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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2009-2010 Harte-Hanks Postfuture Index
How do your email response metrics compare against those in your industry? The Harte-Hanks Postfuture Index™ for 2009 – 2010 measures key performance indicators of over 2.8 billion emails across nine industry sectors: Automotive, Entertainment, Financial, Government, Insurance, Pharmaceutical, Retail, Technology and Travel/Hospitality. Benchmarking your own email results can provide insight into areas where you may be able to improve performance and success of current and future email programs.
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The Future of Email and Integrated Direct Marketing
One important question that is top of mind for most every marketer today: How do we integrate channels to create a better overall customer experience? This white paper offers an insightful perspective on digital and all direct marketing channels. It includes a review of trends and key observations into the integration of email, mobile and social media.
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Mobile Marketing
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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Preference Centers
In today’s volatile marketplace, leveraging Online Preference Centers is an effective best practice used by many savvy marketers to deliver strategic communications and ultimately to entice consumers to buy more and buy more often. This white paper explores the in's and out's of Online Preference Centers, including the foundation, approach, implementation, and benefits of employing this strategy.
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Conversion Point 2010
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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Event-Driven Dialog Messaging: Automating the Conversation
Advances in the web, digital messaging and analytics when combined can deliver dynamic message dialogs that create a brand-engendered customer centric experience in either the single or multichannel environment. We will present ideas and suggestions that take you step-by-step through building your marketing strategy around these customer dialogs, using digital messaging to move customers towards conversion and loyalty.
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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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Create and Nurture B2B Demand with Social Media
Social is the hot marketing topic among business-to-consumer (B2C) and business-to-business (B2B) marketers. While it?s true that social media can support brand and community building, the approach is also effective at driving and nurturing demand within all stages of the business-to-business (B2B) sales funnel.
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Lead Nurturing 2.0 - Are You Ready?
Lead nurturing is the process of keeping qualified buyers engaged and informed until they are ready to consider a purchase. It's a well-known B2B marketing strategy, but it has changed, some might say evolved, from a simple process of creating and distributing static content to self-identified prospects, to a process of continuous interaction across numerous communication channels. In this assessment guide, Harte-Hanks offers insight to help marketing leaders evaluate the requirements for a successful 2.0 nurturing program, identify the resources they may already have and those still needed, and begin to build for success.
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Transition Marketing Experts
At Harte-Hanks, we believe that mergers create opportunities. Communicating the changes that mergers and acquisitions will bring to your customers, employees, and shareholders ultimately impacts how they perceive you – and their relationship with the new organization. Creating a positive experience strengthens the relationship and promotes loyalty. Loyal customers lead to greater retention and increased future sales opportunities.
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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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Social CRM Methodology: Integrating social into multichannel marketing strategy
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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