glen hartman

Glen Hartman

About Glen Hartman

Glen Hartman is Senior Managing Director – Lead for Accenture Interactive North America and Global Digital Marketing/Transformation.

Personalisation

Personalization is nothing without creative empathy

Marketers have the newest technologies at our fingertips that allow us to create and personalize experiences that are truly centered around individuals – a mix of data, artificial intelligence and machine learning capabilities are constantly expanding the experience possibilities.

But here’s what we need to be increasingly careful about: This new technology enables a level of automated marketing that puts brands at risk of appearing unthoughtful.

Tesco: Lessons in customer centricity

Let’s put the ‘personal’ back in personalization by using living profiles

We in the marketing business know there is no such thing as ‘The Customer.’  And even an individual customers’ habits, preferences, and needs change constantly.  

This means there’s a two-fold challenge for brands wanting to truly understand their customers: zooming in on the individual and keeping track of the changes that drive them and influence their decisions. 

The digital deluge is making a case for just-in-time marketing

Some of today’s most successful marketers can attribute their achievements to decade-old wisdom dating back to post-war Japan’s ‘just-in-time’ approach.

In those days, manufacturing organizations learned to trim their inventory and produce only what their customers demanded, at the right time, and with the highest level of quality. 

Building brand loyalty in the next generation of commerce

Believe it or not, a 16-year-old and his or her 56-year-old father are part of the same generation.

This generation isn’t defined by age. Rather, its members share the same attitude towards how to apply digital technology to their most mundane, everyday tasks – from finding a parking spot or the latest news headlines, to their food orders and package deliveries.

What really stands out is their shared view on shopping and commerce. They prioritize convenience and value an experience that extends far beyond the traditional path to purchase.

b2b

How to build an effective B2B multichannel commerce platform

If you think extending the customer experience through a range of digital channels is only for B2C companies, think again.

Consumer shopping habits are spilling over to what business customers are expecting today, a trend that significantly ups the ante for B2B suppliers to build their multichannel commerce capabilities

This is no mean feat, but B2B companies have begun to take up the challenge. 

digital-divide

How to cut across the CMO-CIO divide in four steps

Chief marketing officers (CMOs) and chief information officers (CIOs) traditionally work in silos, but digital disruption is giving rise to an increased need for alignment and collaboration to gain a competitive advantage in today’s marketplace.

This C-suite relationship is improving to meet the needs of today’s digital consumer, but there are still many obstacles yet to overcome to create an effective team that will drive value for the consumer and new revenue for the business.  

Spotlight on data privacy: three steps to building consumer trust

Consumer concern about data privacy has shifted over the past decade.

More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits.

Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience.

Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of consumer personalization versus privacy back to the forefront of the marketing conversation. 

Digital Intelligence Briefing: 2018 Digital Trends for Creative and Design Leaders

Three steps to building customer loyalty through design

Digital technologies are re-imagining the human experience, reshaping the way we live, work, play and connect across the world.

Everything is being re-thought, simplified and improved, with nothing left untouched by the march of technology.

A chief catalyst among the changes is something that shouldn’t surprise anyone reading this post: customer expectations.

Today more than ever before, businesses need to focus more on the timing, targeting and treatment of their customers. The combination of the delivery of the service and the context in which it’s delivered roll up together to create the all-important experience.

Making the experience delightful will always come down to design.

Customer Lifetime Value Report - Econsultancy

Three key steps towards a customer-focused digital transformation

Here is a modern day ‘the chicken or the egg’ scenario. What came first,  a business’s digital capabilities or a customer’s need for digital relevance from businesses?

Does it really matter? What does matter is that businesses must be digitally wired with a consumer-focused mind set in order to succeed in today’s highly competitive landscape.

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