Marketing Asset Management

Managing Brand Compliance in Distributed Marketing Environments

BOSTON, MA--(Marketwire - April 7, 2010) -  Top-performing marketing organizations are meeting the challenges of making the marketing content more readily available and ready to take action on, through the deployment of marketing asset management (MAM) solutions that centralize the approval and management of digital marketing assets, according to new research study published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS).

Marketing Asset Management: Managing Brand Compliance in Distributed Marketing Environments, which examined 136 organizations deploying marketing asset management, found that 100% of the top performing companies improved their return on marketing investments, compared to 26% in other companies.

"Managing marketing compliance and brand consistency across business units and geographies is a corporate priority among top-performing companies in 2010, while many organizations continue to stifle efficiency and waste money on unproductive, decentralized marketing asset management processes," says Peter Ostrow, Research Director, Sales Effectiveness, Aberdeen Group, the report's author. "As organizations attempt to operate as efficiently and effectively as possible under volatile market conditions and often with fewer resources, the successful technology and process practices around MAM promise to separate the top performing organizations from others."

The report reveals what leading companies have been able to achieve through deployment of marketing asset management, such as:

  • 24% average year-over-year increase in annual revenue compared to 2% increase in other companies

  • 18% average year-over-year improvement in brand consistency compared to 2% improvement by other companies

A complimentary copy of this report is made available due in part by the following underwriters: Mail Print, Saepio. Obtain a complimentary copy of the Marketing Asset Management report

Visit for additional access to complimentary Customer Management Research.

About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen (or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

© 2010 Aberdeen Group, Inc., a Harte-Hanks Company
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