BOSTON, MA--(Marketwire - February 5, 2008) - The proliferation of marketing channels and
globalization remain key challenges for every organization. Digital content
will continue to expand exponentially as new marketing channels surface.
This makes effective management and efficient use of content essential to
maximizing return on marketing investment. A recent survey of over 185
companies conducted by Aberdeen, a Harte-Hanks Company (
NYSE:
HHS),
revealed how Best-in-Class tactics help marketing departments maximize
investments and leverage technology to improve brand effectiveness, brand
consistency, and return on marketing investments, ultimately delivering
strategic value from marketing asset management technologies. The research
reveals that 75% of Best-in-Class companies decreased the amount of time
spent locating files and 83% of Best-in-Class companies increased employee
productivity after implementing a Marketing Asset Management solution.
The top pressure causing all organizations to focus on digital asset
management is the need to manage brand consistency (64%), with the need to
improve return on marketing investments the second most relevant business
pressure (61%). Best-in-Class companies indicated that they currently
utilize Rich Media support (52%), search capabilities (48%), content
indexing (43%), and dashboards (41%) to increase the effectiveness of the
digital asset management system used by marketing. As a result of
technology implementation and organizational support, Best-in-Class
organizations achieve superior performance in time-to-market, return on
marketing investments, and brand effectiveness.
"Unfortunately, there is no single metric for measuring the strategic value
of marketing digital asset management. Best-in-Class demonstrate unique
processes and capabilities that enable them to maximize investments in
people, process, and technology," explained Ian Michiels, a research
analyst at Aberdeen. "Strategic value is derived from making technology an
integral part of the marketing workflow and day-to-day operations."
The report demonstrates the value of collectively leveraging organizational
practices in process, performance management, knowledge management and
technology to provide a foundation for digital asset management success. By
utilizing content indexing (43%) and search capabilities (48%),
Best-in-Class companies are able to minimize the amount of time employees
spend searching for content, thereby increasing overall employee
productivity.
The research educates readers on how to instill organizational capabilities
to nurture digital asset management initiatives. The report also provides
the results that Best-in-Class companies achieve across key marketing
metrics after employing processes and technologies and compares these
companies to the Industry Average and Laggards who have not yet pursued a
similar strategy.
A complimentary copy of this report is made available due in part by the
following underwriters: Interwoven, Saepio Technologies, and WAVE
Corporation. To obtain a complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=4579.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market
intelligence that delivers demonstrable results. Having benchmarked more
than 30,000 companies in the past two years, Aberdeen is uniquely
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
http://www.aberdeen.com or call (617) 723-7890, or to learn more
about Harte-Hanks, call (800) 456-9748 or go to
http://www.harte-hanks.com.
© 2008 Aberdeen Group, Inc., a Harte-Hanks Company
260 Franklin Street
Boston, Massachusetts 02110-3112
Telephone: (617) 723-7890
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Ian Michiels
Aberdeen Harte-Hanks
(925) 264-1824
Ian.michiels@aberdeen.com