Connected Consumer
Our world today is based on digital footprints – data, profiles, behavior, actions – that have the potential to become a brand’s view into the consumer mindset. These footprints tell us where the consumers are going, what they want, what they like and what their intentions are. If brands and marketers could understand the customer’s journey, and act on the cues that the customer provides in real time, their chances of engagement are much higher.
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The New Marketer’s Paradigm: A Guide to Consumer and Direct Engagement
Today’s marketers need to be just as dynamic as the environment they operate in. At its core, this means that they must be customer-centric in all of their thoughts and actions. This white paper discusses the vital points to surviving and thriving in a world where the customer is in control.
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Successful Scanning: A Guide to QR Code Best Practices
QR codes are the hottest touch point to get consumers to take action, but, are they effective. Harte-Hanks conducted a study on the use of QR codes across several vertical industries. Marketers are venturing into using a multichannel marketing mix encompassing mobile and QR codes for promotion, however, you need to think about the customer experience. Read this paper to find out more about QR codes, best practices and how mobile marketing can be an integral, positive experience for your business and your customers.
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Preparing for Reform: What Health Care Executives Need to Know about Retail Marketing NOW
Federal initiatives to reform the nation’s health care system represent the most significant changes in the industry since the passage of Medicare in 1965. With the constitutionality of the Affordable Care Act settled, health plans must transform their companies to compete. Health insurers can no longer be in a wait-and-see mode—the Supreme Court decision was a call to action. This white paper looks at how the health insurance model is changing, opportunities in retail marketing and how to prepare for the realities that health care reform will deliver in the near term.
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Preference Centers: Driving Multichannel Marketing Through Online Preferences
In recent years, preference centers have become a necessity as multi-channel marketing has become the forefront of many campaigns. Consumers want more options, and want to be able to decide how they’re engaged. Not only that, they also want messages to be tailored to their needs and wants, not just a generic run of the mill campaign. This white paper will cover all aspects of the topic, including why you should establish a preference center, how to best go about implementing one, and how to move forward making the most of your information.
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Mobile Search Trends: What Retailers Need to Know
Search marketing is a well known tactic for retailers to engage with consumers, but now search has gone mobile and marketers need to keep a competitive edge in ensuring the success of their mobile Web pages. This white paper utilizes mobile user demographics, their behaviors and their purchasing activities, to present the current trends and opportunities for retailers in mobile search. Consumers are on constantly on the go, and it’s important to be moving with them – be sure to stay a step ahead.
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Strategies for Growing Your Email Program: Email Address Acquisition Tactics
Email marketing is more competitive than ever in acquiring, retaining and engaging new customers. Marketers need to have a plan – one that includes such tactics as direct communication, cross-channel promotion and list renting for optimal return on email programs. But it’s more than just obtaining email addresses; marketers need to maintain a presence in consumers’ inboxes. This white paper offers insight, strategy and best practices for growing and preserving a healthy list for the greatest impact on existing and future email campaigns.
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How to Leverage Multichannel Data Models to Improve HCP Engagement
As the traditional methods of marketing to healthcare providers (HCPs) are shifting to integrated, multichannel efforts, so too are the data models that support them. The new multichannel insight models – still incorporating the traditional sales force – utilize detailed engagement metrics and prescribing data for better HCP channel preference, segmentation, and messaging strategy. This white paper presents innovative data model solutions to keep up with the evolving industry and manage these various channels for overall campaign synergy and customer centricity.
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Implementing a Global Multichannel Marketing Program
The traditional approaches to reaching HCPs are not as effective as they once were. Don’t fear marketers – multichannel campaigns can break down the barriers and have an impact on those hard to reach physicians. And, multichannel programs can be implemented on a global scale despite the varying laws, language barriers and cultural diversities. A global multichannel campaign can be successful with the right marketing strategy and execution. This white paper provides the keys to overcome the increased challenges and generate ROI across multiple countries.
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Reaching Healthcare Professionals: Insight-Driven Multichannel Marketing
Reaching healthcare providers (HCPs) today is more difficult than ever due to the high demands on their time and the availability of new technologies and channels. The entire industry is evolving past the traditional sales force approach to a multichannel strategy – have you been able to keep up? This white paper provides insight into the shifting trends and opportunities in HCP communication for continued pharmaceutical brand success.
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Mobile Marketing: Marketer’s Best Practice Guide to Text Messaging
Mobile marketing is no longer an emerging trend – it is one that is already here. Yet, many marketers are still contemplating how they should approach mobile in their organizations. Mobile marketing includes the following elements: text messaging, multi-media messaging, mobile applications and mobile Web sites. This white paper is a guide as to how to approach text messaging campaigns and programs, and follow best practices.
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Conversion Point 2012
The Internet does not stand still and neither does this methodology. The prospect must be able to convert quickly into a visitor, and the visitor must be able to convert quickly into a lead, an applicant, a customer, a donor, a subscriber, etc. That's where the Conversion Point comes in; it is a methodology that Harte-Hanks uses to create and optimize digital properties. This white paper focuses on how to use social, mobile and other new trends, as well as serve as a refresher on Conversion Point.
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New Insight: Finding Retail Marketing Insight from Within Your Database
Retailers today still face challenges, both in acquiring and retaining customers--especially with more choices for consumers, expanded technologies, growing competition and an unstable economy. This white paper discusses how retail marketers can extract insight from within the marketing database to improve bottom-line results.
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Cashing in on Deposit Growth Strategies: A focus on checking customer acquisition
The changing banking landscape of increased competition, decreased merger and acquisition activity, as well as changing consumer purchasing patterns has made it more challenging for banks to grow core deposits. To be successful, banks must approach the market innovatively with better targeting, more relevant and differentiated value propositions, while also communicating across multiple channels (including direct mail, e-mail, telephone, and Web).
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Filling the Newspaper Gap: Engaging a mass-targeted audience
Newspapers across the country are closing, leaving retailers with fewer promotion opportunities. More than 70 newspapers have closed their doors for good in 2009 alone. Those that remain are left with declining readership and slowing ad sales. Where does that leave retailers that may rely on newspapers as a marketing channel? How can retail marketers get their messages to geographically concentrated target audiences and drive sales – without blowing their budgets? Where can retailers find the resources to fully target and execute direct communication strategies?
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The Commingle Question: What to consider before implementing mail commingling technology
Savvy direct mail marketers continually look to gain cost savings wherever possible – especially in a downturn economy. Because postage typically is among the highest expense of any direct mail campaign – with some mailings postage can account anywhere from 30 percent to 75 percent of the total project cost – marketers have become vigilant about finding ways to reduce overall marketing costs and contain postage costs in particular. Commingle technology provides a favored approach to postage optimization and is gaining in popularity, especially in light of recent postal increases.
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Making the Most of Intelligent Mail Barcode (IMB)
Full implementation of United States Postal Service (USPS) Intelligent Mail® barcode promises to deliver many benefits to mailers, including end-to-end visibility and a seamless process for mail acceptance and delivery using standardization, continuous mail tracking, and mail quality feedback available in real-time.
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Six Questions: Assessing your database marketing agency
Forging and maintaining a meaningful relationship with a database marketing agency requires consistent, regular scrutiny. That is the only way to ensure maximum value from the partnership. Whether a marketer is looking to engage with a new agency or examining the relevance of an existing relationship, there are key questions to ask to determine if a service provider offers the "right fit."
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RMSocial Methodology: The Evolution of Social CRM
This whitepaper will provide a view into how social media can be integrated into a multichannel marketing strategy. Most companies are thinking today about how social fits in, and different groups within the company are taking on responsibility. But social is about relationships, which means that it must tie into your Customer Relationship for the social components of your multichannel marketing strategy.
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Managing Global Data
The world is getting smaller. Modern technology is enabling companies to operate globally in order to take advantage of an expanded customer base and greater breadth of suppliers. This helps drive down costs and increase potential revenues, and ensures that regional boundaries no longer pose limits on a company’s reach.
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