tag:econsultancy.com,2008:/blog/authors/glen-hartman Posts by Glen Hartman from the Econsultancy blog 2017-08-14T10:59:24+01:00 tag:econsultancy.com,2008:BlogPost/69302 2017-08-14T10:59:24+01:00 2017-08-14T10:59:24+01:00 Personalization is nothing without creative empathy Glen Hartman <p><strong>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.</strong></p> <p>But here’s what we need to be increasingly careful about: This new technology enables a level of <a href="https://www.econsultancy.com/blog/68339-will-marketers-be-automated-out-of-a-job">automated marketing</a> that puts brands at risk of appearing unthoughtful.</p><p><a href="https://econsultancy.com/blog/69302-personalization-is-nothing-without-creative-empathy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69083 2017-05-18T15:00:00+01:00 2017-05-18T15:00:00+01:00 Let’s put the ‘personal’ back in personalization by using living profiles Glen Hartman <p><strong>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.  </strong></p> <p>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. </p><p><a href="https://econsultancy.com/blog/69083-let-s-put-the-personal-back-in-personalization-by-using-living-profiles/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68798 2017-02-17T12:45:20+00:00 2017-02-17T12:45:20+00:00 The digital deluge is making a case for just-in-time marketing Glen Hartman <p><strong>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. </strong></p> <p>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. </p><p><a href="https://econsultancy.com/blog/68798-the-digital-deluge-is-making-a-case-for-just-in-time-marketing-2/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68459 2016-11-04T10:33:47+00:00 2016-11-04T10:33:47+00:00 Three ways marketers can deal with the abundance of content Glen Hartman <p><strong>Marketers love content – the themes and stories that really bring to life the essence of a brand.</strong></p> <p>However, the best content is literally worthless if not managed properly. And new channels are popping up every day.</p><p><a href="https://econsultancy.com/blog/68459-three-ways-marketers-can-deal-with-the-abundance-of-content/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67438 2016-01-28T10:53:00+00:00 2016-01-28T10:53:00+00:00 What will impact Martech & Ad Tech trends in 2016? Glen Hartman <p><strong>The union between marketing technology and advertising technology is strengthening, like it or not. </strong></p> <p>I see two major meta-trends this year that are impacting technology and how marketers are going to apply it. </p><p><a href="https://econsultancy.com/blog/67438-what-will-impact-martech-ad-tech-trends-in-2016/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67175 2015-11-13T10:57:06+00:00 2015-11-13T10:57:06+00:00 Building brand loyalty in the next generation of commerce Glen Hartman <p><strong>Believe it or not, </strong><strong>a 16-year-old and his or her 56-year-old father</strong><strong> are part of the same generation.</strong></p> <p>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.</p> <p>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.</p><p><a href="https://econsultancy.com/blog/67175-building-brand-loyalty-in-the-next-generation-of-commerce/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66745 2015-08-06T16:00:00+01:00 2015-08-06T16:00:00+01:00 When services become 'living' how will brands survive? Glen Hartman <p><strong>This is an exciting time to be a marketer. In fact, it’s an incredible time to be a part of any business looking to connect with consumers to sell a product. </strong></p> <p>Why? Because consumers are looking at products and the path to purchase very differently.</p><p><a href="https://econsultancy.com/blog/66745-when-services-become-living-how-will-brands-survive/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66088 2015-04-30T09:25:00+01:00 2015-04-30T09:25:00+01:00 How to build an effective B2B multichannel commerce platform Glen Hartman <p><strong>If you think extending the customer experience through a range of digital channels is only for B2C companies, think again.</strong></p> <p>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</p> <p>This is no mean feat, but B2B companies have begun to take up the challenge. </p><p><a href="https://econsultancy.com/blog/66088-how-to-build-an-effective-b2b-multichannel-commerce-platform/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65462 2014-09-17T17:36:37+01:00 2014-09-17T17:36:37+01:00 How to cut across the CMO-CIO divide in four steps Glen Hartman <p><strong>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.</strong></p> <p> 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.  </p> <p><a href="https://econsultancy.com/blog/65462-how-to-cut-across-the-cmo-cio-divide-in-four-steps/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65176 2014-07-24T10:22:55+01:00 2014-07-24T10:22:55+01:00 Spotlight on data privacy: three steps to building consumer trust Glen Hartman <p><strong>Consumer concern about <a href="https://econsultancy.com/reports/dmp-buyers-guide">data privacy</a> has shifted over the past decade. </strong></p> <p>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. </p> <p>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. </p> <p>Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of <a href="https://econsultancy.com/reports/the-realities-of-online-personalisation-report">consumer personalization</a> versus privacy back to the forefront of the marketing conversation. </p><p><a href="https://econsultancy.com/blog/65176-spotlight-on-data-privacy-three-steps-to-building-consumer-trust/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65008 2014-07-09T17:00:40+01:00 2014-07-09T17:00:40+01:00 Three steps to building customer loyalty through design Glen Hartman <p><strong>Digital technologies are re-imagining the human experience, reshaping the way we live, work, play and connect across the world. </strong></p> <p>Everything is being re-thought, simplified and improved, with nothing left untouched by the march of technology.</p> <p>A chief catalyst among the changes is something that shouldn’t surprise anyone reading this post: customer expectations.</p> <p>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.</p> <p>Making the experience delightful will always come down to design.</p><p><a href="https://econsultancy.com/blog/65008-three-steps-to-building-customer-loyalty-through-design/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63899 2013-12-03T16:18:27+00:00 2013-12-03T16:18:27+00:00 Three key steps towards a customer-focused digital transformation Glen Hartman <p><strong>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? </strong></p> <p>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.</p><p><a href="https://econsultancy.com/blog/63899-three-key-steps-towards-a-customer-focused-digital-transformation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63319 2013-08-30T16:35:42+01:00 2013-08-30T16:35:42+01:00 How to shift from ecommerce to 'c-commerce': four steps to follow Glen Hartman <p><strong>Ask the question your competitors aren’t: 'what would my customer expect?'</strong></p> <p>Today’s consumer is fickle and expects the world. Now. Whether looking to purchase a safe new car, a coat for the winter or plane tickets for a weekend getaway, each individual or business customer has a unique process to identify the right product and a long list of demands the delivering brand needs to meet to make the sale.</p> <p>These include offer value, trust, best price, easy purchasing experience, customer service, and engagement with relevance. And the list could go on.</p> <p>For a company to be on the top of the consumer’s purchasing list, or at least in the short list of contenders, it needs to understand every aspect of the consumer and establish a comprehensive commerce strategy that will give the consumer not only what they want but what they expect. Now.</p><p><a href="https://econsultancy.com/blog/63319-how-to-shift-from-ecommerce-to-c-commerce-four-steps-to-follow/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62842 2013-06-18T17:20:00+01:00 2013-06-18T17:20:00+01:00 Why CMOs should make business decisions based on consumer needs Glen Hartman <p><strong><a href="http://econsultancy.com/uk/blog/11316-the-2013-cmo-challenge-content-digital-and-organisational-attribution">Chief Marketing Officers</a> need to become the “Consumer SME” for their company and make business decisions based on consumer needs to achieve loyalty and repeat business. </strong></p> <p>Consumers are the most important asset to any business. Without consumers buying a product or service, there will no longer be products or services to sell.</p> <p>Knowing the consumer is the key driver to business success. Chief Marketing Officers (CMOs) need to take strides at becoming the “Consumer SME” for their company and make business decisions based on consumer needs to ultimately achieve loyalty and repeat business.</p><p><a href="https://econsultancy.com/blog/62842-why-cmos-should-make-business-decisions-based-on-consumer-needs/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>