BOSTON, MA--(Marketwire - June 9, 2009) - A recent study,
The Marketers' Guide to Justifying Investments in
Digital Asset Management, conducted by
Aberdeen Group, a Harte-Hanks Company
(
NYSE:
HHS), explores strategies for justifying investments in digital
asset management for marketing and identifies how companies are leveraging
digital asset management to thrive, not just survive. "The research
quantifies the value of digital asset management through revenue growth and
cost reduction," explains Ian Michiels, Practice Director of Aberdeen's
Customer Management Technology Group and author of the study. "The data
reveals that top-performing companies centralize asset management and
tightly integrate asset management within marketing processes." The study
identifies current trends in marketing asset management technology
adoption, the necessary organizational competencies to support the
technology, and the integrated capabilities that are most valuable to
organizations that use digital asset management tools.
The research reveals that the current economic climate has changed the way
companies evaluate digital asset management (DAM) solutions. Just one year
ago, the top two challenges companies sought to mitigate with DAM
investments were improved return on marketing investments and brand
consistency. In 2009, these two challenges were identified by respondents
as secondary pressures. "Today, the number one reason all companies are
turning to digital asset management is operational productivity (66%),"
explains Michiels. "Companies are desperately trying to supplement a lack
of top line revenue with increased productivity to maximize profitability."
The study allows readers to validate their current performance relative to
peers and competitors and identify recommendations to increase return on
marketing investment (ROMI) and improve brand consistency. A complimentary
copy of this report is made available due in part to the following
underwriters: Saepio and Widen. Furthermore this research is being
disseminated to the market through the support of various media outlets,
such as the ECT News network and American Marketing Association. To obtain
a complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=6060
For additional access to complimentary
Customer
Management Research please visit
http://research.aberdeen.com/index.php/-customer-management
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.
© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Ian Michiels
Aberdeen Harte-Hanks
(925) 264-1824
ian.michiels@aberdeen.com